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Prepare for the Press By Ellen Grosshans October 24, 2002 "Luck is the residue of preparation." - Anonymous One of the greatest satisfactions for a public relations agency is getting a media callback expressing interest in a story that has been pitched on a client's behalf. Inevitably, the reporter will request an interview to hear the story directly from the client. For the PR pro, this is the moment of reckoning - can my client deliver the goods? Will he prove to be a media darling, or a media dud? The answers should be clear before the interview takes place. Among the greatest services a PR agency can offer its clients is media training. And lest you think that training is only for beginners, you might be surprised to learn that Bill Gates has spent hundreds of hours learning how to articulate his company's vision and to come across as a sincere "everyday guy." If Bill Gates needs media training, it's a sure bet that we could all use some pointers. For most of us, giving an interview is not something we are used to or comfortable with. In the same way that athletes train for years to give a single, gold-medal performance, a media interview may be the opportunity of a lifetime for your business. If an interview is a performance, then think of yourself as an actor who must know his lines and how to deliver them for maximum impact. Unless you know your subject inside and out, you should not agree to give an interview. Once you are confident that you know your stuff and can say it with authority and confidence, there are a few guidelines to follow: 1) Develop three to five key message points to weave into the interview. These should be the same message points that are conveyed consistently in all your communications, e.g., press releases, web site, marketing collateral, etc. 2) Prepare support for each of the aforementioned message points. These can be stories, facts, anecdotes - anything that strengthens your points and makes them more memorable. 3) Anticipate questions in advance and prepare answers. Listen to interviews that the host has conducted in the past to get a feel for his or her questioning style. 4) Practice, practice - and when you are tired, practice some more. The key is to appear relaxed and unrehearsed. Keep the tone conversational, interject humor when appropriate, and stay away from long-winded, jargon-filled answers. Now that you are ready to go, prepare for the unexpected. Interviews do not always go as planned, and it is up to you to maintain control. Do not assume that the interviewer will ask the right questions. Instead, steer the conversation away from dangerous territory and back to the key message points that you want to get across ("that reminds me of ….," or "a better example is…."). Sometimes, however, things do manage to get out of control. Some interviewers actually enjoy baiting their guests (fortunately, a very small minority). The key is maintaining your professionalism and grace under pressure. If you don't understand a question, ask for clarification. If you don't have an answer, offer to get information. And never, ever say that something is "off the record." Anything that you say to a reporter is fair game - after all, their job is to gather news, not promote your business. Obviously, giving a great interview takes a lot of practice. Each
medium, whether print, radio or television, has its own set of nuances.
But with the confidence that comes from practice, interviews can
be fun - and they can be great opportunities for you and your business.
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