Interviews can make or break your image. With no list of approved topics, the person giving an interview will surely be bombarded with questions about competitors, market numbers, other controversial issues. This can be overwhelming. Panic can cause a person to act, and speak impulsively; this is not always the best thing for your company. A continuation of our article, “Tips and Tricks for Top Tier Interviews”, this one highlights the Don’ts of interviews.
While the media are not necessarily malicious, their success hinges on the level of interest they can garner from their audience. Sounds familiar? Keeping that common goal in mind, it is imperative to equip the spokesperson with well thought-out answers. Having a PR team to contact and research the journalists and publications can also ensure the best outcome for you.
Using marketing language:
Yes, you are representing your brand and company values. However, restating “key” phrases from your website, newsletter, press release, and social media likens your interview to a reading, rather than an exclusive opportunity to convey what makes you special. Using specialised jargon causes people to lose interest.
Speaking too fast:
Reporters take written notes. Regardless of whether or not they have a recording device, members of the press tend to consult their notepads for what stood out to them. The speed at which you speak and the level of detail the press will absorb are negatively related. Speaking slowly, and making sure to enunciate will thus increase the likelihood that the media will convey what you desire.
Your PR team can only anticipate interview questions. In the event that the media asks you something that you are not able (or do not want) to answer — breathe. A defensive statement like, “no comment” will only cause them to speculate further. Remember to work with the press. Politely saying, “Sorry, I can not disclose this information”, then moving onto something more interesting will change the situation in your favor!
Clear your schedule. Focusing on answering your questions as best as possible will be much easier without having to worry about being late for your next client meeting, merger, or anything else. Answering emails or texting during the interview can also convey the wrong message. Respecting that the press have created the time to hear you speak about your brand — that they probably do not know much about — will surely put you in their favour. Be sure to thank them for their time!
We all want to convey the right message loud and clear. By avoiding these mistakes you almost guarantee that the media will paint you in the light you want to be in! Midas PR can help you prepare for the interview. Visit our website www.midas-pr.com today for more information or get in touch with us by email.