The interview - the best way for a CEO, director or expert to maintain relations with the public

For every growing company, there comes a time when it is worth sharing the company's history, as well as its functioning and - of great importance - its plans with the outside world. One of the most effective media relations tools - in addition to sending out regular press releases, running a press office or organising events - is the press interview. The interview is not only a way to provide valuable content to the media, but also a great opportunity to present yourself at your best. Why invest in interviews as a method of contact between a company and media representatives, and build relationships accordingly?


  • The interview is one of the basic tools of media relations
  • there is no effective public relations activity without arranging media interviews about the company
  • company representatives should not only communicate with the public through press releases or press conferences
  • interviews allow good relations to be maintained with media representatives, or the popular "fourth estate"
  • A press officer is not enough. Interviews will build interest in your company


Not only press conferences are effectsThe media is an important media relations tool. What are the greatest benefits of giving interviews?


The modern business world is not only about competition for customers and market position, it is also an image game that plays a key role in achieving success. This is why interviews are one of the most effective tools for shaping and promoting a company's image. Why keep them in mind?

Here are the main benefits of giving interviews:


  1. Opportunity to publicise good company news: Interviews provide an excellent opportunity to highlight a company's achievements, new products or successes. They allow you to reach a wide audience and effectively publicise the positive aspects of your business.
  2. Ability to present your own version of an event: When a company is faced with controversial or unfavourable situations, an interview allows you to correct any misunderstandings or misinformation. They provide an opportunity to present one's own point of view and clarify what really happened.
  3. Conveying a favourable image of the company: Intelligence allows you to control the narrative around your company. Through them, a positive image can be shaped, highlighting values, business ethics and community involvement.
  4. Personal branding: By giving interviews, company managers or representatives build a personal brand. The audience gets to know the profiles and competences of the people responsible for the activity, which increases trust and credibility.
  5. Building valuable relationships with journalists: Giving regular interviews is also, counter-intuitively, an important element under building media relations. Journalists value the opportunity to ask questions beyond the press conference, as well as access to reliable sources and experts, which can lead to more frequent and more positive publications about the company.


Arranging interviews is a strategy that allows a company not only to communicate its activities, but also to shape the perception of itself in the public eye. It is an excellent tool for both promoting successes and dealing with difficulties. Therefore, it is worth investing in professional communication with the media in order to build a strong brand and enjoy the trust of customers and business partners. The right support from an experienced specialist significantly increases the chances of effective media relations, i.e. good media relations.


How to effectively use intelligence and other media relations tools? The experience of a public relations specialist comes in handy


Conducting real interviews - both in the press and online - is an art that requires not only skills in communication, but also advanced preparation and a broad knowledge of the media and how they function. At the stage of 'arranging' such an interview, experience and having the right network of contacts in the world of journalists play a key role. It is regular contact with the media that allows you to build a relationship full of trust and understanding, which is extremely important when arranging media interviews.


The first step is to understand the needs and preferences of the editorial journalist. Not every topic will be of interest to every journalist, so it is important to tailor proposals to their specific interests and subject areas. Regular communication with journalists allows you to get to know their preferences and needs better, which makes it easier to select the right topics and experts to interview. Only then will the journalist receive content that is genuinely valuable to them.


Another important aspect is the experience of the interview preparation itself. It is necessary to establish the scope of the interview, the topics the journalist plans to cover, the timing, the location of the interview and the way the material will be presented (whether it will be a written, video or audio interview). It is also worth noting the needs of the journalist in terms of the availability of sources, additional material or photographs.


Conducting interviews - whether in the press, on the radio or online - is, of course, very much about conversational skills. However, it is important to remember the complex process behind it. Without a backgroud - consisting of media relations, an understanding of journalists' needs and experience in technical preparation - effective media relations that meets the main objectives of the business will not be possible.


Are you a specialist in your field? Become a media expert


The interview is unquestionably the best tool for creating the image of an expert in a particular field. It is not only an opportunity to convey information, but also an excellent platform to present oneself as a person or organisation with in-depth knowledge and experience in a specific field. When an expert is interviewed in a particular medium, he or she has the opportunity to demonstrate their knowledge of a particular industry, skills and perspective, which allows them to create and maintain a positive impression as an authority in the field.


Presenting oneself as an expert through interviews has a number of other benefits. First and foremost, it helps to build trust and credibility in the eyes of the media and their audience. By regularly participating in interviews, you can create a positive image as a person or organisation that is reliable, competent and credible.


Additionally, intelligence allows you to control the message and communicate key information in a personalised way. It is also an opportunity to actively participate in industry discussions, which in turn influences positioning oneself as a leader in a particular field. As a result, interviews are an effective tool both in promotion and in building a lasting expert image. Therefore, it is worth investing in this form of communication to gain prestige and recognition in your field of activity.


The interview is certainly a key tool in media relations. It is a way to create media relations, create an image, provide valuable content and effectively communicate information. Working with the media can open the door to a range of benefits that support both personal and business development and positioning. Therefore, it is worth investing time and effort in developing interviewing skills and creating valuable messages for the media and their audience. In this situation, it is advisable to rely on the support of an experienced PR professional to provide optimal support for your business.