The media is out for blood. In every crisis, the natural human reaction is to look for someone to blame and the media in Asia is no exception. Reporters are looking for culprits in the global financial meltdown.
Don’t let that keep you from giving interviews. It’s a great time to get your company’s name in the press and demonstrate your own leadership.
Here are some simple rules to help you not just survive tough interviews, but to get the most out of them.
1. Know the audience and figure out how to give them some really useful information. What trends do you see and what do you know about your industry that could be interesting to the audience.
“Over the next few months, there will be some significant consolidation among Asian suppliers.”
“The three things managers in our industry should do right now are…”
2. Plan your core messages so you can weave them into your answers seamlessly. You can’t get away with PR spin anymore in Asia and don’t memorize long messages so they sound rehearsed. Plan and practice those core messages.
3. Always use your company name at least once in the interview. A lot of people listen to rather than watch business TV.
“At ABC Software, our focus right now is Asia.”
“Customer service is vital and that’s our primary goal at 123 Corp.”
4. Keep it simple. Each answer should stick to one main point. Speak in clear, simple language without jargon or corporate buzzwords and keep your answers to 30-45 seconds. Your goal is to be clearly understood.
5. In print interviews, pay attention. Don’t open your email or scan the newspaper when you are talking to a reporter on the phone. Stay focused on what you are saying.
6. Don’t surprise your employees. Don’t tell a reporter something that isn’t known within your organization. You don’t want your staff to learn that there will be layoffs from a newspaper.
In Asia, companies used to hide from the media in down cycles. But increasingly companies in the region view interviews as good for the organization and good for your career. Watch other interviews and see what works for you as a viewer. Then practice, practice practice.
