During media training, we always advise spokespersons to ask these 5 questions to the media before an interview.
We always do our research when we are mediating between the media and the client. However, in case the media is directly dealing with the client, these questions will come in very handy.
You are absolutely within your rights to ask the journalist about the story they are working on. Ideally, you have done your homework. Also, you should know the journalist’s name and the media outlet they are working for and, if possible, the beats they cover. Keep asking questions until you are absolutely clear that you understand the story.
Tip: Ask more and Talk less
It is possible that a reporter may have different perspectives on a single story and sometimes could be fishing to see which one’s bite. Some may have a single angle and if you can fish that out of them, you can figure out if it will benefit you. This will also help you determine how you can use your key messages to answer the difficult questions that may head your way.
Tip: Figure out possible perspectives yourself
This is a tricky one. Journalists don’t always share this information. Sometimes spokespersons are known to turn down speaking opportunities if a rival has also been interviewed for the same piece. But it’s worth pursuing this one to get an inkling of the angle and tone based on who else is being interviewed and what their views might be.
Tip: Drop a few names to see if others are being interviewed
Journalists usually share this information beforehand. It’s best that you understand the format and prepare accordingly. You can have your talking points and key messages ready or have a quote ready if that’s all they looking for. If it’s a broadcast interview you will have a lot more questions to ask the journalist beforehand.
Tip: Ask who will conduct the interview and if it will be live or edited
Track the story and have it analyzed by your communication team. If the story works for your brand work towards making it go viral. If it portrays you in a bad light have your plan and response ready. Ideally, your PR team will be working with the journalist to correct the course.
Tip: Mention how you want your designation and the company name to be featured
In most cases, journalists are known to be willing to share this information. In addition, having a quick chat also helps establish a better bond between the two.
If you would like to get trained on the same personally or with other colleagues, simply reach out to us for tailored programs.
