Spring is often the time that businesses ramp up their activity and look ahead to their Q2 and Q3 goals.
Perhaps you’re gearing up to launch a new product or service, you’ve got a great campaign idea in mind that you want to turn into reality, or you simply want to celebrate success and give a shout-out to your amazing team.
This is where many businesses turn to PR as they consider:
How can I get some good publicity about this?
How can I spread the word beyond the marketing activity I’ve got planned?
How can I reach a wider audience to grow my business further?
All valid questions, but without a proper PR plan and strategy it’s easy to focus on the activity itself, send out a press release, and then jump at the chance to do that interview you’ve been offered without really thinking through the reasons why.
In my next blog, we’ll dig a bit deeper into how to develop a PR plan and strategy that’s right for your business. But this month, I wanted to provide a handy checklist for those of you that have already lined up a media interview, or are at the stage of deciding whether the opportunities presented to you are the right ones.
Now, of course, this isn’t an exhaustive list. I’d always recommend seeking a bit of expert advice first, but hopefully, the below provides a useful guide to the main do’s and don’ts of media interviews for you and your team.
My top ten tips for media interviews
Be clear about what you want to say: This is an opportunity to tell your story so make sure you know what it is you want to say, what you want the journalist to know, and that the interview is aligned with what you are trying to achieve as a business.
Get some background information: Do a bit of research. Find out about the publication or programme and what the journalist is looking to cover in the interview. Avoid asking for a full list of questions (you’re unlikely to get them!), instead, request the topics or themes they’d like to cover.
Check it's right for you: All publicity is good publicity right? Not necessarily. Check that the interview is right for you and your organisation. Don’t do it at the last minute... make sure that you have enough time to prepare.
Know your facts: Do the groundwork and go armed with some interesting facts and proof points about your business, product, or service.
Be authentic: Avoid the sales pitch. Be human, and authentic. Bring what you do and your organisation to life with some compelling examples and anecdotes.
Think about what's unique: What makes your business or product stand out from the crowd? What sets you apart from your competitors? Be ready to tell your story and demonstrate what makes your business and brand special. (TIP… Don’t criticise your competitors: the interview could then end up being as much about them as it is about you).
Avoid acronyms: Most people won't understand industry jargon so it's best to avoid using acronyms. If you do, expand on them so people understand what they mean.
Don't make it up: If you don't have the answer to hand, don't make it up. Better to say you'll get back to them than use information that's not true.
Be ready for a tricky question: Journalists will want to get to the nub of a topic so be prepared for the questions they're likely to ask. If you’re trying to manage a challenging issue or a crisis situation, I’d advise getting some bespoke advice and training.
Be comfortable in your environment: Preparation will make you feel more confident about an upcoming media interview, as will knowing the environment where the interview will take place. Whether online or in person, make sure you know in advance where and in what way, the interview will be happening. If you're not ok with the suggested approach, ask to change it.
Managing an issue or a crisis?
Let’s face it, not everything is plain sailing. So what do you do when you are dealing with an issue or a crisis that has caught the attention of the media?
What do you say in your statement? Should you put a spokesperson up for an interview? How do you ensure you’re responding in the right way?
Whilst how you deal with an issue will, to a certain extent, vary depending on the issue itself, the processes you put in place should be agile enough to enable you to manage a range of scenarios effectively.
Need help putting in place a crisis communications framework?
On the lookout for some media training?
Get in touch! I’d love to chat 😊