PR Pros Unlock Marketing Gold: Expert Interview Guide

Want to amplify your brand’s message and secure valuable media coverage? A powerful strategy involves incorporating expert interviews with PR professionals into your overall marketing efforts. However, simply scheduling an interview isn’t enough; you need a structured approach to maximize its impact. How do you transform those insights into a goldmine of content and brand visibility?

Step 1: Setting Up Your BrandVoice Studio Account

Creating Your Profile

First, head over to BrandVoice Studio. If you don’t already have an account, you’ll need to create one. Click the “Sign Up” button on the homepage. You’ll be prompted to enter your name, company email, and a secure password. Once you verify your email address (check your spam folder!), you can log in.

Optimizing Your Profile for PR Matching

This is critical. You want to attract the right PR professionals. After logging in, navigate to your profile settings by clicking your avatar in the top-right corner and selecting “Edit Profile”. Here, you’ll find several key fields to complete. Make sure your “Job Title” accurately reflects your role (e.g., “Marketing Director,” “Communications Manager”). Add a professional headshot – a clear, well-lit photo makes a huge difference. In the “Bio” section, provide a detailed overview of your company, its mission, and your marketing goals. Be specific about the types of PR expertise you’re seeking. For example, “We’re looking for professionals with experience in the tech industry, specifically those who have secured coverage in publications like TechCrunch and Wired.” Finally, under “Areas of Expertise,” select relevant keywords such as “Public Relations,” “Media Relations,” “Content Marketing,” and “Crisis Communications.” The more detailed you are, the better BrandVoice Studio’s algorithm can match you with the right PR professionals.

Pro Tip: Don’t skimp on the bio! PR pros use this to quickly assess if your company is a good fit for their expertise and network. A generic bio screams “we didn’t put any effort into this.”

Step 2: Using the Expert Interview Builder

Accessing the Interview Builder

BrandVoice Studio’s “Expert Interview Builder” is your secret weapon. From your dashboard, click the “Create New” button. A dropdown menu will appear; select “Expert Interview Project.” This opens the Interview Builder interface.

Defining Your Interview Objectives

The first section asks you to define your interview objectives. Be crystal clear about what you hope to achieve. For example, “Generate insights for a blog post about the future of AI in marketing” or “Gather expert opinions on the best practices for crisis communications in the healthcare industry.” In the “Project Description” field, provide context about your project and target audience. For instance, “We’re creating a blog post for marketing professionals aged 25-45 who are interested in learning about the latest AI trends.”

Crafting Targeted Interview Questions

This is where you’ll spend most of your time. The Interview Builder allows you to add multiple questions, each with its own description and question type (e.g., open-ended, multiple choice, rating scale). Focus on asking open-ended questions that encourage detailed responses. Avoid leading questions or questions that can be answered with a simple “yes” or “no.” For example, instead of asking “Do you think AI will be important in marketing?”, ask “How do you see AI impacting the marketing industry over the next five years?” Consider including questions about specific local examples. “Have you seen any successful PR campaigns in the Atlanta metro area recently?” I had a client last year who was struggling to get media coverage in Atlanta. We used BrandVoice Studio to interview a local PR pro who gave us insider tips on how to pitch local journalists. It made a huge difference!

Common Mistake: Asking generic questions that yield generic answers. The more specific your questions, the more valuable the insights you’ll receive.

Selecting Interview Format and Scheduling

BrandVoice Studio offers several interview formats: text-based, audio, and video. Select the format that best suits your needs and budget. Video interviews tend to be more engaging but require more preparation and resources. Once you’ve chosen a format, you can use the built-in scheduling tool to send invitations to potential interviewees. The scheduling tool integrates with Google Calendar and Outlook, making it easy to find a time that works for everyone. I generally offer at least three different time slots to increase the likelihood of securing an interview.

Expected Outcome: A well-defined interview plan with targeted questions and a confirmed interview schedule.

Step 3: Conducting the Interview

Using the BrandVoice Studio Interview Interface

On the day of the interview, log in to BrandVoice Studio and navigate to your project dashboard. Click the “Start Interview” button to launch the interview interface. The interface provides a clean, distraction-free environment for conducting the interview. You’ll see your questions displayed on the screen, along with a recording button (if you’re conducting an audio or video interview). During the interview, take detailed notes. BrandVoice Studio has a note-taking feature built-in, which allows you to jot down key points and highlight important quotes. Make sure to get explicit permission to record the interview, and reiterate how the content will be used. Nobody wants to be surprised by an unflattering quote on a billboard.

Active Listening and Follow-Up Questions

Don’t just read your questions verbatim. Engage in active listening. Pay attention to the PR professional’s responses and ask follow-up questions to clarify their points or delve deeper into specific topics. For example, if they mention a particular PR strategy, ask them to provide a concrete example or explain how it can be applied to different industries. We ran into this exact issue at my previous firm. We were so focused on sticking to our prepared questions that we missed several opportunities to explore interesting tangents. Learn from our mistake!

Handling Technical Difficulties

Inevitably, technical difficulties will arise. Be prepared to troubleshoot common issues such as audio problems, video glitches, or connectivity issues. Have a backup plan in place, such as using a different microphone or switching to a phone call. If technical difficulties become too disruptive, reschedule the interview. It’s better to postpone than to conduct a subpar interview.

Pro Tip: Send a reminder email to the interviewee 24 hours before the interview. Include a link to the BrandVoice Studio interview interface and any relevant instructions.

Step 4: Extracting and Repurposing Key Quotes

Using the Quote Extraction Tool

After the interview, BrandVoice Studio automatically transcribes the audio or video recording (if applicable). This transcription is invaluable for extracting key quotes. The Quote Extraction Tool allows you to highlight specific sections of the transcript and save them as quotes. You can then categorize these quotes based on different themes or topics. For example, you might create categories such as “AI Trends,” “Crisis Communications,” and “Media Relations Strategies.” The benefits of focusing on the right actionable marketing insights are huge.

Creating Marketing Assets from Interview Content

This is where the magic happens. Once you’ve extracted the key quotes, you can repurpose them into a variety of marketing assets. Here are a few ideas:

1. Blog Posts: Use the quotes to support your own arguments and provide expert insights.
2. Social Media Snippets: Share bite-sized quotes on platforms like LinkedIn and X.
3. Infographics: Create visually appealing infographics that highlight key statistics and insights from the interview.
4. Email Newsletters: Include quotes in your email newsletters to engage your subscribers.
5. Case Studies: Develop case studies that showcase how PR professionals have helped businesses achieve their marketing goals.

A Nielsen report found that content featuring expert opinions is 58% more likely to be shared on social media. Don’t miss out on this opportunity to amplify your message!

Common Mistake: Only using the interview content for one purpose. Repurposing is key to maximizing its value.

Case Study: Revitalizing a Local Restaurant’s Image

The iconic Atlanta diner, The Majestic, was facing declining customer loyalty after some negative online reviews. They engaged a PR firm through BrandVoice Studio. The firm’s first step was conducting interviews with local food critics and bloggers, using the BrandVoice Studio platform. The interview questions focused on the diner’s strengths and areas for improvement. Key quotes were extracted highlighting the diner’s history and community ties. These quotes were then used in a targeted social media campaign emphasizing the restaurant’s legacy. The campaign resulted in a 20% increase in positive online reviews within three months and a noticeable uptick in foot traffic, particularly during lunch hours. The total cost of the campaign, including the BrandVoice Studio subscription and the PR firm’s fees, was $5,000. Worth every penny, they said.

Step 5: Promoting Your Content

Optimizing Your Content for Search Engines

Before publishing your content, make sure it’s optimized for search engines. Conduct keyword research to identify relevant keywords and incorporate them into your titles, headings, and body text. Use a tool like Semrush or Ahrefs (or the built-in SEO checker in BrandVoice Studio Premium) to analyze your content and identify areas for improvement. According to HubSpot, businesses that blog consistently generate 67% more leads than those that don’t. Make sure your blog is SEO-friendly!

Sharing Your Content on Social Media

Promote your content on social media platforms like LinkedIn, X, and Instagram. Tailor your messaging to each platform and use relevant hashtags to reach a wider audience. Consider running targeted ad campaigns to boost your reach and engagement. Meta Business Help Center offers detailed guides on creating effective ad campaigns. You can even boost social media engagement for Atlanta professionals.

Reaching Out to Media Outlets

Don’t forget to pitch your content to media outlets. Identify journalists and bloggers who cover topics related to your interview and send them a personalized pitch. Highlight the key insights from the interview and explain why it’s relevant to their audience. A well-crafted pitch can result in valuable media coverage and increased brand visibility. This is where a great PR professional really shines. See our guide to writing a pitch perfect to journalists.

Expected Outcome: Increased website traffic, social media engagement, and brand awareness.

By strategically using BrandVoice Studio, you can transform expert interviews with PR professionals into a powerful engine for your marketing strategy. It’s not just about getting an interview; it’s about extracting actionable insights and repurposing them across multiple channels. Go forth and create some compelling content!