By Susan Harrow / Published on June 16th, 2006 / Marketing
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Learn the Secrets of Print Interviewing
1. Remember you're always on the record.
Even when the tape is off, even when the reporter has put
away his pad, even when you think that the reporter thinks
you walk on water, you are on the record.
One of my clients who knows better, gave an interview to a
columnist at a prominent national paper. She thought they
had a jolly rapport and became a bit loose lipped about the
fortune the business had amassed in a hard-won deal. The
interviewer positioned her as a spoiled and arrogant twit
who had, to a certain degree, lucked out. She called me
fuming, and at the same time knowing it was her fault.
The reporter is not your therapist so this is not the time
to discuss your innermost workings. I remember a friend of
mine saying that there was nothing so mesmerizing as having
a therapist listen to her in total attention. It's seductive
to know that a person finds you fascinating. While you're
not paying a reporter, their job similar to a therapist's,
is to be a skilled listener. The reporter is there to do one
thing-get a good story. If you don't want to see it in
print, don't let those precious words leave your lips.
Period.
2. Don't beg.
Your lips are made for talking. While it's imperative to be
attentive don't bow, scrape or otherwise raise your lips to
the posterior of the reporter. You are there because you
have valuable information to impart. Much as some reporters
pretend they don't need you, you're a critical part of their
job. Focus on their questions and your message and you'll
make a good interview.
3. Ask to verify your quotes.
Author Bill Barich describes his first media encounter for
his first book *Laughing in the Hills.* So I flew off to New
York in February with a borrowed suitcase, feeling for all
the world like John Boy Walton, the would-be-writer of
television fame. The magazine (The New Yorker) put me up at
the Algonquin Hotel, directly across from its headquarters,
and soon I was seated in the regal lobby bar and conducting
an interview with a journalist from (of all places) Women's
Wear Daily, who'd been dispatched by The Viking Press for
some advance publicity.
Hardly a pro and suffering from years of isolation, I
delivered an impromptu lecture on the importance of literacy
in a democratic society (a surefire topic for the poor guy's
audience) and forgot to mention my book. When the story ran,
I had my first experience of being misquoted.
My entire lecture was boiled down to a single remark, *If
you can't read, you shouldn't be allowed to vote.* (SF
Examiner Magazine, April 12, 1998).
To avoid a similar fate, prepare your soundbites well. Have
the reporter read your quotes back to you so you can correct
any inaccuracies. Realize though, that if you're not pleased
with what you've said, the reporter is under no obligation
to let you try again. Though if you can think of something
well worth quoting that sounds better they will be inclined
to use the clearer, sassier quote. Verifying your quotes
will help reporters resist the temptation to condense what
you say while trying to keep the spirit intact. The New York
Times is one of the few publications whose editorial and
style and usage manual dictates that its reporters not
doctor a quote.
4. Request your contact information be included.
Be very clear on how you would like to be identified and
contacted. Give the reporter the correct spelling of your
name, title, business, phone number, URL and any other
relevant information. Ask for what you want. Think about
what will bring you the maximum clients, exposure, whatever
it is you desire and ask to list those things first. If it's
best for your 800# or website request they be included.
5. Invite the reporter to call you back with any additional
questions.
Once a reporter gets back to his desk he may find that he
forgot something he wished he had asked-but may not want to
seem unprofessional or negligent and so might prefer to
leave something out rather than keep it in error. Another
reporter may be one sandwich short of a picnic, or brand new
and not know the ropes. To cover all types of reporters ask
if you may call the reporter back in the event that you
think of something you'd like to add. This is a great way to
insure accuracy and save face. And to maintain control over
and shape your own story. Happy interviewing!
Learn how to handle the 4 most difficult types of
interviewers in *Sell Yourself Without Selling Your Soul*
(HarperCollins). Need to prepare for a meeting, promotion,
presentation, job or media interview? Go to
http://www.prsecrets.com
Copyright (c) 2002-2005 Susan Harrow, All Rights Reserved.
About the Author
Susan Harrow, CEO of PRSecrets.com and BookedOnOprah.com,
is a top media coach, marketing strategist and
author of *Sell Yourself Without Selling Your Soul*
(HarperCollins), *The Ultimate Guide to Getting Booked on
Oprah*, and *How You Can Get a 6-Figure Book Advance.*
Clients include CEOs, bestselling
authors and entrepreneurs who have appeared on
Oprah,60 Minutes,NPR,and in TIME, USA Today,Parade,
People,O,NY Times,WSJ,and Inc.