Expert Interview Fails: PR Pros’ Media Gold?

Unlocking Media Gold: Avoid These Expert Interview Fails

Are expert interviews with PR professionals a black box for your marketing team? Do you struggle to convert those interviews into tangible results like increased brand awareness, lead generation, or even just positive press? You’re not alone. Many companies waste valuable time and resources on expert interviews that fall flat. The good news is, with the right approach, you can turn those interviews into marketing gold.

The Problem: Wasted Expertise and Missed Opportunities

The core issue is simple: many companies treat expert interviews as a box to check, not a strategic opportunity. They secure the interview, ask a few surface-level questions, and then wonder why the resulting coverage doesn’t move the needle. This often stems from a lack of preparation, a misunderstanding of the media landscape, and a failure to align the interview with specific marketing goals.

Think about it: you have a highly knowledgeable expert within your organization. Journalists are clamoring for insights. But if you don’t connect the dots effectively, that expertise sits idle, and your competitors reap the rewards. For more on this, see how earned media can boost traffic.

What Went Wrong First: The “Spray and Pray” Approach

Before we dive into the solution, let’s talk about what doesn’t work. I’ve seen countless companies make these mistakes, and they all lead to the same place: wasted time and missed opportunities.

• Generic Pitches: Sending the same pitch to every journalist, regardless of their beat or audience. I once had a client, a cybersecurity firm, pitch a story about ransomware to a lifestyle blogger. Unsurprisingly, it didn’t land.
• Lack of Media Training: Throwing an expert in front of a reporter without any preparation. This can lead to rambling answers, missed opportunities to highlight key messages, and even accidental misstatements.
• Ignoring the Journalist’s Needs: Failing to research the journalist’s previous work or understand their editorial calendar. This results in pitches that are irrelevant and annoying.
• No Follow-Up: Assuming that the interview is the end of the process. Building relationships with journalists requires consistent communication and follow-up.
• Focusing on Features, Not Benefits: Experts often get bogged down in technical details. The key is to translate those details into tangible benefits for the audience.

The Solution: A Strategic Approach to Expert Interviews

Here’s a step-by-step approach to turning expert interviews into a powerful marketing tool.

Step 1: Define Your Goals and Target Audience

Before you even think about contacting a journalist, you need to define your goals. What do you want to achieve with this interview? Increased brand awareness? Lead generation? Improved search engine rankings? Your goals will inform your target audience and the types of publications you should target.

For example, if you’re a fintech company targeting small business owners in the metro Atlanta area, you might focus on publications like the Atlanta Business Chronicle or local business blogs. If your goal is to generate leads, you might target industry-specific publications that cater to your ideal customer profile. For tips on reaching this local audience, see “Nail Your Marketing, Grow Faster.”

Step 2: Identify Your Experts and Develop Key Messages

Who in your organization is best suited to speak on a particular topic? Consider their expertise, communication skills, and willingness to participate in media interviews. Once you’ve identified your experts, work with them to develop key messages that align with your marketing goals. These messages should be concise, memorable, and relevant to the target audience.

Step 3: Research Journalists and Publications

Don’t just blindly pitch every journalist you can find. Take the time to research their previous work, understand their beat, and identify their editorial calendar. Look for journalists who have covered similar topics in the past and who have a track record of producing high-quality content. Tools like Meltwater and Cision can be helpful for this research, although I’ve found that a targeted Google search and some good old-fashioned LinkedIn stalking can be just as effective.

Step 4: Craft a Compelling Pitch

Your pitch is your first impression, so make it count. Start with a strong hook that grabs the journalist’s attention. Highlight the unique expertise of your expert and explain why their insights are relevant to the journalist’s audience. Be sure to tailor your pitch to the specific publication and journalist you’re targeting.

Here’s an example:

“Hi [Journalist Name],

I’m reaching out because I saw your recent article on the challenges facing small businesses in Atlanta. My client, [Expert Name], is the CEO of [Company Name], a local fintech company that helps small businesses manage their finances. He has some unique insights on how small businesses can leverage technology to overcome these challenges, particularly in light of the recent changes to the Georgia Small Business Tax Credit (O.C.G.A. Section 48-7-40.26). Would you be interested in speaking with him for a potential story?”

Step 5: Prepare Your Expert for the Interview

Once you’ve secured an interview, it’s crucial to prepare your expert. Conduct a mock interview to help them practice their talking points and anticipate potential questions. Provide them with background information on the journalist and publication, and remind them to stay on message. If you need help nailing your pitch, we have some secrets for you.

Here’s what nobody tells you: even the most seasoned experts can get nervous in front of a reporter. A little preparation can go a long way.

Step 6: Follow Up and Build Relationships

After the interview, send a thank-you note to the journalist and offer to provide any additional information they may need. This is also a great opportunity to build a relationship with the journalist and position yourself as a valuable resource for future stories.

Step 7: Measure Your Results

How do you know if your expert interviews are actually working? Track your results! Monitor media coverage, website traffic, lead generation, and social media engagement. Use this data to refine your strategy and improve your results over time.

The Measurable Results: A Case Study

I had a client last year, a healthcare technology company based in the Buckhead area of Atlanta, that was struggling to get media coverage. They had a great product, but nobody knew about it. We implemented the strategic approach outlined above, focusing on targeted pitches to healthcare industry publications and local news outlets.

Within six months, we secured interviews with Healthcare IT News, the Atlanta Journal-Constitution, and several other influential publications. As a result, the company’s website traffic increased by 40%, lead generation increased by 25%, and their brand awareness skyrocketed. The CEO even received an invitation to speak at a major industry conference, which further solidified their position as a thought leader. We used Google Analytics 4 and HubSpot to track the metrics.

The key was not just getting the interviews, but ensuring that the interviews were strategic, well-prepared, and aligned with the company’s overall marketing goals. If you want to drive results you can measure, you have to follow these steps.

Expert Advice: A Word of Caution

Remember, building relationships with journalists takes time and effort. Don’t expect overnight success. Be patient, persistent, and always be respectful of their time. And for goodness’ sake, don’t send them press releases that are riddled with typos! I once received a pitch that misspelled the name of the journalist I was pitching to. (Yes, really.)

The secret weapon in your marketing arsenal isn’t just the expert, it’s the strategic plan that puts them in the right spotlight. It’s about understanding the media, crafting a compelling narrative, and building lasting relationships. Skip the wishful thinking and embrace a process that delivers real, measurable results. Your bottom line will thank you.