Preparing a banker for a media interview is akin to coaching a friend for a first date—full of anticipation, nerves, and the hope of a good impression. Unlike a date, however, public relations professionals don’t simply send their client off with advice; they often play the chaperone, guiding every step of the interaction.
The Personal Touch: Knowing the Journalist
When bankers meet journalists for the first time, their concerns often center on one thing: understanding the journalist as a person. Personality traits, habits, and interviewing style matter as much as professional expertise.
For PR professionals, the real value lies in their media knowledge and relationships. A good PR has a mental dossier on key journalists—a blend of character insights and professional data. This knowledge often holds more sway with bankers than generic client feedback surveys.
Building a “Thumbnail Sketch”
PRs rely on detailed familiarity with journalists to craft a concise profile. This includes their temperament, approach to sensitive topics, and adherence to unwritten industry rules. Many journalists maintain a balanced stance—approachable, thorough, and clear about their story’s purpose.
These journalists are the ones PRs trust with inexperienced executives, ensuring a first media interaction feels safe. Their measured tone can soothe even the most apprehensive banker.
Conversely, some journalists take a more confrontational stance. Known for their sharp questioning and unyielding skepticism, they require careful handling. PRs act as translators, reframing these interactions for bankers without triggering panic. The aim? Balance honesty with reassurance.
Preparing the Briefing
Behind the scenes, PRs meticulously prepare for every encounter. A database entry marks the starting point, outlining a journalist’s resume, awards, and recent work. However, databases only provide raw data; the real value lies in the nuanced profile created by the PR team.
What’s in the Brief?
A typical briefing document includes:
- Journalist’s bio and a photograph
- Examples of recent articles
- Summary of past interactions with the bank
- Topics likely to come up in the meeting
PRs use carefully chosen phrases to describe the journalist. For instance:
- “Friendly, knows the bank well”: Be prepared for broad, spontaneous questions.
- “Tough but fair”: Expect pointed, probing questions, but within professional boundaries.
- “Deep understanding of [topic]”: Get ready for detailed, potentially technical inquiries.
Beyond the document, a candid pre-meeting chat allows PRs to give bankers unvarnished advice. This honesty ensures executives feel prepared for the tone and potential challenges of the meeting.
Managing Journalist Relationships
Relationships with journalists evolve. When a journalist is new to the financial beat, PRs often take an active mentoring role. These early connections lay the groundwork for long-term professional rapport. Over time, as journalists become seasoned, maintaining these relationships pays dividends, creating mutual trust and collaboration.
Not all relationships are smooth. Some turn adversarial, especially if trust is broken. Toxic dynamics require a complete overhaul of PR strategy. In such cases, PRs lean on strict controls—agendas are pre-agreed, conversations stay narrowly focused, and discussions rarely stray into uncharted territory. These meetings, while tense, are crucial for managing ongoing interactions.
The “Meet and Greet” Approach
When breaking the ice between bankers and journalists, PRs often suggest an informal “meet and greet.” Framing the encounter as a no-pressure introduction eases nerves on both sides. Conversations typically focus on background information, with off-the-record discussions building a foundation of trust.
Many journalists appreciate this approach, as it offers a chance to gauge their source’s perspective without committing to a story. However, PRs remain vigilant, knowing even a casual chat can turn into a headline.
When Relationships Sour
Conflicts between banks and media outlets are inevitable. Some disputes escalate into complete communication breakdowns. One notable example involved a senior banker who banned interactions with a major financial publication after a heated disagreement. Surprisingly, the freeze thawed within a week following a direct apology from the journalist.
When trust erodes, PRs shift into damage control. Meetings become transactional, with PRs acting as gatekeepers. Bankers are briefed to stay succinct, journalists tread carefully, and PRs silently hope for a smooth interaction. These scenarios are draining, with the PR bearing the brunt of any fallout.
Despite the challenges, PR professionals strive to balance transparency with tact. Their goal is not just to facilitate dialogue but to build relationships that benefit both bankers and journalists in the long run. In an industry where trust can be fragile, skilled PR guidance remains invaluable.
