I published this post last week on my personal blog, but a few people have commented on its usefulness so I thought I'd replicate part of it here...
...
Here are my top ten tips for budding interviewees looking for repeat business as a corporate media spokesperson...
1. Don't just trot out corporate messaging. Be engaged enough in your subject to have an opinion.
2. Be available. Don't
wait to call back once you've planned what you're going to say. The
journalist's deadline is coming up and they'll contact someone else if
you're not around.
3. Be prepared to speak without your PR (and make sure your PR is OK with it). A good PR person will ensure you're OK to 'fly solo' and support via email where necessary.
4. Don't comment on everything. Just
because the journalist writes for a target publication doesn't mean
they'll be writing about something you know anything about.
5. Give out your mobile number. Not the switchboard number, your secretary's direct line, or your message service.
6. Read. If a journalist calls you and you are knowledgeable about their publication, it makes you sound more credible.
7. Share personal interests.
Having something in common with the journalist (football / golf / early
80s electro-funk) makes you a more attractive prospect to call.
8. Don't go too far. Straying into slander just makes you sound naive - have an opinion but don't get unprofessional about your competitors.
9. Be wary of soundbites.
Short, punchy phrasing is good for a journalist to chop up and use.
Rambling or rhyming couplets are best avoided. (And don't fill silences
with rubbish.)
10. Follow up. Drop the journalist an email to thank them for their time and send them any additional information you promised during the call.
And a bonus tip:
11. Have fun. This is a budding friendship, not a chore!
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