How To Screw Up An Interview - Margie Zable Fisher

Margie Zable Fisher offers good tips on how to do an interview the right way. It strikes me though that these qualities are essential for any interaction with your customers. The interview is just a customer communication by proxy.
How to Screw Up an Interview

Recently one of my clients had an opportunity to be interviewed by the Wall Street Journal. I “prepped” him for the interview, and I thought he would be a terrific source for the article. The reporter working on the story was eager to interview him as well.

Unfortunately, the interview didn’t go well, and it’s unlikely that my client will be included in the story. And though I’m not happy that things turned out this way, I thought I could use the experience as an educational opportunity for my newsletter readers.

Here are three ways to screw up an interview (and assure that you will not be included in a piece):

1. Focus on “What’s in it for me?” This is typical of many small business owners. They’ll say, “I only want a story if it focuses on me and my company and why my company is great,” or, “I don’t want to have me or other businesses I work with spend too much time on this if I don’t know what the end result will be and what the story will say.” Now, that’s exactly the wrong approach to take with a media person. The goal of the reporter is to write a great story. It is not to make sure you get terrific publicity coverage. In other words, if you’re looking to “sell” your story to the media, you need to focus on the needs of the media person who is interviewing you. And those needs can vary, and may require additional time and information, with no guarantee of any specific result.

2. Question how well the reporter has prepared for the interview. As I’ve said, it is the job of reporters to put out a story their readers/viewers/listeners will enjoy. Sometimes reporters do a lot of research prior to interviewing sources, and sometimes they don’t. Maybe they had information and misplaced it, or maybe they were busy with another story and forgot about it. Whatever the situation, be prepared to give the information from scratch. Remember, the media has the power to include you in a story (or not), so you need to be prepared to do whatever it takes to assist and educate the reporter – even if it means giving basic information that was available in “pitches” or at your Web site.

3. Act arrogant. Sure, you probably do know more than the media person, since you are most likely an expert in your area. But a reporter doesn’t need that “rubbed” in his or her face. Share your knowledge — don’t flaunt it.

Remember – if you get that golden opportunity to be interviewed by the media, make sure you provide the information they need without reservation. Be courteous, humble and forthcoming. That way, you’re sure to make a good impression, which can lead not only to a great story but to other media opportunities in the future.

Margie Zable Fisher is an expert in public relations for Small Business. You can visit her website here…