‘How to Nail Your Next Media Interview’ – Webinar Recap

Conducting successful media interviews is a challenge during “normal” times.  But in the age of COVID-19, how do you prepare for virtual interviews, which often happen “on the fly” from your kitchen table?

Violet PR’s president, April Mason, recently conducted a webinar with a national network producer; they shared the following tips to help you prepare for virtual media interviews:

1. How to set up your computer, camera and lighting

Download Zoom, Skype, or whatever platform the network is using, several days in advance. Sometimes technology acts up, so you want to get comfortable with it and make sure it works. If possible, test out your Skype/Zoom connection with a friend.

Make sure your camera is lifted to eye level (use books, etc., to prop up). The light in the room should always be facing you, not behind you – this will avoid awkward shadows or dark lighting on camera.

2. How you should dress for a remote media interview

Just like any networking event, in-person interview or conference, seek to look professional! Dress like you would for an in-person interview; no PJs or T-shirts. Make sure you wear pants as well, even if you don’t think they will be shown on camera.

Next, it is important to dress for your industry or profession. If you are a doctor, wear scrubs. If you are an architect, wear what you would wear to work. Make sure you avoid wearing something pleated, as it will “bleed” on TV.

WHAT ABOUT THE BACKGROUND?

Your environment speaks volumes – make it something that speaks to your profession.

If you have a library shelf behind you, make sure that you have books on display that relate to your profession. The wall behind you also shouldn’t be too crowded, distracting or inappropriate.

During these uncertain economic times, it is also important to be sensitive: for example, don’t do an interview with your large swimming pool, high end artwork or fancy chandeliers in the background.

3. Preparing to get your point across

Practice makes perfect: practicing before speaking with a reporter can significantly change the outcome of your interview. So, prior to the interview, quickly run through your talking points with anyone who is available.

This is an opportunity to get your message to the masses. Develop several key points that you want to convey during the interview and refer to them when answering every question. Prioritizing talking points is even more crucial during a virtual media interview, as it could end early due to an internet crash or schedule shuffling. The more often you say it, the less likely the reporter will leave it out.

If there is a question you don’t understand, ask the reporter to expand on their question or clarify what they’re looking for before you answer. Remember that it is OK to say you don’t have the information right now. Don’t say “no comment” and “I don’t know” – this is perceived as negative. Instead, say, “This is what I do know…”

4. Anticipating questions that you will be asked

Keep in mind nearly every interview will focus on a COVID-19, economic recovery or race relations angle right now. Ask the producer what types of questions to anticipate – you may not get specific questions, but you will get a general direction.

Here are some frequently asked questions that may come up during an interview:

  • How are you helping employees manage during the pandemic?
  • How are you providing economic relief as your office opens up?
  • What safety protocols are you putting into place?
  • What are you doing about the employees who may still be afraid to come back to work?
  • What are your plans in case there is an outbreak in your office?
  • What’s the possibility this crisis will place a long-lasting financial burden on your company?

Remember that it’s OK to ask a reporter to repeat the question. Your answer time should be 30-45 seconds maximum (each segment is about 4 minutes, so expect about the same number of questions). No matter what, always finish your sentence even if you are interrupted – if you hear the anchor talking, think of it as a “soft wrap.”

5 Ways PR Firms Can Help Companies Weather the COVID-19 Pandemic

Whether it’s health care, the economy or politics, the coronavirus and its fallout has dominated the news cycle for months. As social distancing continues and new cases are on the rise across the southern U.S., organizations are faced with new communications challenges each day.

During these unprecedented times, an experienced public relations team can help companies stay in front of clients and prospects – and remain relevant – by generating high-quality content. Here are five ways that PR firms can help businesses weather the COVID-19 pandemic:

1. Help get the word out

COVID-19 has completely upended the media landscape; without a direct tie to the “news of the day,” it is more difficult than ever to get your company featured in news stories. In response, PR teams are leaning on their respective areas of expertise to ensure steady content output amid the pandemic. Communications experts can cultivate community- and public-health-related news items and develop compelling blog and social media content to ensure channels do not “go dark.” For our client, the New Jersey Business Action Center, we worked to highlight the various resources the organization provides by placing contributed articles in regional publications and sharing news frequently on both Twitter and LinkedIn.

2. Recognizing new trends

A smart PR campaign could be the key to maintaining a company’s reputation amid challenging times. While networking events, conferences and trade shows are postponed indefinitely, companies must find new ways to connect with prospects and partners. A PR team can help maximize a company’s reputation via social media, virtual networking events, webinars and virtual media interviews. PR pros can develop talking points and messaging for a virtual speaking opportunity or bylined article placement.

At Violet PR, we identify and publicize stories for our clients that tie into the nation’s recovery efforts. Specifically, we’ve seen success highlighting new small business grants and incentives, industry trends in aviation and design, plus environmental and transportation work in the architecture, engineering and construction (AEC) space. Our client, the Greater Topeka Partnership, leapt into action to help the region’s small business community, and offer key workforce incentives, during the COVID-19 pandemic. We were able to promote these news items nationally, getting coverage in Bloomberg, Fast Company, Next City, Axios
and others.

In N.J., we were quick to promote the ongoing environmental and transportation work conducted by Dresdner Robin during COVID-19. In partnership with the New Jersey Department of Transportation (NJDOT), the Jersey City-based land-use firm conducted critical site work and participated in virtual meetings among municipal regulatory boards. Armed with this information, we were able to get Dresdner Robin media attention in
publications like Engineering News-Record, Real Estate NJ, and others.

>3. PR campaigns won’t slow down during COVID-19

Unlike ongoing marketing campaigns that (without real-time updates) can seem tone-deaf in a time of crisis, a PR team can work closely with a team to create messages that benefit an organization and raise positive awareness. Because PR professionals are already equipped to work remotely, and create content daily, you won’t see campaign delays. If a marketing initiative has been impacted by COVID-19 (cancellation of trade shows or in-person events), a PR team can quickly pivot to create a temporary plan to reach key audiences while travel and public gathering restrictions continue. It’s uncertain how long social distancing will endure, but a smart PR team can help a business remain connected to its key audiences.

4. Seeing the ‘big picture’

At its core, a PR professional’s job is to manage a client’s position and reputation via favorable news coverage and improved web presence. In times of a pandemic, these principles hold true, as PR teams are working swiftly to develop newsworthy stories that speak to the challenges of the day (reemerging post-pandemic or assisting the community, etc.). Working with a team that clearly demonstrates a “big picture” mentality creates new opportunities to highlight a brand, while remaining empathetic to both target
audiences and recipients of the coverage.

One noteworthy campaign conducted by Violet PR during the COVID-19 lockdown included our work for the Pittsburgh International Airport. As the airport introduced new sanitization methods – including the use of autonomous robots – we packaged the news and shared nationally, resulting in over 40 news stories and 2.5 billion online impressions, including Good Morning America and the New York Times.

And in N.J., we worked with our clients at Lincoln Equities Group to develop a news announcement around their acquisition of a 1.2 million-square-foot pharma manufacturing facility in Central Jersey, formerly owned by Bristol Myers Squibb. Using targeted messaging, Violet PR emphasized the site’s potential as a campus for drug manufacturing “reshoring” or expansion during COVID-19 – resulting in more than 35 news stories, including Commercial Property Executive, Fierce Pharma, Connect New York and U.S .1.

5. Navigating COVID’s phased reopening

One questionable component to the global pandemic is the strategy for reopening and how various sectors recover. This locally based, gradual reopening strategy – along with the threat of a second wave – make it clear that companies will benefit by looking to PR professionals for sound strategic and creative guidance. We are working with organizations across multiple sectors – including real estate development, engineering and economic development – to strategize on how to best communicate with key audiences and refine key messages, often on a daily basis.

Overall, the road to recovery from coronavirus is uncertain, but there’s no reason for it to feel impossible. A PR team helps navigate the big-picture strategies and produces high-quality content so that an organization can actively communicate with its clients and prospects amid the uncertainty. This is an important approach that could help keep businesses visible – and profitable – in the months (and even years) ahead.

Interested in learning if a PR campaign is right for your company’s marketing agenda? Reach out to us for a chat.