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The pitch worked. The interview’s scheduled.
Now the real work begins.
We could arguably start “The Bad Interview Blog” with all the gaffes that can occur in this critical phase of media relations. Instead of
The 411 and Then Some
The goal of the document is to prepare your source for the interview and it also keeps you on target during the interview. Here are the key elements of an interview brief.
Deadline: This is the date the reporter is most concerned about. Sometimes there is a drop deadline, but I don't ask unless their preferred timing won't work with a source's schedule.
Run Date: This is the date your source is most concerned about. In fact, "when will we see it?" is usually the first question from a source. This is more than understandable.
Interview Date: This is the date you should be most concerned about. This is obvious, but you're the glue making sure the interview goes off without a hitch.
Mode of Contact: Creating a dial-in number with pass codes and pin numbers? Calling the reporter direct or vice versa? It’s best to spell this info out in the document to avoid any last minute confusion.
Background: What is the reporter’s story angle? Are they putting your source into a round-up? Is this an industry trend story? Has the reporter already spoken with other sources? Who else is being interviewed for the article? In your initial call with a reporter you need to ask a lot of questions. You might not get all the answers, but you won’t know unless you ask.
The more background you have, the better you can prepare your source. If you are in the early stages of interviewing...you better be quotable or you risk winding up as background. If you are in the late stages of the interview, what exactly is the reporter looking for at this point? You will need to focus on this as the article is already half-written.
Intro Questions: Some reporters do not give these out. Most will do so when you note they are to help prepare your source and make the best use of the reporter’s time. It’s understood that other questions may come out of the initial discussion.
Key Messages: This is the heart and soul of this document and where you show your value in the process. If you do nothing else, do this before an interview.
What is the source going to say? Reminding them of the key messages and important points they’ll want to make in the interview is critical. If you do not know what the messaging should be, find time with your source before hand to create it together. Keep these to bullet points. Think in sound bites, not soliloquies.
And remember, these points cannot read like corporate-speak. The source needs to internalize them in their own words so the messages are more conversational.
About Reporter: Any relevant background on the reporter is great here. Also include the last three articles they’ve written--with important references highlighted. Your source needs this document to prep, but she is busy and she will not digest every word. Make it easy for her to use this info.
About Outlet: Yeah, odds are good the source is aware of the reporter's media outlet in some capacity. But a reminder of their circulation, basic elevator speech and URL for more info can’t hurt.
Be, uh, Brief
It’s called a brief for a reason. Just put the most important, relevant facts into this document to make it an easier read. Odds are good your source won’t read the entire document. Help her focus. The brief will help both of you do just that.
Want More? Any other how-to topics you’re interested in? Basic or advanced, let us know what other topics you’d like to read more about. You can find me on Twitter as @prblog and @badpitch.
Raising a voice for the homeless uploaded by ItzaFineDay
6 comments:
Kevin and Richard,
Your posting about Mike Hendricks created quite a stir and generated interesting debate. I suppose you’d like to move on and perhaps allow time for thought, a bit of perspective and distance. I suspect that the stir could continue here for a while, for not only is it a very real Google-able blot on Mike but it’s brought up an interesting subject for bloggers and journalists to contemplate:
Should bloggers and journalists begin to collaborate?
While some here celebrate the slow death of printed journalism, some of us believe that rather than a revolution, we are experiencing a shift, a transition. While some, like me, cannot consider ourselves journalists, our role, our writings, our stories have begun to creep toward that profession. We enter the realm unaware of our reach.
I am not conversant in the cultures of PR and journalism, or the clash of cultures as I’m learning. I think you could add to the narrative by addressing the cultures…their points of connection, like your positive, helpful posting here, as well as the points of conflict.
Ultimately, profit is at stake. We forget that sometimes as we place ourselves at the forefront of issues. But we’re in business…most people who visit here are business people or people pursuing that. So why do we become confrontational? Why assassinate someone’s character when you can hire them and obtain their connections? Today’s PR person may be tomorrow’s journalist, TV announcer, media business owner… Someone’s opinions can serve as counterpoint to our own and that counterpoint can be entertaining and informative.
Best of luck with your blog…I will continue to read with interest.
Tom - Thanks for the feedback and the ideas.
>>Should bloggers and journalists begin to collaborate?<<
They already are in some instances. Right now Cincinnati Enquirer is augmenting its local coverage in a new online section "LOL" Locals on Living. They pull in content from local bloggers they've established relationships with around specific topics.
>>While some here celebrate the slow death of printed journalism, some of us believe that rather than a revolution, we are experiencing a shift, a transition.<<
I think it is a huge shift, but a shift indeed vs a death.
>>I think you could add to the narrative by addressing the cultures…their points of connection, like your positive, helpful posting here, as well as the points of conflict.<<
This is an interesting idea. I think we've been more focused on PR relating to journos and bloggers vs. taking this approach. We've gotten great traction with younger practitioners and students. But if we added this dimension and started impacting journos as well perhaps we'll meet in the middle...cornering the habitual bad pitcher.
>>Ultimately, profit is at stake. So why do we become confrontational? Why assassinate someone’s character when you can hire them and obtain their connections? Today’s PR person may be tomorrow’s journalist, TV announcer, media business owner… Someone’s opinions can serve as counterpoint to our own and that counterpoint can be entertaining and informative.<<
For the most part, this blog was started out of frustration. The post I assume you're referring to is more of an extreme exception than the rule. I don't expect you to trip through our archives to prove or disprove my opinion. But I would like to think this post speaks to that fact.
Our tone is meant to be humorous and fun. Sometimes we cross the line and snark becomes more than that in the eyes of our readers. I'd rather push and cross that line than try and get in under it.
So we listen and respond to comments. And we publish all of the comments in an effort to detail this fact.
Regardless Tom, thanks for taking a second and possibly third look here. Will definitely be noodling your ideas for future posts.
Thanks.
I may not be speaking for all PR people, but I don't think there is a competition in our minds of print vs. online vs. anything.
GOOD PR comes not from a sheet of paper handed to a client with a list of "hits."
It's our job to identify audiences that are looking for information and provide it to them, engage them and build relations with the public.
That might be through an article. That might be through attending a community event and talking to people, answering their questions and concerns.
The interview brief described above, therefore, is more relevant than the channel doing the interviewing. I would prep one of my executives the same way for a TV interview as a PTA meeting.
Thanks for this post. We typically refer our media requests to our Board of Directors and it has always been a struggle. I really think creating a brief like this to prepare the interviewee will really help both us and them feel more confident.
I'm not trying to be cynical, but I think Ineed to recover from the Mike Hendricks post before reading BPB. Maybe a month, maybe two months, who knows.
I love a good roast, a good laugh , but this situation makes me feel strange. I feel guilty reading BPB, like I am supporting that tasteless rant.
I hope to be back someday.
I see that you are to scared to post the comments your page deserves. I hope your site gets ddos attacked.
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