5 Editor-Approved Tips to Smash your Next Business Interview
Compelling storytelling permeates the most successful companies and brands.
From how we position ourselves with customers to building relationships with our industry colleagues – the ability to relate our endeavours captivatingly while adding value in the process is invaluable.
A tried and tested way to reach like-minded professionals or companies is with a B2B interview in a trade magazine, specialist digital publication or other media outlet. But whether face-to-face or virtual, these interactions can be daunting for even the most experienced industry specialists.
Here to offer insights from the other side of the mic is Ben Craske, Senior Editor for iThinkMedia’s digital B2B publication Digital Innovation.
1. Begin with the end in mind
Ask yourself: what are the ideal outcomes of this interview? Be specific about the intentions and limit their number. Are you celebrating an exciting partnership, new technology or competitive advantage? Hold a select few outcomes in mind as you embark on the process. It will focus your mind and guide you through the entire experience.
2. Prepare proactively
Divide your prep into four components. First, understand the media outlet by brushing up on their comparable recent features. Second, build a rapport with the interviewer and discuss topics or questions in advance. Third, be accurate: if you intend to quote data, statistics or sources have the evidence on hand just in case. Lastly, contemplate current affairs because relevant recent developments can be strong launchpads for insightful talking points.
3. Think like a journalist
First, identify a hook. What will capture the audience’s attention within the first three paragraphs? Then develop the thread: what will keep them reading? One way to identify the hook and thread is to imagine the interview feature is published, you feel buoyant about it and now you’re relaying it in the elevator to a promising lead or new connection. Their floor is approaching so you need to make it one sentence. Keep that sentence in mind and ask how your responses illustrate or develop that point.
4. Serve the audience and yourself
The B2B interviewer wants to champion your story, but they also need to heed their audience. Help them to help you by adding value for their readers – that way, everybody wins. Keep your company’s goals in mind but package them within adiscussion that educates, updates, enlightens or inspires readers. Your message will resonate better with the audience, thereby increasing the likelihood of your message reaching more people because they will want to share it with their peers.
5. Clarify follow-up processes
If not discussed already, when you finish the interview ask, “What now?” Even if the next steps are handled between the interviewer and your PR, comms or marketing team it helps to manage expectations. Some considerations include timelines, publication dates, amplification on social media and identifying relevant points of contact if you step away from the process. Interested in learning more about Digital Innovation, Europe’s go-to technology magazine?
