Your B2B PR strategy is working and the press is interested in knowing more about your expertise. Congrats! Wondering what to do between now and then? Here are a few tips on preparing for a media interview so you can absolutely nail it.
Remember your media training
If you haven’t already undergone formal media prep, ask your PR team to set up a session when possible. For more on mastering your media training, check out this post. If you can’t fit in a whole session before the upcoming media interview, make sure you have a one sheet-with interview tips/tricks to review prior to meeting with the reporter.
Study the briefing doc
Our clients agree that briefing docs make media interviews a breeze. What’s a briefing doc? Typically prepared by a PR team, it’s an overview of recommended messaging, the topic at hand, and the reporter leading the interview, including his or her last five stories. This document also acts as an easy access to the interview details– meeting time, link to the meeting (or phone number), and even a photo of the reporter to help with prep. It should offer key messaging and quotes for consideration during the interview. We like our clients to use their own words, but for most of them, bullet points or suggested phrasing helps keep their thoughts in order and the interview on track.
Practice answering questions out loud
A briefing doc often includes a Q&A section with written-out responses to the questions the PR team anticipates. It’s smart to take the time to fully review and practice answering the questions aloud. Try standing in front of a mirror and reciting key points, as if you were explaining them to a friend or neighbor. It will feel awkward, but it’s very helpful. If the language isn’t comfortable, change it so that it flows naturally. Practicing with the PR-approved language goes a long way in building confidence and ensuring a smooth interview.
Match your language to your audience
In technology PR, it can be challenging to explain technical issues or products to a general audience. Conversely, if you’re talking to a journalist from a sophisticated trade or tech outlet, you’ll need to communicate at the level of its audience. That’s why advance preparation is critical. For a less savvy audience of readers or viewers, take care to use accessible language and avoid acronyms or jargon unless you can explain it quickly and smoothly.
Prepare examples and analogies
One way to explain a technical product or avoid a long-winded explanation is to use an example. We work with many technology companies who partner with well-known brands, so one way to shortcut a lengthy response is to cite a positive outcome in a customer situation (e.g., “Warby Parker drove a 32% sales increase with our contextual technology.”) But of course, any customer mention must be approved in advance, and that approval might be time-consuming or impossible. Another excellent way to make an impact is to use an analogy. In adtech, for example, we might talk about a “clear box” as an antidote to the convoluted tech some call a “black box,” or we might use a “passport” analogy to explain the opportunity that Web3 offers for brands to market in the metaverse. Common analogies help audiences understand the relevance and impact of a company’s offering.
Do your research
Even if you know the reporter, take the time to be up-to-date on their recent pieces. Be familiar with recent changes in your industry’s media landscape. Again, a good briefing doc will summarize (and link) the reporter’s most recent, relevant articles and include relevant background for the upcoming interview’s topic. Getting a sense for the journalist’s writing style and knowledge of your industry will help everyone align during the interview.
Beware lengthy tangents
Definitely take a little extra time to connect with the reporter during the call. Feel free to make small talk, compliment them on recent stories, or to ask about recent work. But avoid rambling about topics that haven’t been approved or discussed internally. The last thing you’d want is to give too much away that could jeopardize a future announcement. Or, worse, giving the reporter an opening to flip the sentiment of the upcoming coverage on its head. In short, stay on script without forgetting to be personable and helpful. Often, the PR rep will sit in on the meeting to help keep the conversation on track.
At the end of the day, the most important thing when preparing for an interview is to remember that you’re the expert. Share what you know and have fun doing it!