The #1 Rule for Media Interviews
A media interview is a great opportunity to improve the organization’s public presence as well as your own professional presence. It allows you to introduce a new product or service, explain a change you’re implementing, or demonstrate your expertise in your field. But to be successful, we recommend following these rules:The #1 Rule: Have a MessageDevelop your corporate message before the interview to help you stay on point. This requires input from your leadership, marketing and public relations teams. It helps you present your brand in a consistent manner. It is the backbone of any media message that you develop.Franchetti Media Interview RulesOnce you have your message strategy, the rest of the rules are easier to follow:
Know Your Media Outlet. Whether by means of print, TV, satellite, know the program and the audience that the interviewer serves. The more you know about their agenda and goals, the more you can customize your message to be valuable to them and to you.
Do not go “off the record.” Everything you say, write, or do is subject to publication, so don’t assume that just by saying you’re going off the record that your words actually are.
Don’t Ramble. If you don’t know the answer to something or you feel that it would be damaging to comment, don’t ramble or evade. Simply let the journalist know that you will have to look into it, or that you don’t know the answer but that you will see what you can find out.
Don’t Be Rude. If media interviews are essential to your organization’s visibility, then reporters are your friends. Be thoughtful, respectful, and cooperative with the reporters with whom you work.
Be Prepared. Don’t wait until the last minute to prepare, and if it’s live, don’t be late. Practice your messaging and sound bites so that they feel comfortable when you say them. Practice with your media trainer and public relations counsel, and conduct mock interviews so that you become comfortable answering questions.
Every media interview will be different, but if you keep these media interview rules in mind, you will have the opportunity to create positive media exposure for yourself and your organization.