2. Discover: Securing the Interview
Meeting client business objectives
! After the reporter says yes, frame up the opportunity
and map to client goals:
" Why is the interview important?
" What is the opportunity?
" What is the goal?
" What will it accomplish?
" How can it be used?
With deep, sophisticated knowledge
3. Discern: Scheduling the Interview
Identify a strategic approach to meet client
business goals
! Schedule the interview
" In-person?
" Phone?
" To staff?
" Not to staff?
" Confirm
4. Develop: The Briefing Document
Essential, key elements & thoughtful strategy
! Temporalities:
" Date
" Time
" Address
" dial-in
" contact info
! Include a strategic narrative to position media
opportunity as part of GT’s strategic plan
5. Develop: The Briefing Document
Prepare the client by demonstrating counsel &
flawless execution
! What is the desired outcome?
" Outline the end goal (backgrounder; round-up;
profile; trends piece)
! What focus reporter is interested in?
" Outline a few questions and relevant details to
help your client
6. Direct: The Briefing Document
Prepare the client by demonstrating counsel &
flawless execution
! What is the messaging that needs to get across?
" Outline messaging points for reporter take away
! Why is the publication important?
" Particularly important if pub or outlet is new
" Deepen relationships with important targets
7. Direct: The Briefing Document
Prepare the client by demonstrating counsel &
flawless execution
! Include interviewer info:
" Bio, reporting style, tone of articles
" Rate subject-matter expertise on scale of 1 to
10
" Include three recent articles relevant to client
" Anything controversial to consider?
8. Demonstrate: Before the Interview
Attentive service & communication
! Review briefing document with client
" Discuss any sensitivities
! What is the focus?
" Outline a few questions and relevant details to
help your client
9. Demonstrate: After the Interview
Ongoing reporting & communication
! Call client to assess interview
" Discuss any issues that came up
! What is the outcome?
" Story
" Follow-up interview/question
10. Deliver: Business Objective Tie-Back
Strengthen Relationships & Build Trust
! Merchandise article to client:
" Outline messaging points that came through
" Highlight the story’s impact on the plan
" Define as a measureable business objective
" Nab a Dwight
