15 Tips For Conquering Media Interviews
You lean into the microphone, try to ignore your shallow and nervous breathing, let your clammy hands fall awkwardly to your sides… And realize you are in your underwear. It’s a nightmare most commonly associated with public speaking. Around 75% of people suffer from a fear of public speaking on varying levels. Leading up to your first media interview, you’ll realize the same feelings can apply.
If you are lucky enough to get in front of the media, it can be an amazing opportunity for your business. You need to prepare yourself or your spokesperson so the interview will go smoothly, making sure your brand/organizational messaging will be showcased.
Here are 15 things you can do to make the most out of your next media interview.
Confirm the interview details:
The first thing you should do is confirm the date and time – take into account time zone differences if you are doing an interview by phone!
Confirm where/how the interview will be conducted: Will your interview be taking place in person? Over the phone? On Camera? In studio? On site?
Next confirm when the segment or article will run. If it is a radio/TV interview, will it be live or pre-recorded? If you are being interviewed for a written article, you should also find out when the journalist’s deadline is.
Clarify the topic – it’s better to ask than to assume. The outlet may want to take your pitch in a different direction than you thought.
Know your audience: Do your research to learn a little about who is interviewing you and the target audience of the media outlet. This will allow you to use examples that are relevant. It will also allow you to connect to the interviewer in a more meaningful way because you can find common interests to focus on.
Set goals: The media is looking for a story. While you want to tell your story, you should determine what you want to accomplish during the interview so you can stay on track. Hit all of those key messages and figure out how this interview can positively affect your business.
Do your research: Brush up on the competition and what is happening in your industry in terms of trends and consumer behaviour. Think of topics you may want to avoid.
Impressions are everything: Speak slowly, smile, make eye contact… BREATHE. Pause before answering a question to gather your thoughts. It might seem like a long time in your head, but it’s never as long as you think, and it gives you time to contemplate what you say before you open your mouth.
Think in sound bites rather than one word answers: Your interview should be a two-way dialogue with a journalist. Don’t talk more than 30 seconds without taking a break and give them more than one-word answers. A great soundbite (10 – 20 seconds of you talking) can sometimes be more valuable than the entire interview depending on the topic! Keep it simple and don’t offer more information than necessary.
Actively listen: In order to have meaningful dialogue (and to be asked back!) you need to learn to listen to your interviewer. If you didn’t understand a question, ask for clarification.
You are who you are: Your goal in an interview should be to come off as authentic and trustworthy. This will allow you to connect with people through the media. The easiest way to come off as authentic is to be authentic. Support your key messages with facts and personal anecdotes. Just do you.
Be confident and on time.
Don’t lie: If you don’t know an answer, or you aren’t sure, don’t lie – say, “I can find out…” or “I can’t speak to that at this time, however…” Never say no comment or falsify information. One makes you look untruthful, and the latter could end up in a huge PR nightmare when you are caught lying.
Visual aids: Only use them if they are necessary for your interview. Having a list of stats you can pull from sitting in front of you on camera will make it tough to connect with your interviewer because you will always be looking down. If you can’t remember the data, then speak using general statements.
Avoid jargon: Speak in a language that your audience will understand otherwise you will lose audience interest.
Avoid negativity: Even if you have a great interview, a negative comment about anything will always be what you are remembered for.
Off the record doesn’t exist.
Think beyond the interview:
Send a thank you note after the interview and follow up with any information you promised to share.
Get a copy of the article/segment once it’s published, ask to correct any misinformation. Don’t ask to approve a story before it goes out – it’s out of your hands.
Share the article around and post it to your website so you can get as much reach as possible with the one media hit.
If all else fails, or if you are having trouble getting media interest, hire a PR pro to help. We’ll do all of the legwork and provide media training. If you are interested in kicking up your media relations strategy, give SongBird a call.