By Kathy Ziprik
When you see a TV camera coming toward your job site, is your natural instinct to run and hide? Don't worry; many people have the same feeling. But, with just a few tips you can turn any media interview into a media opportunity for your company.
First of all, why would a media person visit your or your company? On the good side, maybe it's to help you get publicity for a special project you're working on or to interview you on your thoughts regarding trends in the building industry. On the bad side, perhaps there was an accident at your job site or a worker problem that's drawing attention. Either way, media members have a job to do; they need to find and report stories, and you may find yourself involved in an interview.
You can make your life easier and potentially enhance the coverage your company receives by keeping the following guidelines in mind when dealing with media members on the phone or in person:
Tip #1. Take time to listen carefully to media inquiries. Think about your answer before you respond.
Tip #2. Ask the reporters questions, both to clarify what they're asking you and to find out more about the story they're working on.
Tip #3. Reporters are on deadlines, so their calls should be returned promptly. Missing a reporter's call means missing out on potentially positive free publicity.
Tip #4. Never say "no comment" to a reporter. It sounds too terse, and makes it appear that you have something to hide. Instead, offer a statement such as "We're not prepared to discuss that today. Let's move on to something else, and we can always revisit that issue at another time." With this statement you sound more cooperative.
Tip #5. When in doubt, find out. Never lie or make up information. It's perfectly acceptable to ask a reporter for a few minutes of time so that you can determine the correct answer to a question. Reporters value this greatly and will be happy to give you some extra time.
Now that you've got the basics, get ready for your interview. Whether you're doing a phone interview or a live radio or TV interview, there are several ways to make your message come across much stronger:
- Relax—and smile! Your calmness during an interview will show in your voice and manner, and will help communicate a positive image on your company and business.
- Keep your answers short and complete. Answer in full sentences, but don't run on and on.
- Talk in simple language. Remember, you're the expert. Make the media person understand your answer by using common terms, not technical jargon or industry-specific language.
- Speak naturally and clearly. Stop from time to time to ask the interviewer if he or she understands what you're saying and if you're providing the necessary information.
- Be available for followup. End an interview by offering to be available for additional questions if needed. Always make sure the media person knows how to spell your name correctly, along with your title and the name of your company.
If you are interested in more tips onmedia relations, read PR Power: Public Relations for Building Pros by Kathleen S. Ziprik and available through NAHB's BuilderBooks or Amazon.com.
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