Great news! The media outlet your PR team pitched is
interested in your story and wants to schedule an interview this afternoon. Before
you psych yourself out and mentally come up with a list of reasons why you
can’t make the interview, read my handy list of do’s and don’ts that is sure to
get you through your first or fortieth interview.
Do prepare for
the interview. No one knows this story better than you, but it never hurts to
have stats on hand, key messages and thoughts on paper just in case you to need
to reference them during the interview. You should have this information with
you whether your interview is over the phone or in-person. The reporter
understands that you may need to reference material during an interview and
will appreciate you taking the time to make sure you have the most recent
statistics or facts on hand rather than giving old or incorrect information.
Don’t think
anything is “off the record.” While it’s true that reporters will sometimes
allow sources to go on background and not be directly quoted in a story, this
is the exception, not the rule. So if
you don’t want to read about it in print, don’t say it. Even if the camera is
off and the reporter is just casually talking to you, everything you say is
fair game to the reporter.
Do understand
that most journalists are just people who are trying to tell a good story and
get home to their families. They are interested in your story and think that
their audience would be interested too. The best way to help them tell your
story is to provide clear information and limit the number of details you
share. Think about the one thing you want the audience to take away from the
story and drive that point home. A reporter will only quote a small fraction of
what you say, so if you can explain your message simply and clearly it’s more
likely to be a quote or sound bite. All of the other details and background you
provide will be told by the reporter as further explanation throughout the
story.
Don’t get too
technical. When giving an interview always think of the intended audience. The
way you would explain something to your coworker is different from how you
would explain it to someone who doesn’t work in your industry. It’s likely that the reporter isn’t as
well-versed in the topic as you are and may not understand the industry jargon.
This could lead to your message getting lost, or even worse, misinterpreted.
Stating information as simply as possible will help to ensure that both the
reporter and the audience understand what you’re trying to say.
Do let the
reporter know if you don’t have an answer for their question. It’s better to
get the right information to the reporter later than to give incorrect or
misleading information that can hurt your credibility. Reporters understand
that you may not have all the answers and will appreciate you finding the
correct information and sending it to them after the interview. The majority of
interviews are not live and there are usually a few hours between the time the
interview takes place and when the article or segment is submitted to an editor
for review.
Don’t ask to
review an article before it’s published. Occasionally journalists will
fact-check an article with the source to ensure the correct information is
included. It is perfectly fine to volunteer that you’re available to answer
additional questions if they need to verify information while they’re writing
their story, but don’t ask to review their work before they publish it.
Just remember these tips before your next interview and your
message is sure to be received.
This post was
contributed by Krystal Morris.
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