Media opportunities are rare to come by and you should make the most of every opportunity. When they interview your spokesperson, journalists are looking for a story that’s newsworthy, engaging, and interesting. They’re on a tight deadline and need concise yet meaningful insights and your spokesperson should be able to deliver that.
Let’s breakdown what journalists really want to hear from you:
Provide Credible Information
Journalists depend on facts, so it is obvious that your spokesperson should be able to provide well-researched details about the topic. Anticipate all questions they might ask and practice them well until the interview.
Concise Messaging
Journalists dislike long-winded answers with jargon and complicated sentences. Encourage individuality but overall, their answers should be in short sentences and to the point. They should answer the question early in their response and avoid any over explaining, unless asked.
A Human, Relatable Tone
Direct quotes by a spokesperson make the article look authentic and human. Encourage your spokesperson to speak naturally, using examples or anecdotes to explain complex topics.
Include anecdotes and relatable stories to help journalists connect the dots for their audience. For instance, if you’re a tech company launching a new product, share how it transformed a small business’s operations. Highlight specific results, like increasing efficiency by 30% or saving them 20 hours a week, before diving into the product’s technical specs.
Stay Relevant
Even though the journalist would understand jargon or have researched your product and services, your answers should be directed at your target audience. Whether it’s consumers, investors, or industry professionals, relevance makes sure your story is accepted positively.
You might consider taking it a step further by speaking with the journalist beforehand to tailor your responses to align with their audience’s interests.
Compelling Soundbites
Soundbites are short, impactful phrases that grab attention and stick with readers or viewers. Think of quotes that summarize your brand’s key message in a single, powerful sentence.
For example, instead of saying, “We focus on improving customer satisfaction,” you can say, “Happy customers are the heart of everything we do.”
Confidence and Composure
Every interview includes challenging questions—it's what keeps the audience engaged and prevents them from tuning out. Even a confident spokesperson can raise doubts if they appear nervous when faced with tough questions. Media training can be a powerful tool to build overall confidence. These sessions go beyond rehearsing interviews; they help refine the spokesperson's ability to stay composed under pressure while showcasing their personality in an authentic and engaging way.
Respect the Deadlines
Journalists work under tight deadlines, so your spokesperson should provide timely responses. If they reach out to ask follow-up questions, make sure they get responded right away. They should also have access to resources like PR contacts or media kits to avoid back and forth.
No Sales Pitch
Let their authenticity take center stage. Your spokesperson's role isn't to directly promote your product or service but to share your brand’s story in a way that resonates. Focus on building a genuine connection with the audience first—once trust is established, the path for advertisements and sales naturally follows.
Elevate your media presence with Bulletproof Media Training. Book your personalized training today!
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