When the founder of Single Edition Media, Sherri Langburt, asked me to present a session on how to prepare for a media interview at a conference for single bloggers, I readily accepted. I wouldn’t miss an opportunity to connect with more than 100 bloggers. Blogger relations is a big part of what we do at Rose Communications. Everyone talks about mom bloggers, but single-hood provides just as much a lens for storytelling as mommy-hood. I know; I’ve done both.
One of the first things I asked her was whether there would be working journalists in the audience. I’ve talked to bloggers once before about making the most of an interview. Most of them were trained journalists and I got the sense they felt the concept by its very nature was overly opportunistic.
Interestingly, most of what I know about media training I learned from former journalists. We never recommend that a spokesperson be anything other than authentic to who they are and truthful in their comments. But it is important to be thoughtful in how you approach an interview, so you make sure your point gets across and don’t end up saying something you later regret.
Sure enough, as I wrapped up my comments at the conference this past Saturday, a woman raised her hand and identified herself as a public radio reporter. She felt my presentation was fine if you’re faced with a crisis, but that most journalists are looking to help people tell their stories … that the bloggers should be themselves in interviews.
There are plenty of PR opportunists out there and I try very hard to strike a balance between giving reporters newsworthy content and representing my clients’ best interests. Obviously, if I were only focused on the latter, my clients would never make headlines. And I sometimes push my clients to be more transparent than they want to be in order to make sure I am serving the reporter’s needs.
So it made me uncomfortable when this woman made her comment. While some journalists are looking to help individuals tell their stories, most need subject matter experts to flesh out broader pieces they’re reporting.
Either way, people should be themselves, but also think about how they approach an interview. We live in world when news is reported as it happens and forgotten just as quickly. A little preparation goes a long way in making sure your story is heard.