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Being interviewed by a journalist can be a nerve-wracking experience – and the bigger the publication, the more nervous you might be. Here are some top tips to help you have a positive interview experience which will hopefully lead to positive coverage for your company!
1. Define your objective – Why are you taking part in the interview? What do you want to get across about your company or product? Defining your objective should help you put together the key points you want to highlight during the interview, for example are there any company statistics you want to mention? If you are launching a new product, what makes your product different from its competitors, what can it achieve that other products can’t?
2. Keep it simple and jargon free. Repeating important points and using simple to understand anecdotes or examples to illustrate your point can help to ensure you are communicating your message in a clear and succinct way. Likewise, if you don’t understand a question then ask the journalist to repeat or clarify it.
3. Don’t be afraid to pause or have a few moments of silence while you think about an answer; you don’t need to babble on just to fill up space and, the more succinct you are, the better soundbite or quote you give to the journalist.
4. Bridging phrases can help you sound in control and lead into one of your key messages. Examples include “The real issue is…” “People need to know…” “What I can tell you is…” “Our view at Company is…”
5. Don’t ignore awkward questions, good journalists will only repeat the question or be alerted to the fact you are trying to not talk about a particular issue. A good way to deal with a difficult question is to acknowledge the question and perhaps use a bridging phrase to help you deal with it. If you don't know an answer then tell the journalist you will find out and email the information to them.
6. Tell the truth! Don’t lie – you will be found out and, if it is a tricky issue or it is an area you do not wish to talk about, simply explain why, for example “Due to our company policy, I am unable disclose our end of year accounts until after the Annual Report has been published.” Journalists appreciate the truth and it helps to build up trust.
7. Anticipate the question from hell – Don’t be caught out, be prepared. If there is something you would rather not talk about then you can be guaranteed a journalist will ask it. Know exactly how you will answer it if it comes up, if it helps have the answer written on a piece of paper in front of you.
8. Know who is interviewing you – Know the publication the journalist is writing for and what they are likely to want from you, for example if it a business newspaper they are likely to want financial details, such as company turnover? Know what their views will be, for example an environmental magazine may be pushing the green agenda and looking for that angle from the story.
9. Don’t panic and DO NOT go “off the record” – assume everything you have said is on the record, this saves any misunderstanding.
10. Be positive, being on the defensive and treating the journalist as your enemy will only come across as shifty – and will make the journalist wonder what you are trying to hide.
Finally - remember the mantra 'Preparation, Preparation, Preparation'. Knowing the company is the only way you can talk succinctly and knowledgably about the business.
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