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?
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 The article will not be published and they will certainly never ask you for an interview again.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.
To learn more about this author, visit Catriona Pollard's Website.
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Catriona Pollard
(Visit Catriona's Website)
Catriona Pollard believes that PR is an
essential element to the success of any
business – large or small or micro. She
established her PR company, CP
Communications to drive business success
by using the power of PR and marketing.
CPC provides public relations and
marketing services that are vital to
building business, offering truly
strategic and creative solutions that
achieve positive media coverage, increase
brand awareness and improve sales results.
For more information go to www.cp
communications.com.au
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