4Hoteliers
SEARCH
SHARE THIS PAGE
NEWSLETTERS
CONTACT US
SUBMIT CONTENT
ADVERTISING
What To Do Before and After an Interview.
By Judy Hoffman
Friday, 7th May 2010
 
In this issue, I want to give you a few new ideas of things you can do both before and after an interview to improve your
chances of getting decent, balanced coverage. I want to thank fellow crisis communications consultant Jonathan Bernstein for pointing these things out. 

These items are just a small portion of the excellent advice he has compiled in the newly revised version of his book "Keeping the Wolves at Bay Media Training" - a very readable and helpful volume which should be on your bookshelf. 

BEFORE THE INTERVIEW

1.  Get rid of the anti-media attitude. 

If you're new to the role of spokesperson, you may be downright scared of them.  You've been given some training of how to deal with the media, and the idea has possibly been conveyed that they are the enemy and you have to BEAT them. 

Or if you have been dealing with the media for some time, chances are that at least a couple of times the story has not turned out the way you wanted. Whether it was your fault (for not being clear enough or not making your major points strongly enough) or because the reporter came at you with a pre-conceived notion which you were not able to dislodge, you were left with a bad taste in your mouth. 

My advice: wipe the slate clean and start fresh with this interaction.  I don't mean you shouldn't be wary. (See Point #2)  But don't assume the worst.  A bad attitude toward the reporter will show and it will get you off on the wrong foot  Start from the presumption that they have a job to do to relate a story their editors think will be of interest to their readers/viewers.

If you are prepared with the facts from your organization's viewpoint and you have been trained in how to communicate them honestly and convincingly, there is no reason to assume that you will not be able to do your organization justice. 

2. Try to find out about the reporter. 

Forewarned is forearmed, as they say.  In whatever time you have before you  engage in the interview, do a little research.  On the Internet you can find previous stories with this reporter's by-line.  On the news media website you can probably read the reporter's bio.  You can get a sense for their viewpoints and spot any potential biases to which you should be alert.  This knowledge can be very helpful.  Just don't let it throw you into an anti-media attitude (see Point #1!).

3. Relax!  Easier said than done. 

But it is possible to do some things to help.  If you don't, a reporter could well interpret your tension and nervousness as an indication of your guilt or lack of being truthful.  In reality, it may just be plain old fright at the realization that you are about to be quoted and/or shown on TV for all your colleagues, friends and family to see and Monday-morning quarterback.  (There - aren't you feeling relaxed now???) 

Jonathan suggests some deep breathing and simple stretching exercises which should help you loosen up your muscles.  He also suggests learning to meditate -- a useful skill for this and other situations. 

4. Set a time limit for the interview. 

I, quite frankly, usually didn't think to do this when I was the company spokesperson.  I suppose I was trying to be as cooperative as possible.  But as Jonathan points out, this helps you keep some control of the interview.  Otherwise, the reporter could just keep asking questions until you run out of patience or stumble into something you shouldn't. If you have practiced sufficiently, you should be able to communicate your major messages concisely and even repeat them several times in a relatively short time period. 

(Note: If you are uncomfortable bringing the interview to a close, you could always pre-arrange with a colleague (like you did when you weren't sure a blind date was going to work out well!) and have him call you to say you were needed elsewhere.

5.  Ask questions about the direction of the story. 

This doesn't apply, of course, if you are in the midst of a fast-breaking story that you know is the reason for a media call. 

But if the reporter calls out of the blue, don't hesitate to ask what the story is about.  You need not be defensive about it. Just indicate that you want to be as prepared as possible to provide him/her with the information desired, so it would be helpful to you both.  You might even ask the reporter if he/she has interviewed any others on this topic. 

It would be helpful to know if you are just adding another viewpoint to a story about your industry or if your organization is the subject of an inquiry and the reporter has talked to upset people before you.  As Jonathan cautions, however, do realize that you cannot depend entirely on what is said in answer to your question. 

There have been cases where an interview is gained under false pretenses.  A good spokesperson must be prepared at all times to handle issues, especially those that are currently being discussed in your community or industry.

AFTER THE INTERVIEW

1.  I always advise my clients to provide the reporter with a copy of a written statement. 

This is not something to be read as part of the interview.  But writing it out helps ingrain the major points in your mind so that you can convey them.  And it is something the reporter can take back to the news station and refer to if he/she wants to clarify something jotted down in their notes.

This way, you aren't as dependent on their memory.  Jonathan  suggests that you e-mail or fax the reporter soon after the interview with a simple message along the lines of: "Thanks for coming out to talk with me.  Here, in my opinion, are some of the most important points we discussed."

2. I'd also like to suggest another post-interview technique. 

After the story appears in the paper or is aired on TV, take the time to send an e-mail or a handwritten note.  Hopefully you will be able to compliment the reporter on his/her balanced reporting or skillful handling of a complex issue.  Trust me when I tell you the reporter will remember this kindness and it can be very helpful in the future. 

If, however, you take exception to something that was said, call it to the reporter's attention as politely but firmly as possible.  You do not want uncorrected information to be re-broadcast.  But don't get angry and unreasonable about it.  Remember the old saying about not picking a fight with someone who buys ink by the barrel.

Judy Hoffman
JCH Enterprises
1-800-848-3907 PIN 2145
jchent@earthlink.net

www.judyhoffman.com
Global Brand Awareness & Marketing Tools at 4Hoteliers.com ...[Click for More]
 Latest News  (Click title to read article)




 Latest Articles  (Click title to read)




 Most Read Articles  (Click title to read)




~ Important Notice ~
Articles appearing on 4Hoteliers contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.
© Copyright 4Hoteliers 2001-2024 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here
Use of this web site is subject to our
terms & conditions of service and privacy policy