Preparing Spokespeople for Media Interviews
Ok, so you wrote the perfect press release and pitched it so creatively that a reporter actually picked it up and wants an interview. Now what?
In nearly all of our PR classes, we learn how to write a great press release and properly pitch to various reporters and outlets. But what do you do when a reporter actually picks up your story and requests an interview? Here are a few tips for preparing spokespeople and executing a great interview to connect your message with the right audience.
Choose the right spokesperson.
Deciding who the best person is to speak on a given topic can be challenging. The spokesperson should be someone in a leadership role who people in the public have seen and associate with that particular brand or company; this helps build trust and credibility with the public. Usually, this person would be an executive who speaks on behalf of the organization. It could also be someone who is an expert on that topic. For example, if your interview topic is about skin cancer prevention, a health expert would be a better fit as a spokesperson than the CEO who is perhaps more of the business expert. No matter who the expert is, they should be charismatic, genuine, intuitive, relatable and display authority.
Provide necessary background information.
Once you’ve identified the right spokesperson and they’ve agreed to do the interview, you need to be sure they are prepared. Start by sending them an email, giving them a call or setting up an in-person meeting to provide context and background information on the topic. They should have a good understanding of what the topic is, why they’re talking about it, and who they’re speaking to. It’s also a good idea to provide them with background information on who will be interviewing them.
Create talking points.
Even after providing the spokesperson with pages of background information that took you hours to write, they probably won’t remember 80 percent of it. Executives and leaders are busy; they don’t have time to sit down and memorize a novel on the history of skin cancer and its impact on the human race. Create a one-page document of bullet points that are easy for the interviewee to reference or keep in the back of their heads while they’re in the middle of an interview. A good prep document has about 2-3 main points.
Provide logistics.
Make sure the interviewee feels comfortable and physically prepared by giving them logistics on the interview. This includes the day, time, place, media outlet, interviewer, and even what to wear. If there are visuals or props being used for a TV interview, be sure they are aware and know how to reference them during the interview. As the PR professional, you should always accompany the spokesperson at the interview. Let them know that you will meet them there and can introduce them to the reporter who will be interviewing them. This gives them some comfort that they aren’t alone, and it also allows you to answer any additional questions the interviewer may ask that the interviewee doesn’t know. Oh, and it helps you build a stronger relationship with the reporters because you’re interacting with them face-to-face. Showing up to the segments demonstrates that you value these opportunities and take them seriously, making them more inclined to pick up your stories in the future. Win, win, win.
Choosing the right outfit.
Oh, you didn’t know PR professionals double as fashion designers and personal stylists? Alright, that’s a slight exaggeration, but it is important that what the spokesperson wears on camera matches the company brand, looks appealing on TV and fits the discussion. As a general rule, solid colors are better on camera, so shoot for a solid brand-colored shirt; it’s a plus if it’s a company-branded top that displays the logo.
Give feedback.
It’s important to provide spokespeople with feedback to help them continue to improve their interviewing skills. This can be done immediately after the interview while you’re debriefing, or via email or a phone call when you get back to the office. Not only will the spokesperson have confidence that you know what you’re doing and want to help them succeed, but they will be more willing to do future interviews as they’ll feel more prepared and trained.
Prepping experts for media interviews is a PR skill that is often overlooked, yet so important. If a spokesperson doesn’t perform well in an interview because they were ill-prepared, then the impact of your message will fall short and journalists may hesitate to give you future interviews because they want a good interview just as much as you do. So the next time - or maybe the first time - your pitch gets picked up and you need to coordinate an interview, follow these steps for a successful story.
About Brooklyn:
Brooklyn Wilson is a senior at Grand Valley State University studying advertising and public relations, with a minor in business. She is an active member of the GVSU PRSSA chapter and GrandPR, the student-run PR firm at Grand Valley. Her passion for communication and relationship building, in addition to writing, led her to the PR field. In her free time, you can find Brooklyn watching countless episodes of Fixer Upper and spending time outdoors.