PR Secrets: Three Things to Avoid When Speaking to an HR Journalist
In a long career of PR in the HR Sector, I’ve noticed confident people get much-less-confident at the thought of being interviewed by a journalist. The source of the fear could be personal or about protecting employer brand, but it is mostly unfounded in our HR market - provided you prepare before speaking and avoid these three cardinal sins.
Most HR journalists are collaborative, really decent people, who want to present you in a positive light and hold the same commitment you do to driving HR forwards – which gives you common ground and a positive start.
However, there are three things almost every HR journalist really won’t like so avoiding these faux pas is key to building a positive relationship with the HR media:
White-washing your success
A media interview is a great way to talk about the unique things your business is doing HR wise, but remember a journalist is looking for news and actionable advice for their readers. Exaggerating success is an instant put-off – journalists (and their readers) need credibility.
Daniel Cave, Freelance B2B journalist, says:
“Quotes from company spokespeople work best when they give concrete examples of what HR are doing at a firm - warts and all.
“Overly whitewashed answers - such as "engagement is at 100%” or “we include everyone" don't engage the readership as they don't share a proper story. Whilst you might want to share a positive outcome or an improvement, sharing the problem that sparked it, the journey and quantitative or empirical evidence will get better engagement from our audience.”
Over-selling your products
A journalist will not buy your product, nor will they advise their readers to do so – they want news, not a sales pitch. Sales language, pushy conversations and catchphrases don’t work in any professional sector. Think facts presented pleasantly and you won’t go too far wrong.
Freelance HR journalist, Sam Barrett, advises:
“Don’t just view the call as a platform to promote your products or business – that may be your reason for agreeing to a call, but it’s better to present yourself as an expert, not a salesperson.”
Waffling unnecessarily
HR can probably relate to a journalist’s worst nightmare.
Imagine a bad ‘lalala’ conversation with a staff member on a Monday, when you haven’t had coffee, and all you can hear is ‘he said’, ‘I said’, ‘she said’ while you patiently listen, trying to decipher actionable facts.
That’s how journalists feel about waffle – they won’t be rude, but they won’t be particularly engaged either. Their time is money and they’ll need to make more calls or start writing when they get off the call. (Incidentally, if you have lots of ‘lalala’ conversations – our HR communications training can help!)
Freelance journalist, Sam Barrett, adds:
“I can’t stand waffle, especially when it’s not relevant to the topic and it means the call goes on for more than 30 minutes; worse, it often doesn’t even answer my questions.”
How to get it right
Planning ahead of an interview is the best way to keep your answers factual, accurate and concise.
Whether talking about your HR success or your product, think: Facts – problem - solution (or as I like to call it, a dragon and a knight).
People like and remember threes, so choosing three action points, three benefits or three challenges works really well. I spoke about that more in a recent blog. It’s a strategy that keeps on giving.
Planning your key topics will enable you to focus on engaging the journalist – and that’s key to engaging their audience.
There is, however, one last piece of advice from Sam Barrett:
“Good interviewees know their stuff, have something interesting to say and are able to answer any questions I have.”
Working with the HR press is great for your business but it starts with earning the trust of HR journalists. And that starts with credibility.
Get this right, and you’ll build your relationship with the HR press on a firm foundation.