The_Essential_Manager_s_Handbook

362 / TAKING CENTER STAGE

Talking to reporters

Preparing for the interview

Reporters are always under pressure to

produce their stories. You will need to

respect their deadlines while allowing

yourself time to prepare thoroughly for

an interview. Before the interview takes

place, ask the reporter for the following

information:

-^ What was it that captured their
interest?
-^ What do they think that you can add to
the story?
-^ What approach is being used—do they
want a personal story, or a balancing
opinion?
-^ What other sources will they be
using—what can you uniquely add?
-^ Who is their primary audience?

Keeping it in context

Speaking to reporters under such

circumstances—especially about

controversial or news-based subjects—

makes many people worry that they will

be taken out of context. You can reduce

the likelihood of this happening by

planning ahead:

-^ Work your messages into a short,
memorable form—sound bites for
broadcast and quotes for print media.
These are what you want the reporter
to take away with them.
-^ Formulate “bridges”—ways of moving
between an answer to an anticipated
question and a sound bite that you
have prepared.
-^ Seize the initiative by talking to the
reporter about the subject, even
before the questions begin. This is
your opportunity to influence the
direction of the interview.

Anyone in business is a potential interview subject for a reporter

searching for an expert opinion. Whether it is TV, radio, or print media,

that opportunity, provided you get it right, can win you a wider platform

to gain attention for a product or service, or to raise your own profile.

FORM CONNECTIONS

Let the reporter know if

there are others you are

aware of who can provide

information or points of view

that can aid in understanding.

Help the reporter get in touch

with those resources.

MAKE INDEPENDENT

STATEMENTS

Make sure everything you say

to a reporter can “stand

alone”; that is, make sure

your statements are not

entirely dependent on a

specific context to be

understood correctly.

Tip

Tip

US_362-363_Talking_reporters.indd 362 30/05/16 3:06 pm