- Meet the Press: 11 Tips for Giving a Great Interview
Years of watching presidential press conferences and "ambush interviews" on 60 Minutes have caused many people a lot of anxiety when it comes to meeting with the press. To some degree that concern is overblown, and to some degree it is valid. Press coverage for your company, products, events, and personnel can be a great way to communicate your message in a medium that (right or wrong) carries a greater perception of credibility than almost any advertisement. The downside is that a reporter’s goal is not to promote your company, but to create news that is going to be interesting and possibly engaging for the reader. They may home in on the most controversial or negative aspect of any topic, rather than the one you think is most important.- You can’t control the press. So how do you prevent "Great New Widget to Ship in 3 Months" from becoming "Quality and Production Problems Delay Widget Shipments"? You can't entirely, but you can increase the likelihood of seeing your desired message in print by keeping this checklist in mind when you speak to the press:
- Be Prepared.
Prepare and memorize (or have in front of you for a phone interview) your key points, so you can keep yourself on target. This means doing some research before you speak with the reporter whenever possible. Know the audience, the editorial slant, other topics covered by the reporter, and their "style." Remember the basic questions reporters are working to answer in the context of their article: who, what, where, when, why, how.
- Begin with the end.
An interview may seem like a conversation, but it's not. In a normal conversation you have the opportunity to present an entire message making your case by presenting premises, supporting statements and facts, and ending with conclusions. The whole story communicates your message. In a press interview, you have a limited amount of time to communicate your message. Make sure that your conclusions are presented first and often, offer facts only to illustrate those points. - K.I.S.S.
Depending on the press vehicle, the audience will only be presented with one to three of your main ideas. Ensure they get the ones you want by keeping your list of key points short and succinct. Also be sure to keep your language simple and appropriate for an audience (and reporter) that may not be as intimate with your industry and the related jargon.
- Shut up already.
While it may be tempting to tell a reporter your life story and that of your company, it's best to keep to your key points and stop talking when you’ve made them. The only exception is when they're doing a full "profile" article, and even then you should establish up front exactly what the reporter wants to know. When doing an interview, you are representing your organization, not yourself. Personal asides and stories that are not on-point are more likely to create problems than help.
- Shut up already #2.
There is no "off the record". If you wouldn’t be comfortable having something you said show up in print or on the air, don't say it. No asides, no lies, and no statements about things outside your responsibility. Don't speak for anyone else, including other executives in your company, your customers or competitors. If there's a good story there (customers who love your product, for example) provide the reporter with a contact to get the information directly (after you have cleared it with the contact). If you don't know the answer to a question, say so. - Stay cool.
Never rise to the bait if you are presented with hostile questions. Keeping cool and professional is key. Try to direct the conversation back to your key points. - Frame your message.
Reporters (in most cases) are looking for news. News must be timely, impactful, unique, and relevant to the audience. Look at your message in terms that will be meaningful to the reporter and the audience. It’s not about what your company is doing; it's about how your activities are important to others. "Our company is shipping a new widget" is not news. "Thousands of lives (or dollars) have been saved by our widget" is news. - Listen to your mother.
One of the best ways to make sure you’re really communicating your message is to practice it on someone who fits the profile of the ultimate audience. Listen to their questions. If your message has very broad appeal, call your mom, talk to your children or your best friend. If you tell them a key point and they look at you quizzically or respond with "huh?" or "that's nice dear", re-frame the message and try again. At the end of the conversation, you should have a much better idea of what’s important to the audience, how to communicate it, and what questions to anticipate from a reporter. Note: Do not attempt this with a co-worker unless they are not familiar with the news you’re discussing. If they are familiar with it, they are not any more likely to see problems with your message than you are. Like you, they know the industry jargon, they know the players, and they know your objectives and can thus follow your points even if you don't articulate them well. - Avoid "No Comment".
Don't dodge difficult or embarrassing questions. Prepare for them by anticipating them and practicing rational responses. Decide what information you wish to keep confidential, such as revenue numbers, and offer alternatives. For example, if there is revenue growth but you don't want to give specific dollar amounts, are you willing to tell a reporter the percentage of growth you've achieved? If you’re not willing to provide information, give a reason. For example, "We're a privately-held company and don’t release financial information." It is often helpful to write down the list of potentially embarrassing questions and their answers, and review and hone the answers with your team before meeting the press. - Summarize.
As you are wrapping up the interview, hit your main points again. "So, in a nutshell, …" or "The bottom line is…". This is often where the "sound bites" and "pull quotes" will come from and will leave the reporter with your primary messages in mind. - Ask some questions of your own.
Always ask the reporter if there's anything else you can help them with: contacts for great supporting quotes, background information, photos or illustrations, etc. Also ask what coverage you might expect to result from the information provided, and when it is expected to appear.
- Be Prepared.
- Getting your message out through the press is a great way to communicate to the world and your specific industry. With a little preparation and keen focus on your message, you can become a great company spokesperson.
