Simplifying the Process of Meeting the Press
Few situations create anxiety for a busy executive like a call from a reporter requesting comment or an interview. No one wants to be caught off guard by the difficult or unanticipated question so a great deal of time and energy is often expended on preparation for such discussions. However, the way many executives prep for media interviews actually can undermine their prospects for success.
In a typical situation, the reporter is put off temporarily while the person to be interviewed consults with public relations counsel to prepare a lengthy Q&A document that consists of questions that might be asked by the reporter and a series of long and carefully-scripted responses. In theory, the executive prepares for the interview by studying the document closely and memorizing the proposed answers in anticipation of speaking with the journalist. Unfortunately, there are two reasons this approach is often ineffective.
First, it is the rare executive who is capable of completely and accurately memorizing a number of highly complex and nuanced answers to a set of contrived questions. Trying to then match those answers to the actual questions posed by the reporter during the interview can make the task even more challenging.
Second, when an executive delivers a set of highly structured and scripted answers during an interview, the lack of authenticity is often readily apparent to an experienced reporter. Ultimately, the currency of journalism is insight and the tone and tenor of coverage an organization receives is often a result of the likability of its spokesperson and his or her capacity to demonstrate credibility as an expert source of accurate and timely information. In short, from a journalist’s perspective, if someone has to rely on a script to communicate about a subject upon which they are supposed to be knowledgeable, they cannot be viewed or characterized as an expert.
So how does one prepare to be interviewed? In most cases, it can entail following a simple three-step process.
Step One:
Before agreeing to be interviewed, be sure to have a brief conversation with the reporter about the scope of the story he or she intends to write or produce. The objective is to determine the angle being pursued and the manner in which your comments are envisioned contributing to the story. If it isn’t obvious, the best way to obtain insight on these subjects is to ask the reporter three basic questions...
- Why are you interested in this subject?
- How do you intend to approach the story?
- Why are you interested in my perspective?
Posing such questions in advance will not only help define the focus and terms of the interview, it also will establish your intention to maintain control over how your comments will be used – an important element of effective news media relations in any context.
Step Two:
Once you agree to be interviewed, tell the reporter you need some time to prepare for the discussion and establish a timeframe for the follow up conversation that will accommodate both your needs and his or her deadline.
Step Three:
Make a quick interview outline by simply listing the three to five topics you believe are most likely to be explored in the interview. These topics should flow quickly and easily from the reporter’s characterization of how he or she intends to approach the story (In fact, in some cases, the reporter actually may outline the topics for you in your pre-interview discussion). Under each of the topics you identify, write one to three points you would like to make in relation to them. Keep the points brief and direct – making each no more than one sentence.
During the course of any interview, a reporter may veer down an unanticipated path that will require you to be both flexible and disciplined in crafting your responses to his or her questions. However, in general, if you are armed with an understanding of the reporter’s overarching objectives, and you have developed a thoughtful topical outline of key points you wish to make, you will be well-prepared to have a meaningful and productive discussion – one that will reflect favorably on both you and your organization when the story is ultimately reported.