D’oh! Ah, the famous saying by our beloved Homer Simpson. It’s the first thing that comes to my mind when I see a bad interview. Sarah Palin, Paris Hilton, and a slew of others have fallen victim to bad interviews, including business spokespeople. You could be the most charismatic person on this planet but one bad interview could become a train wreck for you and your company as well as your stocks.
Why do bad interviews happen to good people? The reason behind that – bad prep work by PR folks who are missing the mark when it comes to media training. The second part to this is the willingness of the spokesperson to take the time to brief, research, and prepare. Media training isn’t about just going over the dos and don’ts of media interviews but it’s about understanding your key messages, delivery, authenticity, and knowing your audience.
Also, with information traveling at the speed of light, it’s important that you’re doing your job to control the message from your end by keeping it short and simple with 3-4 key messages being delivered. Anything negative could go viral in matter of seconds. Then the control is no longer yours. You’re doing damage control at that point. Why let it get to that point. Avoid the backlash.
The media landscape might have changed but the fundamentals of understanding and communicating your message are the same. It’s up to the PR professional to really lay the foundation and groundwork for the media spokesperson to be adequately briefed – this includes who you’re speaking to and what you’re going to talk about. This presentation lays out the steps and key essentials necessary to win in today’s digital world. Let me know what you think and if you agree.