Despite your best preparations, your knowledge and industry insight when it comes to fronting the media, all your planning can quickly go out the window and leave you stumbling in the spotlight. The news cycle works quickly and normally you only have a few moments to convey your brand message in short concise responses that are both newsworthy and engaging. But don’t be alarmed, the team at Sustainable Marketing Services are happy to walk the path with you, so that you can execute polished responses and be in charge of the interview.

Firstly, you need to understand what journalists are looking for and what makes a newsworthy story? The five things that drive coverage are:

Timely: current events
Change: something new or different
Conflict: clashes
Prominent: well-known people
Trends: future news

Practice makes perfect.

To ensure you perform well in an interview, practice makes perfect. Preparing a media release and reading it before your interview is critical. That way you are across the story you are telling to the reporter. Also before the interview, identify three key messages you want to get across. These can include your main message, two-three supporting statements and your call to action. What do you want the audience to think or do? Are you wanting to encourage them to attend your sporting event, are you wanting them to buy your product? Do you want them to know more about your business by driving them to your website?

The Interview:

When you are preparing to face the media, don’t forget that this is your interview. It is your opportunity to promote your business and brand. You are the one steering the interview so always remain calm and in control. Here are some trips to keep the interview on track, in your control.

Be concise. Less is really more when talking to the media. Be aware that nothing is truly off the record. Anything you say may appear in the media.
Simple language. Consider your audience. Use simple language they can understand. Don’t talk about the technical aspects of your business. You may be misquoted, unintentionally.
Know the press release. Read the press release in detail before the interview. Take it with you to the interview and highlight key points.
Know your messages. Know the three messages that you want to get out. In the interview, stay focussed on getting those messages out.
Take control. Don’t just answer their questions. Don’t be lead away from the messages you want to convey. Keep coming back to your three key messages.
Minimise distractions. Choose a location and time for the media interview where you won’t be interrupted.
Be polite. Be polite, on time and respectful. Aim to connect with the journalist as this will create opportunities for future media interviews and stories.
Confirm you name and title. Make sure the journalist has your correct name and title at the end of the interview.

We are here to help.

Professional media training with a company like Sustainable Marketing Services will help you hone your key messages, answer difficult questions and practice speaking in front of an audience.

Sustainable Marketing Services have a proven track record in helping businesses with media training that helps elevate the profile of their brands while generating leads.

Sustainable Marketing Services can develop media training tailored for your organisation.

Meet us for coffee, we're happy to share our knowledge and understand how we can help your organisation take flight.

Sustainable Marketing Services is an award-winning Brisbane digital marketing agency with a long history of delivering sustainable success for our clients.

Book a complimentary meeting on 07 3446 5837 or via email us here.