All interviews by a journalist of your principal or organization should be monitored.
photo credit: Institute for Government
First, you must perform a check on any possible mis-readings or errors by the reporter. Second, monitoring the interview will provide you with a better understanding of the points your principal wants to stress. Finally, you will be able to perform a more effective follow-up with the reporter, something that can be especially important if the principal makes a mistake during the interview.
While monitoring the interview pay close attention to ensure the principal does not make any factual errors. If he or she gets a number or date wrong, you need to fix it. In the event the error occurs during a broadcast interview, it will be up to you to encourage the reporter not to make use of that particular sound bite.
At times you may need to either play up or play down certain points by your principal. This can be a challenge as reporters often view this strategy as a blatant form of spin. In some instances, you may have additional facts not mentioned by the principal that serve to strengthen the main point and will be relevant to the reporter. You can do this through the follow-up. By sending additional points through email you can reinforce points you would like to see appear within the story.
You also need to consider whether you want to record the interview. There may be little value in recording an interview unless it is a one-time interview and you anticipate a biased story. Blatantly recording an interview sends a message to the reporter that you do not trust them. If it is your goal to establish a long-term relationship with a reporter conducting an interview, you must work toward building a degree of trust. That may mean not recording the interview.
Reference: Media Relations Handbook, by Brad Fitch, Section 8.12 Things to Monitor during the Interview.
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