I picked up these top tips more than ten years ago from someone at Chameleon PR. I still think they’re a good summary of what do do in a press interview.They’ll help you get the most out of being interviewed. More than that, they’ll help you in other situations where you’re promoting yourself or you company.
If you have an opportunity to be interviewed by the press, make sure you get the most out of it. Remember that you’re there to help the journalist, so do what you need to do for them to be able to do their job easily – whilst giving you vital exposure. In addition to researching what the individual journalist and their publication are likely to be interested in, use this practical advice.
10 Things You Should Do In A Press Interview
- DO prepare your three key messages.
- DO cover the basics – who, what, where, why and when; how and how much.
- DO focus on positive issues, move away from problem areas.
- DO be aware of journalist deadlines, affiliates and biases.
- DO get to the point early on.
- DO avoid industry jargon and acronyms.
- DO educate journalists on your company’s values.
- DO know your company facts and figures.
- DO demonstrate credibility in your area of expertise.
- DO summarise your key points.
FACT: A journalist will only remember three things from your meeting.
10 Things To Avoid In A Press Interview
- DO NOT lie.
- DO NOT speak about issues that are not in your field.
- DO NOT get impatient.
- DO NOT play goalkeeper, by just responding to questions.
- DO NOT repeat negatives.
- DO NOT say anything that you do not want to see in print.
- DO NOT imply anything that could provide competitors with a weapon.
- DO NOT underestimate young journalists.
- DO NOT speak ‘off the record’.
- DO NOT threaten journalists.
FACT: You are an ambassador for your company.