The author discusses the issue of adapting press interviews for the needs of PR. Whereas the
basic intention of press interviews is to inform the readers about important events, the illocutionary
potential of PR interviews aims to create the positive image of an institution. There are following
ways of achieving this:
- asking interlocutors if they buy the company’s products and/or services
- provoking them to inform the readers that they buy them
- choosing famous people as interlocutors (prestige effect)
- choosing experts to discuss the advantages of products and services
- conspicuous information that the person interviewed is connected to the company
- choosing the company’s employee
