Ten Ways To Survive A Media Interview

A major goal of PR efforts and savvy businesses everywhere is to get in the spotlight to gain public attention and boost image. Media exposure is an effective way to earn credibility and reach many, but once you're in the limelight, then what? Do you know what to do and what not to do in a media interview? Whether youĂ­re discussing your business, your opinion, or your company's stance in response to a specific situation—your time in the spotlight could make or break you. So once you get noticed, make sure you generate the results you're after by considering these ten ways to survive a media interview.

• Your Central Message
Focus on a clear central message, which takes no more than 10-15 seconds to convey. Be able to say it six different ways if necessary.

• Mr. Nice Guy / Ms. Congeniality
Be pleasant, friendly, and non-threatening. If they don't like you, they won't be open to what you have to say. Win their hearts first—then youĂ­ll have a shot at their minds.

• Portrait Of An Expert
Be decisive, knowledgeable, and professional because everything about your manner must give the audience confidence in you.

• It's A Trap
Never answer hypothetical questions unless they are perfectly in-line with your central message. Otherwise, they are traps for the unwary. Avoid any questions that start: "If..."

• Steer Clear Of Suspicion
Never say "no comment." To a reporter, this is a confession of guilt and a declaration of war rolled into one. Respond positively by either re-stating the central message, or by promising to find the answer and get back to the questioner. Then keep that promise.

• Less Is More
Be brief, otherwise you're letting the editors choose which ten seconds of your answer they'll use. Give them their ten-second answer and leave nothing to chance.

• On Guard
Never assume you can let your guard down because the reporter is "friendly" or because you've bought advertising. News is a contact sport.

• Don't Go There
Nothing is "off the record." Even if the reporter agrees. Even if no one else can hear. Even if you have absolute faith in the reporter's word. It's still not safe.

• Talk The Talk
Avoid jargon and technical terms. Having to explain can make you sound condescending. Even worse, having to explain and then not explaining will lose your audience.

• Coaching Can Win The Game
Always get a briefing from your Public Relations Consultant before agreeing to an interview. A Consultant can help you prepare from every angel so you come across in the best possible light. Report back to your PR Consultant afterward so they can help you learn from the experience and possibly leverage it in more ways for even greater results. Use what you learn from your Consultant, plus these tips and your real media experience the next time you find yourself in position to shine. Because if you can do it well—there will be a next time!