Media interviews can be tricky. Most people think the hard part is wrangling journo’s or getting consensus on a media statement.
It can be. But backing media talent also requires extra “attention to detail.”
This is way beyond looking for spelling and grammar edits.
As a comms person, your key goal is to provide them with the support and resources they need to be a successful spokesperson. First step is taking the time to identify their strengths and capabilities, and genuinely understanding their motivations and aspirations.
After that, then it’s a matter of being present on the day and ensuring everything goes to plan.
Ever wondered why PR or communications people hover in the background of a media interview? Here are a few insights:
- At a photography shoot, especially in situ, they need to look at everything in frame. It all sends a message. Passers-by and posters/signage are the most likely culprit to spoil a shot.
- Assessing the talent’s look, tactfully! A typical issue is animal hair on clothing (it’s usually doghair on me); it can also be food stains (most likely coffee spills!). Or they may simply need to straighten up. They may not like the fuss, but the talent won’t be happy with the shoot either if there is a flaw.
- If there is a journalist working alongside, they’ll be trying to avoid private conversations or jokes (unless they want them publicised). You cannot expect a journalist to unhear.
- Making sure the talent is relaxed. Most good comms people will know at least one familiar subject that makes their talent smile – usually it’s the weather or sport.
- Checking that appearance is consistent with the message. No-one wants to be caught out talking about sustainability with plastic water bottles visible (really, they shouldn’t even be at the event).
Any other tips to add? Feel free to comment below.