There are times when your client(s) should not give an interview. Often, you will be required to give an interview, or make a statement, to the media. While us PR people know what advise to give to our clients when handling the media, are we able to do the same? Nerves can get the best of anyone, after all - we are human. So, how do you, a publicist, give a great interview on behalf of a client?
Here are some tips;
1. Don't jump into the interview. Ask for the reporter to meet you 30 min. prior to the interview so he or she can go over a brief history and what is new and up to date. This will help you develop a back and forth with the reporter and shake the nerves out.
2. Drive the conversation, don't answer questions. This is a big mistake for PR people because we are so used to providing facts and figures. If your client is, let's say, on trial- no comment isn't going to work. Here's an example of a great response to driving a conversation versus answering a question.
Reporter: Do you think your client is guilty?
** Don't answer 'No', instead say;
You: Of course not! I believe everyone has the right to due process and, while I know assumptions will be made, appreciate you giving me an opportunity to address the charges. My client and I's concern is to catch whomever did this and to fully comply with police. Has your newspaper received any tips?
Yo want to be long-winded. You want to ask as many questions as you answer. You want to be friendly and likeable. Sticking with yes and no answers isn't always the best thing to do in crisis communication mode.
3. Research your reporter. If you can site certain alike coverage, you will gain the reporter's vanity card and be able to request edits easier, etc. Remember, PR is still a game of strategy.
Until tomorrow,
Velma Trayham
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