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You’ve successfully pitched an interview—and now your fingers are itching because you’re really eager to get involved? Do you feel the urge to swap out words? Or even rewrite entire sentences? All in an effort to get the best possible result from the interview? Sound familiar? Then you’re not alone.
Quite the opposite: it’s a classic PR affliction. And it’s not exactly harmless, because it can damage your relationship with journalists—which, let’s face it, is something we PR professionals depend on. At the same time, the client needs to be happy and feel authentically represented in the interview. A dilemma?
We’ve put together this article to help you find the right balance when managing an interview—and to cover the other things you should keep in mind.
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If you have the opportunity to secure an interview placement for a client, preparation is everything. A good briefing (perhaps even some media training) is an important key to success: it can be very detailed and should communicate clearly and explicitly what is expected. Making sure your client is well-informed and well-prepared is part of your job.
In some cases, the journalist may share the questions or topics they plan to cover with you in advance. If not, you can politely ask for some information, but keep in mind that journalists aren’t always willing to share it. Whatever you do, don’t push!
When arranging the interview, also try to make an in-person interview possible. With remote work, face-to-face meetings have become less common—so keep in mind that interviews conducted in person often make for a better conversation. An added bonus: they can also help strengthen your own network and your client’s.
There’s actually not much for you to do here. If you’re present during the interview, restraint is key. Your involvement during the conversation should be kept to a minimum—not only out of respect, but also to preserve a natural flow and atmosphere. Journalists pick up on nuances.
After an interview, you can proactively provide additional materials such as quotes, facts, or images if needed. However, keep in mind that reviewing and incorporating these materials is the journalist’s responsibility. If they don’t want to use them, that’s their decision.
You can also (politely, of course) ask to fact-check quotes, but don’t expect to receive the entire interview for review.
Sometimes, you or your client may not be happy with the final interview. In such cases, you can suggest changes, but the final decision lies with the journalist. It’s really important to accept that journalists are independent professionals with their own perspectives and individual editorial standards. If the interview doesn’t meet your expectations, reflect on the interview process and evaluate where you could have handled things differently. But hey, don’t be too hard on yourself.
Either way: Send a thank-you email after publication and, if you and your client are happy with the result, share the interview on social media—including a tag for the journalist. (Keep it subtle, of course.)
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