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Written by: Stafford Wood, APR, is President of Covalent Logic, a Corporate Communications and Public Relations firm, and the author of “On the Record: The Essential Guide to Media Relations.”
You survived your media interview. Congratulations!
Unfortunately, the process isn’t over yet. A media opportunity doesn’t end just because the camera or voice recorder turns off. You can use the time after an interview to clarify points, share additional information and “fix” problems you might see with the interview.
My rule of thumb is the interview isn’t over until the story is published. And even then …
PROVIDE ANY INFORMATION YOU PROMISED DURING THE INTERVIEW
If you referenced a report or statistic, or offered to research a question, find out the reporter’s deadline after the interview, and provide the information as soon as possible. If you say you’re going to look into something and then you never follow up, that could become a factor in the story.
CLARIFY ANY STICKY POINTS
Did you stumble over an issue? Speak in an unclear way? Follow up with an email afterwards to thank the reporter for their time, and then restate your point or clarify something you said. While you cannot completely change the audio or video of your interview, clarifying or reiterating sticky points is allowed. Phrase these clarifications as being on you, not on the reporter. For example, say, “I want to make sure I was clear. We do believe XYZ.” You can also correct minor, honest mistakes like being slightly off on a monetary figure or percentage.
CORRECT INACCURACIES OR NEGATIVE COVERAGE
Deal with a story with inaccuracies, or one that is overtly negative, as quickly as possible. If the inaccuracy is the media outlet’s fault, you have to calmly bring up this issue to the journalist, and ask if the online version of the story can be clarified.
Remember to tread lightly and avoid accusatory language. Your goal is to work with the media outlet to correct or clarify a point, not to fight with the reporter. If you cannot get a satisfactory result from the reporter or you feel like you are being treated unfairly, you can appeal to their editor. However, this could be seen as an aggressive act and should only be done in extreme circumstances. You should ALWAYS discuss clarifications, corrections or complaints with the original reporter and then their editor, in private, before discussing the story externally.
Tip: In many cases, if you complain about the media outlet being unfair, you’ve already lost the messaging battle.
SHARE POSITIVE COVERAGE
If you are pleased with the coverage, make sure you share it, either on your company’s social media networks or on your personal social media networks. Highlight that the publication interviewed you or your company as an expert, and tag the media outlet or reporter in the post. Reporters are judged by how well their stories perform. Links, hits and social engagement matter.
Tip: X (Twitter) is where many reporters share live, real-time updates and links to their stories. Consider retweeting the reporter’s tweet about the story (instead of the media outlet’s tweet) to help build the relationship with the reporter.
SHARE ADDITIONAL INFORMATION OR RESOURCES
If you think of an additional informational resource, such as a report or a program website, sharing this after the interview via email shows the reporter that you care about them getting a quality story. It can also solidify your status as a helpful source, which builds your reputation with that reporter. Be careful to make sure the resources you are sharing support you and your company’s message.
PRACTICE MAKES PERFECT
Like anything else, feeling confident during an interview takes practice. So, as uncomfortable as it may sound, stand in front of your mirror at home, or in front of your colleagues or family members and take a couple of test runs. The more you repeat your talking points, the more effortless the interview day will feel! And if this interview went poorly, you’ll be better prepared for the next one.
“Only in grammar can you be more than perfect.” - William Safire
