You have just been approached by a journalist to give an interview about your company. For a moment, panic strikes. What are you going to say? How do you come across as professional? And what if you say something wrong that harms your company? These feelings are perfectly normal, and with the right preparation and techniques, you can give an interview and let your company shine in the spotlight.
In this comprehensive article, you will learn an important part of what you need to know about giving interviews to journalists. From the different types of interviews to concrete preparation tips and techniques to steer the conversation. Because a good interview is like the Halftime Show during the Super Bowl. It can do wonders for your brand awareness and reputation.
What does giving an interview involve?
An interview is a structured conversation between a journalist and you as a representative of your company. The journalist asks questions to gather information for an article, radio broadcast, TV programme or online publication. The aim is to create valuable content that interests and informs readers, listeners or viewers.
For you as an entrepreneur, it's much more than just answering questions. It is a unique opportunity to share your expertise, position your company and tell your story to a wide audience that you would otherwise never reach. The journalist is looking for interesting information, but you have the opportunity to present that information in a way that benefits your business goals. Think of it as a good beat in music. It gets everything and everyone moving!
What types of interviews with journalists are there?
There are different types of interviews. For example, the news interview, which revolves around current events and requires quick, factual answers. Think reactions to market changes or new laws and regulations in your sector. A background interview, on the other hand, offers more depth and room for detailed explanations - here you can really show your expertise and explain complex topics.
Another type of interview is the profile interview. These focus on you as a person and entrepreneur. Your story, motivation and vision are central. These interviews offer the chance to build a personal connection with your target audience. A completely different type of interview than a specialist interview. These types of interviews offer huge opportunities to profile yourself as a thought leader in your field, while crisis interviews require a very different approach and careful preparation to avoid reputational damage.
Every interview requires its own preparation and approach. It is good to be aware of this.
What interviewing methods does the media use?
The way a journalist asks you questions affects your response. Therefore, during any interview, be alert and stay focused on your core message. For instance, a journalist may choose to apply the direct method by asking you straightforward questions. This way of asking questions is the most predictable and easy to handle. But what if someone is less direct? And indirectly invites you via all sorts of open-ended questions, to answer at length. Then it is already a lot more difficult to tell your story in a targeted and focused way, without getting lost via all kinds of side paths.
Not all journalists make it easy for you. After all, what if a journalist chooses to adopt a confrontational approach, presenting you with critical questions? Realise that this isn’t necessarily meant in a negative way. The key is to stay calm. Take a deep breath. Give yourself time to calmly formulate your position and explain it clearly without becoming defensive.
What interview techniques exist and how do you handle them?
The type of questions the journalist asks you is not the only way they influence you. It is also through the type of questions the journalist tries to surface what they hope to hear. For example, by asking a series of questions in quick succession. This can throw you off balance and cause inconsistencies and cracks in your story. Take your time with your answers and don't get rushed. A short silence is not a problem.
Questioning further, possibly from different angles, is another way for journalists to get more information on the table. To dig deeper or again to discover inconsistencies. Get your story right and stay consistent in your answers.
Another common technique used by journalists is repeating your last words as a question: "So you expect growth?" This invites further explanation without direction. With this, the journalist hopes you will tell more than you originally intended to share. Or that you stray and other issues come to light. Be aware of this technique and only give additional information if you want to!
The silence technique can have the same effect. After your answer, the journalist says nothing for a moment, hoping you will continue talking. Don't feel obliged to fill that silence.
What protocol do journalists use?
Professional journalists start with preparatory research. In fact, they are like private detectives looking for a slip-up. Your website, reviews and social media are scrutinised. Have you appeared in the media before and what did you say there? If interested, they contact you for an initial introduction/scanning. If this conversation confirms their previous feeling, an interview is scheduled for a later date.
After the interview, they process the material. Some journalists make a draft available for inspection, but this is not compulsory and not standard. Before the interview, be sure to ask about this.
What makes a good interview?
A successful interview occurs when both parties achieve their goals. Authentic answers work better than pre-written PR pitches. This is why most journalists do not share the questions they plan to ask you prior to the interview. If you are going to give an interview, you can ask about this, but be prepared for them not to share questions with you. Or end up asking different questions during the interview. So do not focus on this.
Concrete examples and personal experiences will make your story more interesting and powerful. People, including journalists, remember stories, not statistics.
Why you want to give an interview for your company
Media coverage offers priceless benefits. You reach a much larger audience than is possible with your own marketing channels. Giving an interview reinforces your credibility and authority in your field. When journalists approach you as an expert, you automatically position yourself as a reliable source.
Giving free publicity via an interview is more valuable than paid advertisements because people trust the reliability and objectivity of editorial content more. An ad or advertorial will always remain an us-from-within story anyway.
What do you say about your profession or company?
Start with your why - the reason why you started this business. Why you do what you do. Talk in understandable language about the problems you solve, how you help people and what makes your business unique. Concrete results capture the imagination. Share specific examples of how you have helped clients and what this has meant for them.
How do you prepare to give an interview?
Gather information about the journalist and the medium. List the questions you have for the journalist and ask them prior to recording the interview. This is the time when you can change your mind if necessary.
Think carefully about the core message you want to convey. And make sure you can back up this story with concrete examples and data. Also prepare for critical or difficult questions. Giving an interview is not always a walk in the park. The better prepared you are, the more confident you will feel during the actual interview.
What are the 10 most frequently asked interview questions by interviewers?
- "Can you introduce yourself?" - Prepare a short, powerful introduction
- "What makes your company different from the competition?" - Focus on concrete benefits
- "How do you see the future of your sector?" - Show market knowledge and vision
- "What are the biggest challenges?" - Name problems without sounding negative
- "How did you get into this profession?" - Share your story
- "What are your plans for next year?" - Show growth ambitions
- "How do you assess current market conditions?" - Prove you know the market
- "What would you advise other entrepreneurs?" - Share valuable insights
- "What are you most proud of?" - Highlight your successes
- "Do you have anything to add?" - Golden opportunity to repeat your core message and add a nice bouncer that impresses
Additional tips
- Know your story inside out
Your story should feel like second nature. Practise different versions - a 30-second elevator pitch and more elaborate ones. Make sure you have key figures ready: year of establishment, number of employees, turnover and number of customers....
- Other questions to ask beforehand
Ask targeted questions: what angle does the article have, who is the target audience and when will it be published? This information will help you determine whether the interview is right for you. Also ask about the estimated duration and whether a photographer will come along.
- Don't be tempted by statements
Journalists can provoke you with statements. Don't fall into the trap of responding immediately. Take time to think about what you want to say. Anything you say can be quoted, even after the official interview is over.
- Be consistent but vary
Contradictions immediately catch journalists' eye. Make sure your story rings true and you don't say something different today from what you said last month. Repetition strengthens your message - do vary your wording to keep it interesting.
- Be reachable and reliable
Respond quickly to journalists and keep appointments. Build a reputation as reliable, knowledgeable and easy to talk to. Be open to follow-up questions after the interview. If the journalist has a good experience with you, he or she is more likely to approach you next time. Instead of the other way around!
- Etiquette for final editing
Although not mandatory, you can ask to see the article before publication. Focus on factual inaccuracies, not stylistic choices. Respect the journalist's editorial freedom.
Giving a magisterial interview is a skill that any entrepreneur can learn. With the right preparation, you can turn every media moment into an opportunity to put your business in the news in a positive light.
Would you like to master these techniques? Get in touch with me. I help knowledge-based entrepreneurs to present themselves professionally and convincingly to the media. Because a good interview can make all the difference between remaining unknown and becoming the leading expert in your field.
