Jess Champion's Posts

The Art of the Media Interview

One of the ultimate goals of the media relations facet of PR is to become the go-to person for interviews in your space. When the media starts coming to you for comment, you know your PR efforts are really paying off.

This post will consider the two most important elements of becoming a media go-to. In my opinion these are:

  1. Being visible.
  2. Being quotable.

The benefits of media relations can be vast and, if you get your PR efforts right, they’ll go a long way in building and maintaining your reputation, demonstrating authority and credibility, and creating a buzz around your company. Done well, media relations can give you the edge over your competitors and, to this end, the power of a strong media interview is not to be underestimated.


You can’t become a go-to spokesperson if journalists don’t know you exist. Alongside day-to-day PR and marketing activities, one of the key elements of being visible is creating a media page on your website.

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How to hit the headlines

Hailing from a traditional press office background (local government, Charity, Law), I’m often asked what specific PR tactics can be used to build links online. For a while I pondered this question as if it represented a separate challenge to the work of my previous roles in which, if I’m honest, Search just wasn’t in the forefront of my mind.

 “Maybe I’m missing something?” I thought, as I procrastinated on ways to engage audiences and build brand awareness and trust online.

It didn’t take long for me to find an answer though: PR is PR is PR. 

Let me explain

PR should not be viewed as something that can be ‘done’ to any old content, in order to get links. Links are symptomatic of good PR.

It’s a bit like Content Marketing really. Our industry is getting wise to the fact that creating awesome, relevant content wins the internet.

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