Conducting Email Media Interviews

In many ways, conducting email media interviews can be easier than in-person or live media interviews, because you have the opportunity to formulate your answers and provide thoughtful insight. From the perspective of the journalist, however, it’s not always the ideal format, but it allows reporters to quickly gather more information.

As a busy executive, media interviews via email may offer you the opportunity to share your company message more frequently than your schedule would allow during in-person interviews, so it pays to develop positive relationships with reporters who cover your industry.

When responding to an email media interview, keep these tips in mind:

Respect the Deadline

Reporters should tell you in the email when they need your response. If you know you will not be able to meet the deadline, politely decline the interview or ask if the reporter has any flexibility. You can always provide a prepared sound bite that can be used as a quote to help flesh out the article even if you are unable to do the interview.

Don’t Write a Book

As there is no one directing the conversation, it can be easy to overshare in an email media interview. Avoid providing too much information, which can make it difficult for the journalist to sift through your answers and find the pertinent information. Just as we would encourage you not to ramble during a face-to-face media interview, we encourage you to keep your answers pointed, informative, and direct. Anything you put in the email may end up in the publication, so stay focused.

Become Familiar with the Media Outlet

Take a few moments to familiarize yourself with the media outlet so that you know who their audience is and how your organization aligns, so that you can customize your message and your responses. Not every outlet is an ideal fit for your company’s image, so it pays to get to know where the interview is being distributed.

Proofread

Because it is possible that a reporter in a hurry will simply copy and paste your answers directly into the report, take the time to proofread your email interview responses. In fact, have someone else proofread what you have written as well, to make sure you’re not overlooking typos.

Be Helpful

Media exposure can be good for you as a business leader as well as for your organization, so use these email media interviews as an opportunity to strengthen your relationship with your media contacts. Thank them for the opportunity to share your thoughts. Provide a number where they (or their editor) can reach you to clarify or verify information. Encourage reporters to let you know when the articles are published.

These tips can help you take advantage of the opportunities media interviews present and have success expanding your media presence.