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OK, so your press release generated the media interest you were hoping for. The next step is for your company spokesperson to follow up with an interview. Now this bit can strike the fear of god into even the most capable of business folk, as talking to the media can be scary stuff especially if the person involved has had no previous dealings with the media. We’ve all heard the horror stories of comments being taken out of context or misquoted. The repercussions of which can be widely felt and even land the individual in hot water, but it needn’t be so daunting if you follow these simple do’s and don’ts that Marketecture’s very own PR team have put together. Best of all, if the interviews are well managed they can do a lot to promote your business. The trick here is summed up in the words of scouting maestro Baden-Powell – “Always be prepared”.
• Beware of ‘dead’ air – journalists will purposely leave silences and it’s only natural for a spokesperson to try and fill it by adding more detail to previous answers, or by divulging additional information that isn’t necessary or appropriate. Try to resist the temptation to ramble when there is a silence, as it could actually damage the outcome of the interview. Also, take your time in answering each question and construct answers in your head before opening your mouth.
• It’s ok to be unsure – If you’re unsure of an answer, then it’s acceptable to say so. However, never let a question go unanswered. Politely inform the journalist that you will find out the answer before the deadline of the article and come back to them. Of course once this promise is made make sure that it is always followed through!
• Do your research upfront – try to find out as much as possible about the interviewer or reporter before the interview. This will help you to better understand what floats their own particular boat when it comes to lines of questioning and interview tone. Try to find out what they have covered before, any expert areas of interest they have and who else they may have talked to about the issue or story you are talking to them about beforehand. To be forearmed is to be forewarned and sensible research can be the difference between you establishing a good rapport with a journalist or frustrating the hell out of them.
• Enthusiasm – If you aren’t passionate about the topic you’re being interviewed about then you’ve got little chance of getting the reporter switched on, which may result in poor or flat coverage, or at worst, a negative spin being put on your wise words. Bags on energy and a sense of wit and intelligence can make you appear more human and engaging and can build journalistic bridges, even when talking about the driest of subjects. Find your own unique voice and above all be prepared to take a stance – journalists hate reticent or over cautious responses to straight forward and valid questions.
• It’s ok to be unsure part II – if you are unsure what you are being asked, say so and ask the interviewer to repeat or rephrase their question. The same can be said for your responses. During the interview ask periodically if you are making sense, or if you have been clear enough. This will give the interviewer the chance to say if they don’t understand and probe further if needed.
• Relationships – interviews are your building blocks to developing two-way trusted relationships with your target media. Journalists generally like to be treated as people and not just a tool for promoting a business. So never patronise, insult or give attitude to a journalist if you value your name and reputation. Assertive is good, when needed, but cocky is a whole different ballgame and one that you probably won’t ever win. A journalist doesn’t have to say anything defamatory to ruin your reputation – a negative slant to a piece can be just as damaging.
• There is no such thing as ‘off the record’ – so never say anything you wouldn’t like to see in print – it’s simply not worth it in case your words get misinterpreted or misquoted out of context. Journalists are skilled at creating interesting news stories so will use whatever they need to do so if you feed them facts or sensitive information. Avoid at all costs – enough said!
Finally, one last tip from the Marketecture PR team....don’t wait for the media to come to you. You should be actively engaging with them long before they come knocking on your door. Reach out to them with commentary or feature opportunities. Keep bringing fresh ideas to the table; it will only portray you and your business in a positive light and if you prove your worth they’ll keep coming back for more.
