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MAY 2002 
 

Nailing media interviews
Prepare, prepare, prepare

By Monica Neufang, Weber Shandwick Southwest

If you were to go on a job interview, wouldn't you research the company, think about what you wanted to say and essentially “prepare” for the opportunity? Of course. Nailing media interviews requires the same type of rigor and preparation. Whether you’re a corporate CEO or a middle manager, every media interview offers opportunities to present your company’s best side – provided you master the rules of the game. Their job? To ask tough questions and poke holes in your story. Your job? Stick to the plan. Even when the questions are innocuous, it’s easy to get into trouble fast if you don’t have a plan. Here are tips on how to prepare so that you can make the most of any interview.

BEFORE THE INTERVIEW

• Set specific coverage goals. Preparation is key, so know what you want to get out of the interview in the first place (i.e., the headline or sound bite you hope to generate).

• Prepare three key messages. Know what you want to communicate during the interview and prepare corresponding proof points. Since messages are almost always claims, be mindful that skeptical reporters will want proof you’re sharing accurate, credible information. Typically, key messages will:

 

1)
2)

3)

 Describe your company’s vision and strategy
Define and differentiate your company’s products or services from competitors
Describe key customer or consumer benefits of your company’s products and services		  

• Query the reporter. You have every right to ask questions, too. Feel confident to ask about the scope of the story, including whether the reporter will be talking with competitors.

• Review the reporter’s work. Cite specific observations or ask questions about recent stories or broadcasts by the reporter. This builds rapport by showing you’re familiar with the reporter’s work. If possible, check the reporter's byline at the online version of the publication.

• Develop an internal Q&A document. Rehearse answers to tough questions. Also, make sure to add questions/responses tied to recent business developments. You can be sure that the reporter will ask about them.

• Set clear guidelines. Be certain to set internal guidelines for how you or your spokes person(s) will discuss sensitive topics.

• Prepare a “cheat sheet." Assemble a sheet of key messages/proof points and bring it to interviews. (Make sure to keep the “cheat sheet” under wraps in front of the reporter, however.)

For more information about Weber Shandwick Southwest’s media training services and what to do during the interview, contact Monica Neufang by calling 972.830.2251 or e-mail mneufang@webershandwick.com.