Every media interview offers opportunities for the interviewee. Whether you are a small business owner, CEO, mid-level executive or a high-profile individual, positive media coverage can be a boost. That’s why so many people desire it.  Sometimes the media come calling.  Other times you may opt to be your own producer and spread your news via your social media platforms.  Often a mix of traditional media coverage and a high social media presence is best.

Before you agree to any media interview, ask yourself some key questions.

• What is your motivation for doing the media interview?
• How will you measure the impact of media coverage?
• What medium is best suited for your messaging?
• Will the public relate to that messaging?
• Are you the best spokesperson for your firm?
• Do the media outlet’s demographics match up with those of your company?
• Have you been media-trained to work out the kinks before your actual interview?

There are risks associated with media interviews that should also be considered before sitting for an interview. Some stakeholders may not like what you have to say.  Your image may be hurt and there could be personal and professional consequences.

Consider a few high profile interviews in the news recently that have made an impact, but not necessarily for the better.

• Prince Harry did a one-on-one interview with the BBC after losing his legal fight for high-level police protection for himself, his wife and children while in Britain. Prince Harry expressed his concerns about safety but also talked about his father, King Charles’ health and their relationship.  How the public reacted to the interview may have depended on which side of the Pond they live . It doesn’t appear to be sitting well with Brits according to news reports. He may have been motivated by a desire for family reconciliation. Of course this is no ordinary family.  It was a high-risk interview to be sure.
• Coach Bill Belichick is reportedly seeking PR help after his interview with CBS went viral.  His much younger girlfriend accompanied him and from the sidelines, objected when  questions about their relationship were asked. It’s not unusual for a high-profile person to have a manager or PR rep in tow at interviews.  But this came off differently for some. Fair or not, questions were raised about her control over the 73 year old. 

Clearly stakes can be high for media interviews, but that doesn’t mean you should shy away from them.  Think about the big picture.  You and your business can really benefit from added exposure.  That said, you need to be fully prepared.  This includes going through mock interviews with a communications professional, selecting the right media outlet and learning to quickly recover if things go wrong.