Know the numbers – unsurprisingly the financial and business media will have more of a focus on this area, so you need to make sure you can answer the questions.
Remember the audience – with this platform it’s likely that you are communicating to shareholders, clients or similar stakeholders – make sure you tailor your messages accordingly.
Beware of jargon – the journalist and audience are likely to be more used to financial or industry jargon but if in doubt, spell out what you mean in simple terms.
Packaging – unless it’s well put together with newsworthy messages and evidence to back them up, your story probably won’t make the cut.
Contacts – carry out research (and/or talk to PR advisors) to find out which specific journalists cover your market – a blanket approach rarely works with the media.
Relationships – they take time to build, but a journalist who knows you is far more likely to pick up the phone when you have a story.
Be sympathetic – the journalists are under pressure and under resourced – by helping them, you will be helping yourself.
Opportunity – the interview is as much yours as it is the journalist’s – don’t just answer the questions, make sure you, and your brand, get something out of it too.
Practice – make sure you have a dress rehearsal, either in training or with colleagues, before an interview; this will help your argument flow and will give you confidence.
Learn from others – assess how other spokespeople manage and answer questions in interviews – do they look in control and do they get their message across?
Competition – don’t forget how many other potential news sources you are up against, you may have to work hard to get heard, but keep assessing your performance and improving your skills and you’ll see progress.
Written by Will Edwards – www.bluewoodtraining.com – September 2015
