As an executive, doing a media interview on behalf of your company can positively or negatively affect your company.
Media interviews are earned media for your company. These are generally free publicity opportunities. Therefore, they need to be conducted in a manner that paints a favorable picture of your organization.
Also, such interviews are a good opportunity for an organization to engage with its target audience.
Consumers trust information more when it comes from experts and this can push them along towards the decision-making process.
Thus, with good preparation, you will be in a better position to effectively articulate your key messages.
Reach out to the media house and find out the topic for discussion. This will help you understand why the interview is necessary and what the reporter is looking for. This will also help you anticipate questions likely to be asked.
Do thorough research on what’s been happening in your company and in the industry. Collect all data, statistics, and facts related to the topic and make sure you are clear on the topic.
Research on the medium to be used in the interview.
Anticipate questions to be asked, create an outline for your key message and add supporting points. Make a simple outline, establish your talking points, and internalize them to remain on topic. This will also help you give brief and clear answers when asked.
Search for statistics on related issues and formulate quotes that can be used by the reporter. In case you are dealing with a crisis, having a communication plan will help you give clear and accurate information. The spokesperson has to be thoroughly prepared in any form of an interview because everything you say affects the organization.
Avoid off-the-cuff comments or excessive jokes either before, during, or after the interview. In case you are dealing with a media crisis, having a communication plan helps you give clear and accurate information.
You can hold a mock interview with a colleague, record it, and review it to examine your answers and body language. Such a drill will boost your confidence and help you identify areas that need to be improved.
Make sure you appear professional, friendly and articulate. Also, make eye contact. Pause between questions and embrace this silence. Reporters have been known to take advantage of this awkward silence to draw out unintended remarks.
Moreover, you should also consider engaging a PR Agency to train the spokesperson on how to prepare for a media interview.
Also, invest some time into preparing for your interview and this will go a long way to ensure you succeed. Have all your points in perspective before the interview, be calm, be confident in yourself and believe that you can do it.
Just remember that having a successful interview could lead to a follow-up interview and this improves your company’s image.
