Appearing in the media continues to be one of the main ways of publicising a company or brand and reaching a wide audience. The ways of appearing in the media are varied, through a press release, an interview, advertising... formats in which the capacity of companies to control the information they have varies.
One of the most organic forms for a company is the attention to a media request. A good opportunity for free and usually positive press, radio or TV coverage, but which can turn against the brand's interests if it is not given the necessary attention.
In response to a request for a media interview, either for a collaborative report or a profile, it is important that the company spokesperson is prepared to deal with the journalist.. And, for that, from PROA we offer a series of recommendations our clients during the preparation and accompaniment of the interview:
- Select the right spokespersonThe person who will represent the brand, so it is important not only that he/she knows the company and the subject to be addressed, but also that he/she knows how to perform, especially on radio or television, where the voice and the image gain prominence.
- Clear messagesIt is important to know what the company wants to convey, but perhaps even more so those issues that should not be covered. The reasons may be many and all valid, but it is essential that the person dealing with the media is aware of them.
- Prepare a polite responseIt is advisable to have a polite response to these questions, which will either decline or divert the interviewer's attention to the main subject of the interview.
- Provides data or examples: When giving an answer, we should not only think of the journalist but also of the final audience. Many topics can be technical for those who are not used to them, so it is good to adapt to the target of the media (whether generalist or specialised). A good way to make a topic more understandable is to provide examples or data from everyday life.
- Everything countsIt should not be forgotten that, during an interview, anything that is said may be published (unless an explicit agreement is reached with the journalist). Without losing the naturalness of the conversation, do not lose sight of the fact that it is a working "meeting".
- Make time for itThis is not only in terms of preparation, but also in terms of the interview time itself. Sometimes, depending on who the spokesperson is, it can be difficult to adjust schedules, but the more time you can devote to the interview, the smoother the conversation will go and the more unclear points can be clarified. One answer can always lead to another question.
Is it recorded? Increasingly, mobile phones are replacing pens. The thought of recording the conversation may raise misgivings, but it is also a way for the journalist to pay attention to the conversation, to return to a point that is unclear and to have the tone of what has been said at all times.