An interview with a journalist takes time. It takes time for the PR team to secure the meeting, arrange the logistics, prepare the spokesperson, brief the journalist. And the spokesperson will have to take time to prep and have the meeting. It’s frustrating when all that investment in time results in an article without the spokesperson in it.
One of the biggest disappointments is when the spokesperson just doesn’t seem to have anything interesting to say. They’ve nothing to add to the argument, no vision of the future, and no evidence to support what they do say.
If you think you’ve wasted your time then the journalist will feel the same. And you’re not likely to be on their list of people to call for a comment in future.
If you don’t know why you’re doing the interview – you probably shouldn’t be doing it. Consider the publication’s audience and what they might be interested in. Work out early what key points you want to get across and think of the proof you have to support what you say.
In the simplest terms, spokespeople need to See it … Say it … Show it.
See it
Journalists are looking to write what hasn’t been written before. Feature articles review the landscape, look to the future, and reveal unknown trends. An expert spokesperson should be able to future-gaze. Before you meet with a journo, take time to think about what you see in the industry. What’s going to change? And how will that affect the customers and the market?
Say it
Your key messages should be worked out in advance. You’ve got something to say to the publication’s audience so work out what that is. Try to come down on one side or another of an argument. If you have to get permission to be outspoken then get it. Avoid marketing scripts but instead prepare what you want to say with the audience in mind. And speak. Don’t just answer the question as quickly as possible and sigh with relief when it’s all over. Really say something.
Show it
Your business is innovative? How so? You are changing the nature of the industry? Who else agrees? Attend an interview with something to back up your statements. Follow up by providing the results of research, the name of an industry expert who can support your view, a graph that lays out the landscape.
Make every interview count. Plan to perfection. Get on your soapbox and I’ll get off mine.
One of the biggest disappointments is when the spokesperson just doesn’t seem to have anything interesting to say. They’ve nothing to add to the argument, no vision of the future, and no evidence to support what they do say.
If you think you’ve wasted your time then the journalist will feel the same. And you’re not likely to be on their list of people to call for a comment in future.
If you don’t know why you’re doing the interview – you probably shouldn’t be doing it. Consider the publication’s audience and what they might be interested in. Work out early what key points you want to get across and think of the proof you have to support what you say.
In the simplest terms, spokespeople need to See it … Say it … Show it.
See it
Journalists are looking to write what hasn’t been written before. Feature articles review the landscape, look to the future, and reveal unknown trends. An expert spokesperson should be able to future-gaze. Before you meet with a journo, take time to think about what you see in the industry. What’s going to change? And how will that affect the customers and the market?
Say it
Your key messages should be worked out in advance. You’ve got something to say to the publication’s audience so work out what that is. Try to come down on one side or another of an argument. If you have to get permission to be outspoken then get it. Avoid marketing scripts but instead prepare what you want to say with the audience in mind. And speak. Don’t just answer the question as quickly as possible and sigh with relief when it’s all over. Really say something.
Show it
Your business is innovative? How so? You are changing the nature of the industry? Who else agrees? Attend an interview with something to back up your statements. Follow up by providing the results of research, the name of an industry expert who can support your view, a graph that lays out the landscape.
Make every interview count. Plan to perfection. Get on your soapbox and I’ll get off mine.
No comments:
Post a Comment