Media Interviews Are More than Just Answering Questions

Media interviews are about more than just answering questions. An interview is a communication tool that serves a variety of business purposes. From the reporter’s point of view, you are lending credibility and depth to their story. From your point of view, you represent an incredible opportunity for increasing your company’s exposure.

The Power of the Interview

Media interviews are a powerful way to bring your company’s message to your target audience, and building relationships with reporters are beneficial to the success of that endeavor. You can use an interview to share your corporate message, share product or industry related news, quell rumors or respond to a crisis, and establish credibility as a leader in your industry. Think of a media interview like a carefully crafted conversation. Interviews, whether on TV, print, radio, or online, can be more effective than press releases or press conferences at accomplishing your corporate messaging goals.

Achieving Success with Media Interviews

There are three parts to any media interview: the preparation for the interview, the interview itself, and the follow-up after the interview. Achieving success with media interviews requires you to prepare effectively for all three parts.

Preparation

Once you’ve been invited to participate, you or your corporate communications team should ask a number of questions:

• What is the purpose of the interview and the overarching topic of the story?

• What form of media will the interview appear on or in?

• When and where will the interview take place?

• Will the interview be live or recorded?

• Who will be conducting the interview?

These questions can help you determine if you are the proper spokesperson as well as to help you decide if a particular interview is the proper backdrop for your company’s message.If you accept the interview, it is important to be prepared so that you can be polished and effective in the delivery of your messaging and compelling sound bites, which can be intentionally woven into your responses. Knowing the answers to the above questions will provide insight into what kind of messaging will connect with the target audience.

During the Interview There are a number of media interview rules that you should know, but they boil down to something simple: Everything you say may be used. The more prepared you are, the easier it will be to feel comfortable, even if the interviewer asks an unexpected or inappropriate question. Controlling your reaction, remaining pleasant, and having a response to steer the interview back in the right direction is important.You always have control over what you say and how you behave, and that gives you a lot of power.

• Always go in knowing the message you want to convey and your purpose for being there.

• Prepare ahead of time, doing mock interviews and watching video playback to improve your presence.

• Practice delivering your sound bites so that they sound polished and smooth (not stiff or forced).

• Stay calm. Consider your interview as a conversation. Smile, relax, use inflection and intonation to speak dynamically, and engage with the reporter as personally as possible.

After the Interview Be prepared for follow-up questions and additional media inquiries. Make sure you and your public relations team are available to assist to further your message.Media interviews can be challenging, but they are about so much more than just answering questions – and are well worth the effort. Originally published on LinkedIn.