Quick Tips
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Send reporters advance fact sheets, or FAQ lists
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Comment only on your area of responsibility
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Highlight numbers - sales, surveys, forecast etc.
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Avoid Off the Record comments
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Consider picture opportunities
What you should ask..
Most routine print interviews take place over the phone. However, office visits are common for longer feature stories. Find out the reporter's deadline, and ask how much time you'll need for the interview.
If the invitation for an interview comes as a surprise, asked the reporter what prompted their interest in the story. Who else are they interviewing?
Newspaper journalists are often expected to supply copy for their web site (e.g. NZHerald online), as well as the daily publication. When you end the interview, it might be helpful to ask where - and when - the story is going to appear.
If the interview is going to be featured online, be sure to make an early check. You will hopefully have time to identify and correct any mistakes before the newspaper goes to print.
What do print reporters want?
Print journalists love story detail and picture opportunities.
Offer the reporter advance material (e.g. a news release or relevant Internet links etc). It is important they have a good understanding of the story before they do an interview. If you have nothing available, you can still send them a brief email highlighting what you believe are the key points in the issue.
Once the interview is underway, your role is to present interesting and relevant information. Reinforce your main points with real examples. Avoid jargon. Highlight customer feedback. Use numbers and data to back up your key facts. And suggest picture locations.
Remember to stress the points that are likely to interest the journalist's readership, rather than relying on buzzwords and corporate slogans. Ultimately, journalists don't really care about what you do. They want to hear how you solve customer problems.
As the interview comes to an end, be on guard for journalistic 'fishing' expeditions! Idle chat at the end of an interview is still on the record. If you don't want to see it in print, don't say it.
*Print interview training is a key part of Greg's media training workshops.
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