Founder and CEO of JMG Public Relations, an award-winning PR firm for innovators and their mission driven startup companies.
The media interview is a powerful platform for CEOs. By offering your knowledge, you can set the stage for your role as a thought leader within your industry. Interviews also provide a platform on which you can share innovative ideas with a broader audience, help people better understand the beliefs and values of the company, and build credibility and trust through transparency and effective crisis management.
While the thought of giving a media interview might sound relatively simple, they come with their own set of challenges. From tricky questions to unexpected turns in the conversation, anything can happen, which is why thorough preparation is important. Based on my experience in the public relations industry, here are ten tips to help you prepare for your next media interview.
1. Understand the media landscape.
Familiarize yourself with the specific media outlet you’re speaking with, as well as your target audience, in order to tailor your message appropriately. It’s about making a meaningful connection and maximizing the impact of the interview. Research the reporter’s background and previous articles written to get a better understanding of their tone and approach.
2. Define key messages and objectives.
Interview preparation should include setting the agenda and defining your key messages and goals. What is it you want to convey and achieve during the interview? Set two to three key points you want to get across and then practice articulating them. Laying these out ahead of time can help ensure you have clarity and focus along with a structured and purposeful discussion during the interview.
3. Conduct mock interviews.
Practicing mock interviews with media-trained experts can help you familiarize yourself with potential questions and allow for room to improve responses. During practice sessions, you can get valuable feedback on points like delivery and performance, which can help bolster your confidence for the actual interview.
4. Prepare for challenging questions.
Part of media preparation is working through challenging questions that may arise. Anticipating and preparing for those difficult questions can help ensure that you are not caught off guard during the interview and know how to gather your thoughts and provide well-thought-out and composed responses even when under pressure. Mastering the art of composure is not an easy task, but it is one that helps show you can handle whatever comes your way.
5. Use clear and concise communication.
Being clear and concise in your message helps ensure that the intended information is easily received and understood. When communication is clear, it leaves little to no room for confusion or misinterpretation. In this fast-paced world where attention spans are short and information overload is common, being concise ensures the message you want to convey is not only received but also impactful.
6. Use simple, calm language.
It’s important to focus on the words just as it is the message. Speak in clear and simple language to ensure your message is easily understood by the audience. Always remember to speak slowly. When people are anxious or nervous, they tend to talk fast. Slow down your speech and take a deep breath. In doing so, you’ll be able to communicate your message more effectively.
7. Be honest and authentic.
These two traits are the building blocks for establishing credibility, trust and a good reputation, as well as a long-term relationship with the audience. It’s also important that you maintain transparency and honesty in your responses. Avoid speculating or making unfounded claims. If asked a question you don’t have the answer to, stay calm and composed. It’s okay if you don’t have all the answers, and expressing a willingness to follow up with the necessary information after the interview not only shows transparency but also a commitment to accuracy.
8. Highlight success stories.
Connecting your messaging with stories and data can add an extra layer of credibility to your message. Leveraging success stories helps reinforce the key interview messages by providing tangible, real-life examples that highlight success while enhancing the impact of the shared information.
9. Pay attention to body language.
How you convey yourself nonverbally is just as important as how you verbally present yourself. Body language says a lot about a person and can help reinforce the message you’re trying to get across to the audience.
When conducting an interview in person, be aware of things like posture (sit up straight to show your confidence), facial expressions and gestures. The goal is to convey confidence, openness and a genuine interest even through your nonverbal cues.
10. Review and learn.
Once the interview concludes, listen to the recording or transcript. This can help you identify your strengths and weaknesses and pinpoint any areas of improvement for future media interviews.
Remember, preparation is key to success. Being able to handle media interviews with confidence can help reduce the risk of being caught off guard and maximize your opportunity to convey your intended messaging clearly and in a way that resonates with the audience.
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