Talking to the trade press

A few tips below on preparing for talking to the press and open a mutually fruitful relationship, rather than being badged as the weirdo/bore from hell they never want to talk to again.

1. Prepare. Know who you’re talking to
– Are they experienced or new on the job? How much background will they need?
– Are they technically minded or top line focussed? Who is the audience of their magazine?
– What do they want to know? Have you found out what their key areas of interest are?

2. Key points
– Have in mind the key points (ideally no more than 3) which you want the journalist to take away from the interview
– Consider preparing soundbites to make what you have to say sound interesting and quotable

3. Predict awkward questions
– Have a response prepared for any awkward questions which may come up to enable you to move the conversation back to your key points
– Don’t try and avoid the topic – it will look like there’s something to hide

4. Illustrations
– Think about how to bring the story alive for the journalist. Make it ‘real world’ through examples and case studies
– Even if you don’t need to go in to this level of detail during the interview it helps the journalist to know the material is there for them to draw on when they’re writing something up

5. Stay focussed
– If you stray off topic, don’t let it distract you from getting across all key points

6. Contact details
– Make sure the journalist has your current contact details so they can get hold of you quickly and easily after the interview to clarify any further points

7. Know their timescale
– If you’ve promised to send them anything after the interview, then ensure you know the deadline so you can get it to them on time

8. End on a positive note
– Ask before ending the interview if they’ve got everything they need and if there’s anything else you could help with
– Say thank you!