By Mark Shapiro, Founder, SRS Tech PR and Media Relations
In this article, you will learn:
1) Four tips to help you in all interviews;
2) How to stay in control during interviews; and
3) Three big mistakes to avoid.
Do you want to promote your product, technology or company to the trade and industry press? If you’re like most people, you’re nervous – afraid you’ll say the wrong thing or create other problems. By following these simple guidelines, you’ll be able to succeed.
First off, remember that most editors and writers - especially those in the trade publications and web sites –want to write positive things about your product and company. Make it easy for them.
One of the most important things is to be prepared. Check your facts; know your story; know your references.
Also, be sure to have three key messages. What are your three big points? Always tie back to these messages. Use them at the end when the reporter asks if you have anything else to add.
Remember to be truthful. Honest mistakes can be tolerated. There is nothing wrong with saying, "Oops, I made a mistake.”
Try to be an active listener. Listen before you think. Think before you speak. Make sure you understand the question before you try to answer it.
Here are some additional simple tips to help you.
- Keep it simple, short, and vivid. Don’t go off on tangents.
- Get animated. Speak and act with energy.
- Speak in bullets and say it again. Continue to reiterate the three key messages in a variety of ways.
- Be sure you mention your company, your services and your products as you speak.
Always be on the look-out for the softball question
Many times, at the end of the interview, the editor or writer will ask, why is your product, service or announcement important or better than the competition? This is where you get to blast a home run. Be ready for it. If you don't have a ready answer, you should not be doing press briefings.
How to Keep Control
Provide only the information you planned. Don’t allow yourself to be pressured. Keep your answers concise. It’s OK to say, “I don’t know” or “I’ll have to check that out and get back to you.”
Give the journalist time to write things down. In a phone interview, listen for the clicking of the computer keys. Also, every now and then, ask “Did I make myself clear?” or “Is that understandable?” Allow pauses. Some editors are fast - some are verrrrrry slow.
Three Big Mistakes to Avoid.
Don’t use jargon, especially if you sense the reporter is not familiar with your space.
Don’t give out information that you don’t want to see in print. Feel free to say NO. Writers and reporters hear “No” a lot. It is not a big deal. You can always say, “that’s against corporate policy” or I "can't talk about that.” Don’t talk about your competition, don’t discuss rumors, don’t let secrets slip – unless that was your plan all along….
No matter what the interviewer might say, no matter how nice of a guy or gal you think they are, there is no such thing as “off the record.” Anything you say may appear later in print or on the web. Imagine your mom is sitting next to you listening in. Keep it clean, keep it all above board.
Finally, remember that most trade and industry writers are not looking for dirt or scandal. Their job is to promote the industry – they want you to look and sound good. They want their readers to understand your product or solution, and if appropriate, to go out and buy it.
Over the last 15 years, Mark Shapiro has been doing media relations for a variety of technology companies ranging from international corporations to web launches and technology start-ups. He never went to PR school – instead, he has over 20 years real world experience as an editor and writer for several national consumer electronics and hobbyist magazines. You can visit Mark's website at www.srs-techpr.com
