Anyone who works in media relations, communications, or public relations knows a common request from clients is to receive interview questions in advance. However, journalists often push back against this request, leading to confusion and frustration. Understanding the reasons behind this can help PR professionals manage client expectations and prepare them effectively for interviews.

🔹 Maintaining Editorial Integrity and Authenticity

Journalists work to produce content that is authentic, spontaneous, and true to the moment. Providing questions in advance can lead to rehearsed answers, which can undermine the authenticity of the interview. This spontaneity is crucial for maintaining the credibility and integrity of the publication or broadcast.

🔹 Ensuring Fairness and Objectivity

Journalists have a responsibility to their audience to conduct fair and objective interviews. By not providing questions beforehand, they can ensure that the interviewee’s responses are genuine and unscripted, offering a more accurate representation of their viewpoints.

🔹 Flexibility in the Interview Process

Interviews can be dynamic, with the direction of the conversation often shifting based on the interviewee’s responses. Providing questions in advance can limit the natural flow of the conversation and restrict the journalist’s ability to follow up on interesting or unexpected points.

Explaining This to Your Clients

As a PR professional, it’s important to manage your clients’ expectations and help them understand why journalists adhere to this practice. Here are some strategies for explaining this to your clients:

1. Educate on Journalistic Standards: Explain that journalists follow ethical standards that prioritize authenticity and integrity. Emphasize that not providing questions in advance helps maintain these standards.

2. Highlight the Benefits: Point out that a more natural, unscripted interview can portray the client as more genuine and credible. This can positively impact public perception.

3. Reassure Preparedness: Assure your clients that they can still be well-prepared for the interview without knowing the exact questions. Offer to help them develop key messages and talking points.

🟢 Preparing Clients for Interviews Without Advance Questions

While you may not have the exact questions, there are effective ways to prepare your clients for interviews:

▶️ Develop Key Messages: Work with your clients to develop clear, concise key messages that they want to communicate. These should be broad enough to fit into various questions but specific enough to convey the desired information.

▶️ Conduct Mock Interviews: Hold mock interviews where you ask a variety of potential questions. This will help your clients think on their feet and become comfortable with the interview format.

▶️ Research the Journalist and Outlet: Understand the journalist’s style and the outlet’s audience. This can provide insights into the types of questions that may be asked and help tailor the client’s responses.

▶️ Focus on Core Topics: Identify the main topics that are likely to be covered in the interview. Prepare your clients with information and talking points related to these topics.

▶️ Encourage Authenticity: Remind your clients that authenticity is key. Encourage them to be themselves and to speak naturally, which can make for a more engaging and credible interview.

🗞️ 🎥

By understanding the reasons behind journalists’ reluctance to provide questions in advance and effectively preparing your clients, you can help them feel confident and ready to convey their messages effectively. This approach not only respects journalistic practices but also ensures that your clients are seen as authentic and credible sources.

At Scot Media Tulsa, we specialize in media training and interview prep by working directly with working journalists who understand the types of questions and angles your clients might be asked in interviews. Reach out to us today to see how we can provide training to your PR or marketing firm on interview best practices, including the best ways to explain to your clients that demanding answers ahead of time might be causing more harm to their brand than they realize!

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