The Interview

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Tricks of the Trade
As interested as reporters may seem in your story, they are really more interested in getting the facts and a few good sound-bites. To speed things up, they’ve developed a few tricks.

But those tricks are pitfalls you should avoid. I have seen several lists. Advertising CEO Walt Klein’s is the most comprehensive.

Planting negative words: E.g. Reporter: “Why do you hate the governor?” Trap: “I don’t hate the governor, I ….” Solution: "I think the governor’s policies are misguided …”

Rapid Fire Questions: Before you finish answering one question, the reporter is shooting another one at you. It makes you look out of control and under attack. When a reporter interrupts you, stop talking, wait (without making face), then calmly respond.

Hostile: When the reporter goes hostile, don’t follow him there. The reporter’s antagonizing question probably will be edited out of the piece, but your angry response will be the lead. I admit using this trick when the speaker is boring. Reporters need passion and emotion in their pieces. If you are a talking drone, they’ll do what they must to liven you up.

Hypotheticals: Don’t answer them. Stick to the facts.

Reporter: Friend or Foe? Neither.
One trick reporters use is acting as if they are your friend. They aren’t. Reporters buddy up to you because it works. If you think this reporter likes you, you are more likely to spill the beans or tell them something you otherwise wouldn’t. Republican strategist, Dick Wadhams says reporters are not your enemies and they are not your friends; it is natural for the relationship to be adversarial.

Tip: Bill Stoller at PublicityInsider says reporters really don’t care much about you or your product unless you give them something to make their job easier: a good story. If you can do that, you earn their respect and affection.