Press Interview Brief

When to use this

For executives doing meaningful press. Includes a pre-prepared lines-to-take section and a list of topics the executive may bridge to even if not asked.

# Press Interview Brief

**Executive:** [Name]   **Journalist:** [Name]   **Outlet:** [Title]   **When:** [Date, time]   **Format:** [In person / phone / video]

## About the journalist
- Years at outlet: [N]
- Beat: [What they cover]
- Recent pieces: [3 representative articles, dates, angles]
- Reputation: [Tough? Fair? Sympathetic? Has a particular framing?]

## About the outlet
- Readership: [Audience type, size]
- Angle this outlet usually takes on [topic]: [Sympathetic / critical / neutral]
- Recent coverage of us or competitors: [Note]

## Likely topics
1. [Topic the journalist has flagged]
2. [Topic that's in the news this week and they'll likely raise]
3. [Topic in our own recent announcements]

## Topics we're prepared to bridge to even if not asked
- [Topic 1]
- [Topic 2]

## Lines to take (memorise the order)
- On [topic]: "[20-word soundbite, fact-anchored]"
- On [topic]: "[20-word soundbite]"
- On [sensitive topic we'd rather not lead with]: "[Defensive line that doesn't sound defensive]"

## Topics to avoid / decline
- [Topic] — declined politely: "That's not something I can talk about today."

## On / off the record
- All on the record unless the journalist explicitly proposes otherwise and we agree IN ADVANCE.
- No "off the record" volunteered by us.

## Post-interview
- Comms team contact for any follow-up clarifications: [Name, direct line]
- Expected publication window: [Range]
- Internal heads-up planned: yes / no