So, a reporter is interested in your story – now what? It’s time to get prepared! Your interview, whether on the phone or in person, is your one chance to get your message out to the audience of this media outlet. Here are some tips to make your interview as successful as possible.
- Prepare your talking points. You only need a few, and they need to be as short and succinct as possible. They should reflect the key messages you want to get out about your organization at that moment.
- Anticipate questions beforehand. And beyond that, have the answers ready to go. An interview will never go exactly as you plan, but anticipating what the reporter may ask can help you be prepared for the most predictable scenarios. If your interview is part of a crisis mitigation effort, it’s even more important to predict what some of the questions will be.
- Always say something. What if you don’t know the answer to a question? Repeat: “I don’t know the answer to that right now, but I can get it for you.” That’s all you need to say. Write down the questions you don’t know the answer to, and then follow through by getting the reporter the answer via email. You never want to be on the media’s bad side.
- Have interesting facts and figures ready. This is a great way to make sure you are showing the reporter that you care about the quality of his story. Here’s an interesting fact if the organization is, say, a luxury condominium developer: “People with incomes over $250,000 make up 52 percent of this community, and our research shows many of them are looking to downsize to smaller, but equally upscale housing.” By having some data on hand, you can substantiate your messaging, establish your expertise and show the reporter you’re serious about giving them a good story.
- Keep it conversational! If this is a tour of your facility, you’re just walking and talking. When it’s a face-to-face, it’s just a friendly chat. If it’s a phone interview, it’s just a call. Staying relaxed is important when talking to a reporter.
- Keep it short, friendly and professional. That’s easy enough, right?
- Don’t say anything “on background.” It’s amazing how many public personalities make this mistake: government insiders, entertainment figures and athletes are all guilty of it, and their reputations pay the price. No matter what kind of organization you have, assume anything you say can be printed.
- Smile! Smiling is disarming, contagious and makes you sound better.
This is the advice we give clients who want to know how to talk to reporters, and it works! Try it the next time you are contacted by a member of the media.