Being interviewed by the media can be a source of dread or delight. After all, an interview has the potential to affect how the public perceives your company. What’s certain is that you desire a positive outcome.
For its latest Case Study feature in the current issue of the magazine, Business Report reached out to three local public relations professionals to get their advice on how a business owner or executive should prepare for an interview with a journalist.
“First, ask the reporter about the goal of the interview, explaining that you’d like to be prepared,” says Ann Edelman, director of public relations for Zehnder Communications. “Is the reporter interested in your business per se, trends in your industry, challenges to startup or growth?”
Brad Lambert, senior associate at Harris, DeVille & Associates, says your overarching goal during the interview should be to stay “on message” as much as possible.
“You also have to prepare for any potentially unpleasant questions—think of opposition research on your company and possibly on you personally—and determine how you would pivot, or bridge, back to your key messages,” Lambert says. “Effective bridging allows you to acknowledge the question but redirect to a subject or key message you would rather discuss.”
Marsanne Golsby, crisis communications specialist for Marsanne Golsby Communications, says most reporters are friendly and you should enjoy the interview—but remember that you can’t assume anything is “off the record.”
“Anything you say can be considered a quote for the story, so stick to your main points without rambling. If you don’t know the answer to a question, don’t pretend that you do,” Golsby says. “Most reporters have good BS detectors, and you will hurt your standing with them if you brag or try to spin.”
Read the full feature for more tips on preparing for a media interview. Send your comments to editors@businessreport.com.
