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7 Steps to the Perfect Media Interview
A little preparation will turn your interview into a powerful marketing tool
by John Jantsch
So,
what happens when all of your PR activity actually prompts a
reporter to call for an interview? Getting the interview is only
one-half of the deal. Follow the steps below, and you are more
likely to turn your interview into a powerful marketing tool.
Set Goals for the Interview
When a reporter calls to schedule an interview, either by phone or
in person, ask a couple of innocent questions. Find out the nature
of the story, who is the audience, when it is expected to run. The
answers to these questions will help you better prepare your
responses.
Never Wing It
The primary point of almost any interview you will be asked to give
is to get your company's core message communicated in a compelling
manner.
To do this in the context of an interview, you should script very
quotable core message sound bites, no more than 20 seconds or so in
length, and be prepared to deliver them word for word at the
appropriate time.
Break the Ice
When a reporter that you may not know calls to interview you, there
is often a bit of a control issue. The reporter is asking all the
questions, so he/she is in control. You actually want to wrestle
some of this away right up front. Think about this like you would a
sales call. In order for you to get your message told, you may need
to interject it into the discussion.
I find that asking a couple of ice-breaking questions can be a great
way to settle your nerves and open up the reporter. My favorite
questions are to ask the reporter where they are from or what
brought them to this specific publication. Establishing a little
personal ground seems to make everyone a little more relaxed.
Redirect
Sometimes a reporter just won't get what you are trying to
communicate. Or worse, he/she seems to want to talk about everything
but the key points you are trying to communicate. It's not that the
reporter is intentionally being difficult, most of the time it is
because he/she may not really know much about your industry. In
these cases you need to have a few redirecting phrases that allow
you to answer his/her questions with your answers.
Here are a few phrases that work wonders:
~ What's important to consider in this case, though . . .
~ Let me make that more relevant for your readers . . .
~ What we can take from that point is . . .
~ That's a good example, but I think you'd also be interested in
knowing . . .
The key to redirecting a question from a journalist, of course, is
to have a plan and preset answers. Then all you have to do is be
alert for the proper way to direct the journalist to your message.
Don't Panic
Sometimes you will get a question for which you don't have an
answer. Don't panic and don't make up an answer. Simply tell the
journalist that you don't know the answer, but promise to get it.
This can give you a great excuse to follow up with a reporter.
Oftentimes you remember some other point you wished you had made and
you can add during a follow-up call.
One Last Thing
I find that it's good to get the last word. Many journalists have
been schooled to finish an interview with an open-ended question
like, "is there anything else you'd like our readers to know about .
. ."
This is a great sound bite opportunity, and you should always have a
prepared comment that is very powerful.
Even if the reporter doesn't ask, you should interject your last
statement, "You know, there's one more thing I'd like to point out."
Prepare a Takeaway
Make it as easy as you can for the journalist to get the facts and
figures right. Prepare some sort of takeaway that will help your
story and make sure that all your contact information, including web
sites and other places to find more information, is included. If the
interview is via phone, you can email or fax the takeaway.
~ ~ ~
John Jantsch is a marketing coach, author and creator of the Duct
Tape Marketing System. You can get more information about the Duct
Tape System and download your free copy of "How To Grow Your Small
Business Like Crazy by visiting
http://www.ducttapemarketing.com.