Public Affairs – 10 Biggest Mistakes You Can Make When Speaking to a Journalist
You work hard to generate opportunities to speak to the press and media – you then need to ensure that you can deliver. Handle the interview badly and it could damage your reputation. So, what are the biggest mistakes you could make and how can you avoid them? * Saying ‘no comment’ – As a general rule it’s safest to avoid the words ‘no comment’. This phrase suggests to any journalist who has been in the job longer than about ten seconds, let alone the audience, that you are guilty as charged. It’s like a red rag to a bull and it just encourages them to pursue that line of questioning – making it more and more difficult for you. It’s not unusual in this situation just to get stuck in a rut.
* Going ‘off the record’ – The phrase ‘off the record’ is often misinterpreted. It’s not unusual to find that journalists think it means one thing while potential interviewees think it has a totally different meaning. It’s best to avoid it at all possible – leave its use to your PR adviser. The phrase actually means that the journalist can quote you but will not give your precise identity. They can, however, give an indication of your gender, the organisation you work for, your job title and even the department you work in.
* Not preparing any key messages – If you haven’t prepared the key messages (the key points you want to get across in your interview) then you could be asking for trouble. The interview is a valuable opportunity to get your messages across. If you don’t prepare key messages then you really shouldn’t bother with the interview – it could do more harm then benefit.
* Not providing supporting proof and examples – Key messages are vital but so too are the examples, anecdotes and examples to use to support them. They add credibility and demonstrate that you know what you are talking about. No one wants to hear key messages repeated time and again but using examples helps you to convey your key points in ways that are more likely to be remembered.
* Not checking corporate information – The last thing you want to do, when speaking to a journalist, is give incorrect information. Your credibility will plummet if you have to call them back to correct something. It’s also essential that anyone in your organisation who is likely to speak to the press and media knows where to access up-to-date corporate information – size of organisation, number of employees etc. That information needs to be owned and regularly checked by someone.
* Talking too long – Don’t feel obliged to keep talking when in discussions with a journalist. Make your points and support them with examples and anecdotes. If you feel pressure to keep talking then just use more examples. The more you prepare for the interview the more comfortable you will be.
* Letting words be put into your mouth – Don’t allow yourself to be bullied by journalists. Be wary if a journalist makes a statement and then asks you if that is right. If you say yes then that could, in fact, be used as a direct quote.
* Ignoring body language – If you are meeting a journalist face-to-face then make a point of looking at their body language – that can help you assess whether you are maintaining their interest. Also, keep a careful eye on your own body language to ensure you are giving the right signals – try to be as open as possible.
* Logistics – Whether your interview is down the phone line or in the studio checking all the relevant details – time, where, live or recorded etc is essential. Mess that up and you could find that you have damaged your reputation and reduced the likelihood of being asked back.
* Thinking it’s over – If you are being interviewed over the phone or in a studio then never assume the interview (and any recording) is over until you are back in the office or at home with your cup of coffee. Many a time interviewees have been caught out by thinking that they are ‘off air’ only to come out with a comment that has ruined all their good work.
* Going ‘off the record’ – The phrase ‘off the record’ is often misinterpreted. It’s not unusual to find that journalists think it means one thing while potential interviewees think it has a totally different meaning. It’s best to avoid it at all possible – leave its use to your PR adviser. The phrase actually means that the journalist can quote you but will not give your precise identity. They can, however, give an indication of your gender, the organisation you work for, your job title and even the department you work in.
* Not preparing any key messages – If you haven’t prepared the key messages (the key points you want to get across in your interview) then you could be asking for trouble. The interview is a valuable opportunity to get your messages across. If you don’t prepare key messages then you really shouldn’t bother with the interview – it could do more harm then benefit.
* Not providing supporting proof and examples – Key messages are vital but so too are the examples, anecdotes and examples to use to support them. They add credibility and demonstrate that you know what you are talking about. No one wants to hear key messages repeated time and again but using examples helps you to convey your key points in ways that are more likely to be remembered.
* Not checking corporate information – The last thing you want to do, when speaking to a journalist, is give incorrect information. Your credibility will plummet if you have to call them back to correct something. It’s also essential that anyone in your organisation who is likely to speak to the press and media knows where to access up-to-date corporate information – size of organisation, number of employees etc. That information needs to be owned and regularly checked by someone.
* Talking too long – Don’t feel obliged to keep talking when in discussions with a journalist. Make your points and support them with examples and anecdotes. If you feel pressure to keep talking then just use more examples. The more you prepare for the interview the more comfortable you will be.
* Letting words be put into your mouth – Don’t allow yourself to be bullied by journalists. Be wary if a journalist makes a statement and then asks you if that is right. If you say yes then that could, in fact, be used as a direct quote.
* Ignoring body language – If you are meeting a journalist face-to-face then make a point of looking at their body language – that can help you assess whether you are maintaining their interest. Also, keep a careful eye on your own body language to ensure you are giving the right signals – try to be as open as possible.
* Logistics – Whether your interview is down the phone line or in the studio checking all the relevant details – time, where, live or recorded etc is essential. Mess that up and you could find that you have damaged your reputation and reduced the likelihood of being asked back.
* Thinking it’s over – If you are being interviewed over the phone or in a studio then never assume the interview (and any recording) is over until you are back in the office or at home with your cup of coffee. Many a time interviewees have been caught out by thinking that they are ‘off air’ only to come out with a comment that has ruined all their good work.
Always be sure that giving an interview to a journalist will help to contribute towards achieving your PR and business goals. There must be something it for you. Handled well and you can build up a reputation as a reliable and useful contact – exactly what journalists are looking for.
Using PR to build your profile and protect your reputation can help you influence the audiences that are important to you – I invite you to access more free articles, tips and information on this, and other subjects related to public relations, by visiting this site
Debbie Leven – Profile Matters Ltd PR Consultants UK
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