Jocelyn Elmore, Media Relations Manager
It’s not every day you land a media interview. You’re likely jumping for joy that a reporter wants to speak to you (trust us, your PR team is equally as excited – you should see our Slack channels). Reality will soon start to set in that now, you actually have to do the interview and do it well.
The journey to a great story has only just begun. Now what?
We can start by painting the picture of what it looks like when you don’t have a support system backing you through this process. We’ve all heard horror stories. Like the one where an executive is about to go on-air and, just as the producer starts the countdown, they turn to their assistant to ask, “Wait, what is this interview about?”
With nearly 30 years of media relations experience under our belt securing interviews, prepping spokespeople for media appearances and building relationships with reporters, we know that it requires a proven process to nail every interview – every time.
Here’s an expert-approved list of Do’s and Don’ts when it comes to executing a media opportunity from start to finish:
DO
- Be responsive.
- Reporters, editors, and producers are busy people. Like really busy. The best way to thank them for giving you an opportunity is to get them what they need in a timely manner.
- Mark your calendar.
- Check the date and time of your interview, then check it again. It’s crucial to be organized and punctual. The journalist is likely counting on you and your expertise or point of view to complete their work – don’t let them down by having the wrong date or by showing up late.
- Research the reporter.
- Do your due diligence! Find out more about who you’re speaking with – what kinds of stories do they typically cover? Where are they from? This will help you feel prepared and provide a foundation to build an ongoing relationship with the contact.
- Determine your deliverables.
- Ask them what you can provide to help make their lives easier (e.g., announcement press release, product images, headshot, etc.).
- Practice.
- Ask someone to help you practice with a mock interview. It can be your colleague, partner, friend, or even your mirror. While it might feel awkward, you’d be surprised how messaging sounds differently when speaking out loud vs. reading through it in your head.
DON’T
- Wait ‘til the last minute.
- Procrastination is your worst enemy here. Be proactive about every step in this process and your future self will thank you.
- Say “no comment” or “off the record”.
- Despite what you’ve seen on TV or in movies, these phrases are big faux pas in the “media-sphere”.In reality, they give the reporter nothing to work with and make you look unprepared and not transparent.
- Instead, use language that can help you pivot to a topic you can speak to like: “Another important point is….” “Actually…” “I can’t speak to that, but what I can speak to is….”
- Over-rehearse.
- You may be thinking, but wait, you just told me to practice my talking points. The key here is to avoid appearing robotic. The more conversational you can be, the better. Remember, you’re the expert, and no one knows your subject better than you.
Whether it’s your first interview or your 100th, with a national print publication or local TV station, journalism is a fast-moving world. The best thing you can do for yourself (or the spokesperson you are trying to prep) is to follow a process and be prepared.
Our last tip – DO celebrate your wins and DON’T forget to let your story shine through.
If you’re interested in professional media relations services, training and expertise, don’t hesitate to contact team@mckeemanpr.com or learn more at https://mckeemancommunications.com/.