It always amazes us at Clapperton Media that so many people think they can ad lib a media interaction and go without interview prep. The same people who will rehearse and prep a presentation that’s going to go to 200 people in a hall will cheerfully claim they know what they want to say to the press (when they will effectively be talking to thousands) and they don’t prepare.
It will stagger you, no really, stagger you, that this approach can often go wrong. A question comes in that doesn’t suit your agenda exactly. Your tone doesn’t suit the occasion completely. The instant rapport you imagined you’d have with the journalist just isn’t happening. It is all told a bit of a nightmare.
We knew one PR professional whose client had exactly that attitude going in – didn’t need support. They spent an hour with the journalist and it didn’t go well. They came out of the meeting, called the PR person and said they didn’t want the interview to go out. They were then stunned to find out that the PR person had no power or authority (and let’s be honest, no inclination) to prevent the publication of an interview that had been given willingly. It wasn’t paid-for content so there was nothing to be done about stopping the write-up, which then wasn’t pretty when it appeared.
Interview prep needs taking seriously
A variant on this is the person who just doesn’t take it seriously. The PR people have prepared a document and the executive who’s going in front of the press intends to read it, honestly, and might even have glanced at it before the event. But they don’t give it enough time so they’re not on top of the figures, the latest research, the journalist’s readers and therefore how they can connect with them.
Clapperton Media Training works with many PR companies, some regularly and some on one-off bases. We often hear from them that their biggest frustration is the client that takes the prep documents and almost immediately discards them. Clients are busy people, they get that – but seriously, those prep documents are gold dust and invaluable – take them to heart, you’ll do a better interview.
