Journalists do their homework prior to conducting interviews, but many executives fail when it comes to conveying expertise and making an impression before the first question is asked.
A Public Relations Global Network study of North American reporters revealed that 82 percent of journalists use past media coverage as their primary source to prepare for an executive interview. More than half check out the company’s website, annual reports and press releases.
Journalists also turn to social media to prepare for interviews, with 80 percent looking at an executive’s LinkedIn profile, 70 percent using Twitter and 64 percent scoping out the company’s Facebook page.
“I was not surprised by how widely social media is being used by journalists who are preparing to interview an executive,” says Anne Buchanan, president of Buchanan Public Relations and a PRGN member. “What does surprise me the number of CEOs who do not have a fully optimized LinkedIn profile.”