How to Handle Media Interviews Effectively
Importance of Media Interview Skills
Many business professionals and public figures, including top-level executives, lack experience with media interviews. However, knowing how to handle media interactions becomes crucial in certain situations. For instance, you might have recently been appointed to a high position, or your business could be of interest to the media. Alternatively, your company may face a crisis. In these cases, managing media interactions effectively becomes essential. Here are key tips to help you navigate media interviews successfully.
Keep Responses Simple and Concise
Answer the reporter’s questions in a simple and clear manner, avoiding unnecessary detail. If the reporter requires additional information, they will ask. In general, aim to keep your answers brief, around 20 seconds in length, to ensure clarity and focus.
Preparation is Key
Before the interview, take time to think about the questions you may face and how to respond clearly. Identify key points you want to raise, and ensure to address them if the reporter does not ask about them.
Avoid “No Comment”
Never use the phrase “no comment,” as it is often unappealing to both reporters and the public. Instead, use phrases like “The company is preparing a statement,” “We are still investigating the matter,” or “We have no further information at this time.”
Always Assume You Are “On the Record”
Avoid requesting to speak “off the record.” Such an arrangement doesn’t exist, so always assume that the conversation is being recorded or quoted.
Know Your Audience
Tailor your responses to suit your audience’s interests. A local community newspaper will likely focus on local issues, while a business section of a regional newspaper will concentrate on broader industry facts and trends.
Do Not Ask to See Stories Before They Are Published
Asking reporters to show you their stories before publication is inappropriate. However, it’s acceptable to ask a reporter to read back your quotes to ensure clarity and accuracy.
Stay Calm and Professional
Maintain composure, even if the questions are offensive. Anger can become part of the story, especially in broadcast media. Your reactions will be seen or heard and could be edited for maximum effect.
Handling Voicemail and Bad News
If a reporter leaves a voicemail requesting a callback regarding negative news about your company, respond quickly. As a spokesperson or senior officer, return the call within a couple of hours, and certainly before the end of the business day. If you’re not a senior officer, notify the appropriate people in your company immediately.
How to Handle Difficult Situations
Anticipate the questions you may be asked and prepare responses ahead of time. Writing down key phrases or points can help guide your conversation. When responding, remain calm and in control of your tone.
If you lack the information, let the reporter know. Tell them that you’re checking on the situation and will follow up with a response at a specific time. Ensure that you call back within the promised timeframe, as your credibility depends on it.
Communicating Bad News
It’s best to release bad news promptly and accurately. News that leaks out slowly or is withheld stays in the cycle much longer than if it’s handled quickly and truthfully.
Avoid Ignoring the Issue
Do not avoid the situation by stalling or saying “no comment.” This will harm your reputation and won’t prevent the reporter from running the story. In times of crisis, your audience includes not only the public but also investors and employees. They all need to hear your perspective on the issue.
Consider Issuing a Statement
Issuing a written statement to the media can be an effective way to explain your company’s position. This reduces the time spent with reporters and minimizes the risk of being caught off guard by challenging questions during interviews or on camera.