Katharine Riggs
December 17, 2020 | 02:42:35
As a PR pro, you are constantly communicating with reporters, whether it be pitching, coordinating interviews, or interacting on social media. Staying in contact with relevant contacts is one of the most important aspects of PR. But to maintain these valuable relationships, it’s vital to remember your role and not overstep boundaries. Here are several questions a PR professional should never ask a reporter.
“Can we have the questions in advance?”
You’ve drafted the perfect pitch, sent it to relevant targets, and now you’ve secured a media interview. Your job is done, right? Not quite. Now it’s the responsibility of the PR person to make sure the spokesperson is as well prepared as possible, including any tough questions the reporter might ask.
On the PR side, it is best practice to try to anticipate interview questions in advance. This is done by reviewing the reporter’s background, beat, recent articles, any previous conversations you have had, and the tone of conversations to date. Based on this research, PR people typically draft a set of potential questions and may even conduct a practice interview with the client in advance. This idea is to give them as much comfort as possible and produce a positive interview.
Yet there’s one question PR people shouldn’t ask a reporter: “Can we have the interview questions in advance?”
This is doubly tricky because many companies, including clients of ours, might reasonably want to know this. Naturally they want to be ready for the exchange. But asking this of a reporter isn’t a good idea. It’s not the journalist’s job to prepare the interviewee, and it looks amateurish.
Preparing for a media interview is almost like getting ready for a final exam – while you don’t know the exact questions, with a bit of research and some homework, you can anticipate most of them and, above all, prepare your own messages and story.
“So, when is this piece going to run?”
Asking this isn’t terrible, but it can be presumptuous in some circumstances.
If the reporter has made it clear that a piece is in the works and your comments will be included, it’s important to understand that media have jam-packed editorial schedules and tight deadlines, especially during news cycles filled with breaking stories. Asking a journalist when a certain piece will go live is a little like asking what the weather will be like next week – there may be no real, definite answer, because things change. Sometimes reporters will keep a story in queue for several months, as more urgent, timely pieces have to get out first.
Rather than continuously following up with the reporter, the PR best practice is to be patient and monitor for it. Keyword alerts and a daily browse of the publication (which we should do anyway) help flag the story as soon as it’s published.
“Can we see the story before you publish?”
If a journalist has confirmed that a story including your spokesperson’s interview comments is planned, the worst question a PR person can ask might be, “Can we read the story before you publish?”
Most respectable media outlets will be offended by such a request. Journalists are objective, and offering the story for review can be seen as an invitation to edit or change it, casting doubt on that objectivity. It’s also presumptuous and betrays a lack of understanding of the journalism process. And if they do it for you, they’ll have to do it for everyone — not realistic even if they’re willing!
Of course, a reporter may contact us to check a quote or verify information, and many publications undergo a rigorous fact-checking process for longer articles. But in general the reporter is relying on us to be accurate the first time. If you’re concerned about quotes during the interview, ask to have them read back to you in that moment. No one wants to get it wrong, which is why PR people work hard to make sure any information we share is accurate and thorough.
Yet there are times to be assertive
Of course, there are times when a PR representative needs to be assertive with a journalist or push back with requests in our clients’ interest. It may be during tricky negotiations over ground rules for an exclusive interview with a C-level executive, or on the rare occasion when important information is misconstrued or inaccurate.
A sensitive announcement or a high-stakes interview that impacts corporate reputation may require additional oversight from the PR person to ensure all facts and quotes are accurate.
Reporters are helping us, not the other way around
In PR, it’s helpful to foster meaningful and lasting relationships with relevant media contacts. A solid relationship helps ensure you’re top-of-mind when a journalist or producer needs expert commentary for a piece, an introduction to your company or industry, or a quick quote. Being strategic with your communication is key. Overly aggressive pitching, too many follow-ups, or a request to bend the rules will not make you popular.
Good read!