Why I staff media interviews
This is a controversial and touchy take for some journalists. And rightfully so. I’m sure there are many nightmare stories from reporters of PR professionals who repeatedly interject, micromanage the reporter, hijack the interview and outright stop the interview.
But to be fair, I don’t know any PR pros who make this a common practice.
Our role, as PR pros, is to serve as a valuable resource in coordinating the interview, gathering necessary follow-up information for the journalists and clarifying any mistakes along the interview process. I have high respect for journalists and the work they do in informing the public, and I have made connections with many journalists who understand my value in sitting in on interviews. Thankfully, I have not been put in a situation that requires me to interrupt an interview - I only interject if asked or if there’s information I need to correct.
Here are the top 3 reasons why having a PR pro sit in the media interview could be valuable.
To keep tabs on the angle and timing of the story
When pitching or coordinating an interview, I typically know the line of questioning around the topic. It’s all in the vetting. I make a conscious effort to ask the right questions before the interview and prepare for damage control messaging or talking points and statistics for a positive community-based piece.
However, things can get dicey during the interview, and as a media relations professional, I need to have eyes and ears on the ground to support and address questions that weren’t anticipated.
This also allows me to meet the reporter face-to-face, introduce myself and get a better understanding of their reporting style. Meeting the reporter in person, and researching their coverage/ reporting style will give me a better idea of how to pitch them in the future.
To provide instructions and feedback to the interviewee
This is especially important if the interview subject is new to the journalism process. It might be a new business that getting some attention, a researcher who’s been published, or perhaps someone who just went viral and has been asked to do a media interview about it. Whatever the case, some media training will be in order - check out my previous blog on media training: 101.
Newbie or not, the interviewee will need some feedback on how they followed the talking points, how they addressed the questions, what to expect and how to prepare for the next interview.
For moral support
Who doesn’t need moral support, amirite? Unless the interviewee is media trained, well-experienced in interviews, and versed on the topic, I recommend sitting in on the interview.
And don’t forget that moral support can come in many forms:
Sometimes it’s making the introduction between the reporter and interviewee
It could be helping address questions
For on-camera/in-studio interviews, it might mean ensuring hair is in the right spot, shirts are buttoned, and jewelry isn’t in the way
Whatever it takes to make the interviewee feel supported!
