Earned media through an interview information sheet is the subject of this video for experts, authors and business owners who want to be a resource for the media. I’m a Brand Communications and Optics Strategist, and today I’m asking you to consider putting together an interview information sheet.
This video first went up on YouTube on March 3, 2025. The written post was added on October 22, 2026.
How Can an Interview Information Sheet Help You Get Earned Media?
An interview information sheet can help you get earned media by showing media outlets, ahead of time, what you know and what questions you can answer. It can work like having a publicist without paying for one, in Loren Weisman’s view, and it can go out before a topic trends so outlets may already know you as a resource.
- An interview information sheet can list the top tier, second tier and third tier questions a host could ask about your authority and expertise.
- The sheet can go on a website as a downloadable PDF and be sent to television, radio, news, podcast and web outlets.
- The sheet can go out in advance, not to land an interview today but to become a resource for next week, next month or next year.
- The sheet can show outlets the things you know, how you view them, what you can answer questions on and how you can help.
- Below the questions, the sheet can say how you are prepared, such as shooting professionally at home, dressing for the setting and not swearing.
My own interview information sheet, with the full sheet and the topic versions as PDFs: Interview Information Sheet for Brand Communications and Optics Strategist Loren Weisman. The full sheet as one PDF: Full interview information sheet (PDF).
Earned Media: The Full Transcription
An Interview Information Sheet Instead of a Publicist
Think about creating an interview information sheet like having a publicist but not paying for a publicist. My name is Loren Weisman. I’m a Brand Communications and Optics Strategist, and today I’m asking you to consider putting together an interview information sheet.
The basics of the interview information sheet are the top tier questions that somebody could ask you about your Authority and your expertise, then a second tier and a third tier. Inside of this, sort of like being your own publicist, you create this document.
You put it on a website. You have it so it’s a downloadable PDF. Once you have that together, you send that to different media outlets: television, radio, news, podcast websites, whatnot.
Sending It Ahead of Time
But as you’re putting it out there, unlike thousands if not more of others that are saying, “Okay, here’s something that’s happening. Interview me. I’m an expert. I’m an authority. I know this. I know that. Put me on TV. Put me on your show.” This is little bit of advanced warning.
You’re putting this out not to get the interview today or tomorrow, but for next week, next month, next year, and becoming a resource.
You become a resource by sending this out and showing them these are the things I know, this is how I view them, this is what I can answer questions on, this is how I can help as these things trend up and come above the page to a highline topic of what someone’s going to need an expert to interview on.
Showing Your Authority and Planting Seeds
Now inside of that also you’re going to make sure to point them to your about page and what you know, and even more so with some of these questions, make sure that you’ve answered them in some places. One-minute YouTube videos, longer YouTube videos, podcast showcase your Authority, your authenticity, and your ability.
Use the interview information sheet to point to that Authority, that expertise, something that’s going to be a lot more genuine over the people that are popping quick emails or even the people that have publes saying, “I have the foremost expert on why.” By putting this out, you’re planting seeds.
You’re planting seeds with media pros, with getting into earned media, with getting the opportunity to be interviewed where they may put you into certain catalogues and certain search engines for their own media going, “Okay, well this person, he or she knows this or they know that,” or as they search it comes upon your interview information sheet and you. In addition to this, below the questions, talk about that you’re prepared.
Showing You Are Prepared to Be Interviewed
If you have the ability to shoot professionally in your own home or where you live, mention that.
Add the other elements of “I can put on a suit and a tie or a dress. I can, you know, I can make it simple. I can make it more proper. I’ll make sure not to swear if I’m there in person. I won’t look directly into the camera.”
These are all attributes where in a sense you’re assisting these media people with the story or the trend that they need to work on, and in turn they’re helping you.
Becoming a Stewarding Source
When you are putting out an interview information sheet, you can become a source, a stewarding source, someone that can help others, and in turn with that Authority that you have, with what you’ve shared with them, they may be able to help you and give you a higher level of media exposure, advertising, marketing, and messaging than you’ve had on your own.
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Questions and Answers
What is an interview information sheet?
An interview information sheet is a document you create as if you were your own publicist, listing the questions a host could ask about your authority and expertise. The questions can be sorted into top, second and third tiers, and the sheet can go on a website as a downloadable PDF.
Why send an interview information sheet before the media asks?
Sending an interview information sheet early can give the media advance notice instead of another request to be interviewed right now. The sheet can be meant for next week, next month or next year, so that when a topic trends and a reporter needs an expert, you may already be known as a resource.
Which media outlets can use an interview information sheet?
Television, radio, news outlets, podcasts and websites can all use an interview information sheet. Media pros may file the sheet in their own catalogues or come across it later in a search when they look for someone who knows a topic.
How do you show the media you are ready for an interview?
You can show the media you are ready by saying how you are prepared, below the questions on the interview information sheet. That can include shooting professionally at home, dressing simply or more formally, not swearing in person and not looking directly into the camera, details that help the media person with the story they are working on.
How is an interview information sheet different from a quick email to the media?
A quick email can ask to be interviewed now, while an interview information sheet can show the media what you know, how you view it and what you can answer questions on before they need it. The sheet may come across as more genuine than a quick email or a publicist claiming to have the foremost expert, as Loren sees it.
More Videos and the Podcast
- Brand Comms and Ops: All Things Considered Shorts on YouTube
- Loren Weisman Video Shorts on YouTube: 20 More
- Wait What Really OK podcast
Loren Weisman is a Brand Communications and Optics Strategist who specializes in illuminating authoritative intelligence and amplifying authentic experts.
Weisman is the host of the brand communications and optics podcast Wait What Really OK.
© 2011 to 2026 Loren Weisman. All Rights Reserved ® ℗
Earned Media With an Interview Information Sheet