901 Tower Drive Suite 420
Troy, Michigan 48098
Based on the most recent PRGN (www.prgn.com) survey of journalists in North America and Europe, there are eight things CEOs (and their PR people) can do to optimize their media interviews. The CEO should:
1) Know what the media have been saying about the CEO and your company, as this is a key pre-interview research source for reporters. It will also give you a better sense of potential trouble spots.
2) Update his/her personal social media channels, especially LinkedIn profile and Twitter feeds, as journalists are increasingly turning to social media for pre-interview research.
3) Know the information that is featured on your company website and in your company’s press and investor relations materials, as these are also sources journalist are likely to research before the interview.
4) Host the interview at your company’s office or facility, so the reporter can see the CEO in his/her natural environment and get a better feel for her/his personal style.
5) Demonstrate his/her deep knowledge of the company, customers and the market in which your company operates, providing supporting facts as well as big-picture insights that offer context and color.
6) Be factual, humble and as open as possible … and when he/she can’t provide specific data because of confidentiality requirements, say so, and try to provide some other information or perspective that will help the reporter.
7) Allow his/her personality to shine – being gracious, positive and thoughtful – and show a genuine concern for the reporter as a human being.
8) Know the cultural and journalistic preferences for the reporter’s home country, so the CEO can tailor his/her interaction to address those needs.