When you meet the press in-person or via telephone, it’s important to know your “rights” as the “newsmaker” for your healthcare company or organization.
1. To know the interview topic in advance
If you don’t know the topic, don’t do the interview. How can you prepare to tell your story if you don’t know what the journalist wants to discuss? Spontaneous conversation is not a viable option.
2. To know the identity and affiliation of the journalist
Don’t engage a journalist in an interview “discussion” unless you know with whom you’re speaking.
3. To know the “peg” and planned use of the interview
Is the journalist obtaining background for a story? Will your company be the focus of the story? Or perhaps your comments will be included in an industry round-up?
4. To know whether others are being interviewed
Ask the journalist with whom he or she is speaking for the story.
5. To state or restate your key points
The only reason why you’re conducting the interview is to tell a story. As we discuss with designated spokespersons in our training sessions, preparation of your story is critical before you conduct any interview.
6. To some control over the interview environment
Don’t conduct an interview on the fly. Take charge of all situations. At your company’s tradeshow booth when you’re approached by a reporter? Suggest that you meet at another time and location that are convenient for you.
7. To keep the interview process orderly — even the “ambush” interview
Take charge of the interview. If a journalist is aggressive in his or her pursuit of information, tell the journalist what you will cover. Don’t sit back and let the journalist control the flow of the discussion.
8. To interrupt if the journalist is making false statements
If the reporter’s “facts” aren’t true, tell him or her and take charge of the discussion. Explain what is correct and move to your messages.
9. To refuse to provide proprietary or confidential information
Don’t disclose information if there’s no obligation or benefit to its disclosure. For example, a reporter asked the CEO of a private biotech company about financial information last week. The CEO said that the company doesn’t disclose that information because the company is private. Then this well-trained “newsmaker” steered the discussion to a message that the CEO had prepared to deliver.
10. The right to remain silent — sometimes!
Next time we will take a look at the journalists’ rights to help you complete the picture. If you have questions about how to make the most of your media interviews, send them to david.schull@russopartnersllc.com.
