Making the most of media interview

Making the most of media interview

Making the most of media interview

Whether broadcast on air or appearing in print, interviews offer a lucrative opportunity to promote your business. Below are some pointers on ensuring your maximise the potential for positive press coverage through good preparation.

Do your research

You should ask the journalist who has requested the interview what exactly their story/angle is going to be and the kind of questions they'll be looking for you to answer. Take some time to review their past work if possible for a greater understanding of the kind of thing they'll be looking for from you.

Elect an interviewee

It's vital to select the right person to take part in the interview, based on what you know the journalist is looking for. They need to know your company inside out and be able to think on their feet; if this isn't you, you need to delegate the task to someone else. Set your goals

Think about the key issues and points you'd like to get across in your interview and bring together the facts, figures and any real life examples you need to support what you're planning on saying.

While it's important to think about what you'd like to cover in the interview, we don't recommend that you write up a script; your reply will come across as stilted and unauthentic, plus you'll most likely find that your carefully put together script won't serve you well if an unexpected question comes up.

Anticipate the questions

Your interviewer should have done thorough research prior to interview, so any skeletons in your company's closet are bound to crop up. Prepare how you're going to answer these difficult questions so you're not caught off guard.

In the interview

If a question comes up that you're not qualified to discuss then politely make this clear to the journalist; allowing yourself to be drawn into speculating or speaking about a topic you're not fully informed about will only get you into trouble. If you feel like the interview is moving away from the subjects you want to talk about, try bringing it back on topic' by subtlety using phrases like "another important point to make is" to lead it back.

It sounds like an obvious point but, when you've finished answering your question, stop speaking. Don't be afraid of a brief moment of silence this can be a tactic on the journalist's part to get you to say more than you should.

Use Manchester PR agencies when you need help managing your company's image and reputation, they'll be able to offer you the best advice.

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