As a former reporter and current public relations professional, there are situations that come up that just make me shake my head and wonder, “what were they thinking?’
You see, KOA Radio is a large radio station here in Denver and every politician wants to be on their airwaves. Needless to say, the reporters and hosts know their business and how to conduct an interview. The last thing these professional reporters want is to have the P.R. people for a guest to suggest questions for them to ask, particularly when they are similar to these…
Q. In what ways are you a better choice for this seat?
Q. What do you bring to the Senate
Q. What is your greatest accomplishment?
Q. How’s life on the campaign trail? Are you having fun?
So here is a bit of advice when preparing your client for an interview.
DON’T SEND QUESTIONS TO REPORTERS!!!!!
You see, the vast majority of reporters are professionals who really do take their business seriously. Feeding a reporter questions does five things.
1. Gives the reporter the impression that you think they aren’t good at their job, that you feel you have to help them, and that you have no respect for them.
2. Gives the reporter the impression that your client is so stupid that they can’t even have a conversation without being given the answers ahead of time.
3. Ensures, without a doubt, that the reporter will ask tougher questions then they normally would have.
4. Ensures, without a doubt, that none of the questions you give them will be asked.
5. Ensures, without a doubt, that you will be mocked publicly.
Here’a a better way to get ready for that interview. Spend your time prepping your client. Put the hardest questions you can think of to your client and then critique the answers. This will do more to make sure your client looks good than trying to rig the interview.
So next time you have an interview planned, take my advice. Save yourself from an epic public relations fail. Prepare your client and not the reporter. Believe me, you’ll thank me for it later.