An interview is a form of one-to-one interaction between a company spokesperson and members of the media, with a purpose of discussing a topic of news value. Some interviews are scripted, where the journalists has a clear idea of the story direction and is able to provide questions beforehand. Other interviews are exploratory, where the journalist is “fishing” for interesting facts or anecdotes from which to create a news story. Interviews can also be set up on the client’s behalf for its customers or partners, who can provide third party testimonials or case study interviews.
Lead Time
- Lead time required for preparing for an interview is a minimum of 2-3 weeks depending on the complexity of the subject.
Activity Plan
- Step 1: Client and EASTWEST identify opportunities for interviews
- Step 2: EASTWEST proposes target media and story angles to pitch
- Step 3: Client approves pitch
- Step 4: EASTWEST coordinates with the press and updates Client on media feedback
- Step 5: Once interview is secured, EASTWEST prepares a briefing document which summarizes the opportunity, journalist profile, interview logistics, key messages/ speaking points, anticipated or actual questions, interview tips and guidelines
- Step 6: EASTWEST preps the company spokesperson for the interview
- Step 7: EASTWEST facilitates the interview and submits a debrief report to Client
- Step 8: EASTWEST makes a follow-up call to know if the journalist needs more information or clarification, and to get an indication as to when the article will likely be published
Timeline
Results
Anticipated publication:
- Broadsheets: a few days to a couple of weeks
- Trade magazine: 1-2 months
Contact
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