Honda Dealer Know How Guide – How to nail the perfect interview
Honda Dealer Know How Guide – How to nail the perfect interview
Identifying your local media and working with them to secure editorial coverage is a hugely cost effective way to promote your dealership to potential customers. If you’re in the lucky position where a journalist has asked to interview you then don’t panic. We’ve put together 13 top tips to help get you through the whole process smoothly.
And, if you want one of us to join you on the phone interview, then we are more than happy to help. Just give us a call on 07495 578705.
- Preparation
Make sure you are clear about your subject and think carefully about the key messages you want to convey. Try concentrating on the three main points that you want to get across – you will be surprised how quickly the time goes so anything else will be a bonus. Doing a little research beforehand to gain an understanding of the publication’s audience will help you to tailor your message accordingly.
Make sure you have an awareness of what else is leading the news agenda in case you are sprung with a topical question on a related issue. For example, if a journalist asks you about airbags or recalls then please direct them to the press office.
If your interview is conducted over the phone then write down a few notes, your key messages and keep referring back to them. These will help you from straying off topic and will ensure you don’t forget to mention anything. - Confidence
The trick is to appear confident even if you’re a nervous wreck inside. If you’re really worried, is there someone else in your team who would find it easier? You can always discuss what they are going to stay beforehand – retaining control of the content, without the stress of being interviewed.
Treat the interviewer as you would a customer. You know what you are talking about No one is going to believe in what you are saying if you don't believe it yourself. It is unlikely that a journalist will ask you anything you don’t know. And, if they do, simply say “good question, let me come back to you.” - Punctuality
Schedule in plenty of time. The last thing you want is to appear flustered or stressed in an interview. Make sure you arrive at least ten minutes early and, if it’s a call, check your phone is fully charged and has a strong signal – it’s always better to use a landline though. - Answer the question you want to answer
Don't wait for the reporter to ask the question you want to answer. Being careful not to dismiss the question completely, try to segue into the topic you want to discuss gently. Phrases such as the below are all good ways to move the topic of conversation back on track, for example:
"What really matters is…"
"The most important issue is..."
"The more interesting question is..." - Avoid technical answers
When you talk above people's heads, you drive them away. Answer as simply as possible, and without jargon. For example most people find basic information about cars interesting, but it’s best to steer clear of technical language and very niche topics to ensure a wide audience will be able to enjoy reading your insights. If you have to explain something in more detail, remember your audience while you do so. - Stick to the point
More is not better, so try to answer questions briefly. When you give long-winded answers, you give the journalist the power to choose which parts of your answer to use and omit. And, unfortunately, it’s all too easy for the reporter to ‘zone out’ and stop listening to what you say. - If you don't know the answer, just say so
There's nothing wrong with saying you don't know, that there hasn't been a decision yet or that you aren't sure of the answer. The key action is to confirm that you will find out the information needed and follow up after the interview. This will also give you an additional chance to check on progress and to see if there are any further opportunities available. - Never, ever say ‘no comment’
There are very few exceptions to this rule. When you say ‘no comment’, you almost always look like you're hiding something. Anticipate difficult questions beforehand, and plan an answer that won't hurt you. If you feel a sensitive issue could arise, contact the Honda Dealer PR team on the number below for guidance. - Don't repeat a negative question
There's no reason to needlessly hurt yourself by repeating a negative question. Simply answer it briefly and move the conversation back on track to the original topic or a bridge to your key messages. See point 4. - Watch for ‘gotcha questions’
Gotcha questions are loaded questions that paint you negatively no matter how you answer. The trick is to answer as briefly as possible, and create a bridge from the negative question to the message you want to convey. See point 4. Most interviews will not contain these, unless you are on Watchdog or talking to the FT – in which case you should let the press office know!!! - Have facts to back up your points
If you can provide facts and cite the sources, you'll sound much more credible. So feel free to take along supporting documents that you’re comfortable handing over such as fact sheets and even vehicle specs if you feel it could help support you. - Don't ask to approve the story before it's published
Journalists will sometimes fact-check information with you, so you can volunteer to be available for any further questions or if the journalist wishes. They retain editorial control and will never give it up.
- And last, but certainly not least…
Never say anything you wouldn’t want to be seen in print. Nothing is ever ‘off the record’ and so it’s always wise to think carefully before answering anything too tricky.
So there you go! Be prepared and try to relax. The more you speak to the media, the more confident you will become.
ENDS.
Dealers who would like to find out more about how PR can support their sales can contact the Honda Dealer PR Hotline on 07495 578705 or email: hondauk@provapr.co.uk for more information.
Prova will be providing full media support in the form of a Dealer Toolkit. This will include training guides, press releases, media relations support and events promotion advice, all of which will be available to download from Hondanews.eu/gb from 01.05.16.
Plus, there are four exciting campaigns lined up to help increase brand awareness to local media and, importantly, increase footfall into the showroom. We’ll tell you more about these in due course.