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Media interview vetting

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Business leaders are often asked to be a source for media interviews, both print and broadcast. To determine how reporters assess whether or not a CEO or other leaders are considered qualified, credible interview sources, a recent survey was conducted by the Public Relations Global Network (PRGN).

It asked reporters from around the globe, including from Arizona, to name key factors they consider during the interview-vetting process. The responses revealed the following:

• 85 percent look at industry/market knowledge and expertise.

• 53 percent consider professional track record.

• 41 percent analyze past news coverage.

• 40 percent assess the CEO’s personality.

C.L. Conroy, Public Relations Global Network

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