I will never forget what happened after sending out my first press release. I didn’t know much about what I was doing at the time, so I wrote the release and sent it off to several media outlets. Then I went to the mall.
My phone rang while I was in the dressing room at Macy’s. It was a reporter who was prepared to interview me on the spot. I sat down and as we chatted, I realized that I was completely unprepared. I hadn’t anticipated her questions and therefore, my answers rambled.
As an author, the reality is that whether you contact the media or not, if you’re spending time marketing your work, there’s a good chance someone from the media will call you at some point. Over the years I’ve conducted countless interviews with reporters who found me from my blog, my books and my social media presence.
Here are some tips so you can be prepared when the media calls:
1. Anticipate questions.
Develop a list of potential questions you think a reporter would ask you and then write down your responses, ideally in simple bullet points so that your answers are concise. Reporters do not want rambling answers.
2. Know what messages you want to convey.
Though you might end up answering questions for 15 minutes, it’s likely that only a few quotes will end up in the story. Every comment counts so make sure each answer has impact.
3. For radio and TV, there’s little or no editing.
Everything you say is recorded for all eternity. All the more reason to know your key messages, practice them, say them out loud in the car, have your kids interview you at the dinner table—whatever it takes to always be ready.
4. Talk in sound bites.
The media likes short answers that are to the point, especially on radio and TV. Questions come in rapid-fire fashion and your answers should keep up with the pace. Your answers may end up becoming part of a promotional clip so responses should be confident and clear.
5. Be available for at least a week after sending out a press release.
Don’t go on vacation or disappear for several days. If a reporter calls and leaves a message, call back as soon as humanly possible. There are always deadlines involved. I learned this one the hard way too when my son was home sick and I failed to check voice mail until the next day. I missed a great opportunity.
6. Have fun with interviews.
You want to be prepared without sounding like a robot. Let your personality shine through and make the reporter’s job easy. When you’re a good interview subject, it is quite likely you will be contacted by that reporter again in the future.
7. Thank the reporter after the interview.
Reporters, editors and producers do not get enough appreciation for what they do and when you take time to send a quick note, it will be noticed and remembered. Reporters need a lot of sources and they are people too. Show that you are a great source and you can build a relationship that endures.
This is all really good advice, not just for people publicising a new book, but for anyone preparing for an interview.
Another point to remember is that while print interviews might seem less intimidating, in broadcast interviews, especially live ones, you have more control as ‘if you don’t say it, they can’t quote it’. During our media training courses, the most important message we hope our delegates will take away is that it’s vital to prepare – both by anticipating the questions and preparing key messages but also by researching the reporter & programme/publication which is interviewing you, as their approach may differ depending on the medium and the type of outlet.
Hi Ann, Preparation is so important! I love watching authors get interviewed on the Today Show because you can tell who has had formal media training. They had one on yesterday (one of the Real Housewives) who clearly had some training because her answers were polished–and repeated. Most people wouldn’t notice this stuff, but having been through media training myself I can tell the difference!
Hi Ann,
I just read your comment about preparing for an interview. You mentioned that you give media training courses. Where are you located? Is there anything I could find on line and “take?” I am about to publish a book and my publicist will be lining me up with radio interviews. Plus I will be speaking in person pretty soon coming up. I am a member of Toastmasters but still need lots of help.
Thank you,
Sally
Gosh, you’re scaring me! =)
I just pretended I was being interviewed and struggled a bit regarding what my point would be exactly. I’ll have to work on it…
That’s exactly the point! Aren’t you glad you’re practicing? This will help you SHINE when it’s go time!