So, you know what a reporter considers newsworthy and how they think. What about your role in having a successful media interview?
Here are a few things a person must do before conducting an interview—no matter how big or small the message may be:
Brainstorm questions.
Review case studies of similar incidents—specifically for a potential crisis or touchy subject.
Develop your answers.
Practice until you've "got it."
Play the Brainstorm Game
During this process, you should think of any and every question you think a reporter would want answered for the story. Who, what, where, why and how aren't just the only things that should be on your mind, other questions to consider, especially in a crisis, are:
Who is involved?
What happened or what will happen?
What was the cause?
Where is the impacted area?
When did it or when will it occur?
If needed, when will more information be available?
Why did this or why will this happen?
What did you do to mitigate?
Brainstorming before the interview will only help you know your content inside and out. It can also get you out of a sticky situation if a curve ball question is thrown, but lucky you—you have that answer to whip out just in case.
Do Your Homework
It is highly unlikely that your company or you are the only ones who have faced a crisis like the one you are facing. There are always similar companies that have experienced similar issues, and other people who have been faced with the same situation, so do your homework.
Doing your homework prepares you for what is on the minds of the public during such a situation. And, if you can answer the following questions, you are a step ahead:
Couldn't you have prevented this?
Is my family safe?
How do you know the situation is under control?
Why didn't you tell us about the possibility of such a problem?
Do you even care about what has happened?
How can we ever trust you again?
How will we be compensated?
Yes, the questions are hard, but most likely, will be asked at some point. Having an idea of how to answer these questions before cameras are covering you is the only way to be successful.