Preparing for a media interview is common sense but knowing exactly what and how to prepare is less clear to most people. Almost all of us are time poor; knowing exactly what to do in the one or two-hour window allocated for interview preparation is not so obvious.
So here is our five-step pre-flight checklist. If you are lucky enough to have good comms professionals around you, this will be a joint venture – but it is not something that can be delegated.
Step 1: Your Objectives
The first step is to be clear about your own or the business objectives of any media engagement. Why are you doing interviews? It may be something as general as ‘profile raising’ or something much more specific such as driving sales of a new product or trying to get a change in some regulation. Whatever it is, you should know before you start.
Step 2: Ask Who is the Journalist? What is the Story?
Next, you need to know who you will be talking to. Who is the journalist, who is their audience and therefore what story will they be interested in? The journalist is never there to do your advertising for you. They will have a different perspective on the subject and you as the interviewee need to know what that is. If you are dealing with a number of different journalists, for example at a media event or for a big launch, you must be aware of the different agendas of the different journalists: the Pensions Weekly freelancer will likely have a different angle than The Guardian columnist.
Step 3: Prepare your Argument
Once you have completed step one and two you are in a position to pull together your messages. This is an essential step when preparing for a media interview. We write a lot about ‘messaging’ as we call it, so no need to go into it here. However, it helps to understand that you want a smorgasbord of an argument or a Chinese buffet. Each little bit of the argument is carefully prepared and ready for serving, but what exactly gets served in what order will depend on how the interview goes. Despite that, it is crucial that your prepared argument is crystal clear.
If you want to make any bold statements, look for ‘proof points’; include anecdotes and examples and above all keep the language simple. Remember, the journalists’ two favourite questions, often not articulated quite as bluntly but there none-the-less, are: ‘so what?’ and ‘can you prove it?’
Step 4: Plan for Tough Questions
Once you know what you want to say, you need to then think about the difficult questions and plan the responses. There may be challenging questions related to your messages but there may also be uncomfortable questions about wider issues – journalists can ask anything and are always looking for a headline or a good quote. Anticipating these is all part of preparing for a media interview. Generally, on these anticipated negative questions, you want to make a convincing but dull response in as short a time as possible. Remember, you don’t want the journalist to focus on the negatives. Depending on the circumstances, another option may be to simply tell a journalist that it is not appropriate for you to answer such questions, perhaps the issue is confidential or simply outside the scope of your role. If so, say so.
Step 5: Rehearse
Finally, we think a few minutes rehearsing aloud is worth several hours talking about your interview with advisors. Role-play is uncomfortable but effective. Don’t be afraid to change your messages if they don’t work. Anyone can ask the questions, it is the act of getting your tongue around the messages and articulating the reactive lines that is valuable. So, give the list of tough questions to your teenage son, if you have one, and ask him to role-play being a journalist. I think of it as creating the neural pathways in advance so that you don’t have to do all that thinking in the interview.
My last thoughts refer to after the interview rather than before. If you are senior in a big business many things in your world are tightly controlled and outcomes are predictable. If you tell someone to do something, they do it. Media engagement is not one of those things. The outcomes are not entirely predictable.
We often come across execs who have been upset or infuriated by journalists in the past. We also come across plenty who, while not being devastated were mildly annoyed or disappointed by some write up or broadcast. Preparation will limit the risks and potential for disappointment – but in the end, you are not buying advertising and you cannot tell the journalist what to write. If it goes wrong put it down to experience.
Above all do not blame the press officer! They have no more control than you do, but just like a professional investor, they do understand the risks and rewards better. They are advisors, not magicians and only a fool alienates their expert advisors.
Every day The Media Coach team help people preparing for a media interview. We also help organisations embed a media-aware culture, so media engagement becomes part of business as usual rather than something squeezed in after the day job. If you think we can help your organisation please give us a call on +44 (0)20 7099 2212.
Photos used under creative coms licence
Pre-flight Checklist – Credit US Airforce
Thumbs up – Credit Centre for Aviation Photography