Marketing & Communications Centre > Marketing Essentials > Help Sheets > After the Interview

After the Interview

When your group is lucky enough to be the subject of an interview, it is important you realise that your work does not end when the interview does.

Your community group or organisation has to also be ready to follow up that interview in order to give the best possible chance for the media to provide the type of coverage you want them to.

What to do After the Interview

In many respects it should be your media co-ordinator's job to look after anything that needs to be done after your spokesperson has been interviewed. However, there are some times where it will be up to your spokesperson to follow through on certain things.

The tasks that need to be done are varied, but are aimed at making the coverage your group receives the best it can possibly be.

Among the bases you need to have covered are:

Make sure any requests for pictures/vision are catered for.

This is particularly important if the interview has occurred "on location" or as part of a press conference. Most of the time the media will want to take the opportunity presented by having a representative of your group on-site to organise a photo or film some vision.

If the interview is over the phone to a newspaper for example, the journalist may wish to organise a time and location with your spokesperson for a photograph.

Your group should try as hard as possible to cater to this request – pictures are an important component of media coverage, and a good picture can see it and your story that accompanies it shifted closer to the front of the paper.

Offer to provide follow-up information or a further interview if needed – and mean it.

There might be times where the media wants to clarify a quote, make certain of a figure you've used or simply just ask a couple of extra questions.

Your spokesperson should welcome any opportunities to do this, and should invite the journalist to ring back if they do need more information.

Not only does that open the door for the journalist if they do have any further questions – or need more information – but it paints your group as one which is open and inclusive of the media, and welcomes any opportunities to help.

Offer to send copies of figures, hard-to-understand information, or documents that are central to your story, to the journalist by fax or email.

Numbers are the easiest sort of information to get wrong. Zeroes get left off (or added), percentages are accidentally misrepresented.

Not only that, but sometimes there is some hard-to-understand information or documents that are only really clear when viewed by the journalist themselves.

A good idea is to, during the interview; offer to send this type of information to the journalist or media organisation by fax or email. Then, after the interview, gather that information and do so.

That way, your group is helping to ensure the information the media puts out into the public is accurate and does not misrepresent it.

If interviews occurred at a formal media event, send out information or media packs to those who could not make it, or ring them and offer to be interviewed or photographed.

Not only is it good manners to do this, but it is also smart.

Sometimes double bookings and other obstacles simply mean that a certain media outlet or journalist contact cannot make it to an event – and therefore may miss out on an interview opportunity.

This means the coverage your group will receive in that media outlet will be significantly less - or even nothing at all.

A simple call from your spokesperson or media co-ordinator after the event can help your group get a second chance at hitting the target.

Follow up good interviews or stories with a thank you.

Journalists don't get a lot of thank yous. In fact, even the nicest and most professional of journalist are more likely to cop criticism than receive gratitude.

A simple phone call to say "thanks" can mean a bit to the journalist who has put in a lot of time and effort on the story about your group.

Not only that, but a thank you means the journalist is more likely to remember working with your group, and increases your chances of good coverage next time around.

Update your media contact book if needed.

If you have met new contacts or been in touch with new media outlets, it's a good time after the interview is over to update your media contact book with these new or changed details.

This means that next time your group has interviews or special events coming up you can send the information to even more contacts.

For more information on media contact books refer to the Media & Marketing help sheets Creating a Media Contact Book and Using Your Media Contact Book.

The information contained on this site is subject to change. Our Community will not be liable for any loss or damage whatsoever coming from reliance placed on all or part of its contents.