PR agencies, it’s time to end the charade of pre-supplied questions
Requesting prepared questions ahead of a media interview has become the norm for brands and their PR agencies. But by doing so, they are simply setting themselves up for disappointment, argues Mark Laudi.
This is broadly what happens when spokespeople are invited to take part in a media interview:
1. The reporter calls the corporate communications department and asks to interview someone on a particular topic.
2. The comms manager asks the reporter to send in their questions.
3. The reporter emails three-to-six questions.
Um – this isn’t the case in my experience. Over the last 20+ years I reckon I’ve received questions in advance for a media interview no more than four times -and all at the request of the journalist because it was a really technical area they wanted to make sure they were accurate. Certainly not the other way around.
Maybe this article is relevant for Mumbrella Asia but I think it misses the mark for AU.
As a journo in the technical area, agreed. The interviewee does not necessarily have a handle on the intricacies of the subject matter and needs time to research it.
I used to interview some folks for Radio. Naturally the “talent” wanted to know what I was going to ask them ahead of time and I had to try to avoid telling the questions. Not because I wanted “gotcha!” moments but rather because no one tells the story a second time in a compelling way. If I told them what the questions were going to be they would literally start telling me what the answer was…I’m not recording now buddy, so save your passion for when I am.
In much the same way as an answer being repeated for the recording device time sounds like and answer being repeated for the recording device….I’m pretty sure a prepared answer sounds like a prepared answer. You don’t want that.
You interviewed with one company who doesn’t have a digital strategy and think all of Australia is the same? great research there… Every channel in Australia now has a digital platform and on demand service. What the hell are you talking about??