A PR professional once shared a memorable anecdote with me. She had arranged for one of her colleagues, a content matter expert, to speak with a reporter from The Washington Post
. On the day of the interview, the two of them huddled in an office and called the reporter.
They chose not to tell the reporter that the PR professional was on the line. At some point during the interview, the reporter picked up that someone else was in the room—and he exploded: “Who else is on the line? My interview is supposed to be with [NAME]. Get that other person out of the room!”
I thought of that story recently when a Sports Illustrated
writer named Richard Deitsch sent his followers the following tweet:
Some of the journalists who responded didn’t seem to mind very much:
But others clearly resented the intrusion:
In general, I think it’s a reasonable practice for PR professionals to sit in on an interview. They often serve as a useful resource who can gather any necessary follow-up information for the reporter, clarify points the principal mistakenly gets wrong, and enforce the pre-established interview ground rules. That said, I generally believe it’s best to disclose the presence of another person to the reporter.
What do you think? Do you side with the reporters who viewed the presence of PR professionals as acceptable, or with those that regarded it as a nuisance? Please leave your thoughts in the comments section below.
(via Jim Romenesko
Brad Phillips is author of the new book The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview. He blogs at Mr. Media Training, where this story first appeared.