The Most Important Thing to Remember in an Interview

Lauren Hannaford

We work every day to brainstorm, develop and pitch story ideas to media outlets for nearly all of our clients. It’s a valued PR tactic that benefits clients tremendously when executed properly. We also conduct media training for clients to prepare them for interviews when needed. 

One of the biggest reminders we offer to our clients in preparation for interviews – besides never responding with “no comment” – is to always stay on topic. This can be especially difficult during broadcast interviews, but I like to remind clients to always try to bring it back to their key message if the interview goes off track. This can be accomplished if you come prepared with your memorized message, or as some like to call it, your SOCO – single overriding communication objective. 

Your SOCO is the No. 1 key message you want to drive home with your audience through the media. In some interviews, this may be accomplished easily if it’s a simple message for your audience to grasp and remember. If it’s a little more complicated, you may have to expand on your key message with additional supporting details.

Photo Courtesy to Flickr User Eelco

Why is this important? Because sometimes, it feels like interviews are over before you can blink an eye. If you don’t get to your SOCO quickly, you may miss the boat entirely. While the end result may not be a bad story overall, it could lead to one that does nothing much for your communication goal. 

So, before your next media interview, take time to define your key message and create your SOCO. Here’s a short guide:

1. Define your key message in one brief statement.
2. Outline key facts. What are the top three things your audience needs to hear to support your SOCO?
3. Identify your audience and speak to them. 
4. Practice staying on message.

It’s tradeshow season, kid!

Ali Glemser

Hopefully, you caught the “Wedding Crashers” reference there. 

Our firm helps many of our clients plan for tradeshows every year. If your organization is exhibiting at any tradeshows this year, don’t forget what a great opportunity these events can be for media coverage. To make sure you are getting the most out of this experience, create a detailed plan with designated responsibilities focused on pre-show, during-show and post-show activities as I have done below.

Pre-show
First, understand the show’s media landscape by researching what media outlets will be in attendance. Sometimes, the show’s coordinators will release a media list, other times they won’t. If the media list is not being shared, research who covered the show in the past through Google and on Twitter (reporters may tweet about tradeshows in advance using the show’s designated hashtag). 

Once your media list is solidified, reach out to reporters letting them know that your organization is exhibiting and invite them to stop by your booth (include the booth number). Always have a show-specific press release with something newsworthy to discuss. Each show is different, but many will distribute releases to attending media or upload to an online pressroom. 

Lastly, make sure you have an updated press kit to submit to the show’s media room in both electronic and paper form. Each show has its own guidelines, so refer to the pressroom section of the tradeshow website to ensure you have all the details. 

During the show
At the beginning of the show, verify that your approved press kit is in media room and replenish the supply throughout the show. Remember, many media rooms have rules that don’t allow you to hang out there. So, don’t get banned for stalking the media room!

However, do make a point to reach out to reporters again via email to remind them of your organization’s booth number and invite them to drop by for a visit or demonstration. You can always reach out to them via Twitter, too. That shouldn’t be hard because you should be live-tweeting the event anyway. #tweetforexposure

Even more important, talk to as many contacts present at the shows as possible because building relationships is much easier in person than over email.  

Post-show

Follow up. Follow up. Follow up. Make sure to reach out to reporters you met in person and provide answers to questions they had during the show or to say thank you for stopping by the booth. Remember not to neglect contacting those who you did not connect with in person. Recaps of the show or updates, like awards the company may have won, make for a good final opportunity to reach out.  

While tradeshows are a great way to gain sales prospects, the chance to garner media coverage is just as important. The key is planning ahead! Identifying your key messages and keeping contacts on alert for interview opportunities are necessary to make the most of trade show media opportunities. The relationships you begin and reinforce at the shows will grow over time with continued communication.