June 2005

When Mike Wallace Comes to Visit: Handling the Media Interview
By Kay Paumier, Communications Plus

For many businesspeople, the most feared words in the English language are that "60 Minutes is here."

Will you be dodging pointed questions from Mike Wallace? Or discussing a new product with the editor of a trade magazine? In either case, a media interview can be challenging, but it can also be incredibly effective in promoting your company or organization.

Here are some proven techniques to help you make the most of the interview.

Before the interview

1.  Prepare. Do your homework. Know your messages—the basic things you want people to remember about your organization, product, and service. Develop several ways of repeating each message without sounding repetitious. Outline your stories, your examples, your "proof."

2.  Research. When asked for an interview, find out:

• The name and title of the reporter
• The publication, program or research firm
• The focus or angle of the article and interview
• The types of questions that might be asked. (You might not get this information, but it's well worth asking.)
• The reporter's deadline
• The approximate publication or broadcast date.

Also learn about the reporter. Has he or she covered your company in the past? What kind of coverage did you receive? Review the reporter's recent articles. Pay special attention to articles concerning your industry or company. If appropriate, refer to these articles during the interview. (You'll probably impress the interviewer in the process.)

It's also good to outline general information on the interview topic. Part of your goal is to initiate or enhance a relationship with the interviewer. Reporters are more likely to stay in contact with people who provide them with information and help them with their research.

During the interview

4.  Think of the interview as a conversation with an important customer or prospect. Call the interviewer by name. Relax as much as possible.

5.  Take control of the interview whenever possible. You are the expert, and every question is an opportunity to repeat your message(s).

6.  At the same time, realize the reporter has a story angle in mind. Relate your answers to that angle; don't try to send the interviewer off in a totally different direction.

7.  Listen to the whole question. Make sure you understand it. If not, ask for clarification. Take your time. Think about the answer before you speak.

8.  Make your main point(s) early in the interview and periodically throughout it.

9.  Make it easy for people to understand your message. Answer briefly, using short words and simple sentences. Illustrate your points with examples and stories.

10.  Outline your answers. For example, "I'd like to make two points.") "Flag" your main points. (e.g., "The most important thing to remember is ... .")

11.  Don't talk "off the record" or "just for background." That information might find its way into the article or report.

12.  Don't say "no comment" or make casual remarks. Assume everything you say will be quoted directly.

13.  Invite the reporter to contact you if he or she needs anything further.

After the Interview

If you follow these directives, your interviews will help you spread the word about your business or organization. If you will be doing frequent interviews, consider investing in formal media-interview training.

Kay Paumier is president of Communications Plus, a public relations and communications firm serving small to midsized organizations in the technology, healthcare and not-for-profit markets. Clients include Fujitsu, Novell, Toshiba MRI and a host of startups. For more information, phone 510-656-8512, email kay@communicationsplus.net, or go to www.communicationsplus.net.