The trade press plays an important role in many industries and sectors but is often overlooked when it comes to media interviews.
However modern business owners will often have far more engagement on an ongoing basis with people who work for the trade press across a variety of different sectors and industries. Getting your point of view across and making an impact here is often critical for the reputation of your organisation.
Tips for Getting Trade Press Interviews Right First Time
Trade press interviews have one big advantage. They are much more likely to get your message out in front of the customers that matter.
- It’s the trade press that impacts your customer’s everyday life that is important, not the trade press that deals with your particular industry. It’s important to know, therefore, what is being talked about and how this relates to your business and what you need to say.
- There will generally be a peg issue that has led to the press interview and you need to be fully aware of this. It could an issue like a change in the law, something someone has said on the news or a product or service launch that has taken the industry by storm.
- Language is important in any interview but it’s even more critical in trade press interviews. You may want to understand better how things are put across and the terminology used for the industry you are dealing with. When speaking, however, try to keep yourself as jargon-free as possible, speak plain English and get your point of view across clearly and concisely.
- Interviewers can always come up with facts and figures to highlight their points and it’s important to have some knowledge of these and how they pertain to what you are discussing. You may also have original research yourself that you know isn’t yet in the public domain but be careful in providing the correct sources and attributions to your interviewer.
Use Stories and Anecdotes
As with any media interview, you mustn’t come across like an automaton. Try to bring your personal stories and anecdotes into the mix (as long as they relate to the question at hand) so you can better explain your position and appear more human.
In all cases, one of your key aims will be to deliver value for your interviewer or journalist (and the reader). This could mean providing them with research material, high-resolution images or other materials that might be useful.
It’s also important not to try and waffle your way through issues that you have no understanding of or connection to, even if you are asked your opinion. Avoid anything that seems like gossip or isn’t substantiated by the facts as it may well turn up in a trade journal as a direct quote.
Finally, unlike in the national media, journalists will often give advanced sight of any copy they are intending to publish, and you can offer to check it for accuracy. It’s important that you don’t come across as someone who wants to interfere here, but you can at least have a modicum of control over the final copy is produced if you use the right approach.
To get the best training in dealing with all types of media including trade press, talk to the experienced media training team at Hawkeye today to book your sessions.