Having a general understanding of how print and TV reporters do their jobs is advantageous if you wish to get your story told through the media, be seen as a credible interview resource for future stories and ultimately, build a relationship with those reporters that cover your industry.
So, following are a few points to keep in mind before you participate in that next interview.
1. Reporters are often underpaid and usually always on deadline. Be available when they need you and provide them with the information you promised in a timely fashion. Doing so will increase your chances of garnering positive press.
2. Be straightforward when being interviewed. Don't exaggerate, speculate or guess. Resist using industry jargon the reporter and readers/viewers may not understand.
3. Be interesting. Communicate your key messages in sounds bites and use examples to tell your story.
4. Remember that there is no such thing as "off the record" when speaking to a reporter. If you don’t want to see it in print, then don’t say it.
5. Reporters often have follow up questions after your interview. Make sure they know how to reach you – even after business hours.
6. Provide additional resources to help the reporter do his/her job. Photos, video, background materials may be sent following the interview.
7. Don’t expect the media to work under your timeline. Reporters may be working on several stories and you cannot expect them to run your story according to your wishes. Provide as much advance notice as possible.
8. Reporters are just doing their job. If you are being contacted regarding an issue you wished would just go away, remember that the reporter has a job to do and be respectful. Remember, this may be the same reporter that you want to cover your big news next month.
To sum up, reporters need news to do their job and you want the exposure. Be helpful, cooperative and tell an interesting story and you are more likely to garner the kind of ink that will help advance your company, issue or cause.
