Being featured in a local newspaper, magazine, or on radio or television is a great way to get free advertising, but when it comes out of the blue, it can be a bit nerve-wracking.
So what do you do when that call comes? First, listen to or read the reporter’s message. Most journalists are honest with why they want to talk to you, and unless you are aware of a negative situation, it most likely will result in an opportunity to highlight your business.
Make the Call.
Responding to the journalist is a great opportunity to find out if there is more to what they are asking, or to make a plan to talk. Ask the reporter for the topic of the interview, whether it will be recorded, filmed or photographed, and suggest a time that works best for you.
Preparing for the Interview.
Depending on the format of the interview, preparation can be a little different. One thing that all interviews have in common: you and your business. Only talk about what you know, don’t make guesses or suggestions about other businesses. If you are taking part in a radio interview, make sure to have a glass of water handy. If it is a television interview, dress in clothes that are comfortable and match the look of your business, you should avoid wearing another company’s logo or a busy print.
During the Interview.
Depending on the topic of the interview, you might provide a brief tour of your business or it may be a seated discussion. If you don’t understand a question, ask the reporter for clarification. It doesn’t help the reporter publish their story if your answer doesn’t make sense. As challenging as it might be, try to stay calm!
After the Interview.
Watch, read or listen to the news story. Or have a friend or relative take a look. Then, share the story! It’s not often that a business has an opportunity to be featured as part of local news – take advantage!
As always, MRA is here to help with marketing and communications questions.
