Lessons from a former Forbes journalist: How involved can comms professionals get during the interview process?
By Andrea Gläsemann
This year, many of my acquaintances are getting married, creating what you might call a wedding boom in my circle. However, while I was the maid of honor at my best friend's wedding back in my hometown two years ago (kudos to Maria, what a celebration that was!), this year I can sit back, relax, and enjoy being just an “ordinary” guest (who even gets to sit at the bridal table – jackpot!). Unfortunately, this is not the case for Maria. She's the maid of honor and was busy organizing the bachelorette party. And man, what a mammoth task that was. Not because of the task itself, but because some of the participants were quite vocal about their opinions and kept interfering in the planning as if there was no tomorrow. As I thought to myself, “some people just don't know when to hold back”, I found myself reminded of my profession and my former time as a journalist…
PR professionals often like to get involved—and I'm not exempt from that, either. Why would I be? After all, we want our clients to appear in the best light. While this is a noble gesture and inevitably necessary, it sometimes poses challenges for journalists in dealing with PR advisors and communication experts. Back when I was a journalist, I remember an article about a large, international Big Tech company that left me pulling my hair out. It started with them flipping every tiny word from the quotes multiple times and questioning them, without even getting enough sight of the facts. They wanted to have the entire text for review, to shape and approve it according to their liking. Naturally, they wanted to ensure their company appeared in the best light. But let me tell you: What could have been a great opportunity to feature in a reputable magazine gradually began to leave the journalist with a bitter taste, and it certainly didn't lead to them cherishing the interaction in their memory. In fact, it nearly led to the point where we in the editorial team didn't even want to publish the article.
So here we are… I’m Andrea, former Forbes journalist, current Laika Space Dog, and I’m happy to share with you a new episode of my column, “Lessons from a Forbes journalist.” In this installment, we will have a look at how much involvement is recommended for PR people. Enjoy!
Before the Interview—Inquiring About Interview Questions or Not?
Imagine that we've successfully secured an opportunity with a media outlet, and a journalist expresses interest in interviewing a spokesperson from our client's company. After the initial moment of celebration, PR advisors and communication experts embark on thorough preparations for the upcoming interview. They meticulously craft media briefings for the client, aiding them in comprehending the anticipated questions they might face, unless the journalist has already shared the discussion points or queries. It's worth noting that as PR advisors and communication experts, we can politely seek information about the questions or topics, but it's not obligatory for the journalist to disclose them to us. So far, so good.
During the Interview—Involvement in the Process? And If So, to What Extent?
Now, the significant day has arrived, and the interview is at hand. PR advisors and communication experts gear up and engage in discussions with their clients. This approach makes sense from the PR advisor's and communication expert’s standpoint. If the client encounters difficulties in responding or navigates precarious territories, the advisor can offer assistance. However, seen from the journalist's perspective, this can dilute the intimate conversational atmosphere and, at times, hinder the prospect of an exceptional discussion. The presence of the PR advisor or communication expert can be reminiscent of a watchdog. In my recommendation, if the client possesses adequate media experience, it's advisable to allow them to handle the interview independently. If not, I would keep my input to a minimum, focusing only on what's essential. Afterwards, I'd share additional information about the company and the spokesperson, if necessary.
After the Interview—What Communication Experts Can Request
Fast-forward to after the interview—if it has been a congenial conversation—what follows? The journalist may proactively or upon request share quotes and, if necessary, facts for fact-checking. It's important to note that the latter, fact-checking, is discretionary. It's vital to recognize that journalists are under no obligation to provide the complete article for review. While the situation might differ in the case of a written interview, if the piece contains quotes, the PR advisor's or communication experts' influence is confined to those quotes. Thus, it's best not to attempt to solicit the entire text, particularly in the context of an article.
Publication Day—Can the Text Be Altered, and If So, How?
There might be instances when you aren't pleased with what the journalist has written, particularly if it includes criticism. Candidly put, this situation can be disappointing. However, as long as the information and critique are accurate and grounded in facts, we as PR advisors and communication experts can desire adjustments all we want. Nevertheless, it's within the journalist's discretion to choose whether to maintain the content as it is or make revisions as a gesture of goodwill.
So, while weddings are private affairs, and even bachelorette parties with challenging participants last at most a weekend, the scenario is quite different for PR advisors, communication experts and journalists. PR advisors and communication experts rely on a solid, professional relationship with journalists and can't afford to lean too far out of the window, making demands that journalists aren't obligated to fulfill. Therefore, it's essential to understand how much involvement is appropriate and permissible, and where the boundaries lie. After all, you wouldn't want to be ignored or risk jeopardizing the relationship, similar to being considered a bothersome wedding guest.