Public relations (PR) has always been about fostering positive relationships between a brand and its audience. However, with the increasingly digital nature of our world, PR strategies must evolve. Among the many tools available to PR professionals, interviews stand out as an incredibly impactful method to build credibility, strengthen brand visibility, and establish authority in an industry.
This blog explores the importance of interviews in PR, providing insights into their role, why they matter, and how you can effectively prepare for them to enhance your brand’s reputation.
Understanding Interviews in PR
Interviews have long been a staple of public relations. As tools for communication, they allow brands, executives, and thought leaders to present their vision to the public through trusted media platforms.
Building Credibility and Trust
An interview is a unique opportunity to connect directly with an audience through the media. When a brand spokesperson is interviewed, either by a journalist or a relevant figure in the industry, it sends a strong signal of credibility. People tend to trust information shared by recognized media outlets, which makes interviews an excellent platform to position a brand as authentic, knowledgeable, and trustworthy.
Traditional vs. Digital Media Interviews
The world of interviews has changed significantly with the rise of digital media. Traditional channels, such as television, radio, and newspapers, still hold significant importance, but digital platforms like podcasts, webinars, and livestreams also offer massive PR potential. Digital interviews often allow for greater reach, targeting niche audiences and providing more flexible formats.
Why Interviews Matter
Interviews are not just about exposure; they are about building long-term relationships with an audience and establishing authority.
Enhancing Visibility and Reach
Interviews immediately extend your brand’s reach. Whether it’s a feature in a widely read publication or a snippet on social media, your message reaches more people than it could through independent efforts. Presence in interviews also improves SEO, as it builds high-quality backlinks to your site and boosts content visibility on search engines.
Thought Leadership and Industry Positioning
When you or your brand representatives are consistently interviewed on industry-related topics, you build a reputation as a thought leader. Over time, this can position your brand as the go-to authority in your field. Thought leadership cultivated through interviews opens doors to more speaking engagements, exclusive collaborations, and media opportunities.
Preparing for an Interview
Preparation is the key to a successful interview. PR professionals and small business owners alike must treat media engagements as strategic opportunities to communicate their message effectively.
Key Strategies for Preparation
- Message Crafting: Clearly define the key messages you want the audience to take away from the interview. Focus on delivering concise and memorable soundbites.
- Know Your Audience: Research the audience of the media outlet and tailor your messaging to align with their interests and expectations.
- Media Training: Invest in media training to develop communication skills, proper body language, and a professional presence.
- Anticipate Questions: Think ahead to potential questions, including tricky ones, and practice responding to them. This will help you stay confident and composed.
Executing a Successful Interview
The actual interview day is where all your preparation is tested. Here are the dos and don’ts to keep in mind for a polished performance.
Dos
- Be Authentic: Speak honestly and with authority about your subject. Audiences connect better with authenticity.
- Create Rapport: Build a friendly connection with the interviewer. A positive interaction can lead to better engagement.
- Bridge Back to Key Messages: Seamlessly guide the conversation back to your key talking points, ensuring your main message is passed on to the audience.
Don’ts
- Avoid Rambling: Keep your responses concise and focused. Long-winded answers may dilute your message.
- Don’t Guess: If you’re unsure about something, admit it instead of guessing and spreading misinformation.
- Stay Professional: Whatever the tone of the interview, maintain a professional attitude throughout.
The Aftermath
Once the interview is over, the work isn’t done yet. Post-interview efforts play a critical role in maximizing its value for your PR campaign.
Follow Up
Send a thank-you note to the interviewer, expressing gratitude for the opportunity. This gesture strengthens professional relationships and leaves a lasting impression.
Leverage the Interview
Repurpose the content by sharing it on social media, embedding it on your company website, or featuring it in newsletters. Highlight any positive takeaways in future PR materials to keep the momentum going.
Measure the Impact
Use analytics to measure the success of the interview. Key metrics include engagement rates, views, shares, and the impact it had on your brand’s visibility. This data will inform and improve your future PR strategies.
Case Studies and Success Stories
Nothing underscores the value of interviews more than real-world success stories.
Example 1 – Building a Global Thought Leader
A fintech company wanted to establish its CEO as a thought leader in the industry. After a series of carefully planned interviews with global business publications, the CEO saw increased invitations to industry panels, and the company’s website traffic surged by 35%.
Example 2 – Reviving a Struggling Small Business
A family-owned bakery struggled to stay afloat during the pandemic. A radio interview with the owner introduced the bakery’s story to a larger audience, leading to overwhelming local support and a 50% increase in sales.
These examples illustrate the potential of interviews to create real impact in PR campaigns, regardless of the size or scale of the business.
Leverage Interviews to Amplify Your PR Strategy
Interviews are a powerful tool for any PR effort. They build trust, enhance visibility, and establish authority, all while fostering meaningful connections between your brand and its audience. By preparing effectively, delivering your message authentically, and maximizing the post-interview potential, you can turn interviews into a cornerstone of your PR strategy.
For PR professionals, digital marketers, and small business owners, this isn’t a tactic to overlook—it’s time to incorporate interviews into your strategy and watch your brand reputation soar.
Do you have additional tips or experiences to share about how interviews have shaped your PR efforts? Drop a comment below—we’d love to hear your insights!
