Why Journalists Won’t Share Questions
We know that most journalists won’t share their story in advance of publication. However, what can we expect before the interview? I have often gotten the question of whether a reporter can share their questions that they plan to ask. Generally speaking, the answer is no.
Similar to sharing stories, the majority of reporters will not share their questions in advance of an interview. For some celebrities and high-profile leaders, you may receive an overview of the types of questions they will ask. If reporters are very eager for the interview, they could share a plan for what they want to cover and what you can expect. That being said, we generally do not expect to receive a list of questions they will ask you.
Asking journalists for questions ahead of an interview may be off-putting to them and can create tension. It also signals to the reporter that they may be interacting with someone with limited media experience. Here are some reasons why journalists won’t share their questions in advance, and what you can do instead to prepare.
Capturing Your Genuine Reaction
A journalist’s goal is to serve the public interest, not the subject they’re interviewing. That means that their focus will be on getting a genuine, in-the-moment reaction from you. Reporters want your raw emotions and gut reactions, even when their message is aligned with your work.
While preparing your message ahead of time is helpful for you, it is counter to a reporter’s goal. Reporters could pull a prepared quote from a statement, but they want to hear the full story straight from you. Interviews give you both the opportunity to share and build a more personal and direct message.
Building Naturally on Conversation
Reporters can’t anticipate everything that will come up in an interview. Something you share may spark a new idea that they could not have prepared ahead of time. Journalists all have different styles; some may have prepared questions that they will not deviate from, and others may just ask what you want to share. While they will always have some kind of plan, a fixed list of questions might not be available. Be prepared to keep things flexible and build from the conversation you have.
Read Their Recent Work
If you want to get a sense of what a reporter will ask in your interview, read a few of their recent articles to see how they write and what quotes they include. Not only will this help you become familiar with their style, but it will show you what information is important to them.
I recommend you look at the path that they follow to take the story from the beginning to the end. This will help understand their train of thought, what information is important to them, and how questions might develop throughout. It can also help to reflect on the quotes they use. Thinking about what questions could prompt their responses, or what questions you have on the topic, can help you prepare.
Prepare With Your PR Team
Your PR team will always prepare you to deliver impactful interviews while learning the fine art of communicating in a way that resonates. Through a prep document, media training, or other supports ahead of the interview, we will ensure that you feel prepared and comfortable. We can offer likely questions, which give you a sense of what the reporter may ask. We will also staff your interview to provide follow-ups and support a smooth conversation.
Facing the media can be overwhelming, but you’re not in it alone. Contact us for a media training if you would like support in preparing for interviews and delivering your message.
Sophia Shannon is a senior media relations associate for Spotlight PR LLC. Be sure to check out our other blogs and subscribe for regular communications updates.