For the past 25 years, people have asked me the same question, “The news is going to interview me. What do I need to know?”
In fact, someone I’ve never met asked me this question on LinkedIn recently. As an Emmy Award-winning journalist turned public relations agency entrepreneur, I have a lot of advice stemming from years on both sides of the camera.
With my more than two decades of experience working in and with the media, the heart of my advice hasn’t changed. However, the implications of social media have made a traditional print, broadcast or audio interview even more valuable. Here’s my checklist for you to follow before, during, and after any interview.
Know your message
Politicians have mastered the art of sticking to their message. They often don’t even answer the journalist’s question; they just repeat the same few lines. I’m not encouraging this strategy, but there is value in knowing what you want to say before an interview begins and making sure you weave the message into your answers.
Talk in sound bites
Sound bites are typically just a few sentences long; think anywhere from 10 to 15 seconds. The goal is to get your message across in as few words as possible. To do this, it’s important to understand your “why” before the interview. Is your goal to add credibility, increase sales, or encourage people to take action? If the goal is business related, make sure you say the name of your business in a couple of the sound bites. If your interview is recorded, make sure you give the reporter the name of your business website so it can be included in online versions of the interview. If you are on a podcast or in a live media interview, mention your business website and social media accounts so the audience can learn more if they’d like.
Share stories
Unless you are on a live program and the segment has a time limitation, using a story to illustrate a point adds flavor to your message, makes it more memorable, and can make you more relatable. Sharing a story will help people better remember the point you are trying to make.
Practice, practice, practice
Write down some possible questions on the topic and practice the interview with a friend. Ask for their feedback. Most people have what we call “verbal blankies,” or words they use while they think of an answer or when they are nervous. Words like “um,” “like,” and “right” don’t add value, can bury your message, can diminish your authority, and are distracting to the audience. Practicing out loud with another person will help you identify any verbal blankies and increase your confidence.
Plan your appearance
Ask for details prior to the interview so you understand if you will be on a screen or on camera, and plan your wardrobe accordingly. How many of us have watched a terribly distracting interview on national television? Consider your lighting, and the color you wear, and make sure your animals, children, and loved ones are not around to interrupt.
Understand your audience
From local radio stations to The Wall Street Journal, journalists are interviewing you because of your perspective, experience, or expertise. However, it’s important to understand the platform and outlet as the questions and tone of the interview can vary on the basis of the outlet’s audience. For example, jargon is effective for an industry publication but terribly confusing and even arrogant for a live local morning news program.
Leverage your interview
While the media interview will help you build brand awareness, trust, and credibility as an expert, it won’t reach everyone in your target audience. After the interview, be sure you have a plan for leveraging it. Consumers today require multiple touch points, and that means the most effective marketing strategies incorporate media interviews, thought leadership blogs, social media, and digital advertising. Post your interview on your company’s social media platforms and on yours, send it out via an email newsletter, write a thought leadership article expanding on the topic, and use it in a digital ad to reach more of your ideal target audience.
Don’t be a one-hit wonder
Whenever the news media calls you, you are reacting to the story and angle the journalist is covering. The goal is to secure your own regular news coverage so you are more in control of the message and story angle. While being interviewed for a news story is exciting for most people, it shouldn’t be a one-time event. There are countless opportunities for your expertise to be shared periodically in the press: new studies released, timely news of the day, and sharing new products or services.
Securing regular press, or earned media, solidifies your position as a thought leader and a reliable media resource, and provides valuable marketing assets. Good luck!
Kristi’s article was originally posted in Inc. on June 23, 2023.