An interview with a journalist can be a pretty daunting prospect - especially if you know you’re in for a grilling.
That’s why media training is vital and it’s important not to put it off. Leaving it too late could result in a crisis arising before you’re prepared and you creating a PR blunder that could damage your business (and end up on YouTube)!
But help is at hand! Here are CG’s top tips on how to survive and even flourish during a media interview:
Look at the situation objectively as if you were the journalist and prepare a list of questions you think they may ask. For example, if they’ve asked to interview you about a planning application your company has lodged, they may ask you why the building is necessary and how you feel about the way it will affect local people.
Now create answers to those questions and lodge them in your mind. Check out this example of Sarah Palin caught out by a question she didn’t expect.
Research the media outlet they’re from and get an idea of their readers/listeners/viewers. These are the people who will see your interview so think about what issues are important to them and how you want them to perceive you.
Now that you know your audience and what you’re likely to be talking about, write down three key points that you’d like to get across. Keep them short and read them aloud to emblazon them in your mind. Practice with a friend if it helps and try to find a way of bringing them into your answers to various questions without ‘shoe-horning’ them in like Ed Miliband does in this clip.
And be careful not to sound too scripted. Check out this video from Domino’s, where the head of the company seems as if he’s reading from a script or auto cue.
Just like in business meetings and networking events, it’s important to come across confident. After all, no-one will have confidence in your business or product if you don’t seem to. However, be careful not to overcompensate and come across as arrogant, particularly in a crisis management situation. Relax your shoulders, look your interviewer in the eye and use open body language.
Some journalists are tougher than others in their questioning. While they may fire some pretty difficult questions at you don’t take it personally and remember that often the most difficult questions give you the best opportunity to put your point across.
Journalists get it wrong too sometimes! Check out this cringe-worthy video of a BBC journalist getting a little ‘over passionate’ with his questioning.
To find out more tips on media relations get in touch with Carswell Gould on 023 80 238001. We can help you with everything from media training to press liaison and talking to journalists on your behalf.
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