Picture this:
your public relations manager comes to you with a glint in his
or her eye and says, "Christopher Palmeri from BusinessWeek
is interested in writing a story about you. He wants to speak
with you on Friday. Can you do it?"
Chances are,
you "can" do the interview, but are you prepared enough
to ensure it is successful? If you are like many executives, while
you want the publicity that comes from an article in a top-level
business publication, it's tough to put yourself on the line knowing
every word may come back to haunt you. Sometimes the fear of making
a mistake or seeing a negative article overcomes the desire to
do it.
It's not wise
to pass up too many media opportunities. Well-written articles
in key publications are proven to generate leads, and increasing
sales is always top of mind for C-level executives. The question
becomes how to create a balance. There are several key points
to keep in mind when interviewing with journalists. Whether the
reporter is from BusinessWeek or eWeek, following these tips will
ensure you put your best foot forward and end up with the most
compelling results.
Do your
Homework
The first mandate for a successful interview is to understand
the reporter's perspective even before you begin the interaction.
Work with your public relations team to find out what the reporter's
focus area is and what their most recent articles covered. Find
ways to draw connections between your experience and that of the
reporter.
Use common
interests and/or geography if appropriate. If, in your research,
you discover the reporter shares your interest in golf, you can
always use this connection to make the conversation memorable.
Find ways to work the topic into conversation - make connections
between the game and a particular business trend.
Beyond knowing
about his or her recent work, find out what pushes the reporter's
buttons so you can focus on your own strengths that play to those
topics in a positive way. Bottom line, each interview is about
building a relationship that connotes credibility and authority.
Executives who have done their research are clearly evident to
the journalists who interview them.
Create
a Plan of Engagement
It never hurts to do a quick rehearsal in your mind before getting
on the phone or walking into an interview. Regardless if this
is your first or tenth meeting with a particular journalist, this
will help you ensure your point is heard and will increase the
likelihood of a strong article. Consider the top three goals you
want to accomplish in the interview and develop a plan for how
to get there, if even the reporter doesn't automatically head
in that direction.
As you create
your plan of engagement, also keep the reporter's audience in
mind. This sounds basic, but it can often make or break an interview.
Tailor your story with that in mind. For example, if your company
offers the supporting technology for a consumer product such as
a universal remote and you are speaking to a consumer magazine,
focus more on the benefits consumers find from using it and less
on the infrastructure and design itself.
You should
also be prepared with key industry statistics and analogies, particularly
as relate to your own company and the success you've had. Journalists
will be impressed that you took the time to prepare for the interview
and will appreciate your attempt to be an information source that
makes them look smart and saves them time.
Cementing
Credibility
Proper preparation is essential to getting the interview off on
the right foot, but once you have done that, you must also carry
that credibility through so that you gain the reporter's ongoing
respect. There are a few key ways to do this. First, do not hesitate
to highlight the "unique" qualities you bring to the
table. If you started your career in another country and then
leveraged that experience to create a new offering in North America,
that is one way you can differentiate yourself while also bringing
new perspective to the table.
Similarly,
discuss the ways you bridge different disciplines and use that
bridging to enhance your expertise. For example, if you formerly
worked in product planning for a consumer packaged goods company,
and now you are the CMO of a software company, explain how your
previous experience made you uniquely qualified to address the
end-user pain points your new company eliminates.
Share past
coverage that will spark interest, i.e., a link to a broadcast
segment or a link to an interesting article from a different media
genre. Business writers often read technology and vertical publications
to get ideas for stories. The fact that you have been mentioned
in those publications or have written for them will go a long
way in cementing your credibility with the reporter. Keep in mind,
though, that the piece shouldn't come from a media outlet competitive
with the journalist's own outlet.
Finally, don't
be afraid to mention major customers, as long as you have an agreement
with them to do so! Mentioning what your company has done for
Boeing and how it's making a difference in their productivity
is a convincing way to demonstrate both leadership and credibility.
Speak as
a Thought Leader, Not a Salesperson
Though it may seem counter-intuitive, begin interviews with your
expertise, as opposed to a long dissertation about your product
and its features and functionality. Position your company as solving
key problems in the industry and then focus on how your products
make it happen. By starting out this way, you emphasize your position
as "thought leader" versus "just another vendor."
Executives who provide industry perspective often become trusted
resources.
Size Doesn't
Always Matter
You should never feel like your company size is a detriment. Depending
on the situation, it can actually be a positive. If your company
is a small player in a crowded industry, describe the industry
landscape in generalities and focus on how your company approaches
customer pain points in a better way. If you can back up your
approach with examples and statistics, you will stand out in the
reporter's mind. Editors always seem to like a "David vs.
Goliath" story - the next time that reporter writes an article
on the industry, he or she will be more inclined to include you.
Alternatively,
if you helm a large company, focus the discussion on all the industry
firsts for which you and your company have been responsible. Creating
an image as a trailblazer in an industry, especially one with
a large market opportunity, is an ideal way to ensure the reporter
will remember you in a positive light.
In Summary
The C-level executives that are written about most often are ones
that take the time to build relationships with reporters. Successful
executives are always willing to spend a minute to answer questions
from reporters and to occasionally help them find the answers
to questions they can't answer immediately. If you are willing
to be an ongoing resource for a key reporters, you will gain their
respect and their coverage.
The Software
Council's IMPACT Marketing SIG is addressing the issue of how
to make your voice heard at its upcoming May 18 event: "Pitch
it to Me: Connecting with Top Level Journalists" Register
for this unique evening at http://www.scsc.org/events/impact/may1805.html
Rose Maciejewski
leads the technology practice for Ruder Finn/Los Angeles. Ruder
Finn specializes in creating cost-effective public relations programs
for technology companies. For more information, Rose may be reached
at 310-479-9929 or maciejewskir@ruderfinn.com.
