If
the media were to call you today for an interview, would you know
what to do or say? That question was posed during a recent conference on small-business
ownership and micro enterprise creation, which was held here in Paris. I watched
the reactions around the room, and it occurred to me that for most small-business
owners, the only thing more frightening than conducting a follow-up phone call
with a reporter is having that same reporter actually interview them.
There
is only one way to overcome the fear. You have to simply adopt and apply an old
U.S. Army recruitment slogan, "Be Prepared." Don't get caught without an answer
the next time the media calls. Follow these quick tips for success:
Ask
the reporter to describe the subject and story angle for the interview.
Establish
the medium for the interview (i.e. live or taped television, print, radio, etc.)
Discover
when (date and time) and where (by phone, e-mail or in person) the interview will
take place. Also try to determine if the reporter will need additional information
from you, as well as the story's deadline.
Research
the reporter's past articles so that you'll be comfortable with the story's tone.
Create
talking points. These are brief positive statements about you and your company
that you will want to be included in the story.
Anticipate
the types of questions that that reporter might ask, and prepare truthful answers
for them.
Assume
that everything you say to a reporter - jokingly or otherwise, will be used in
the story. Always be aware of what is being stated, and if an awkward silence
develops, don't feel obligated to keep talking if you have no more to say on the
subject matter.
Avoid
speculation or hypothetical situations. It could lead to being misquoted. You
are the expert so stick to what you know.
Admit
when you don't know the answer to a question. However, make it your top priority
to find the answers and deliver them to the reporter immediately. It is also fine
to take a moment to think before answering a question.
Avoid
using technical terms or jargon. You must be able to explain your ideas simply
and concisely.
Take
notes and don't be afraid to ask the reporters questions as well.
Make
yourself available by phone or e-mail in case the reporter has additional questions
or wants to do a final fact check before completing the story. This will help
give clarification to something you've said or give an opportunity to fix something
if you've misspoken.
Thank
the reporter for selecting you for the interview.
Carolyn
Davenport-Moncel is president and founder of Mondave
Communications, a global marketing and communications firm based in Chicago
and Paris, and a subsidiary of MotionTemps,
LLC. Contact her at carolyn@motiontemps.com
or by phone in the United States at 877.815.0167 or 011.331.4997.9059 in France.
