When you are being interviewed by a reporter, it is always a good idea to ask, “Who else are you interviewing?”
Some reporters might not want to tell you, but most will. This is useful information, because it can help your figure out your potential positioning for the story. The more you know about who else is being interviewed, the sharper you can refine your message, thus increasing your chances of getting quoted on the message you desire.
Let’s say you are a CEO of an airline company and a reporter calls you wishing to discuss trends in your industry. If the reporter tells you that you he or she is also speaking to the head of the Federal Aviation Administration and Members of Congress in charge of regulating the airlines, you probably don’t need to spend a lot of time explaining what current or proposed laws are affecting your industry.
Instead, you would want a much narrower focus on exactly how the laws are affecting your company. If you were speaking to a general consumer publication and the reporter is using you as a sole source, you may want to position yourself as more of the industry expert, not as simply a spokesperson for your own company.
If you are a politician currently in office, it is nice to know if the reporter is also talking to your opponent (if you have one). If your opponent(s) are being interviewed, it is important not only that you spell out your position, but that you also explain how is it superior to your opponent’s position and why, exactly, your opponent’s view are wrong.
If you are the sole source, you can focus on a simpler and more positive message.
Some reporters will appreciate if you ask who else they are interviewing. The will sense that you are trying to be as helpful as possible and that you want to give them a unique perspective. Others won’t like you asking and won’t tell you.
My experience shows that there is nothing to lose because the ones that don’t like it won’t hold it against you, but the info you receive from reporters who do share what other sources they are speaking to can help you immensely.
So find out who your competition is for space in the story.
