Q&A: Media interviews

Paul Green was a journalist for 13 years before setting up his own PR agency, Publicity Heaven. So what tips does he offer to small-business owners faced with the prospect of a media interview?

I’ve sent out a press release and a journalist is interested…

Great, soon you can expect him or her to contact you for more information or an interview. Usually, for newspapers and magazines, these take place over the phone in a few minutes. Obviously, for TV, they will want to send a crew along to your premises.

I’m a little bit worried…

Don’t panic, there’s nothing to worry about – tough questioning by journalists is usually reserved for politicians. Instead, journalists will simply be seeking to add a little colour to your story by getting a few well-chosen quotes or sound bites from you.

What tips can you offer?

Be well prepared. Re-read your press release or story suggestion and make sure you know your stuff. Do some extra research if necessary. If you have a couple of updated or additional interesting facts to throw into the interview – all well and good – but don’t go over the top, because the journalists will only be able to write about so much.

Any other ways I can prepare?

Anticipate likely additional questions and have your responses prepared in advance. Jot them down on a pad and have them in front of you shortly before the journalist is about to call you. They will probably ring you to arrange a convenient time – you’re unlikely to have to do it there and then, although the journalist will be working to a deadline. For added confidence, you could practice your responses with someone you trust.

And what about when I’m doing the interview?

As I’ve said, there’s nothing wrong with using notes as a prompt, but don’t read verbatim from a script because it could be interpreted as lacking confidence or knowledge. Worse still – it can even come across as if you have something to hide. Stay calm and focused.

How should I aim to come across?

Well informed, but warm, human and friendly. If you don’t know the answer to a question, be honest enough to say so. If necessary, offer to find out the information and ring the journalist back as soon as you can.

How can sound more confident?

Knowing what you are talking about will help you sound more confident, which will make you come across as more credible.

Any other advice?

Avoid jargon at all times – it only confuses people and can make you sound slightly silly. Unless you’re speaking to a trade publication, it will be edited out anyway. Sub editors hate jargon. People often use it because they think it will make them sound more intelligent. It doesn’t.

Should I keep it simple?

Absolutely. Use basic language to explain key points, that way you’re likely to be understood. Keep it short and to the point. Don’t make derogatory remarks about other businesses – remember, there are libel laws. Don’t lie or make false claims when you speak to a journalist. If your claims don’t stand up to closer scrutiny your credibility will be damaged and the journalist and/or their editor could decide not to run the story.