Whos interview is it anyway? Guy Clapperton

Whos interview is it anyway? Guy Clapperton

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KZN Chapter Meeting:  17 November 2020       Guy Clapperton

This Tuesday the KZN chapter had the pleasure to host yet another exciting guest in our chapter meeting, Mr Guy Clapperton. Mr Clapperton is a British journalist, speaker and author who contributes regularly to the national press on technology and business topics. He has written books on media interview skills, social media, and smarter working. Guy Clapperton is also the director of expedite resourcing, which is a recruitment agency in the logistics sector of which he also a shareholder. Mr Clapperton came to speak to us on a remarkably interesting topic titled “whose interview is it anyway?”   the purpose of this talk was making speakers aware that they need to take ownership of their interactions with the press as well as the media.

 How to make your interactions with the press more effective.

A lot of the time speakers or any other interviewee sends something to the press, and they are misquoted, and their words are twisted into something else that you never said. This is something that you should not take lying back. Journalists are not your friends and they will do anything for a good story. It important to come back and ask them to correct certain things they might have misquoted you on.

Before even going to an interview you need to have a clear idea of where you want to go in the interview. Is the intention to get more bookings and to promote your speaking career? Is that feasible with the type of interview you are doing? Should you not consider perhaps doing an advert on the newspaper or offer a discount? Its important to note that whatever you do say in an interview needs to be interesting, not only to you but the interviewer as well as the audience at large.

How to structure your interview

Using a pyramid analogy can be useful, if you cut the bottom bit of a pyramid its still a solid structure. As a speaker or writer this is useful because a lot of what you say will be cut, especially during an interview if it is considered insignificant. The bottom bit nobody really needs, by the time you get to the point then nobody is really listening to you. Start your meeting at the top, front load your content with the important stuff and make sure your audience is captivated from the very beginning.

Have 3 key messages

  • This gives you structure
  • It gives you something to go back to if ever you are stuck
  • These three points need to be interesting, make sure you take control of everything you say because if not you will be disappointed and misquoted.

When an interview gets challenging its important to keep your composure and remain in control of the situation. It is not a good look to ask a journalist to leave or to evade a question or an interview, especially those unplanned interviews for new channels. Always anticipate all the hard questions and prepare the right answer for them. Have a strategic way to justify all the criticism you get.

How to take control of the interview: “whose interview is it anyway”

  • Accept that can take control, you are the expert.


  • Establish your expertise, do not be afraid to say what you are good at, this also guides the interviewer on what questions to ask you.


  • Always make opening and closing statements.


  • Feel fee to pause if you need to think about something.


lastly always turn your negatives into positives…. Acknowledge, bridge, and continue.

To interact further with Mr Guy Clapperton, head over to Linked in: Guy Clapperton ACIPR

Find out more about the PSASA KZN Chapter Meetings here
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