Don’t ruin your chances of establishing yourself as an industry expert.
It’s a rite of passage for any aspiring business mogul. When a reporter reaches out to you, it’s an opportunity to establish yourself in the public eye as an industry expert. So if you properly prepare yourself for your first media interview, it could prove to be one of the most profitable investments of time in your career.
Being mentioned in the press is far more valuable than buying an ad. It’s significantly more credible and offers you exposure to potential customers, investors, partners and others who may not have otherwise heard of you.
Unfortunately, many business owners flounder in that first interview. They make simple mistakes that reduce their chances of getting a call back and becoming that industry expert reporters turn to for information. It is actually rather difficult to find people with specific expertise that are willing to talk to the media. So when a reporter finds someone that is amenable and knowledgeable, word spreads fast.
Here are the essential dos and don’ts of handling your first media interview.
Understand the dynamics of the format
Each media outlet has a different dynamic. If you are being interviewed on radio, it’s important to get to the point. You need to get your key points across in seconds, not minutes. For a print interview, remember that the reporter is taking notes. Speak slowly and adjust your pace to their note taking. If the format is a television segment, remember that physical appearance—and gestures—are just as important as what you say.
Treat all interviews as though they are live
Oftentimes interviews for television and radio won’t be live. Sometimes they will be handled as live-to-tape. This means that it’s not live but it will be aired as recorded without further editing. Taped interviews that are being used as segments within a broader piece may be edited. But if you tell yourself it’s live, you won’t give yourself the luxury of making mistakes.
Ask for the details beforehand
Make sure you understand clearly what the reporter needs for the piece. If they are looking for practical tips don’t give a lengthy industry analysis. On the other hand, if they are interested in having an in-depth discussion about the latest market data, for example, you want to make sure you do your research in advance and come prepared.
Research the reporter’s work before the interview
Each reporter has his own style: Some have a calm manner and will let you develop your answer. Others will cut you off if you don’t get straight to the point. Be prepared.
Be courteous to everyone, including the crew
Don’t forget that it takes more than one reporter to make a story happen. If you are being interviewed for television, there could be a minimum of six or seven people working to develop your four-minute segment. Be mindful of the fact that it’s a team effort and not a one-person show.
Offer yourself on background
After the interview, let the reporter know that you are happy to talk to them on background in the future. This basically means that is ok for them to ask you questions even if they don’t plan to interview you. It’s a way for them to learn, ask questions and get expert perspective as part of the research process for a story or segment.
You don’t need to have all the answers
Really, you don’t. You must be prepared to talk about what you claim you know, so don’t embellish in that regard. But it’s entirely possible that a reporter asks you a question to which you don’t know the answer. Rather than saying you don’t know, use bridging as a technique to talk about what you do know. An example would be saying “that’s a good question but I think it’s also important to emphasize…”
It’s also possible that the reporter will ask you a question that isn’t knowable.
