Preparing for the Press

The first time I was interviewed the reporter turned to me, Columbo style, just as he was leaving the room. There was one more thing he wanted to know. He was "just curious....off the record." I answered his question, off the record. My answer appeared in the lead of his story. Lesson learned.

You cannot control the story. You can control the information you release, how you release it, and when you release it.

Following are a few tips to help you navigate a media interview.

Before the interview

Talk it Up

Determine what your goals are for the story and rehearse your talking points in advance. If you are prepping an executive for an interview, write out the talking points in different ways. They should be clear, concise and most importantly, quotable. The reporter is there to gather background information for the story, but they are also there to get direct quotes. Whenever possible try to steer the conversation back to your talking points. The media may have come to you for the interview, but that doesn't mean you can't try to make the story a vehicle for your company's message.

What's the Scoop?

Understand the scope of the story before the interview. Why is the executive being interviewed? Is she an expert in the subject matter being covered, or is she the subject matter? With a good understanding of the story's angle you can make sure that the executive is up-to-date on the topic. Give her a briefing sheet prior to the interview that includes news, latest industry trends, and details on what other executives have said on the subject.

Speak of the Devil

Plan to be asked questions about your competition; whether that competition is another company, another brand or another executive. Many companies have a policy of not commenting positively or negatively about their competitors. They believe that by answering these questions they are taking the focus away from their own talking points and giving their competitors free press. Whatever your policy, make sure it is understood before the interview begins.

During the interview

Stop Selling

Remember this is an interview, not a sales pitch. There should be no exaggeration or embellishments. If your executive tends to tell fish stories when it comes to numbers or statistics offer to give the reporter final "current" figures after the interview.

No Small Talk

This isn't a conversation, it is an interview. There is no need to fill the silences. Don't confuse a pause from the reporter with an awkward silence. The reporter may be taking notes, gathering their thoughts for the next question, or trying to manipulate you into elaborating more on your last answer.

No Shop Talk

Avoid using industry jargon even if the interview is for a trade publication. You risk confusing the readers and possibly the reporter. Worse, the lingo used could keep your talking point from becoming a great quote. You may also want to distribute copies of this interview to a wider audience later, so use layman's terms.

No Loose Lips

Don't assume you know the end of the question. Don't talk over the reporter to answer a question before it has been completed. You may be so concerned about a touchy subject that you assume you know where the reporter is headed. Now you have opened the door to a line of questions that you might have been able to avoid.

Many people repeat the question they are asked before they answer. This can be an effective technique for gathering your thoughts when you are in a job interview or meeting. This is not a good tactic when you are being interviewed by the media. Anything you or your executive says can be quoted. This includes the repeated question. So if the reporter's question includes a negative statement, and you repeat it, that statement can now be attributed to you.

After the Interview

Dot your i's and cross your t's

Verify the spelling of names; your executive's as well as any other employees interviewed or referenced. Triple check all statistics that were shared and send this information to the reporter in a follow up document.

Get this information, and anything else you have promised, to the reporter in a timely manner. Reporters are on deadlines. If you don't meet their deadlines, the story may be dropped or printed with inaccurate information.

Ask when the story will run, ask to review the quotes and the statistics. Unless it is a trade publication, they will most likely say no to this request, but it doesn't hurt to ask.

Finally, send a thank you note. Yes, I know it sounds a bit Emily Post, but being on a reporter's good side can be beneficial. Thank them for their time and for the coverage (assuming it wasn't negative). Your card might end up in the trash, or the executive may become the new go-to person for quotes because the reporter found you to be easy to deal with.