Wanted: Control Freaks
Part Two in a Continuing Series on Healthcare IT Public Relations
Today's post continues our series on PR tips and tactics for healthcare marketers, drawn from the experts at Schwartz Communications. To get your key messages across, don't be afraid to take control of the media interview. While the interview process should not be antagonistic, driving the direction of the conversation will ensure that you tell your story effectively.
The process starts even before you sit down with the reporter. Get as much background information as you can about the reporter and the story he or she is writing before you talk. Then, at the start of the conversation, take a second to ask some basic questions such as: What is the interview going to be about? How much time do you have? Do you cover this industry or beat regularly? Armed with this information, you can tailor your interview accordingly.
- Stay on message--No matter what direction the interview takes, you should always stay on message. Each question is an opportunity for you to get one of your key corporate messages across. These messages should be thought out well before the first phone calls are made to reporters.
- The tough questions--A reporter may ask a question you don't want to hear or one that will take you off message. Don't let this throw you. Reply "That's a good question, and here's our perspective on the issue..." Supply a brief answer and segue to answer the question you wished they asked, reinforcing your corporate or product messaging.
- Just the facts--Be prepared to recognize and, if necessary, avoid theoretical questions, as they're bound to cause problems. Keep the interview grounded in facts rather than trying to answer a question of what may or may not happen if something else happens. Also, if a reporter misstates a fact, correct them. Otherwise you have tacitly agreed to something that is untrue.
- Silence can be okay--Do not feel the need to fill every void in the conversation, or you may end up saying something you'll regret later. Often a reporter is just using the silence to finish writing notes or look over the last few questions. Sometimes they're figuring out their next question and don't even notice that the pause has lengthened. If you feel compelled to say something, you can simply ask "Is everything I've said so far clear?"
- Open ended openings--Be prepared for an opening question like "What have you got for me today?" This often happens when a reporter is booked for a briefing on upcoming news. This is a golden opportunity to take control of the interview and tell your story your way.
The bottom line is know your messages and stay on them. It's the best way to maintain control.
For more articles like this, read our Schwartz Communique newsletters elsewhere on this site. I look forward to your feedback on future topics for this series on healthcare IT PR tips.
Tags: Healthcare+PR, Online+PR
Posted by Shawn Whalen on May 12, 2006 at 10:02 AM
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