[Prolawns]

Had a reporter from the local paper call today to set up an interview. This will be my first feature article, they want to feature a local organic landscape company for earth-day. What should I say, or try to include in the interview? What shouldn't I say? What would be a good place for them to take a picture?

[Stonehenge]

Do everything you can to appear as knowledgeable as you can.

Treat the reporter and photographer well. Be sure you have some bagels and juice/coffee or something for them.

When the interview is over you may think of a thousand other things you wished you'd have said. Say them in a letter to them that includes a thank-you for the interview. You can also send that info in an email. But send it.

Do not act like a used car salesman.

Good luck!

[TrickyDick]

Sounds like a good opportunity to educate people on organics. Not just the environmental and health aspects of it but the practical side....creating healthy, living soil as the basis for growing healthy, sustainable landscapes, etc ect.

Organics are something that the most people don't know much about, and what they do know are largely misconceptions. The more they learn about it the more interesting and practical it starts to sound.

I bet there are a lot more people who would be interested in organic lawn care, for example, then will figure it out on there own.

[jwholden]

I have heard that it is best to go into these interviews with a 'hidden' agenda. Talk about organics, but talk about what specifically your company does with organics that the reader can latch on to, "Hey, I need that! I'm going to give them a call."

[GLAN]

All good advice above....can't think of anything to add

[Prolawns]

Originally posted by jwholden
I have heard that it is best to go into these interviews with a 'hidden' agenda. Talk about organics, but talk about what specifically your company does with organics that the reader can latch on to, "Hey, I need that! I'm going to give them a call."

Like for example, if I made it known that we take care of the complete transfer of your lawn/landscape to organics, and its all included in our care programs, then maybe throw out some special benefits of our nofa accredited organic program.

Do you think I should try to sell my company and my accomplishments more (nofa accredited organic provider, CTP, Trademarked business name, future franchising plans, Continuing education, ect) or should I focus more on educating people on the benefits of organics?

What would make a good picture opportunity, maybe a pic on my lawn or at my desk with my certificates behind me?

[Stonehenge]

No, that's starting to sound like promotional speak, and it turns the reporters off. They've told me as much.

Tell them how important it is to have a NOFA accredited company handle a clients organic program. Only afterward mention that you are NOFA accredited. As for your trademarked name - honestly, the only one that cares about that is you. That doesn't impart any benefits to your audience. I'd also leave out the future plans, CE, etc. This article is about organics. Stick to organics. Make a good impression and give them lots of specific info and they'll come back to you for future articles.

You might consider sending a letter to the section editor after the interview is over and the article is run, briefly expressing your thanks for the ink and to mention briefly the other areas your company has expertise in (think: what kinds of landscape information could a newspaper want to know about? What could I do to make their job (writing about home and garden stuff) easier?

[Prolawns]

do you think I should have some additional resources ready for them, like websites, or the nofa standards, or a list of benefits of an organic lawn, or do you think I should save these things for the follow up, thank you letter? by the way, Thanks for all your help so far guys!

[jwholden]

You could say something like,

Many are not sure where to start when converting to organics. Our company makes the transition easy for you. We provide the same (or a very similar) lawn that society expects, without the use of synthetic fertilzers and chemicals that are damaging our environment.

It takes more effort when starting out, but the organic program will provide a more stable lawn for a lower cost than using synthetics and chemicals in the long term while not introducing chemicals into the environment.

Statements like above would highlight that you know what you are doing and draw attention to the fact that your company does it, without yelling, "Call us for an organics program."

You may have to reach to find a way to work this type of answer into the interview, but if you go in knowing what you want the interviewer to get out of you you are ahead of the game.

[Prolawns]

Thanks for all the help guys, I sent a pm with a link to everyone that helped. I prefer not to post it publicly on the forum. I have to say during the interview I felt like a babbling idiot, but she managed to write a very good article from my rambling. I tried to keep it simple but she asked very broad questions. Anyway Thanks!

[Stonehenge]

Congrats on the ink - I would still follow up with a letter, if only to say "thank you". Things you do now will cement your reputation as a good or bad interview/source of information, which can impact future ink opportunities dramatically.

[Prolawns]

I followed up minutes after the interview with a thank you email, with some links to classes I've taken and some other sources for information. I was also sure to have coffee, tea, bagels, etc on the ready, although the reporter had only a cup of coffee, it was all there if her or the photographer had the need for anything. Thanks again for all the help.