Having to answer questions from the media can be nerve-wracking. As a public affairs professional, it is essential that you meticulously prepare SMEs for interviews from start to finish. When working with an SME, you will have additional tasks to understand and complete along with the fundamental interview tasks. For a refresher on interview fundamentals, refer to Successful Interviews 101.
Review the steps below to fully prepare an SME for their next interview.
Do the groundwork.
A successful interview begins with extensive planning. The more prepared an SME is, the more confident and relaxed they will be, ensuring a smooth interview. This includes scouting, securing and sanitizing locations, rehearsing interview choreography and accounting for all security protocols.
Additionally, you can follow a checklist to set an SME up for interview success by briefing them on the reporter's background and focus. Additionally, review ground rules for the interview, including length, topic, on/off-the-record terms, attribution and security, accuracy, propriety and policy.
Create a briefing card.
Construct briefing cards to prepare SMEs to give public statements and interviews. A briefing card is a concise, informative resource that an SME can use during an interview. When creating a briefing card for an SME, ensure you receive direct input from them. An SME has the best insight into the depth of detail needed in the briefing card; an on-point briefing card contains those details. Refer to the briefing card template to ensure you capture all needed background information as well as the end state, public statement, theme, command message and talking points.
Rehearse and refine.
Practicing interview skills and techniques before interacting with the media aids in an effortless performance during media interviews. Techniques such as hooking, bridging and flagging help an SME place extra emphasis on key points while talking to the reporter. Provide feedback to SMEs so they can learn from and improve their delivery for future interviews.
Manage the day of.
The day of an interview can be hectic. Still, it is your job as a public affairs professional to manage the chaos and seamlessly facilitate interviews on that day. Introduce the SME to the interviewer, monitor the interview, close the interview and provide the SME with constructive feedback after the interview. You should also inform the interviewer that they should contact you as the facilitator (not the SME) for any follow-up questions.
Dig into each of the following resources every step of the way when preparing for your next SME interview.