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Co-Author:
Benedicte Ennis, PR Director
Many executives, with whom we have worked on media preparation,
have uncertainties and misconceptions about what it takes to prepare
for and give an the interview they really want to give. Therefore,
we have pulled together our ideas of the most important things to
consider before meeting the press:
- Know to whom you are talking
- Understand ahead of time whether your interview will be published
in a technical or trade journal, a business journal, or a vertical
- specialized - journal. Be familiar with the newspaper, magazine
or journal the journalists works for.
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- Know his Focus
- Know what information the journalist is interested in; i.e.,
anticipate the questions - you have no reason for surprises. If
you've taken the time to read the journalist's articles, - or
had them translated - you can anticipate where the questions will
be going.
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- Know what you want to say
- On that same note, if you've done the necessary research, and
you are perfectly clear about what you want to say, your message
will be heard.
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- Practice, Practice, Practice
- Many people don't realize that giving interviews - just as giving
presentations - are a matter of numerous rehearsals.
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- Use Language that everyone can understand
- Don't confuse jargon with being 'in the know'. People sometimes
think that in order to appear knowledgeable, they have to use
a lot of esoteric (insider) language.
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- Manage your Body Language
- Pointing finger or pens in people's faces to make a point, clicking
your pen nervously, or other diversionary tactics takes the focus
away from you.
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- Have a well thought out written Presentation as additional
Support
- You should have no more than three to four slides, they should
be short, to the point, with copies to journalists at the end
of the interview.
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- "Dress to kill" even if it is an informal Setting
- In spite of living in the Silicon Valley where informality is
'in', journalists -especially from other countries - need to see
looking your best.
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- If you don't know something, admit it
- Do provide the answer later.
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- Follow up with an email and provide additional info, if needed
- You can ask if the information you provided was useful, and,
in what context the information you provided is going to be used.
Avoid asking the question "when is the article going to be published"
or "could you send me the article before you publish it in your
magazine". This question should only be asked if the article is
very technical and if the journalist needs you to make some factual
edits.
Angelika Blendstrup, PhD, is a business communications consultant
(www.professional-business-communications.com)
who helps foreign-born executives with problems understanding the
complexities of American business culture and the English language
to communicate effectively. Learn more about
Angelika...
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