Rhythm and Rhyme: The Art of the Interview
At Cymbal Public Relations, we want every client to hit the right rhythm and rhyme in a media interview.
Those precious few minutes with a TV, radio or newspaper reporter can make or break your issue, whether it’s a crisis communications situation or a brand awareness campaign.
The short nature of interviews can be unnerving, particularly when handling a crisis communications situation. However, preparation and coaching can help even the most camera-shy individual be successful in media interviews.
Aside from who will be the spokesperson for an interview, the top question I get as a long-time public relations professional is: What should I think about when preparing for a media interview?
Here are some top-line basics:
Know who you’re talking to: Your public relations professional should prepare a media interview brief for their client. It’s a concise document that lists who the reporter is, similar stories they’ve worked on, the audience and any other pertinent details the client will want to know before the interview. For example: If the reporter tends to go off topic in interviews, it will be noted in the brief.
Be prepared and disciplined: In addition to the media interview brief, your public relations professional will provide you with concise, high-level points you will want to make in the interview along with any facts or statistics that may be relevant to the conversation. Those talking points will also include any anticipated questions outside the main points. Stay disciplined and on message. You never know where a stray comment may take the interview -- it could derail it.
Hit the headline first: One tip that cannot be stressed enough is to start your answer with the headline, or the main point or reason for the interview. In most cases, clients will get 10 minutes or less with a reporter, usually on the phone. So, start with the main point you want to make, then get to the bones of that point succinctly. If you have prepared a crisp story to illustrate the point, tell it. That gives you time to hit the headline again (and again). Remember, the headline may be the only soundbite you get in a two-minute news segment or 500-word article.
It’s OK if you don’t know the answer to a question: Trying to talk around a question you don’t know the answer to not only eats up precious time you could be using to hit your main points, but it can also derail the interview and possibly create the wrong narrative, or lead to a story with incorrect facts and figures. Don’t panic. Simply admit what you don’t know and let the reporter know someone will get back to them with that fact or information. If the interview is live, just admit it: “Thank you for that question. I don’t have that information at this moment.” Then, hit your headline again and keep the interview moving along. In reality, no one expects you to know every single fact and figure.
You are the expert: The reporter is looking to you to be the expert, so always feel free to politely clarify points or correct a fact during an interview. Reporters will appreciate getting the facts right.
Everything you say is “on the record”: If you say something, it’s part of the story. Never tell a reporter something is “off the record.” That simple phrase is a red flare to reporters that signals there may be more to the story.
Relax: The reporter wants your side of the story, so be calm and friendly. Hard questions will come your way, but take them in stride and with grace: “Thank you for that thoughtful question…” You are the expert and happy to engage with the reporter.
Finally, don’t decide on your spokesperson until the issue to be discussed in an interview is fully vetted. You always want the right voice and expertise at the table and that may not be your usual spokesperson.
While every interview is different, particularly when dealing with a crisis, one thing remains the same: It’s your time to make the case for your issue or story. Being well prepared, reading the materials given to you and having a seasoned public relations professional that can support you before, during and after an interview are keys to success.
If you need support with your public relations efforts, reach out to Cymbal Public Relations at hello@cymbalpr.com. We’d be happy to help secure media opportunities, prepare you for upcoming media interviews and work alongside you and your team to capitalize on your media exposure.