What to Do When a Reporter Calls
I’ve written about my media training seminar before, and as I write this I’m taking a break from working on a presentation I’m giving to a fantastic Kansas City company next week. A popular part of my seminar is tips on interacting with the news media.
Here’s some basic information on giving an interview broken down into 8 key points. Bear in mind there are lots more nuanced approaches and tactics (TV vs. print interviews, phone vs. in-person, etc.) but this should give you food for thought.
The Scenario: You’ve been asked by your local newspaper to give an interview at your office about your company’s new service.
1: Congrats! You have a service that has attracted the interest of the news media. Handled correctly, this is better than thousands of dollars worth of advertising (advertising can raise awareness, good public relations can earn credibility). Pat yourself (or your PR team) on the back. When scheduling the interview, you of course asked the reporter for a general idea of what she’s looking for (but not for a list of her questions). She says her story ‘angle’ is how the new service will change your industry and affect hiring at your company.
2: Be prepared. The reporter has indicated she’s looking for a story that talks about the service in a generally positive light. There is no indication the story is a critique–though you need to be prepared to talk about all aspects–good or potentially bad–of the service.
Work with your PR team (no PR team? Better contact a professional!) or top associates to anticipate a list of questions the reporter will likely ask–or should ask–about your service. Make a list of succinct bullet points–include info and perspectives you would like to see in the story. Study them and be prepared to use the information–don’t memorize “canned” answers, but have your key messages thought out and at your mental fingertips.
Keep it short and pithy. The news media–whether it’s TV, print or online–prefer brevity. They love the sound bite. If you’ve prepared a few good, juicy sound bites you will likely have a positive effect on the story. I won’t insult you by saying “be honest,” but I will caution you to keep the hyperbole to a minimum.
I wish I could say this goes without saying: Make sure you look your best. Also make certain the site of your interview is presentable. (My seminar includes a few horror stories about this.)
3: Be yourself–but not too much. Be friendly, but remain professional with the reporter. The reporter is there to get information, not necessarily make friends. Remember, nothing you say is ever “off the record.” Saying only what you would “want to see on the front page of the newspaper” is especially good advice here. Don’t be adversarial, but refrain from being too familiar. Remain positive, polite and yes, brief. A short interview is generally indicative of you giving the reporter the info they need for their story. Rambling, incoherent thoughts will not work in your favor.
4: Did I mention being brief, professional and presentable?
5: When the interview is finished, thank the reporter for her time and interest. Offering a one-page info sheet is a nice touch–put key message points about the new service as well as any website information on the sheet. Your website should ideally have more in-depth info, an online media kit, photos, etc. available for download.
6: Do not ask the reporter to let you read the story before it is published. As a former editor and reporter, I cannot tell you how many times people have tried to “control the message” by getting story approval. It. Ain’t. Happening. It makes you look unsophisticated or worse: like you’ve said something you’ll regret. The closest thing you can do to “control” the message: see #2.
7: After the story is published, send a thank-you note to the reporter. Not a “kiss-butt” obsequious love letter, just a professional note or email thanking them for their interest and the great story. Most reporters only hear from people who are ticked off. Don’t you like to be thanked for your work?
If there are any minor errors on the reporter’s part–errors that aren’t damaging to your company or service, let it go. Send the thank-you note and move on.
Now, if there is a glaring error that is potentially harmful to your business, call the reporter and politely fill them in: “Sorry, I may have been unclear about the XYZ cleaning solution.” Explain the facts and that it would be helpful if a correction could be printed as the error could be very damaging to the company. The reporter will likely refer you to her editor, who has final say about corrections–but always start with the reporter. When you talk with the editor, explain again why a correction would be appreciated if not absolutely necessary. I can assure you that a reasoned request backed up by facts will generally get you that correction. Belligerent, “I’ll have your job!” calls or emails will only blow up in your face–potentially ruining your chances of any coverage in the future.
8: Learn from your mistakes–if any–and you’ll do even better next time. Now get copies of that story to your customers and link to it on your company website!
This is only the tip of the media interaction iceberg. Want to learn more? Contact us today to schedule your media training seminar.
