A big part of PR is getting interviews for your clients, but you don’t simply book something and cross your fingers. Talking to the journalist, helping the client get ready, sitting in on the interview and doing follow-up afterward all contribute to a successful piece of news coverage. Secured an interview for a client? Here are five tips to make it go as smoothly as possible:

• Preparation, Preparation, Preparation.

The more prepared you are, the better. The best first step is to research the journalist, read their work and put together a briefing document with all relevant background information on the journalist, links to relevant articles they’ve written and metrics about the media outlet. Add a photo of the journalist, their social media handles — anything that gives a full picture of who they will be talking to and what kind of questions to expect.  Ask the reporter what they want to discuss and include it in the briefing document you share with your client. 

• Remind Them about Their Own Story.

Your client has likely said plenty of interesting things about themselves and their company, but that doesn’t mean they’ll remember it when it’s most important. In the same briefing document, be sure to include key messaging and talking points your client can study before the interview, so they are well prepared in advance.

• Make Them Quotable. 

While having talking points down is crucial, the journalist is also hunting for killer quotes and soundbites. Include some strong soundbites in the briefing document and help make the reporter’s job easier. Work with your client to come up with some soundbites/quotes  that will stick in the interviewer’s head – nothing too manufactured, of course, but something your client would like to see in print.  

• Keep Them out of the Weeds.

Your client knows a lot about their business. They may know so much that they’re in danger of going too deep and losing the journalist who is  interviewing them. It’s crucial to keep them away from jargon, hairsplitting or going too far down a rabbit hole. Obviously, talking points and quotable quotes won’t keep the journalist from throwing out some curveball questions – but telling your client to keep it high-level (think: how would you talk about this at a cocktail party?) is going to make for a much better conversation. 

• Expect the Unexpected. 

If you’re a bundle of nerves, that will only ratchet up your client’s stress. Make sure you’re prepared, they’re prepared and, most of all, expect the unexpected. If something doesn’t go according to plan, which is incredibly common, your client will look to you for assurances that it will be fine. And it will be. Practice makes perfect. The more you do interviews, the easier it becomes. Equally, never assume your interviewee won’t need some hand-holding or the interviewer will be a total professional who has it all figured out.  

If you’re there each step of the way for your client and they’re well prepared going into an interview, everyone will be happier about the end result: a polished article or broadcast clip that shines a light on your client and results in a strong story for a reporter and their editor.

In search of a PR firm that knows how to score you top-tier interviews? Mercury Global Partners is an “all senior” tech PR firm that’s helped many companies weather challenging times. Drop us an email at hello@wearemgp.com to learn more.

A big part of PR is getting interviews for your clients, but you don’t simply book something and cross your fingers. Talking to the journalist, helping the client get ready, sitting in on the interview and doing follow-up afterward all contribute to a successful piece of news coverage. Secured an interview for a client? Here are five tips to make it go as smoothly as possible:

• Preparation, Preparation, Preparation.

The more prepared you are, the better. The best first step is to research the journalist, read their work and put together a briefing document with all relevant background information on the journalist, links to relevant articles they’ve written and metrics about the media outlet. Add a photo of the journalist, their social media handles — anything that gives a full picture of who they will be talking to and what kind of questions to expect.  Ask the reporter what they want to discuss and include it in the briefing document you share with your client. 

• Remind Them about Their Own Story.

Your client has likely said plenty of interesting things about themselves and their company, but that doesn’t mean they’ll remember it when it’s most important. In the same briefing document, be sure to include key messaging and talking points your client can study before the interview, so they are well prepared in advance.

• Make Them Quotable. 

While having talking points down is crucial, the journalist is also hunting for killer quotes and soundbites. Include some strong soundbites in the briefing document and help make the reporter’s job easier. Work with your client to come up with some soundbites/quotes  that will stick in the interviewer’s head – nothing too manufactured, of course, but something your client would like to see in print.  

• Keep Them out of the Weeds.

Your client knows a lot about their business. They may know so much that they’re in danger of going too deep and losing the journalist who is  interviewing them. It’s crucial to keep them away from jargon, hairsplitting or going too far down a rabbit hole. Obviously, talking points and quotable quotes won’t keep the journalist from throwing out some curveball questions – but telling your client to keep it high-level (think: how would you talk about this at a cocktail party?) is going to make for a much better conversation. 

• Expect the Unexpected. 

If you’re a bundle of nerves, that will only ratchet up your client’s stress. Make sure you’re prepared, they’re prepared and, most of all, expect the unexpected. If something doesn’t go according to plan, which is incredibly common, your client will look to you for assurances that it will be fine. And it will be. Practice makes perfect. The more you do interviews, the easier it becomes. Equally, never assume your interviewee won’t need some hand-holding or the interviewer will be a total professional who has it all figured out. 

If you’re there each step of the way for your client and they’re well prepared going into an interview, everyone will be happier about the end result: a polished article or broadcast clip that shines a light on your client and results in a strong story for a reporter and their editor.

In search of a PR firm that knows how to score you top-tier interviews? Mercury Global Partners is an “all senior” tech PR firm that’s helped many companies weather challenging times. Drop us an email at hello@wearemgp.com to learn more.