Working with members of the media can be extremely stressful, especially during times of crisis. However, if handled correctly, media contact and exposure can serve your company or organization very well by enhancing your corporate image and reputation in the public eye — for free!
Before you agree to give an interview:
- Decide
if it is appropriate and useful for you to be interviewed. If not, contact
the reporter and explain why, offering another source if possible.
- Gather
some key information from the reporter:
- the reporter’s name and who they represent.
- the purpose of the interview.
- when the story will be aired or printed.
- who else is being interviewed for the same story.
- how long the interview will take.
- where/how you can reach the reporter, so that you can check your facts and get back to them.
- the
reporter’s deadline.
- Be
prepared:
- Collect any information or data you might need.
- Decide in advance on two or three key positive points you want to make.
- Briefly
practice answering questions you think might be asked.
- Remember
these interviewing rules:
Reporters are skilled interviewers. You can successfully navigate your way through an interview and build positive relationships with reporters by following these tips...
- get to your point right away.
- repeat your facts or key messages often.
- only give information related to questions you are asked.
- ALWAYS tell the truth.
- if you don’t know the answer to a question, say you’ll find the information and get back to them.
- if you can’t answer a question, explain why.
- don’t lose your temper.
- don’t speculate.
- avoid answering a question with "no comment" — it makes you look guilty.
- speak in plain language terms and avoid technical jargon.
- remember — there is absolutely no such thing as "off the record".
Contact in•sight communications for expert media relations advice, coaching and planning.
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Calgary, Alberta, Canada.
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