What not to do when pitching an expert interview

Don’t make these mistakes.

Ragan Insider Premium Content
Set your executive up for success

Now what?

As the PR pro, there are a variety of things you can do to prep your executive, polish your pitches and position yourself for success at all stages of the process. Here are a few tips for making sure your leader is really ready to become an expert source.



Before you pitch

First thing’s first: media train your executive. Whether you choose to do this in-house or look for outside training doesn’t matter. But don’t send your executive into seemingly friendly interviews making sure they understand the basics of how to give a good answer, how to present themselves professionally and when to stop talking.

Once they’re ready for primetime, sit down with them and brainstorm a list of ideas they can speak on. With this list, the more specific the better. If you reach out to a journalist and say you have an expert who can talk about “the widget industry,” that’s too broad for them to generate a good story idea, even if they’re already reporting on the widget industry. Instead, look for ideas like: “speak on widget industry challenges related to the thingamajig shortage — and possible solutions.”

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.