Media Workshop: Learning the ABCs of Giving a Successful Interview

Media Workshop: Learning the ABCs of Giving a Successful Interview

By Lois Whitehead, Public Relations Manager

Dealing with the press requires a certain degree of confidence and savvy. NYSSCPA leaders recently got a shot of both after attending a special media training workshop at this year’s Annual Leadership Conference.

Board members, current and future chapter presidents and committee chairs learned how to work with reporters at a session led by media expert James Cameron, who provided valuable pointers on interviews and preparation.

According to Cameron, president of Cameron Communications in Darien, Conn., an authoritative tone, accessibility and articulation are vital to ensuring a successful interview. The key, he said, is to stay focused on a single message, preferably one that has been prepared in advance.

“The longer you talk to a reporter, the more chance you have for straying from your main message,” he cautioned the group.

Cameron also advised against off-the-record comments or simply saying “No comment.” If you’re uncertain, offer to find the answer and get back to the reporter before deadline, but never respond to a question based on unfamiliar facts. He urged Society members not to accept cold calls from unknown reporters, offering instead to call back after they have had time to prepare for the reporter’s question.

To get a specific message or idea into the news, Cameron suggested providing supporting statistics, projecting enthusiasm and conviction, mentioning third-party endorsements, keeping things simple, and telling a related anecdote or story. He added that bringing in relevant personal experiences could help elucidate specific points being raised.

“This is an opportunity to be quotable and newsworthy. Don’t sound like an advertisement,” he said.

Cameron also recommended reviewing and evaluating each interview to improve communication methods and uncover points that could benefit from further elaboration or refinement in the event of follow-up interviews. He strongly urged doing research on the reporter before being interviewed to see what his reporting approach and perspective are like. Find out if the reporter has covered accounting and its issues before. Cameron reminded the NYSSCPA members to always be clear about who their views represent during the interview: their firm, the Society or themselves.

And when participating in a broadcast interview, always dress appropriately, Cameron said.

“An interview is not an interrogation, a deposition, a debate or a conversation. It should be a presentation tailored to the issue and the audience. This is your chance to sell your story,” he said.