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Duct Tape Marketing

The Media Interview

So, what happens when all of your PR activity actually prompts a
reporter to call for an interview? Getting the interview is only one half
of the deal. Follow the steps below and you are more likely to turn
your interview into a powerful marketing tool.

Set Goals for the Interview
When a reporter calls to schedule an interview, either by phone or

in person, ask a couple of innocent questions. Find out the nature of
the story he is working on, who the audience is, and when he expects
it to run. The answers to these questions will help you better prepare
your responses.

Never Wing It
The primary point of almost any interview you will be asked to

give is to get your company’s core message communicated in a compel-
ling manner. To do this in the context of an interview, you should script
very quotable core message sound bites, no more than twenty seconds
or so in length, and be prepared to deliver them word for word at the
appropriate time.

Break the Ice
When a reporter you may not know calls to interview you, there is

often a bit of a control issue. The reporter is asking all the questions, so
she is in control. You actually want to wrestle some of this away right
up front. Think about this as you would a sales call. In order for you to
get your message told, you may need to interject it into the discussion.
I find that asking a couple of ice-breaking questions can be a great way
to settle your nerves and open up the reporter. My favorite questions
to ask reporters are “Where are you from?” and “What brought you to
this publication?” Establishing a little personal ground seems to make
everyone a little more relaxed.

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