When a journalist calls - These tips will help you succeed in an interview

From the media moi! A journalist will contact you and you'll get the media coverage your business needs. Are you ready for an interview? Read our tips to help you succeed and get your message across in the media.

1. Respond promptly to the supplier's contact

Informative and responsive experts are important to journalists. So respond promptly when contacted by a journalist. If you do not respond, the story may be shortened or the subject may be commented on by another interviewee. If you are in a meeting or otherwise unable to respond, you can approach the journalist by message to arrange an interview.

Your company or organisation should also designate in advance the people who will respond to media enquiries. In the event of a surprise interview request, it is worth considering who is the best person to comment on that particular topic. It is also worth adding a section to your website where journalists can easily find the necessary contact details and images.

2. Find out the background to the story - prepare by practising your core messages

Before the interview, you can find out which media and story your interview will be used for and whether there are any other interviewees.

Then, clear your key messages: what is the one thing your company or organisation wants media coverage for? What is the hook that makes your opinions important or interesting? You should rehearse your core messages and interview situation beforehand, for example with a colleague or a communications manager. It is also easier to find the red thread in an interview situation when you talk things out loud beforehand.

3. Listen carefully to the questions and forget the jargon when answering

Listen to what they ask you and summarise your answer in plain language. Avoid jargon and overly complicated answers. When answering, go straight to the point, using concrete examples. Don't be afraid to repeat key points, as often only part of the interview ends up in the story.

Only talk about what you know and leave the speculation to others. Only answer questions you are allowed to ask. If you can't answer a question, you can tell them why. If possible, then take the conversation in the direction you want it to go.

4. Be prepared for uncomfortable topics too

If a journalist needs more information, for example on the challenges posed by the coronavirus, or tackles another unpleasant topic, he or she may consider declining the interview. However, this does not necessarily prevent the story from being published. The story may even be in the next morning's paper without your comments.

So don't turn down an interview on too frivolous grounds. If you can use the story to highlight your company's own perspective or, for example, your sense of responsibility in a difficult situation, an interview may be the best solution. For challenging situations, consult your organisation's crisis communication plan.

5. Help the journalist and always ask to read the story

Try to help the journalist with his or her work: provide additional information, pictures and infographics, for example. Editors will remember helpful and nice interviewees, and will be happy to contact them for future stories.

Always remember to ask to read the story before publication. The interviewee has the right to check their quotes before the story is published , according to the Journalist's guidelines. If there are errors in your quotes or obvious factual errors in the story, please ask for them to be corrected. Send the acknowledgement and any errors back to the journalist as soon as possible, as publication is often rushed.

And finally, always thank the journalist for the story. By building good relationships with journalists, you increase your chances of media visibility in the future.