How to Handle the Media Interview

Interviewing with the media can be challenging, but it can also be incredibly effective in promoting your company or organization.

Here are a dozen proven techniques to help you make the most of the interview. The first three deal with preparing for the interview. The other tips, which I’ll cover in my next post, cover the interview itself.

Before the interview:

Prepare. Do your homework. Know your messages, the basic things you want people to remember about your organization, product and service. Develop several ways of repeating each message without sounding repetitious. Outline your stories, your examples, your “proof.”

Research. When asked for an interview, find out:

     • The name and title of the interviewer

     • The publication, program or research firm

     • The focus or “angle” of the article and interview

     • The types of questions that might be asked. (You might not get this information, but it’s worth asking.)

     • The interviewer’s deadline

     • The approximate publication or broadcast date.

Also research the interviewer. Do an online search for his or her recent articles. Pay special attention to articles concerning your industry or company. If appropriate, refer to these articles during the interview. (You’ll probably impress the interviewer in the process.)

Also research general articles on the interview topic. Part of your goal is to initiate or enhance a relationship with the interviewers, so that they see you as a source of information. Reporters, editors and analysts are more likely to contact people who help them with their research.

Practice. Determine the basic questions you think the interviewer might ask. Outline your answers in writing and do a mock interview with someone.

By following these simple tips, you’ll be prepared for the media interview. In my next post, I’ll cover what to do during the interview.

In the meantime, more information about the media is available at www.CommunicationsPlus.net/PRArticles.html.