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She who tells the best story wins.

Top 10 Tips for Media Interviews

You’ve been asked to do a media interview. Congratulations! It means you are deemed an expert on a certain subject and that your PR representative thinks you can be trusted to do a good job and represent the company well. All great. But still, you are a bit nervous. That’s normal, of course. But these 10 tips should help you a bit.

  1. Relax. I know, I know. Nothing is more annoying than someone telling you to relax. But it’s still good advice. Mostly because there’s no reason to be nervous. A good PR rep isn’t going to put you in a situation where you can’t be successful. So take a deep breath. Be yourself. Remember that this isn’t the Spanish Inquisition.
  2. Don’t spout talking points. Any messaging ideas that you get from your PR person are meant to give you some themes that you want to convey. Use your own words. Always be genuine. Your PR rep should be willing (eager, even!) to help you tailor the talking points to your own words.
  3. That said, it’s important to remember that the reporter is not your friend. Don’t tell them anything you wouldn’t want to see in print. Don’t say anything “off the record.” (As a general rule, anything that would seem like a piece of dialogue in a cheesy movie or TV show shouldn’t be uttered in a real life media interview.)
  4. Never, never, never, never lie to a reporter. Ever.
  5. Do not use industry jargon. Use the “how would I explain this to my grandmother?” rule. Don’t patronize the reporter, but use plain, clear language.
  6. If you don’t know the answer to a question, don’t answer the question. It’s perfectly okay to say that you need to find out the answer and will get back to him or her. Never say “no comment.” This is a red flag that there is an issue the reporter should pursue. Instead say something like “That’s a good question, but I don’t know the answer. I can find out for you or point you to someone who can answer it.”
  7. Make the reporter ask the question. Reporters will sometimes try to lead you down a certain road by saying something that is aimed at getting you to fill in his thoughts. It’s okay to politely ask, “What is the question you want me to answer?” That said, don’t come off as evasive. If appropriate you can offer the question you think is being asked and then answer that.
  8. Leverage your PR person for help. Practice with her answering questions. Hearing your answers out loud with help both you and her refine your answers.
  9. After the interview is over, let your PR person know how it went and if there is any follow up needed.
  10. It’s worth saying again: RELAX. In fact, try to have fun. Reporters can be smart, funny and usually ask great questions. If you relax you might find you are even learning something and having a good time while helping to spread the message of your company.
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Filed under: Media Relations, PR Management

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