What You Should Consider Before Granting that Media Request
We know what they want, but is what they want good for us? Is what they want good for our current and future self?
By Jennifer R. Farmer
It’s been said that we need to know ourselves thoroughly. People tend to think that knowing ourselves is about how we conduct our personal lives. But it’s also about how we conduct our professional lives as well.
In the realm of public relations, we need to know ourselves and be clear about why people in the media come to us. We need to have a sense of what they’re looking for and whether we want to provide it. We need to understand our strengths and weaknesses where media and public relations are concerned.
Sometimes reporters come to us because we’re an authoritative source on a given issue. That’s great. Other times they come to us because they have learned over time that we’ll give a colorful or controversial response.
How you want to be known and what you want to be known for
But before you respond, ask yourself how you want to be known and what you want to be known for. I get concerned when I see people speaking on one podcast or another because some people equate media requests and podcast requests with success. But visibility is not always a flex, particularly if what you’re saying will adversely impact your future self.
Certainly, all media outlets and platforms are concerned with viewership and reach. When podcasters and reporters learn over time that their viewers resonate with our remarks, and that they are sure to get views, they will reach out with interview requests. When they learn that their content featuring controversial or charismatic guests, will get likes, they go after that person.
What you need to consider
We know what they want, but is what they want good for us? Is what they want good for our current and future self? All requests should be viewed from the lens of whether the request is good for us today and over the long-term.
A brand is not an unlimited pot of money. Each of us must manage it as closely as we manage our bank accounts. And it behooves us to manage it carefully, because we’ll need it. I often say, good PR is like money in the bank. You never know precisely when you’ll need it, but you save so that you have it when emergencies or opportunities arise.
We should evaluate all requests from the lens of ‘do I have anything I want to promote,’ ‘will the interview help me reach or move my audience,’ ‘do I want to be speaking publicly about the interview topic,’ and ‘whether I can add to the debate.’
We don’t necessarily accept interviews because we like the reporter or outlet. We accept them because it’ll be good for our brand and work.