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
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