How to overcome your fear of journalists?

You can fear them, you can try to avoid them, but no company or entrepreneur can do without journalists.

Often unfamiliar with the world of the press and information, leaders and entrepreneurs can easily feel uncomfortable at the prospect of a one-on-one interview with a journalist or, in a broader context, for a press conference.

The key is to prepare for the interview well in advance, following a few principles:

Be concise and to the point: interview time is short. To make the most of this meeting, it’s essential to establish the general outline of your message and stick to it, punctuating it with short, impactful sentences that have been prepared and tested. Don’t try to learn them by heart (that’s the best way to create stress and risk forgetting what you want to say), but rather make a note of a few so that you have them in front of you.

Keep it simple: regardless of your activity, remember that journalists are not specialists; there’s no need to overwhelm them with technical jargon. Remember that behind the journalist is a reader who may not be a technical expert familiar with the subject. Be clear and informative, using a single, well-chosen example.

Speak in the singular: What will capture the journalist’s attention is the same thing that will capture the reader’s: your uniqueness compared to the competition, the small detail that makes a difference and grabs attention: a personal memory, an anecdote, a small detail… anything is possible!

Don’t talk too much: sometimes, when the atmosphere is right, one can get carried away and reveal personal information. Mistake! There’s no “off the record”. A journalist is not a confessor, and saying too much can be as fatal as one drink too many! There’s no need to reveal all your cards, gossip about your competitors, or disclose valuable market information. The risk is that the article will ultimately focus on the market and existing competitors, but not on you!

And finally, there is one thing you must never forget: no matter how much effort the interviewee puts into preparing for the interview, no one will be there to hold the journalist’s pen when they write their article… There will always be an element of surprise.