| Interviews are the holy grail of public relations. When | | | | the interview. "I don't know." is a bad answer, but "I can |
| your media contact decides that you are the expert | | | | find out right now." shows quality leadership. |
| they want to talk to, all of the time spent crafting and | | | | Find out if the interview will be filmed or photographed. |
| distributing press releases has paid off. However, | | | | If so, be sure your outfit reflects the image of your |
| preparing yourself for an effective interview is critical | | | | company, down to your shoes. Stripes tend to cause |
| and requires sufficient time and attention to get it right. | | | | a distortion on video, so solids are a better choice. |
| The first thing you need to know is what exactly the | | | | Don't assume you will have an opportunity to pose or |
| journalist is looking to cover. Whatever the topic, | | | | have any input on the picture they use -- you likely |
| over-prepare yourself to discuss it at length, if | | | | won't. Be "on" throughout the interview, and be sure |
| necessary. Consider carefully whether you want to | | | | you sound like the expert they want to interview. |
| refer to any documents during the interview. If you do, | | | | Self-confidence is critical and should be reflected in |
| the reporter will want to take a copy with them. If | | | | your responses. Don't be overly accommodating to the |
| there is anything you want kept "off the record," don't | | | | reporter. Keep the interview moving along as much as |
| say it. You can't un-ring a bell, and a good reporter will | | | | possible. Your time is valuable and you are helping |
| hunt down a different source for any information they | | | | them as much as they are helping you. |
| agree to keep "off the record" in the interview with | | | | Being asked for an interview is a great |
| you. | | | | accomplishment. It means that the gatekeeper of |
| Don't plan to sneak in your own agenda. It is unlikely | | | | information finds you and your business relevant to |
| that the interviewer will find this charming, and you may | | | | their audience and worthy of free marketing. These |
| find yourself crossed off their list of experts. If the | | | | opportunities are relatively rare, so do the preparation |
| subject is very specific and another member of your | | | | work to take full advantage when you get the chance |
| staff is more familiar with it, keep them handy during | | | | to give a press interview. |