Getting the results you want from your media interview

So you have distributed your media release, you have had some interest from journalists – and now a couple of them have called you for an interview. Before you panic and run for cover - read this! 

So you have distributed your media release, you have had some interest from journalists – and now a couple of them have called you for an interview. What do you do?

Before you panic and run for cover, the most important thing to remember is that this is an opportunity for you to get your messages to your customers through the journalist. You are in control of the interview.

The first step
It is important not to respond to any questions on the initial call. To maximise the opportunity, you first will need to organise your messages.
Ask the journalist what information they are looking for and the format of the interview (if it is over the phone, one-on-one, live or taped). All journalists work to a deadline, so find out what their deadline is and set a time to call them back. Make sure you call them at the agreed time.
You can’t ask to see the questions or the story in advance. Remember you cannot change your quotes or edit the story after the interview. More often than not, the journalist will be interviewing other people to ensure the story has a balanced view, so do not expect to be the only person interviewed or quoted.

Setting your agenda
Before you undertake the interview you will need to write out a game plan. You should prepare one before each and every interview. The game plan covers key issues, possible questions about the key issues and the answers for each possible question.
It is important to write these out - don’t do it from memory. If you are doing a phone interview, have the plan in front you for easy reference.

Develop compelling messages
What are the critical messages that you want to communicate? Key messages are the core messages you want your audience to hear and remember. They create meaning, headline the issue and allow you to control the interview.
Your key messages are what you must say and get across in the interview – irrespective of what questions the journalist asks.
With your audience in mind, and focused on your objectives, you should work out in advance of the interview what you must say on the topic concerned.

Understand the journalist’s role
The journalist’s role is not to try to catch you out, but to establish the facts and report on them objectively. If you focus on waiting for them to ask a tricky question, you will not be in control of the interview.
Journalists are looking for the truth. If you try to get a story by making claims that cannot be substantiated, it will not lead to a story. The article will not be published and they will certainly never ask you for an interview again.
Ensure than any information such as statistics you provide the journalist can be substantiated.

Know the real audience and objective
Try to develop an understanding of the audience the journalist will be writing for so you can set your agenda accordingly. It is worth looking up the journalist’s publication on the internet or buying a copy. If you have time, read some articles they have written so you can understand their style.

Practice, practice, practice
After your preparation, you should review your game plan and do a practice interview. Close the door to your office, take the phone of the hook and spend 10 minutes going over your key messages and answering the questions from your game plan. Remember this is your opportunity to get your messages to your audience, so make full use of it.

Tips for managing the interview:
Answer plus one
To ensure you maintain control of the interview, don’t just answer the question. Your objective must always be to communicate your key messages. Use the questions as an opportunity to make your points. This is called ‘answer plus one’. In other words, answer the question then add one of your key messages or key issues outlined in your game plan.

Answer in your own time
The journalist is interested in what you have to say, so don’t get flustered if you can’t think of an answer immediately. Just take your time, collect your thoughts and take a deep breath before you answer.

Don’t be afraid of silence
Some journalists use it as a technique in the hope you will fill the silence with unplanned information. Silence can be powerful and there is no need to fill it.

The “no comment” rule
Don’t say “no comment” as it implies confirmation of the question. The audience will interpret it as guilt or a cover up. The rule of thumb for responding is to explain why you can’t respond and use one of your key messages. For example, “I can’t respond directly to that for legal reasons, however, what I can tell you is…”
However, never allow wrongful allegations to stand. If the journalist says something wrong, correct them immediately. Do not repeat the incorrect information or question. If you do, it will only reinforce it.

Don’t use jargon
Every industry has its own jargon. Remember who your target audience is and communicate in language they will understand. Also, don’t assume that the journalist is trained in your specific area of expertise, and as a result, they may not understand your jargon.

Use your customers as testimonials
Depending on the topic of the interview, it may be effective to use one of your valued customers to validate your key messages. You would have to ensure that they are comfortable speaking to the media. Often this is an effective way of illustrating your point and helps your audiences understand and identify with you.

Most importantly – have fun
The interview is a wonderful opportunity to promote your business, product or yourself. Take control, prepare and enjoy every moment.

Your key messages are what you must say and get across in the interview – irrespective of what questions the journalist asks.

Originally published in Her Business magazine.By Catriona Pollard
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