The process of media training executives for upcoming interviews is par for the course among PR professionals. But what happens if it is the PR person who has the microphone
shoved in front of them? Even better - what happens if the PR professional is facing his or her very first media interview - with no advanced training whatsoever in fielding a
reporter's questions?
For those newbies who find themselves in this situation, fear not - literally! According to Glenn Brown, producer and host of the Internet network Good News
Broadcasting, the stereotype of the ruthless reporters trying to ruin people is not grounded in reality.
"Obviously, I want people to shine when I interview them," says Brown. "Because if they shine, I shine. The better they look, the better I look."
But nonetheless, those who seek to live by the Boy Scouts' motto can enjoy Brown's easy pointers for interview readiness.
Pre-interview prep. Rather than go into an interview completely cold and not knowing what to expect, Brown suggests having an advanced chat with the reporter to see what
the focus of the article will be. He adds this benefits the parties on both sides of the microphone.
"Whenever I do an interview, I always like to talk to the person a little bit before the interview to find out what they're about," he says. "I always like to find out in
advance where I can and can't go."
Be ready, but hang loose. Brown recommends a consideration of possible questions that may arise during the interview. "Write down a few questions you'd like to be
asked," he says. But he quickly adds that while it is a good idea to have an expectation of what will be asked, it's a mistake to have your answers too firmly in place.
"I like spontaneity," he continues. "I like to have the person bring themselves to the table. I don't believe in writing and giving a speech during an interview."
Chomp a sound bite. It was once remarked that the excessively loquacious Senator Hubert Humphrey was vaccinated with a phonograph needle. For those with a tendency to
ramble on with their responses, Brown warns they will be cut off somewhere in midstream.
"Some people will go on and on and on," he acknowledges. "I try to interject in a kind way to change the topic if they are going too long on one particular thing."
Yet Brown is not hostile to such talkers. "Some people are really, really passionate about what they are doing and I don't like to cut into that," he says.
Speaking of passion... Actually, speaking with passion is more like it. Brown believes the most successful interviews involve people who genuinely believe in what
they are speaking about.
"The fact they are passionate is the sell," he observes. "People can hear and tell if it is phony, staged or pre-written. Can you fake sincerity? I don't think so."
Contact: Glenn Brown, [email protected].