5 Steps to Ace Your Next Press Interview
1. Read the News
Acing an interview takes more than just knowledge of one’s own company. It takes awareness of national business news as well as mortgage industry news in order to keep abreast of what’s on reporters’ minds. That way, you can anticipate the context of interviews and provide thoughtful insight. Keep in mind that reporters don’t want to hear a presentation – they want to know how you can help them write stories that are relevant and interesting.
2. Keep Up With Market Forecasts
Beyond the news, keep up with economic and housing forecasts that affect your business, including existing home sales, housing starts, mortgage origination volume, interest rates and job creation, among others. Use breaking news on forecasts to put your discussions with reporters on mortgage topics into context with market trends.
3. Address the Big Picture
Whatever topic you may want to address, be sure to expand that discussion to include relevant big picture issues that make for a good story for a reporter. Remember, it’s not all about your widget, but more so about how your widget or service fits into the big picture.
4. Put Your Message in Context
Don’t assume that a reporter understands the and business operations of your company or the interplay of forces in your particular space. Provide them with clear and concise insights on how a new mortgage product or market demand will impact your business or those of others, or how it will impact compliance, equity or the value of mortgage servicing rights, etc.
5. Speak Clearly and Slowly
It doesn’t matter how much you know if a reporter is not able to understand it and take notes while you speak. So focus on your delivery. And speak at a pace that makes it easy for a reporter to take notes and listen to what you’re saying.
When it comes time to meet the press, be sure to make a great impression. If you need help capturing the attention of the media, preparing for interviews or need to increase your company’s press exposure, we can help. Simply reach out to us.
By Rosalie Berg, President, Strategic Vantage