Part 2 | The Media Interview: Preparing the Expert

Last week I wrote about those things to consider before accepting a media opportunity. In this two-part series, I’d like to finish with what should happen after you agree to a media interview—preparing your spokesperson.

It is the responsibility of the spokesperson or subject matter expert to clearly, honestly, and succinctly articulate information bringing insight and clarity to an issue or topic. It is also their responsibility to do this in a way that positively supports the organization and brand represented.

If you have the ability to conduct formal media training with your experts, I strongly recommend this. While it can be costly depending on the sources you leverage and the time away from the normal business, it’s worth the investment. The experience of spending a focused day or more conducting deeper dives and interview simulations can make an enormous difference on the final outcome, the confidence of your spokespeople, as well as the long-term impact of your overall PR program.

Part 1 | The Media Interview: Smart Questions Before Accepting

You’ve worked hard to get your company name and services out there. Your subject matter experts are presenting at all the major events in your industry. Client success stories are beginning to emerge. And you’ve now begun to pique the interest of a few journalists.

Before you agree to that media interview, there are many things to consider ensuring it’s the right opportunity for your business.

The first thing to understand is that you don’t have to accept every interview request that comes through. If you pass on one that doesn’t fit well, another opportunity will come that is better suited. Just be patient.

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