Interview as a Communication Tool

Public relations professionals make use of media interviews to get the organization's message across and enhance its image. Such interviews can result because a spokesperson is invited to appear on a talk program or asked to respond to key questions in an interview format. A second way they occur is for practitioners to pitch the interview to producers who are looking for interesting personalities to put on talk programs.

Television (national and local cable networks), radio, print and the Internet provide opportunities for interviews. Public relations practitioners arrange for members of their organization to be interviewed by the media by maintaining an active media relations program. Media relations can be defined as “working with mass media in seeking publicity or responding to their interests in the organization” (Wilcox, Cameron, Ault, & Agee, 2003, p. 8). A practitioner must have an updated media list and keep in touch to know the shows/columns, the type of audience targeted, the time constraints, format used for interviewing, and so forth.

With a well-cultivated relationship, it is easier for public relations professionals to successfully pitch (present and sell) interview ideas for their clients. Public relations practitioners need to focus their pitch to media by highlighting benefits to the audience rather than assuming a self-serving role on behalf of the organization.

Television shows today are replete with celebrities, making it difficult for public relations professionals to sell their non-glamorous, corporate clients. However, the practitioner can look to local TV stations and radio to get the message across. With thousands of radio stations in the United States, it is relatively easy to reach targeted audiences.

The public relations practitioner's job does not end with getting the placement. He/she then approaches the required media professionals to give them basic information so that the interview appears “spontaneous, conversational and natural” (Anderson, 1991, p. 19). The next step is coaching the interviewee for the interview (also called media training). This ensures that the interviewee is comfortable and has a good grasp of the subject. Public relations practitioners may want to conduct mock interviews beforehand. It also helps to decide in advance key messages that the organization wants to convey through the interview. The interviewee can then try to incorporate them into his or her answers. It is essential to consider the target audience while framing these answers. An interviewee's appearance plays a dominant role in the success of the interview, especially in the case of a broadcast interview. Body language, tone, and attire speak a lot louder than words. It is also advisable to decide in advance how to deal with awkward questions.

On the day of the interview, public relations practitioners may be present to smooth over any glitch during the interview. Some practitioners also prefer to audiotape the interview to clear up subsequent misunderstandings. The interviewer should be informed that the client is also taping the interview.

Finally, practitioners need to ensure that the interview was aired/printed appropriately and should use evaluation research to gauge its effect on the public.