Media interviews are a brilliant opportunity to get the word out about your company, your product, your initiative, your mission or yourself. Compelling quotes in a well-placed news story, blog post, or podcast can quickly spread the word about you and your company to thousands of readers or listeners.
Most people aren’t naturally comfortable with the news media, and many mishandle their interview opportunities by attempting to wing it. Make the most of any chance to share your knowledge and promote yourself and your business by keeping the following steps in mind.
Fully Prepare
Remember that everything you say in an on-the-record news media interview can end up in the story, so it’s critical to be completely prepared and to choose your words carefully. If possible, ask for interview questions in advance.
Also, research and become familiar with the show or publication and the host or reporter. Find out what styles of questions they typically ask, and make sure you are ready to respond in a way that advances your agenda.
Effectively Market Your Business
The key to getting the word out about your business is to know what to say and when to say it.
Talk about the topic at hand and don’t be overly self-promotional. Providing information as an expert or a contrary point of view can lead to a deeper conversation and more coverage for you. At the same time, don’t miss the opportunity to mention your brand and whatever you want the audience to hear and remember.
Share Stories
Share why you do what you do and why your work is important. Use specific and colorful examples. People want to be inspired, so sharing stories to illustrate what excites you about your area of expertise will be more effective than simply stating facts.
Include Facts
Opinions are much more credible and carry more weight when supported by facts or figures from reputable studies. You can add value by citing topic-relevant data points from reliable and trustworthy sources.
Journalists also find it helpful if you provide them with relevant contextual sources of information, such as industry organizations and academic studies. Make yourself easy to work with by providing relevant documentation to back up your point of view.
Include Obvious Soundbites
Make sure to give succinct answers which can stand alone. Any part of what you say can be edited, so make very clear statements that convey your ideas simply.
Offer Extra Resources
When interviewing for a print publication, ask the journalist if they would like any additional information about you and your business. Be prepared with your bio, company backgrounder, headshot, or other media kit resources that can showcase your company and expertise. These can be used for the articles and also may be kept on file with you as the top-of-mind expert source for future work from the journalist.
Most radio, TV and podcast hosts will give you a few seconds at the end of the interview to share your website or the best place to contact you. Even if the interviewer doesn’t explicitly offer you the last word, deliver a final message anyway, like this:
INTERVIEWER: Sorry Ms. Smith, we’re out of time.
YOU: Thank you. Once again, we all need to get vaccinated to beat COVID. You can learn more at mywebsite.com.