Dos & don’ts for media interviews
Posted on June 23rd, 2008 by sherrilynne
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Some simple rules to help make a media interview as successful as possible. Have I missed anything off?
Do:
- Have three positive message points
- Get message points in before the interview ends
- Know your stuff
- Smile and be friendly
- Know the format of the programme, style of the publication and of the journalist
- Mention your company’s name frequently
- Imagine you’re talking to a 13 year old
- Stand up during telephone interviews
- Accept live interviews. (You can’t be edited.)
- Use stories, analogies, and examples to put a picture into people’s minds
Don’t:
- Answer hypothetical, irrelevant questions. Instead bridge to message points
- Ever say, “no comment”
- Ever go, “off the record”
- Say anything you would not like to see in print or broadcast
- Try to fake it. If you don’t know the answer, admit it. (But promise to deliver the info before the deadline)
- Try to answer questions that are not in your area of expertise. (Promise to get the right person/info before the deadline)
- Repeat the negative
- Get angry with a reporter, or stop the interview, or walk off the set
Filed under: public relations
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I think the post is spot on. I would add that it’s also important to have criteria for interview participation. I always advise clients that it’s not about answering questions; you participate because you have something to say - pointing to the importance of your three message points.
Finally, be mindful of the visual medium of television and pay close attention to where you’re being interviewed and what it says about you and your organization.
Going ‘off the record’ is a valuable way to build a relationship IF you know the reporter (note the big IF) and can trust him/her.
It can defuse a crisis and allow you to manage a bad news situation better than a blank refusal to talk, which often says more than a company spokes ever can.
Build a relationship with your local/trade media. The rules aren’t written anywhere, but all the players know what they are.
Stu, I’ve had this discussion with countless reporters over the years. And you I do understand your point. But I still advise clients that if they don’t want something repeated, don’t say it, on or off the record.
Nice post - just catching up after a break.
I agree with the standing up thing, it’s remarkable the difference it can make. (I did standing up recently when I had a dispute with someone over a fee, and needed to negotiate v firmly. It worked - I haggled him down from 75% of the bill to 25% of the bill!)
Also you confused your and you’re on this post. (sorry to be the one that pointed it out, it’s my inner sub getting out of control again)
Well spotted Sally. Now fixed! Thanks.