You’ve secured an interview with a key reporter about your chamber’s new initiative. Now what? Use these ideas to raise your odds for better performance—and for a more positive outcome in the press:
- Refuse to waver from your message. Deliver a portion of your message as you reply to each question.
- Speak in stories. An appealing story has better odds of appearing in the reporter’s article or broadcast package than an exhaustive (and exhausting) list of mind-numbing facts.
- Make use of your Message, your Audio tools, and your Video tools. Both your verbal and nonverbal performance helps make the reporter more receptive to your message.
- Provide answers that are succinct and direct. Steer clear of responses that are too short or exceedingly long.
- Exude a professional attitude. This is a business deal, not a personal conversation, so don’t let the reporter rattle you.
- Never, ever speculate or guess. You are not expected to know everything off the top of your head. It’s fine to refer the reporter to someone else or to get back to her later with an answer.
- Leave the jargon within the four walls of your office. Speak in plain English, even when dealing with a reporter from the trade press.
- Maintain your honesty. Liars lose all credibility and all legitimacy as a news source.
- Speak in quotable quotes. Spirited stories, action verbs, references to current events, third party endorsements, and more help you deliver your message with punch.
- Build a bridge to your message. And do it in response to every tough question. Your message becomes your “safe harbor” whenever you are challenged by a reporter.
