By Jessica Danielle

Savvy businesswomen know that sitting down for a chat with a reporter or blogger is a great way to promote their company. But far too many smart women go into media interviews underprepared. Talking to the media isn’t something to take lightly—even a short blurb from a small newspaper can go viral in today’s digital world. That means it’s imperative to be on point any time you interact with a member of the media. I’ve put together 5 quick tips to help ensure that your next interview is a success!

1. Set Goals for the Interview. 

As an entrepreneur, your main goal in an interview is to promote your business.  But beyond that, what do you what people to know about you or your company? What does your brand stand for? Before you sit down for an interview, think about what you’d like the audience take away from the conversation. Once you decide on a couple of ideal takeaways, jot them down along with a couple of supporting statements. For example if your product has won any awards that is certainly something you might want people to know.  If your company has rapidly grown from having just one employee to employing several people, that might be worth a mention as well.

2. Don’t Be Afraid to Brag.

Women are often taught that it’s not ladylike to boast about accomplishments. But if you want people to support your business one of your primary communications goals must be to get potential customers to understand what makes your product or service so great. During interviews, be sure to explain in clear terms why what you do is special and how it’s different from or better than your competitors.

3. Prepare for Controversial Questions.

Sometimes tough questions are a surprise but typically they’re not. Before the interview, make sure you prepare to be asked about scandals or conflicts of interest. Maybe the athlete you’re related to has received negative press as of late. Maybe you sell a product that raises eyebrows. Think about how to address the interviewer’s concern without completely avoiding the question or spending too much time on stuff you’d rather not discuss. For example, if you’re asked about reported troubles in your marriage, you may say something like “My husband and I are always working toward a better relationship. But one thing I can say is that he’s very supportive of my business.” Then proceed to guide the conversation back to the subject at hand.

4. Plug Your Business URL (if you have one) Instead of Your Social Media Account.

I’ve heard lots of communications folks suggest that business owners give their social media accounts at the end of interviews. That’s not necessarily a bad thing but it can be a distraction from where you really want folks to go – your business url. 3 years ago, mentioning your social media accounts would be a way to show that your business is modern. But now that social media use is standard for most companies, it’s better to emphasize your own URL so that people can immediately connect with you and your brand. Ideally, links to all of your social media accounts are prominently displayed on your company web site.

5. Research the Interviewer.

How best to approach an interview often depends on the interviewing style of journalist.  Before sitting down for the conversation check out some of their old interviews.  If there’s an audio link, give their previous shows a listen. Think about whether or not the interviewer is very talkative or relies on the subject to carry the conversation. Consider whether the interviewer is combative or collegial with folks. Having this information beforehand can keep you from getting caught off guard.