Some business people believe that since they’re experts in their field, and know their product or service so well, they can easily handle a media interview. They don’t prepare because they’re under the mistaken impression that interviews are like everyday conversations.
They’re not.
The fact is, if a media interview goes south, it can seriously wound a company’s reputation and damage the brand. That’s why a lot of companies consider media training to be a pretty good investment.
Here are a some things to keep in mind to help you avoid some of the media interview landmines:
Interviews are not conversations.
Everything you say to a reporter is fair game.
There is no such thing as “off-the-record.”
Know what you want to say.
Don’t wait for the right question to be asked.
Never say “no comment” because it looks like you’ve got something to hide.
If you don’t know the answer, say so.
Don’t repeat the reporter’s negative words.
Speak slowly.
Breathe.
Before any interview, it’s always a good idea to practice as much as possible. Media training will help you prepare by providing instant feedback to your responses. Video playback ensures appropriate vocal tone, facial expressions and body language.
