Close

Acing Media Interviews Like a Pro

Before the Interview

Congratulations! You're going to be interviewed for an article or a broadcast. If you are new to working with the media, you probably want to practice getting a few key messages into your answers. What do you want your audience (customers, potential customers, investors, etc.) to learn about you? Here are a few short tips on what to do before and during the interview.

Never do an interview cold. Prepare yourself.

Learn what you can about the publication, audience, interviewer and story. Read the reporter's last couple of stories.

Start with a goal. Visualize the “headline.” What would you like the story to say?

Review your 5-6 “must-say” message points that make your case.

Practice answers to all potential questions. Have your staff grill you. They will enjoy it. You probably won't, but it will make your answers more potent.

During the Interview

Arrive on time. Give yourself a few minutes to relax and practice.

If it is a phone interview, remove distractions. Hold calls and visits. Get into the proper mindset.

Keep message points in front of you. Repeat 2-3 times during interview.

Speak THROUGH the reporter TO your audience.

Be engaging and friendly. Don’t be defensive. Speak slowly. Give the reporter time to write accurately.

Don’t repeat a negative question; it will end up as part of your quotes in the story. Bridge to your “must-say” messages. Stay positive.

Thou Shalt Not Be Boring. Keep answers brief and quotable. Avoid jargon, acronyms, industry slang, etc.

Make your points easily understood, e.g., “The three most critical issues in this situation are…”

Do NOT go “off the record.” Assume everything you say (even small talk) is fair game from the time you show up until you get back into your car.

In a confrontational interview, keep to the high road. Avoid emotion.

Don’t guess. “I don’t know -- I’ll get back to you on it,” is a fine answer. And, do get back to the reporter with the information.

Never say, “No comment.” It is defensive.