Mon, 07 Nov 2011 15:41:19 -0800WeeblyFri, 23 Sep 2011 11:55:39 -0800http://www.harbingercommunication.com/1/post/2011/09/sept-23-2011-the-art-of-the-interview.htmlOK, so you've agreed to be interviewed by a member of the mainstream or trade/vertical media.
What now?
Well, to put it bluntly, remember what mom always said — be yourself.
Seriously. Don't try to be someone you're not, don't stretch to answer questions you can't, and don't be afraid to say those three words executives live in fear of: "I don't know."
Here are a few tips that will help you through the interview process with a reporter. As you grow more accustomed to the process, you'll grow more and more comfortable with the situation . . . and handle it like a pro.
* Don't overdo it. Take a deep breath. Consider each question for a few seconds before answering. You want to convey some enthusiasm about your company, what your company does, and why your company does it. BUT . . . you don't want to overdo it. If you're not a naturally extroverted person, you'll come across as shrill and strident. Act naturally!
* Enthusiasm sells. We're not trying to confuse you, given the advice above. But a reporter may be working off a prepared set of questions, and if you don't believe it's giving you the proper latitude to tell your story, it's OK to break into the Q&A routine and say: "You know, what excites me about working at XYZ is the way we . . . " or something similar. Any enterprising reporter worth his or her salt will recognize these sorts of comments as important, and move off their own script to talk about your company's "real" story.
* It's OK to say: "I don't know." Seriously. Good reporters can smell B.S. a mile away . . . well, 500 yards, anyway. If you think you're doing your company a favour by answering a question with bafflegab or doublespeak, just so you'll have an answer, guess what? You're not doing your company a favour. What you should be saying is: "I don't know, but I can find out and get you the answer." Then, make sure you follow up and get them the answer.
* Reporters are people too. We can confidently say that the vast majority of the time, a reporter is not waiting for you to say something silly or controversial, so they can then crucify you. If they're good at what they do, a reporter is looking for "good copy." In reporter-speak, that means quotes or comments that will resonate with their audience, and convey a message of passion and enthusiasm.
We hope this helps you get through your first interview or two. A few of these, and it'll be a piece of cake!


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