Ten tips for better media interviews
Time to read: 2 minutes
Sam Howard advises on how tech companies can give better media interviews.
Media training – that’s a terrible phrase, isn’t it? Makes you think of all those awful politicians that enunciate every syllable emphatically and use all their fingers to underline each phrase, talking at you as if you were Jeremy Paxman. So let’s not go there. But there is still much you can do to make sure your conversations with journalists go well. The key is to remember the journalist has very little time to create a very good story, and it’s your job to help them with that.
Some sensible tips for sensible media interviews:
so it’s adaptable scalable innovate and flexible is it? Yeah you lost me at ‘it’s’
1) The Press are more concerned with business arguments than technology methodologies. So, the WHY needs to be answered way before the HOW. This is where many tech companies need to lift their heads. The WHO is pretty interesting, too. Whatever you do, don’t tone down your colourful characters.
2) The old truism,’ no one is that interested in you,’ is – erm – true. They are interested in issues, though. If you can help solve them, then that’s the angle to go in on.
3) Journalists are busy, so PLEASE get to the point. Work out how your issue-based messages can be delivered top-down. If you’ve struck a chord, you can drill down with more insight or leave it as a one-liner if it gets no traction.
4) It sounds obvious, but actively listen to and genuinely try to answer the question. You need to answer questions as best you can, weave in your messaging where appropriate, and leave it out where it isn’t.
It’s critical to be seen as someone who understands the market and how it ticks
This is more important than getting all your messages across in every interview, euch! You may manage it the first time, but I doubt if anyone will want to talk to you a second time. However, if you can establish yourself as a credible and trusted source, then the journalist is more likely to talk to you when you have relevant news.
5) The journalist is looking to create a compelling story from a mixture of background information, intelligent argument and quotes. If you want to be quoted, you need to have a view and be incisive. Otherwise, you find most of your effort gets swallowed up in unattributed body copy or as background information. Answers can be your own thoughts based on experience or theory, statistically or anecdotally based or ideally a mixture of the lot.
6) Spokespeople should be reading a weekly digest of relevant hot stories, remember head up!
7) It should go without saying, but follow the publication and the journalists you hope to meet so you can assess what messaging will resonate best for that particular journalist.
8) Be courteous, Allow time for the journalist to finish their note taking and prepare their next question, do not dictate or just talk into the silence. Offer sustenance, and DO NOT look at your phones.
9) Remember this is a two way conversation, ask what the journalist is seeing and hearing in the market and future story ideas he is working on.
10) Every interview is different, but you should be able to answer the following fundamental questions:
Where are your customers spending their IT budget in your sector in these cash-strapped times?
What are the drivers behind this (i.e. sticks and carrots)?
So, where do you fit in?
Other companies do what you do, so why are you better?
What tech Holy Grail are your customers chasing right now?
What’s preventing organisations from achieving it?
What are the key trends in your technology sector right now?
What’s your sector going to look like in five years?
