Has your PR manager at Typhoon Hospitality just rung to ask if you’d be up for an interview? Exciting – or slightly nerve-wracking? Either way, it’s a great opportunity to share your story as a business owner, a brand, and a person. But how do you make sure the conversation doesn’t drift into vague chatter or come across as a sales pitch? And what should you expect from the process? Don’t worry – you bring the substance, and we’ll make sure you’re properly prepared.
Whether it’s for a trade journal, newspaper or lifestyle magazine, these tips will help you give a polished and personal interview:
The interview do’s
- Respond promptly. Let them know as soon as possible whether you're happy to take part, and share a few available time slots straight away. Being responsive builds trust with the journalist. Playing hard to get? Not a good look. Everyone’s busy – including the person who’ll be interviewing you.
- Be prepared. Ask your PR manager or the journalist about the angle of the piece. What topics will be covered? Will you need any figures or examples on hand?
- Do the interview yourself. The journalist wants to hear from you, not a spokesperson, marketing manager or assistant.
- Be open. Don’t fall back on a scripted sales pitch. Journalists are far more interested in honesty and authenticity than polished PR speak.
- Show them around. Invite the journalist into your world – your business, your kitchen, your workspace. A quick tour, a bite to eat or a tasting can really bring your story to life.
- Have quality images ready. Check ahead to see what’s planned in terms of photography. Will a photographer be sent, or will they use existing visuals? Either way, make sure you have a selection of high-resolution, professional shots of yourself, your venue, products, or food and drinks.
- Request a fact check. At the end of the interview, let them know you’d like to check the article for factual accuracy. Remember – the journalist and editor are responsible for the tone and style, not you.
- Ask for a copy. Or a digital version of the piece. Handy for your own records – and for sharing later (with the proper permissions – see ‘don’ts’).
- Keep the door open. Let the journalist know they’re welcome to reach out in future for expert opinion or commentary. This helps build long-term relationships with the media and strengthens your position as a go-to expert in your field.
The interview don’ts
- Don’t hold back. If you’re not willing to share your story, it’s probably best to skip the interview. Journalists are looking to dig deeper – not for surface-level praise or empty promo.
- Don’t be late. It’s unprofessional and wastes everyone’s time. Be respectful and punctual.
- Don’t panic. If you’re caught off guard or don’t want to answer a particular question, don’t try to dodge it. Take a breath, and calmly say you’re not sure or prefer not to comment – and offer to follow up later if needed.
- Don’t share the article without permission. You can’t just repost the full piece on your website or social channels. Always ask the journalist and publisher for permission – and if there’s photography involved, check with the photographer too regarding image rights.
- Don’t expect to approve the headline or intro. These are usually written by the editor, and yes – they might change without warning. That’s just how publishing works.
A good interview takes preparation, openness and time – but it can really pay off: with visibility, credibility, and a stronger brand story. With these tips to hand, you’ll head into your interview with confidence – and leave a lasting impression long after the article is published.
Looking to raise your profile? Get in touch for a bespoke PR plan tailored to your brand.