Having spokespeople with the confidence and the skills to speak directly to the media can do wonders for a brand’s reputation.
The very best spokespeople have credibility, authority and can remain calm under pressure. They come across as someone the audience can relate to and they convey their messages clearly and concisely.
With a rolling 24-hour news agenda, there are plenty of opportunities for company spokespeople to get ‘out there’ and talk to the media. And if anything, the impact of coronavirus has created a situation where journalists have become even more reliant on good spokespeople to help them craft interesting or informative stories. Particularly TV and radio outlets.
Done right, a great media interview can be a fantastic PR tactic, adding credibility and personality to a brand, helping to position it positively in the minds of the audience. It’s also a great way for a company to stand out from its competition.
But when done wrong, they can have the exact opposite effect and actually damage a brand’s reputation – something which can take a long time to recover from. This is especially true when it comes to handling a crisis (if you haven’t already seen it, take a look at our eight-step guide on the best ways to manage crises from a communications perspective!).
Mastering the art of media interviews
We’ve worked with a whole range of different people over the years and it’s fair to say that when it comes to media interviews, some people love them, and others loathe them.
But the good news is that learning how to handle a journalist’s questions – whether that be for TV, radio, print or online – is a skill that can be taught. In our view, it’s also an essential investment.
We encourage all of our clients to have at least one person within the business that is media trained and understands some of the key techniques needed to manage a media interview.
They need to feel comfortable speaking to the press and as an agency, we only want to put clients into those situations when we’re happy that they feel confident.
With COVID-19 creating a very different set of circumstances for media outreach right now, we’ve adapted our training methods to include media interviews over Zoom – an option we’re seeing more and more media outlets take right now, and something we expect to see carry on in the future too.
Is media training just for TV and radio interviews?
Media relations is just one of the tactics in the PR toolkit, and there are also lots of different ways to effectively do media outreach for a brand.
Print and online media journalists tend to be a mixed bag, with many happy to take pre-written content, whilst some others prefer speaking directly to senior people within an organisation to help shape their stories.
But when it comes to TV and radio outlets, it really is essential to have senior people available (often at very short notice) who can offer interesting and informative soundbites.
Whatever the media format, the fundamental principles of a good press interview carry many of the same characteristics.
Here are five key things you can expect to be covered by the media training we offer, with some high-profile examples of interviewees not quite hitting the mark…
- Think about your interview setting
COVID-19 has moved the goalposts somewhat and the option of online interviews are becoming more commonplace. It’s always important to consider your background and the environment for any interview, and that rule still applies even if you are working from home.