Spooktacular Secrets: Dodging PR Pitfalls in Media Interviews

In the world of public relations, a misstep can quickly escalate into a full-blown nightmare. One memorable incident comes to mind: a client, set to be interviewed by a prestigious Wall Street Journal reporter, took the call from his car. Unfortunately, the call did not go as planned. He placed the phone in his lap, resulting in an unflattering view that could only be described as “looking up his nose.” To top it all off, the call ended abruptly when his phone overheated.  

This debacle serves as a stark reminder of the importance of preparation and professionalism in PR. Here are some tips we cover with our clients prior to any media interviews to help set everyone up for success.  

1. Pre-Interview Briefing 

Before any media engagement we always conduct a thorough briefing with our clients. We discuss the interview format, potential questions, and appropriate settings. It’s essential to choose a quiet, distraction-free environment.  

2. Technology Check 

In our case, the client’s phone overheated, which highlights the need for a technology check. Make sure devices are charged and functioning properly before interviews. If the interview is via video a quick glance in the mirror can help position the camera correctly and check lighting. 

3. Set Up a Professional Environment 

A quiet room with a neutral background is ideal. Taking a call from a car is not! If it’s unavoidable to use a mobile device, we recommend using a phone stand or mount to maintain eye level. This not only improves the visual quality but also helps the client engage better with the interviewer.   

4. Communicate Expectations 

We always ensure our clients understand the stakes involved. A WSJ interview is a significant opportunity that can impact a person and an organization’s reputation. (Not to mention the reputation of our agency.) It can’t be stressed enough to maintain professionalism throughout the entire interaction, from the initial greeting to the closing remarks. How an individual presents themselves can affect not only the immediate interview but their broader public image. 

5. Be Ready for the Unexpected 

Despite all precautions, things can still go wrong. If a call drops or there’s a sudden disruption, it’s essential to stay calm and professional. We always encourage clients to have a backup plan—like a secondary device or an alternative location in mind—just in case. 

6. Debrief After the Interview 

Finally, we always conduct a debrief after the interview discussing what went well, what could be improved, and any feedback from the journalist. This reflection can turn a potentially negative experience into a learning opportunity. 

Conclusion 

This incident underscores a crucial lesson: when clients overlook PR recommendations, the consequences can be dire—not just for their reputation, but for ours as well. Our team invested time and effort into preparing the client for this significant opportunity, yet their decision to conduct the interview in a casual setting disregarded the professionalism we advocated.  

A single misstep can create a ripple effect, tarnishing both a client’s image and the credibility of a PR agency. It’s vital for clients to understand that following our guidance is not merely a suggestion; it’s essential for their success. As PR professionals, our reputation is tied to theirs. Ultimately, a successful interview, and building long-term relationships, hinges on mutual commitment to professionalism—because in PR, we rise or fall together.