How to Shine in Media Interviews
Your press release did its job. A reporter calls and wants to talk about your business. Now what? You need to build a relationship with the reporter, and the primary way you’re going to do so is through a media interview.
Reporters interviews to gather information and do research. Even if they report a story based on a written study or official documents, they need to conduct interviews to flesh out the facts, provide perspective, obtain quotes, and add interest. In other cases, interviews alone comprise the entire premise for an article.
Preparing for a Press or Media Interview
When you send out a press release, prepare for a media interview. This means you should not only know what the press release says, but you need to be comfortable elaborating, expanding, and providing concrete examples that support the idea the press release is pitching to reporters.
The media interview can take several formats. Many reporters prefer to interview a source in person whenever possible. Conversation generally flows more naturally in person, and a reporter can draw details from your surroundings using visual cues and other sensory information that they otherwise wouldn’t experience (the smell of the perfume you invented, the taste of your homemade candies).
Time constraints or distance sometimes make this personal type of media interview impossible. Telephone interviews and email interviews are alternatives. Always offer a reporter a face-to-face interview at your business, and then follow their lead if they suggest another preference.
Here are some key tips to prepare for a media interview:
- Research the outlet and interviewer
- Anticipate likely questions and prepare and rehearse concise answers
- Develop 2-3 key messages you want to convey
- Practice articulating your points clearly and concisely
- Prepare relevant examples and anecdotes to illustrate your points
- Be ready with responses to potential difficult questions
- Dress appropriately for the medium (TV, print, etc.)
- For TV/video, practice your body language and facial expressions
- Arrive early and do a tech check for remote interviews
Media Interview Guidelines
No matter what publication the reporter represents or the format of the media interview, there are guidelines you should follow:
— Remember reporters are working on deadline.
Return calls promptly and be flexible in scheduling an interview time. If a reporter wants to talk to you immediately, try to be accommodating. Give him several ways to contact you should he need to follow up later.
— Offer to provide background materials about your company via your web site, email, or fax before the interview.
This allows a reporter to become more familiar with the basic facts and conduct a more effective interview.
— Study the reporter’s publication, so you know what kind of information they’re seeking.
For example, a reporter at a trade magazine will be writing to a more specialized audience than one at a metropolitan newspaper, and therefore would need different details.
— Stay on track during the interview.
You don’t want to answer questions with “yes” or “no” responses; however, you need to be concise. Listen carefully to what the reporter asks and give a relevant answer. Be talkative, but don’t ramble.
— Don’t ask to go “off the record.”
This puts a reporter in an awkward position and can give the impression that you’re not being up front. If you don’t want something publicized, don’t mention it. If you think the interview is taking a bad turn or a question isn’t relevant, ask the reporter if the question is vital to the story and how the information will be used.
— Be attentive during interviews.
Don’t take calls or allow other interruptions. This is a professional courtesy you would extend to important clients, and a reporter shouldn’t be treated differently.
— Don’t ask to see the story before publication.
Some publications have a strict policy against this kind of previewing. Even if they don’t, you are conveying that you don’t trust the reporter. Besides, time constraints in the form of deadlines make it impractical.
Be gracious, but don’t insist a reporter take gifts as a thank you.
If he needs a copy of your book or a sample of your product for research or a review, it’s acceptable to offer him these things free of charge. However, ethical standards prohibit journalists from accepting meals and gifts, because it could effect their objectivity. A thank you note is enough.
How to Succeed in Your Media Interviews
1. Consider Using Advanced Interview Preparation Techniques
Message mapping is a crucial preparation technique where you identify your key messages and supporting points. This helps ensure you stay on topic during the interview. Create a visual map linking your main messages to specific examples, data points, and anecdotes.
Mock interviews are invaluable for practice. Enlist a colleague or friend to play the role of the interviewer, asking both expected and unexpected questions. This helps you refine your responses and become more comfortable with the interview process. Record these practice sessions to review your performance and identify areas for improvement.
Developing sound bites is another essential skill. These are short, memorable phrases that encapsulate your key messages. Good sound bites are concise, quotable, and often use rhetorical devices like alliteration or metaphor. Practice incorporating these into your responses naturally.
2. Prepare to Handle Difficult or Unexpected Questions
Bridging techniques are vital for steering the conversation back to your key messages when faced with difficult questions. A common bridging phrase is “That’s an interesting point, but what’s really important is…” This allows you to acknowledge the question before transitioning to a topic you’re more comfortable discussing.
Sometimes, you may need to decline answering certain questions. Do this gracefully by explaining why you can’t answer – perhaps due to confidentiality or ongoing investigations. Always offer an alternative piece of information or redirect to a related topic you can discuss.
Dealing with hostile interviewers requires patience and composure. Stay calm, don’t get defensive, and stick to your key messages. If an interviewer becomes overly aggressive, it’s okay to politely but firmly address their tone: “I’m happy to answer your questions, but I’d appreciate if we could maintain a respectful dialogue.”
3. Be Conscious of Your Non-verbal Communication
Body language is crucial in both in-person and video interviews. Maintain good posture, make appropriate eye contact, and use open gestures. For video interviews, ensure your camera is at eye level and you’re looking directly into it to simulate eye contact with the interviewer.
Voice modulation and tone significantly impact how your message is received. Speak clearly and vary your tone to emphasize key points. Avoid speaking in a monotone, which can make you seem disinterested. Practice controlling the pace of your speech – slowing down for important points and speeding up slightly for less crucial information.
4. Do Post-interview Follow-up
Sending a thank you note to the interviewer is a professional courtesy that can help build a positive relationship. Use this opportunity to briefly reiterate your key points or provide any additional information you may have forgotten during the interview.
If you promised any additional information during the interview, ensure you provide it promptly. This could include statistics, reports, or other supporting materials that add value to your interview responses.
Building ongoing relationships with journalists can lead to future opportunities. Connect with them on professional social media platforms, share their articles (when appropriate), and keep them updated on significant developments in your field or organization.
5. Be Aware of Legal Considerations
Understanding the difference between “on the record” and “off the record” is crucial. “On the record” means anything you say can be quoted and attributed to you. “Off the record” typically means the information won’t be published, but be cautious – interpretations can vary. Always clarify the terms with the journalist before sharing sensitive information.
Be aware of any confidentiality agreements or NDAs that might restrict what you can discuss. If you’re unsure about whether you can disclose certain information, consult with your legal team before the interview.
6. Exercise Cultural Sensitivity
When preparing for interviews with international media, research cultural norms and expectations. This includes understanding appropriate greetings, gestures, and topics that might be taboo in certain cultures.
Avoid cultural faux pas by being aware of potential misunderstandings. For example, humor and idioms often don’t translate well across cultures. When in doubt, opt for clear, straightforward language. If you’re unsure about a cultural reference or custom, it’s better to ask for clarification than to make assumptions.
7. Special Crisis Communication Considerations
During a PR crisis, interviews require extra caution. Prepare a clear, consistent message that addresses the issue directly. Show empathy, take responsibility if appropriate, and focus on solutions or actions being taken to address the problem.
Damage control techniques include:
- Responding quickly and transparently
- Avoiding speculation or discussing unconfirmed information
- Focusing on facts and actions rather than emotions or blame
- Having a designated spokesperson to ensure consistent messaging
- Monitoring social media and other channels to address misinformation promptly
8. Get Professional Media Training
Professional media training is invaluable for anyone who regularly interacts with the press. It typically covers message development, interview techniques, handling difficult questions, and understanding different media formats.
In a media training session, you can expect:
- Personalized feedback on your communication style
- Practice with mock interviews, often recorded for review
- Guidance on body language and non-verbal communication
- Tips for adapting your message to different media formats (print, TV, radio, online)
- Crisis communication scenarios
9. Learn how to Leverage Interviews for Marketing Purposes
Repurpose interview content for other marketing channels to maximize its impact. This could include:
- Creating blog posts or articles based on key points from the interview
- Sharing short video clips or quotes on social media
- Including positive media coverage in newsletters or email marketing campaigns
- Using interview excerpts in promotional materials or on your website
When using media coverage in promotional materials, always ensure you have the necessary permissions and attribute the source correctly.
10. Measure Your Interview’s Success
Key performance indicators (KPIs) for media interviews might include:
- Reach (audience size of the media outlet)
- Message pull-through (how well your key messages were conveyed)
- Sentiment (positive, neutral, or negative tone of the coverage)
- Share of voice (how your coverage compares to competitors)
- Website traffic or social media engagement following the interview
Track and analyze the impact of your interviews by:
- Using media monitoring tools to capture mentions and sentiment
- Analyzing website analytics for traffic spikes following interviews
- Monitoring social media for increased engagement or follower growth
- Conducting surveys to measure changes in brand perception
- Tracking any increase in leads or sales that can be attributed to media coverage
Regular analysis of these metrics can help refine your media strategy and improve future interview performances.
Finally, though in-person interviews are still great, there are a number of key trends in media interviews you should be aware of and prepared for:
Recent Trends in Media Interviews
- Virtual and remote interviews: The COVID-19 pandemic accelerated the shift towards virtual interviews, which have now become commonplace. This trend has continued due to convenience and cost-effectiveness.
- Live streaming and social media interviews: Platforms like Facebook Live, Instagram Live, and Twitter Spaces are increasingly used for real-time, interactive interviews.
- Podcast appearances: With the growing popularity of podcasts, being interviewed on relevant shows has become an important part of media strategy.
- Short-form video content: Platforms like TikTok and Instagram Reels are being used for quick, engaging interview snippets.
- AI-assisted interview preparation: Some organizations are using AI tools to help predict questions and prepare responses.
- Increased focus on diversity and inclusion: There’s a growing emphasis on representing diverse voices and perspectives in interviews.
- Authenticity and transparency: Audiences are valuing genuine, unscripted moments over polished corporate speak.
- Data-driven storytelling: Interviewees are increasingly expected to back up claims with data and statistics.
- Crisis communication preparedness: With the speed of social media, there’s an increased focus on being prepared for potential PR crises during interviews.
- Multi-platform content distribution: Interviews are often repurposed across various platforms and formats to maximize reach.
This article, written by Ben Silverman, originally appeared in PR Fuel (https://www.ereleases.com/prfuel), a free weekly newsletter from eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. To subscribe to PR Fuel, visit: https://www.ereleases.com/prfuel/subscribe/.