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Monthly Newsletter: The MVPR Spectrum
Seven tips for successful interviews
Nov 9 2003
Hello -
Welcome to the MVPR Spectrum, an electronic newsletter published by Mt. Vernon PR & Communications. MVPR Spectrum features topics of interest to communications professionals and others in corporate and association management. You are receiving this email either because you subscribed or were referred as someone who would be interested in the content. Feel free to forward it to your friends and colleagues who might enjoy it; they can opt in by clicking on the "subscribe" link below. If you do not wish to receive future issues, please scroll down to the "unsubscribe" link and opt out.
In this issue:
** Seven tips for successful interviews
** Why should you have your press kit online?
** A PR Glossary
Check out the MVPR resources page and click on the links to some of the Web sites we have found helpful. While you are there, you can view our Crisis Communications white paper and sign up for our white paper alert service (http://www.mtvernonpr.com/resources_wp.asp). If there are topics you'd be interested in seeing here, please contact us at info@mtvernonpr.com and give us your suggestions. If you did not receive the previous issues of MVPR Spectrum they are available at this link: http://www.mtvernonpr.com/newsletter.asp
Best Regards,
Rosanne Desmone
Principal, Mt. Vernon PR & Communications
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MVPR Spectrum
Volume 1, Number 3
November 2003
The MVPR Spectrum is published by Mt. Vernon PR & Communications to provide our friends and clients with information on public relations and communications topics that we trust will be useful and/or interesting.
** Seven tips for successful interviews
Sir Laurence Olivier attributed his success to two things:
the confidence to perform and the humility to prepare.
Some executives I’ve worked with are naturally terrific with the media, as if they’ve trained for years… they could teach all of us a thing or two. But many execs and technology professionals are interview-shy, which surely interferes with our job to get them interviewed. Below are some tips to help boost their confidence, improve their performance, and give them ammunition for succeeding at interviews.
1. Have a game plan. Write it down.
The reason the communications person doesn’t do the interview is that the editor wants the person who has the information – the substance. As we’ve just said, however, the substance person may be intimidated by the interview and fail to accomplish their goals if they aren’t written down. Your game plan should have the following elements:
a. A statement of what you want to accomplish in the interview – why did you accept this interview?
b. Three or four major messages or points that cover the subject of the interview – this may seem intuitively obvious, but many people fail to prepare in this way.
c. Several minor points for each major point
2. Know who your audience is.
Yes, you’re talking to an editor, but your real audience is who the editor’s talking to… who are his readers? If you know whether you’re talking to decision makers or implementers, you can focus on what they need to hear… and how they need to hear it… in order to get your message(s) across.
3. The first words out of your mouth are the ones most likely to be remembered and used.
It’s the old “sound bite” theory – short answers are better than long answers. But make sure that the critical substance of your answer is in the first sentence or two. So begin with the key point and then fill in the details (using your minor points) as long as the editor is sufficiently interested. He/she will let you know when they’ve had enough by asking another question. Also, speak slowly enough so the editor can get it down and quote you correctly.
4. The fewer major points you make, the more likely something you say will get used.
There’s a line from a classic ‘60s film, “The Point,” that illustrates this… “A point in every direction is the same as no point at all.” So… keep to the major points you wrote down and stay focused… don’t contradict yourself. The object is not to tell them everything you know about everything… just what you want them to know about a particular point.
5. Answer the editor’s questions briefly, even if they are off the track of the interview, and then take the opportunity to go back to making your point.
Don’t try to memorize answers to questions you think will be asked. The right approach is to know your subject and focus on the fewest number of responses that will cover the broadest range of questions. Remember that the editor is not there to ask you questions in the right order… you have to keep the interview on track through your answers no matter where the questioning goes. Answer the question, then transition to your point.
6. Don’t answer questions outside your scope of responsibility or understanding.
You may be asked questions about things that are totally outside your purview. If you are, politely let the editor know that you can’t really answer that question, but you’d be happy to put him in touch with someone who can. Don’t get trapped into giving answers you’re not sure of.
7. Don’t say anything you don’t want to see in print, and don’t let interviewers put words in your mouth.
There is no such thing anymore as “off the record.” You can’t control the interviewer’s questions, so focus on controlling your answers. Anything you say in an interview can be quoted, even if it originated with the interviewer. For example, an editor may ask you if you have experienced problems with your customer service. If you repeat what was said, or even deny it, you can be quoted talking about customer service problems. Instead, answer the question by making a positive statement about your customer service. And remember that even the chatting you do before an interview might end up in print.
Finally, remember that things can go wrong no matter how good a job the interviewee does. The story could turn out to be unfair or inaccurate. If it does, bite the bullet and don’t call the editor to complain. It’s a bad idea to get into an argument with someone who buys ink by the barrel… There are no guarantees except that your best chance of having a good outcome is to be prepared.
** Why should you have your press kit online?
When you’re contacting editors, either to inquire about an editorial calendar item or to pitch a story, it’s helpful to send them information about your company at the same time. The hitch is that many companies won’t accept attachments because of the danger of viruses. The other issue – and maybe the most important one – is that editors are often working remotely on their laptops and without access to high-speed Internet connections. Downloading your attached press kit is not going to make them feel kindly toward you, and they may just delete the entire message.
If your press kit is online, you can simply send the link, which simplifies the entire process. Editors can simply click on the link to gain access. Assuming you keep your Web site updated, editors always will have the most recent version of the press kit and not some outdated paper copy you sent them a year ago. And, if you have a good online newsroom, an editor also will have access to case studies, articles and other information that might not be in your press kit but might be of interest.
** A PR Glossary
Do you REALLY know what a B-roll is? Honestly? Well, you’re a better PR person than I was the first time I heard the term… I was clueless. How about FUD? Well, even if you’re well versed in the jargon of our business, maybe you could pass this URL along to your staff so they will understand what you’re talking about. The glossary is courtesy of aboutPR.com: http://www.aboutpr.com/main_pages/pr_glossary.htm
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Mt. Vernon PR & Communications (MVPR) provides a full range of public relations and marketing communications services to companies and associations on the move, in a hurry, and determined to stay on top. We specialize in creating and enhancing your visibility and credibility in the marketplace, using your unique capabilities and expertise as the building blocks. For more information about Mt. Vernon PR & Communications, please visit our web site at www.mtvernonpr.com
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