Don’t Blame The Journalist For Your Bad Interview

Bad media interview?  Got asked all the wrong questions? Well don’t blame the journalist.  They are just doing their job.  Most journalists want what everyone wants – a good story.

Despite how you might feel, journalists aren’t really out to get you; they want a story that sells news and attracts an audience.  While its true that most stories contain an element of conflict, there is still room for good news, helpful information and above all, human interest.

A poor performance on radio, television or with the press can do considerable, sometimes irreparable damage to an individual and organisation, to its reputation, professional standing, image and goodwill.

A positive interview, on the other hand, will reinforce the individual’s and organisation’s good standing with the public. It also has real potential to create opportunities for increased awareness, improved reputation and more people wanting to do business with you.

In the words of American reporter, Sam Donaldson, “The questions don’t do the damage. Only the answers do”.

So, what’s the best way to manage this?

1. Don’t introduce something you don’t want to talk about. It sounds obvious but I have lost count of the examples of spokespeople who have done exactly that then complain about the questions they have been asked.
2. Don’t introduce something you can’t explain (for example the “6-point plan to stop the boats”). If you don’t know the detail, don’t introduce the topic.
3. The camera is always on and so is the interview until you get in your car and drive away. Forget an off the record chat and be mindful of a passing comment, don’t say anything you don’t want to see in lights.
4. Be a good spokesperson – that means being reasonably available, knowing your key messages, having the knowledge and authority to answer the questions you might get asked and the skills to handle yourself in front of media.
5. Always practice answering the tricky questions. They may not come up but if you are not prepared it can turn a good interview into a disaster.  Putting some time into preparation will reap rewards in the interview.

Handling media interviews is a skill and its worth investing in.  Take the time to understand media requirements, prepare your key messages, practice your interviews and the benefits will be worth the investment.

Need more help?

Get in touch if you have any questions or would like to discuss media training options for you or your team.  Contact Cecelia via email cecelia@marketingelements.com.au or via mobile 0411 264 948.