The_Essential_Manager_s_Handbook

314 / COMMUNICATING EXTERNALLY

Capitalizing on opportunity

Learn to see media interviews as an

opportunity to reach a large audience.

They represent a chance to tell your

story and to inform the public of your

business or expertise. They also offer an

opportunity to address public concerns

and set the record straight, if you’re the

subject of misinformation in the press.

Being the subject of a news media interview is never easy, and can be

stressful and risky. You might say the wrong thing or forget to say what’s

most important about the subject of the interview, or your comments

might be taken out context when they’re aired. However, by following a

few basic rules, you can limit risk and use the interview to your advantage.

Preparing for

an interview

They can be a forum in which to apologize

if you’ve done something wrong, and a

chance to reinforce the credibility of your

organization and its leadership. Don’t

feel bullied into giving an interview if

you’re not ready: you can say “no” or

delegate to another staff member

who is more accustomed to dealing

with the media.

The best way to ensure

a good interview is

thorough preparation.

Gather all the

information you will

need. Make sure you

know the latest facts

and figures.

Research the

reporter; deal only

with established,

professional journalists.

Never feel bullied into giving

an interview if you’re not

ready: you can say “no”

or delegate the task

Preparing for media

interviews

US_314-315_Preparing_for_media_interviews.indd 314 23/06/16 2:19 pm