Skillful Interview Techniques

Although interviews are an important part of the public relations process, they can sometimes be a challenge. You might walk in for a scheduled interview, confident you know your company and marketplace, and before you know it, the reporter starts asking you questions that you’re not prepared to answer. If you handle the situation successfully, you can go far in promoting a positive corporate image. A negative interview, however, can hurt the perception of both the company and the spokesperson. To be effective, adhere to the following:

Be Prepared:
Gather background on the journalist (previous experience, recent articles written, etc.), the publication (circulation, target audience), and the topic of discussion prior to the interview.

Stay on Message:
Determine what key points you want to get across to the reporter and practice ahead of time to help ensure the interview will go smoothly. Make sure your answers are clear, concise and incorporate at least one of your key messages. Sticking to your key messages is essential to make sure you are not quoted out of context.

Relax:
Many people “freeze up” during an interview. Remember to relax, and don’t forget to breathe! Introduce yourself to the journalist and shake their hand if the interview is in person. Your posture and presence should be warm and engaging. Avoid technical and company-specific jargon. Lastly, don’t be afraid to pause and collect your thoughts before responding to a question.

Never Say “No Comment”:
When the media hear the words “no comment,” they often jump to the conclusion that the spokesperson is hiding something. Avoid this pitfall. If you can’t discuss an issue, just explain the reason why (not enough information, company policy, etc.). In addition, don’t ever tell the media something that is “off the record.” Just because the camera isn’t rolling or the notebook isn’t open doesn’t mean the reporter isn’t listening or won’t include your statement in the story.

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