10 crucial steps to great media interviews
All eyes are on an organization’s spokesman—especially if it’s the chief—when he or she goes on camera to answer questions. Here’s how to deliver an impeccable address.
This is especially true if you are not a professional communicator or former journalist—or possess expertise in media relations and strategic communications. Moreover, if you’re the CEO of an organization, it’s your responsibility to best represent it. You become the face of the organization.
Whether a chief—or another spokesman—goes on camera or streams on Skype, he or she is sending a clear message on behalf of the entire organization. You might speak for an organization which employs hundreds, thousands or tens of thousands of people, has a large consumer base, and has a well defined brand image to protect and maintain.
A reporter might be aggressive during an interview and set traps along the way, but you don’t have to fall prey to them.
Follow these steps—which are essential for executive leadership, but apply for those down the corporate ladder—to ensure a successful interview:
Prepping for the interview
1. Agree to the interview’s focus before your appearance. Request a pre-interview phone call with a reporter to discuss the parameters and terms of the interview, such as what type of attribution you will use (on-the-record, on background, etc.).
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