The Postmortem

Okay, the interview is over, and you lived to tell about it. But you still have some follow-up work to do. For example, once the interview is over, don’t be afraid to double-check facts and quotes. E-mail or call the reporter to see if she has any other questions, whether she understood what you said, if she needs some more supporting information, and so on.

Also, stay in contact with the reporter after the initial interview. The reporter usually will not call to read her story to you. However, be sure to tell the reporter to call you without hesitation should she need any clarification or further information.

Beyond the coverage itself, the goal, as we mentioned, is to be asked back again and again. Great guests on TV news shows or stellar interviewees for publications are called again, and that’s how you build buzz—through the return appearance.

You get the callback in two ways. The first is by having great answers, sticking to the message, and giving a great story. The second—after you’ve mastered the interview—is to be helpful and to assist the journalist with the process. (Oh, and just be nice.) Send any information you have that would be useful, connect her with other people who might be able to add to the story, and cough up some related white papers if you have them. It doesn’t hurt to send a handwritten thank-you note, either. A simple “I enjoyed the experience of working with you” will do the trick.