In the PR world, journalist relationships are incredibly important. It’s a two-way process – the PR person needs a journalist’s help to get a client’s story into a publication or programme; the journalist needs the PR person to help provide interesting angles to topics that will resonate with their audience.
When you add a spokesperson into the mix it can go two ways. Either you have someone really natural, that is not only engaging but keeps giving gold nugget after interesting gold nugget for the journalist to use in their piece; or you have someone who knows the company sales and marketing message but is unable to get past this into something more insightful.
Unfortunately, the former is a rarity, the latter is far more common.
I have worked with dozens of company executives in the last twenty years who came away from an interview feeling disappointed that it didn’t go as well as they’d hoped – and even more disappointed when coverage didn’t appear. What rarely happened was them taking responsibility for their part.
It's all about preparation. What do you think your stakeholders will be interested in knowing? How can you bring this to life with a story, anecdote or fact? A media interview should be a conversation, with the spokesperson and journalist working together to create something valuable for their combined audience. Want to know how to achieve this? I’d love to help!