Before the Interview
At the time the interview is scheduled, or prior to the interview,
hone the reporter to confirm the time and place. Ask if video or still
photographers will accompany the reporter. If so, ask if the chorus
should wear a performance costume, traveling costume or rehearsal
clothes for photographers or videographers. Ask what questions the
reporter will be asking so that your chorus spokesperson will be able
to have information available and not waste the reporter's time.
If the reporter chooses not to disclose specific questions, ask what
will be the focus of the story.
If neither specific questions nor focus can be determined, try to
anticipate questions by contacting members of the PR/marketing support
system for advice and assistance. Write down questions and answers
and discuss them with your spokesperson.
Provide your spokesperson with any information on the reporter's
personality from previous dealings. For example, "The reporter
may appear distracted, but he is actually listening to every word
you say." Or, "This reporter was burned with a no-show from
our chorus three years ago, so we plan to arrive early and with a
chorus t-shirt for her."
Even for soft feature stories, the reporter's job is to get the whole
story, often by talking to a variety of people: families of members,
guests at rehearsal, competing chorus members, owners of the building
where you rehearse.
Remember, "I don't know" is a good answer. Then add, "I'll
call back with the information you need."
Some reporters may ask questions that have nothing to do with your
chorus' objectives for the interview. Provide your spokesperson with
the objectives in writing to assist her in wording answers to difficult
or inane questions.
For example, a television reporter is interviewing a winning regional
quartet before their trip to an international competition:
Reporter: Bass? You sing bass? How low can you sing?
Quartet: Let us demonstrate. (the quartet sings an intro or tag with
a low bass part.)
The demonstration is much more effective than naming notes or simply
having the bass sing a low note. The PR/marketing chair has told the
quartet several things in preparation for the interview:
