Most of the ways an interview goes wrong are set before it starts: the spokesperson prepared for the wrong topic, did not know it was live, ran out of time on the point that mattered, or got blindsided by a subject they were told would not come up. A five-minute call with the reporter beforehand removes almost all of that. It is standard practice, reporters expect it, and the only way to get it wrong is to overreach.
What the call is for
It confirms four things: the topic and angle, the format, the timing, and the scope. That is it. You are not previewing questions or negotiating coverage. You are making sure that when the interview starts, both sides are working from the same understanding of what it is.
What you can reasonably ask
- Topic and angle: “What’s the story? What angle are you taking on it?”
- Format: live or taped, phone or video, how long.
- Deadline and publish date: when they file, when it runs.
- Areas of focus: “What are the two or three things you most want to get into?” This is not the same as asking for questions, and reporters answer it.
- Who else: “Are you talking to other people for this?” Knowing there is a critic or an analyst in the piece changes your prep.
- Ground rules: if you need part of the conversation on background, agree the terms now.
What you cannot ask for
Requesting any of these tells the reporter you are going to be difficult, and some will write that into the story (“the company asked to review quotes before agreeing to an interview”):
- The exact questions in advance.
- Quote approval or review.
- A look at the article before publication.
- An agreement to leave a topic out.
If a topic genuinely cannot be discussed (active litigation, an individual’s personnel matter), you can say so on the call, but you cannot demand it be excluded from the interview. The reporter is free to ask; you are free to decline with a stated reason.
Who should make the call
The communications lead, not the spokesperson. It keeps the principal’s first exchange with the reporter for the interview itself, and it lets comms absorb any friction about scope without the executive being on the line for it.
If the reporter will not do a call
Ask by email instead. A short note: “Before tomorrow, can you confirm the topic, the format and length, your deadline, and the main areas you want to cover?” Most reporters will answer that even if they will not get on the phone, because it costs them two minutes and a prepared spokesperson makes their interview better too.
Frequently asked questions
Is it normal to talk to a reporter before the interview?
Yes. A short call or email exchange to confirm the topic, format, timing, and scope is routine and reporters expect it. It is not the same as trying to negotiate the questions, which they will refuse.
What can I ask for in a pre-interview call?
The topic and angle, the format and length, the deadline, whether it is live or taped, who else they are talking to, the general areas they want to cover, and whether any of the conversation can be on background. All reasonable.
What can I not ask for?
The exact questions in advance, approval or review of quotes, the right to see the article before publication, or removal of a topic from the interview. Asking for any of these marks you as difficult and a reporter may note it in the piece.
Should the spokesperson or the comms person make this call?
The comms person, usually. It keeps the spokesperson's first conversation with the reporter for the interview itself, and it lets comms handle any friction over scope without the principal being in the room.
What if the reporter will not do a pre-call?
Get the same information by email: a couple of lines confirming topic, format, length, deadline, and the areas they plan to cover. Most reporters will answer that even if they will not get on the phone.
Prepping a spokesperson for the interview itself? Press Prep takes the topic and reporter and builds the brief, the likely questions, and a timed mock. See how to research a reporter or on the record and on background.