Tuesday, September 1st, 2009
MARKETING/P.R.
BY RACHEL MERANUS, VICE PRESIDENT, PUBLIC RELATIONS, PR NEWSWIRE / ILLUSTRATION BY MICHAEL CAMARRA
We’ve all cringed for them— the creator of a hot new product scrambling for the right words on a national morning show, the CEO of an obscure manufacturing company shifting uncomfortably during coverage of a factory recall, a sheriff stuttering in front of the cameras when a local crime becomes national news. Media interviews can be nerve-racking for anyone, especially the unprepared. But if you take the right steps, you can serve as a great ambassador of your organization or brand.
Be prepared with key messages. Determine which are most important and create brief “sound bites” that you can comfortably weave into your answers. Avoid overselling, as reporters are unlikely to quote anything that sounds like an advertisement.
Become familiar with the style of the interviewer beforehand. Check out past stories, paying particular attention to the tone and how subjects are portrayed. In particular, take notice of any negatives. This can key you in to tough questions, so you can be ready with a well-thought-out answer.
Don’t let tough questions trip you up. It is important to keep answers as positive as possible and to avoid a confrontational tone. A useful tactic to combating tough questions is bridging: Giving a brief response to the question asked that leads back to one of your key messages.
For on-camera interviews, you will likely only have three to five minutes to tell your story. Choose one key message to present whenever possible. On-air interviews can be intimidating and people often speak too quickly, so take a quick moment after the question is asked to collect your thoughts. If you are being interviewed in person, remember to look at the reporter, not the camera, as this will appear most natural to audiences. For remote interviews, look into the camera and have a conversation with it as you would with another person.
Often, a reporter will conclude an interview by asking if there is anything else that you would like to add. Use this as an opportunity to touch on any important aspects of your business that were missed or highlight your company’s growth prospects. This is your moment to “own” the interview— don’t pass it up.
Though interviews are never a guarantee for positive coverage, if you go in prepared, you’ll be in a good position to showcase your organization and brand in the best light possible.
