Interviews by email? Not always a good idea
Key takeaways:
- Most journalists agree that live interviews are better
- From a PR perspective, taking the time to connect can lead to richer, more engaged discussions
- A good media relations pro can help anticipate questions, craft messages, and prepare for the unexpected
“Send it to me in an email…”
White Lotus fans may recognize the order from an arrogant executive to a Wall Street Journal reporter. The reporter is chasing down a story that the exec is trying to manage while on vacation on the other side of the globe. (I found it a little hard to believe a slick executive would be without PR counsel and would accept a call from a journalist during what appears to be a developing scandal, but that is a topic for another post.)
Questions submitted by email are common when dealing with negative news or a crisis. They allow time to craft a well thought out response, are convenient for busy executives, and allow for precise answers.
But should you respond by email to everyday interviews?
Some of our investment industry clients prefer to get email questions in advance from journalists. I get it. It is more efficient and it allows them to carefully craft legally compliant responses. It is also appealing to be able to look up stats and provide supporting data instead of answering questions off the cuff, especially for some of the more analytical financial sources we work with.
But Ragan Communications Editorial Director Allison Carter set off a lively debate on LinkedIn when she questioned this strategy in a recent post: “I can tell, without having to ask, when one of my reporters has conducted an interview via email vs. via phone. It's because quotes provided via email sound like no words a human being has ever spoken aloud ever, but rather like statements that were revised by committee so many times they've lost all spark and meaning.”
Comments on her post provided good arguments on both sides noting that a good PR pro should help sources respond with the appropriate tone and style. Some blamed resource-constrained journalists who don’t have enough time, or worse, are unwilling to actually connect live interviews with sources.
However, most of the journalists who chimed in believe that live interviews are better. Said one, “I’d always opt for an in-person interview where possible, based around a set of questions to guide the conversation. It’s the conversation itself that brings out those natural responses that give an article the human touch.”
Taking the time to have the back-and-forth and give-and-take of an interview allows a journalist to get a better sense of a source’s knowledge in order to draw out an interesting example and better illustrate the story and showcase the source’s depth of knowledge. It sometimes takes a little probing for a journalist to “draw out” the real gems. And getting on the phone creates an opportunity for sources to build rapport and longer-term relationships with journalists.
One journalist noted, “When I’m forced to ‘interview’ someone by email, I also lose the chance to ask my favorite question: ‘Do you have anything else to add?’ An inexperienced SME [subject matter expert] or source might struggle to answer, but by asking this question at the end, I often get the single most compelling response from the whole conversation.”
PR pros who chimed in agreed. “There’s an undeniable energy and authenticity that comes from a real, spoken conversation. Great storytelling isn’t just about control—it’s about connection.”
For sources concerned about being misquoted, one poster suggested conducting interviews via Zoom and recording them. Alternatively, a source could answer submitted questions via a voice memo, though this alternative wouldn’t allow for the serendipity of the back and forth of an interview. In either case, a recording minimizes the risk of a misquote for both parties of the interview.
If you are looking for marquee media coverage, don’t expect those conversations to happen online. In our experience, you won’t find journalists who write in-depth profiles or long form interviews in Barron’s or the Wall Street Journal conducting those interviews via email, though they may submit fact-checking or follow up questions online.
Getting sources comfortable with phone or in person interviews is a must if you want to earn high quality earned media. It starts with solid media training and robust interview prep. A good media relations pro can help you anticipate questions, craft your message and prepare for the unexpected. Good preparation also helps reduce stress and helps you feel more in control.
We understand that sometimes the only way to participate in an interview may be via email, but it shouldn’t be the norm. Richer, more engaged interviews require a bigger investment in time and connection.
For more on our media relations capabilities, send us a note.
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