Why Media Interviews Are Like Listening to the Radio

Anyone who listens to the radio knows that the time is split between "content" and commercials. Even public radio now has its share of commercials.

When you are listening to content on the radio, you instinctively feel like you are getting what you want. But you only endure the commercials, waiting for the content to resume.

Sitting in a media interview recently, I was struck by this analogy as it relates to the reporter's experience. For them, usable information is like radio content. It's what they are listening for, and why they are conducting the interview.

When spokespeople lapse into promotional mode, talking only about their product or service, that's the equivalent of radio commercials. The journalist will endure the promo long enough to get back to the content they are seeking. Too many commercials/promos, and the journalist will turn the dial, i.e, end the interview.

Just as in radio, it's the commercials that support the content. Corporate spokespeople wouldn't be doing the interview if there wasn't something in it for them -- getting mentioned in the media, in the hope of driving sales or raising awareness.

But too many commercials, or too much promotional talk, is a turn-off. So spokespeople and their handlers have to remember to tamp down the promo talk and make sure they are offering compelling media content -- otherwise the journalist will spin the metaphorical dial and work with a less promotional source who offers them more usable content.