7.4 Managing Media Interviews

Media interviews are a crucial part of public relations. Effective preparation and communication strategies can make or break an organization's image. From developing key messages to mastering bridging techniques, PR pros need a toolkit to navigate these high-stakes interactions.

Post-interview management is equally important. Following up with journalists, monitoring coverage, and addressing any crises that arise are essential steps. By staying proactive and prepared, organizations can maintain control of their narrative and build stronger relationships with the media.

Interview Preparation

Developing Key Messages and Facts

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• Media training helps spokespeople effectively communicate with journalists by providing guidance on key messages, bridging techniques, and handling difficult questions
• Key messages are concise, memorable statements that encapsulate the main points an organization wants to convey during an interview (e.g., "Our company is committed to sustainability and reducing our carbon footprint")
• A fact sheet is a document containing essential information about an organization, product, or issue that can be used as a reference during an interview
  • Fact sheets typically include statistics, dates, names, and other relevant details (e.g., company history, product specifications, event timelines)
  • Fact sheets help ensure accuracy and consistency in messaging across multiple interviews and spokespeople

Preparing for the Interview

• Interview preparation involves anticipating questions, practicing responses, and gathering relevant information to support key messages
  • Spokespeople should research the journalist, media outlet, and potential interview topics to better prepare for the conversation
  • Mock interviews with colleagues can help spokespeople refine their responses and improve their delivery
• Preparing talking points and examples in advance allows spokespeople to stay on message and provide concrete illustrations of their points during the interview

Interview Techniques

Effective Communication Strategies

• Bridging techniques allow spokespeople to redirect the conversation from a challenging question back to their key messages
  • Examples of bridging phrases include "The important thing to remember is..." or "What I can tell you is..."
• Sound bites are short, memorable statements that encapsulate a key message or idea in a way that is easily quotable for media outlets
  • Effective sound bites often include analogies, alliteration, or rhetorical devices to make them more engaging (e.g., "Our product is the gold standard in the industry")
• Nonverbal communication, such as body language and facial expressions, can reinforce or undermine a spokesperson's message
  • Maintaining eye contact, using open gestures, and displaying confident posture can help convey credibility and trustworthiness

Managing Sensitive Information

• Off-the-record comments are remarks made to a journalist with the understanding that they will not be directly attributed to the spokesperson or published
  • Off-the-record comments can provide context or background information, but spokespeople should use this technique sparingly and clarify the terms upfront
• Spokespeople should be cautious about discussing sensitive or confidential information during an interview, even if it is off-the-record, as it may still influence the journalist's perspective or be inadvertently revealed

Post-Interview Management

Following Up and Monitoring Coverage

• Post-interview follow-up involves thanking the journalist, providing additional information or clarification if needed, and monitoring media coverage of the interview
  • Sending a brief email or note to express appreciation for the opportunity can help maintain positive relationships with journalists
  • Offering to provide further details or images can enhance the quality and accuracy of the resulting media coverage
• Monitoring media outlets and social media platforms allows organizations to assess the impact of the interview and address any inaccuracies or misrepresentations promptly

Addressing Crises and Controversies

• Crisis communication strategies come into play when an interview or media coverage results in negative publicity or controversy for an organization
  • Organizations should have a crisis communication plan in place that outlines roles, responsibilities, and protocols for responding to challenging situations (e.g., product recalls, executive misconduct, social media backlash)
  • Effective crisis communication involves being transparent, accountable, and proactive in addressing concerns and providing updates to stakeholders and the media