Media interviews are a part of the media relations component of a public relations and branding campaign. It involves working with the media for the purpose of informing the public of an organization’s mission, policies, and practices in a positive, consistent, and credible manner. Positive media coverage reinforces and builds greater brand identity, creates a positive feeling among consumers, and helps build a reservoir of goodwill in case of negative news stories.
When doing a media interview, it essential to remember a few key points:
- Even in a positive story never consider the reporter as a friend.
- Nothing is ever off the record.
- Reporters will often record an interview. Sometimes they will tell the subject. Other times they will not. Some reporters use their smartphones without ever telling the subject.
- A smart rule is to make your own recording. If something is misquoted or taken out of context you have the response ready to rebut.
- You know far more about the subject than the reporter does. Most reporters do minimal research. They often get story ideas from social media, tips, or pitches from PR people. They are interviewing you as the expert.
- Never lie to a reporter.
- If you don’t have an answer readily available tell the reporter that and then get the answer as soon as possible.
- Make sure if a reporter is doing a story that they have all of your contact information.
Successful media interviews go a long way in establishing a positive brand reputation. Just like anything it takes practice and discipline to be successful.