12 do’s and don’ts for B2B editorial interviews

Editor’s note: This is an excerpt from a resource guide available on our website. To learn more about preparing for editorial interviews and how to follow up once the interview is complete, check out the full guide: https://www.koroberi.com/resources/editorial-interviews/

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Imagine you’re preparing to speak with editors at your biggest trade show of the year, or maybe you just got a request to interview with a reporter for a feature story. It’s perfectly normal to feel a little nervous in these situations, especially if you’ve never spoken with the media before.

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Media training and interview prep are useful tools that can go a long way toward successful interview engagements. But in case you need some basic pointers in a pinch, here are 12 do’s and don’ts to keep in mind.

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1.???? Do save the sales pitch for customer conversations

Writers are not looking for an interaction that feels like a product infomercial or advertisement. They’re looking to equip readers with industry insights that help them to do their jobs better. If they get responses that are too self-promotional and salesy, the writer is unlikely to come calling again.

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2.???? Don’t force it

Don’t force key points into the interview if they don’t come up naturally as part of the conversation. Let things unfold organically - you can always bring up important points at the end or bridge to them as the opportunity arises. Remember that the interview is a conversation, and that the reporter may take it in a slightly different direction as the dialogue flows.

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3.???? Do be a good teacher

You are the subject matter expert (SME). The writer, editor and audience will all have different levels of understanding of the subject matter, so you’ll likely end up doing some teaching. Providing clear, simple explanations and practical examples ensures a common foundation, and could also lead the writer back to your company if they need technical explanations in the future.

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4.???? Don’t use superlative claims

Claims like “we’re the best/fastest/most effective” lack substance if you don’t have specific evidence to back up your assertion. Instead, explain why your solution or service is so great and let the editor come to their own conclusion. Referencing a feature or benefit that you can substantiate with an explanation is a great practice.

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5.???? Do use bridging to refocus on key messages

Bridging allows you to transition from a difficult question back to the talking points you prepared. For example, if a reporter asks you about a controversial topic, you can acknowledge the question and then pivot by using phrases like “Before we get off the subject…” or “I wouldn’t say that, but I would say…”

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See an example here: https://youtu.be/MPorU1E9WwA?si=CE_HWa9HtizaOfJm&t=504

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6.???? Don’t go off the record

It’s best to only share information that you are confident can be published publicly. If a reporter asks you to share information that can’t be publicly disclosed or published, politely clarify that you aren’t able to speak to that and direct the conversation back towards topics you can address.?

7.???? Do use flagging to emphasize phrases

Flagging sends up a verbal flare to the reporter that you’re about to say something important that could be used as a quote or a soundbite. You can flag talking points by using phrases like “The main point is…” or “The most important thing to remember is…”

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See an example here: https://youtu.be/h3B2-_SLRBQ

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8.???? Don’t misrepresent your brand or product

Quite simply, don’t exaggerate, make anything up or say something about your brand or products that will get you in trouble with your bosses. If everything you say is true and supports the customer-facing story you want to tell, you’ll be okay.

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9.???? Do summarize your key points

At the end of your interview, you can quickly summarize your key points for the reporter. This helps hammer home important messages and sends the reporter one final signal about what to include as your contribution.

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See an example here: https://youtu.be/-yEHH3GDMVI?si=yjdyoMpKpj4oB2du&t=169

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10.? Don’t be defensive

A defensive tone can quickly turn an interview from a friendly affair to a combative one, which could ultimately complicate your relationship with the outlet and your future coverage.

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11.? Do ask questions

The interviewer will be more engaged if the conversation is a two-way street. Asking questions gives you an opportunity to talk about the future and give the publication a better understanding of where your company’s input can fit into their coverage.

12.? Don’t talk negatively about competition

It reflects poorly on your own brand and opens the door for competitors to take center stage in the bigger story.