Talking to a reporter can be intimidating? Well, according to our PR expert, that's only the case if you're not prepared for the interview.
We've talked quite a bit here about media and how to get stories written about you. Trust me, I know it can be intimidating to talk to a reporter. By arming yourself with the following tips, you create an enjoyable experience for yourself and better interaction with the reporter:
1.) Time and time again, I hear the main fears of media interviews stem from misconceptions. Clients fear reporters only dig for dirt and methodically sort through the events of each day to decide how to fill news holes. That just isn't true. Reporters rely on their networks and the Internet to discover new angles and topics to cover. For any publication, timing is critical and a tie into editorial focus is key. Being aware of these misconceptions – and the facts – can give you the trust and confidence to go into the interview with a clean slate and an open mind.
2.) Know your audience. Is the story running in print? Is it national, regional, or local? Is it TV or radio or is it online? By knowing who is going to see or read the story once it runs, you know how broad or narrow to make your message. Look at past coverage. Who is reading the publication? Does this reporter enjoy a following? It is imperative to know the reporter. Know the writing style of the reporter and the typical characteristics of stories bearing his or her byline. Gather some biographic information to discover any human connections or common ground. By paying close attention to your audience and the reporter, you can connect at a human level, yielding a more successful story and interview experience.
3.) Once the interview is scheduled, review the story's focus and your overarching goal. Aligning the story's goals against your business objectives and keeping your audience in mind allows you to create targeted key messages for the interview. Surprises may arise, but by using appropriate key messages, you are able to stay on track and present your objectives and goals, and in turn, control more of the message.
4.) There are hundreds of techniques you can master to become an interview and presentation expert, and I coach my clients on best practices to follow as well as pitfalls and habits to avoid. Here are a few to help you gain confidence and set yourself apart from others:
- Be 100-percent honest.
- Keep in mind that connection is critical, the interaction needs to be mutually respectful, which always shines through in the final article.
- Never forget your goals.
- Use your key messages, repeat them, and re-emphasize your main point. I know that sounds repetitive, but the No. 1 reason for an unsuccessful interview is loss of control and wandering off topic.
- A proven technique is learning to block and bridge. If the reporter takes you off message with a question, always bring your answer back to your key points. This takes practice and some role playing, but with the right tone and advance preparation, this becomes one of the most useful techniques in your toolbox.
5.) You also need to consider some habits to avoid.
- Never, ever badmouth a competitor. That might work for celebrities, but speaking negatively about others is not the reputation you want for your franchise.
- Never give a vague answer or a generalization. Always give examples to illustrate your point.
- Paint a picture for reporters by telling a story.
- Leave the reporter with a total understanding of your key points.
- Don't talk through pauses. Although silence can be uncomfortable, don't fill it in. If you do, you risk the chance of mixing messages as the reporter is taking notes and trying to keep up with everything you are saying. Give them time to take correct notes.
Keep in mind there are no guarantees. Even though a reporter interviews you, your quotes may not be selected. Sometimes there is a request for follow-up information, but the story still does not run – or is months delayed. If this happens don't look at it as a failure. If anything, you've educated a reporter affiliated with a publication important to your franchise. They may choose to run your story in the future. Your interview positions you as a thought leader and the reporter now knows enough about you and your company to come to you for expert advice the next time.
Gini Dietrich is chief executive officer of Arment Dietrich Public Relations in Chicago. Gini can be reached at [email protected] or 312-787-7249.
