Media interviews can nerve-wracking. But with the right preparation, they can also be incredibly beneficial to your brand and showcase your expertise and credibility to a larger audience.
Here, Prominent’s senior copywriter and former newspaper journalist Oliver Sullivan shares his top tips on preparing for a media interview.
I get it. Having a camera stuck in front of your face or picking up the phone to a journalist can be daunting. While not every reporter takes the style of a Paxman-esque grilling, it is perfectly ok to be nervous.
Thankfully, some simple preparation is all it takes to turn you into a clear, confident and capable speaker that hits your key message home.
The ultimate aim of any media interview is to get your key message across. It is the same if you’re being interviewed for a fantastic achievement or defending your organisation in a crisis.
It is therefore so important you voice it – and in a smooth and understandable way.
Take the time to think about your goals before speaking to a reporter. You want to resonate with your audience and the best way to do that is through clear and concise messaging.
Don’t worry about writing and reading from a pre-prepared script. You want to be authentic, not robotic. And you certainly don’t want to sound over-rehearsed or like a broken record.
Remember that it isn’t simply the reporter you are speaking to – it is their audience who you need to make a real impression on.
Be calm and polite throughout, even if the questions do get a little tricky. Speak at a nice speed and communicate your message clearly.
Most of the time, a journalist wants to speak to someone because they are an expert in their field. That’s a big compliment for you and shows they think you are someone their audience can trust.
Stay composed and remember who you are and what your strengths are. You are the expert and you know what you are talking about.
If it makes you feel more comfortable, practice a media interview with a colleague. Taking on both roles can give you a better understanding of how interviews are carried out.
Sure, you might not be journalist – but that doesn’t mean you can’t get an inkling into the kind of questions you might be asked.
Think about the topic you are being interviewed on. What would you like to know if you were the person watching or listening in?
Another way to get a better idea is to do some quick research of the media outlet. Have a look at their website or listen back to previous interviews – especially those by the person who will be interviewing you.
Getting to understand their style or the way they lean on certain issues can be a big help.
Once you’ve got an idea, you can start to prepare for any potential tricky questions and plan some answers.
The most important thing to remember is to not be led astray should you be asked any speculative questions. It is perfectly ok to say you don’t feel comfortable answering something inappropriate or offer to get back to the interviewer if you don’t have the information you need to hand.
Media interviews aren’t for everyone. Depending on the situation, there is often a better alternative in emailing over a statement to a journalist instead.
But they can be incredibly rewarding and do wonders for your brand – and your own personal confidence.
Speaking to your PR or marketing team when a media request comes in is the best possible way to gauge whether or not the interview is the best idea for you.
Whether it’s a statement, advice or media training you need – the Prominent team are here to help.
Our team of former journalists and experienced PR professionals understand the media and the best ways to deliver your message.
Call us today to learn more, or drop us a line to arrange a chat.
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