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Print journalists love story detail and picture opportunities.
Check your facts before committing to an interview. Make sure you ask the journalist
in advance how much time you'll need. Most routine print interviewers take place
over the phone. However office visits are common for longer features. Remember,
they are not coming to make friends. Their job is to find and publish new stories.
Once the interview begins, be sure to tell the reporter how much time you have
available. If the interview topic is contentious, you might like to set yourself a comfort
zone of say twenty five minutes. You can always stay longer. Begin the interview by
checking how well the reporter is briefed. Have they read the relevant news releases?
Have they seen your web site, or spoken to your public relations team? What is their
understanding of the story they have asked to talk to you about?
Once the interview is underway, take control by offering interesting and relevant state-
ments. You know more about your business than the reporter does. So don't hold
back on the issues you feel are worthy of mention. Provide real examples of the
points you are making. Avoid commenting on rumour or speculation. And if you
don't know the answer, offer to look into the matter and come back with an answer
later.
Consider photo opportunities. If you are explaining a new product or service, offer
to help set up a picture opportunity with a customer or client.
As the interview draws to a close, be on guard for journalist 'fishing' expeditions
(attempts to steer you into new or dangerous territory.) Politely dismiss troublesome
new questions and - if necessary - wrap up the interview. Send a thank you email.
If there were issues, facts or opinions you forget to mention, include them in the
email. Or if you feel the reporter was struggling to understand a complex issue,
spell it out again in the same email.
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AUCKLAND/WELLINGTON
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after hours: +649 83 44 583
email: greg@gregward.tv
skype: gregwardnz
SYDNEY/MELBOURNE
phone: +612 8006 4492