March, 2007
The Press.Your Friend or Foe?
By Tim Trotter

Last week, I was watching an interview on television. I could not help but feel sorry for the person interviewed. The investigative reporter drilled the source for a response, and the source was ill-prepared. The situation could have been avoided with the appropriate preparation and training. Unfortunately, many business and organizational leaders are fearful of this happening and shy away from press opportunities.  Below are tips to prepare for a successful interview:

1. Do you homework! What is the nature of the interview? Do you know the interviewer or organization they represent? What is their history with you or your organization? Is there a benefit to you or your organization to grant an interview? What does your gut tell you? The answers to these questions are the basis for deciding whether to move forward. In some cases, the advice of a crisis management professional may be needed.
2. Prepare yourself. Try to first put yourself in the interviewer’s shoes. What are they looking for? What will their questions be? What is your response going to be? What is the message(s) you want to convey? How will you articulate that message? Remember, you are the expert with the answers. If you have a press kit for your organization, provide that to the interviewer in advance. In most situations, it will provide for a better interview.
3. Practice. There is no substitution for being prepared. The best spokespersons in the world frequently conduct mock interviews with co-workers or media professionals to feel comfortable with the issues and how to handle them, especially if the topic is sensitive.
4. The interview. Be calm and relaxed. This is your opportunity to advance your knowledge and viewpoints. Typically the interviewer will set the pace by asking the questions. Your answers need to be brief and to the point, especially if the issue is sensitive. The more you talk, the better chance you may get painted into a corner. Keep your boundaries in mind. If you do not want to answer a question, bridge from their question to your topic. For example, “I don’t have an answer to that question, but I can tell you this…” Go on with your prepared statements. Admit when you do not have an answer, but offer to find the answer.  Stick to the facts to maintain your credibility! And if the interviewer asks at the end if you have anything to add, take advantage of the offer and summarize your main points.
5. Follow up. Once the interview is finished, make sure you determine whether they need any additional information and establish a timetable for moving forward to provide the information. Some print media provide the opportunity to review a draft for accuracy as a courtesy. If so, take advantage, but don’t overstep the offer and make unnecessary changes.

 
Positive press is one of the most credible forms of communications, so take full advantage of the opportunities. If you are a “good interview,” the door may swing wide open for more chances to advance your company or organization.