The time you have with journalists needs to be maximised – you need to make sure you clearly communicate what you need to in the time you have.
Before your interview, think about why you are giving it, and why the journalist is speaking to you. Your objective has to be to ensure that what you tell the journalist ends up: in the publication; well positioned; accurate; favourable and memorable. This means understanding the journalist’s own drivers for the article.
Journalists tend to be looking for: differences; exceptions; benefits; exclusivity and frequently, bad news. The priority of these depends on their nature, the title they are writing for and whether they are writing a news piece or feature article. Regardless, journalists aim to inform and educate and entertain and provoke. As such, they will select from and condense what you say (you may find only a couple of sentences are used after a lengthy interview) and balance your views against those of your competitors and customers. Do anticipate how your answer will appear if juxtaposed to someone who disagrees with you and do not use emotional or contentious arguments, which can look bad when contradicted.
Before speaking to a journalist, confirm the following key points regardless of whether your PR consultant has just advised you – briefs change rapidly and angles/issues evolve:
· who are they
· who are they writing for
· what are they writing about
· what is their telephone number
· how long have they got
In order to achieve the best results, sort out the messages you want to get across for each individual interview and write them down). This should include:
· what makes you different
· what furthers your cause
· what interests the reader
· what can be proved
Be careful not to over-rehearse – a relaxed interview works better.
Choose a quiet, relaxed location for the interview and ensure no interruptions.
Be familiar with the publication the journalist writes for, but do not expect the journalist to know all about your company (even if you have briefed them before)
General advice
DON’Ts
· Don’t lie or bluff
· Don’t be wary of the press - they are not out to ‘get’ you
· Don’t imagine that one unguarded word will destroy you
· Don’t react badly to their casual attire
· Don’t bother currying favour with the editor: approach the engine room staff and freelances
· Don’t use the ‘off the record’ ploy. It is a waste of time
· Don’t suggest an angle for the story
· Don’t try to weasel out of responsibility - it looks weak and cowardly in print
· Don’t forget the press has a direct line into your customers and your competitors
· Don’t be evasive, especially about facts in the public domain such as unhappy customers
· Don’t “sell”
· Don’t waste time running down competitors
· Don’t ask to see the copy before publication
· Don’t drag in advertising
DOs
· Do meet and get to know working journalists at press conferences, exhibitions etc.
· Do keep in touch with working press contacts
· Do make sure you are ‘in’ when journalists call, but feel free to buy a little time if necessary by promising to call back
· Do make a list of the points you wish to make for each interview
· Do keep your appointments and always call back if you say you will
· Do be helpful to young, inexperienced journalists – they can soon be writing lead stories in your “A” list press and will remember
· Do remember telephone interviews are on the record too.
· Do be proactive in opening up lines of discussion
· Do listen carefully to the questions the journalist asks and the things he or she says
· Do use short sentences, and colourful vivid language
· Do be factual and prepare some facts and figures
· Do use analogies and anecdotes
· Do follow up afterwards with any additional material you promised and make sure the journalist has everything he or she wants