Media interviews are powerful megaphones for your brand. Yet too many professionals step into the spotlight without a sound strategy.
You might have a few talking points jotted down. But when the pressure’s on, it’s all too easy to lose control of the narrative. Soon you’re fielding unexpected questions, fumbling for words – and left wishing you’d handled things better.
Read on to gain practical tips on how to deliver your message with confidence and conviction.
But first, why talk to the media at all?
Journalists and the outlets they work for wield tremendous influence over public perception. A single piece of coverage can shape how customers, investors and partners view your organisation for years to come.
This instant credibility – whether it’s from a legacy newspaper, leading website or top-rated podcast – is powerful. A positive feature can:
- Open doors by winning you fresh enquiries and the respect of your peers.
- Bolster your leadership by asserting your sector expertise to stakeholders.
- Soothe doubts by easing reputational damage when public concerns arise.
At the same time, one misstep – whether it be an awkward sound bite that goes viral or an unaddressed accusation that fuels outrage – will overshadow even the best-made marketing plan.
That’s why media skills matter. They become your inbuilt autopilot system to keep you – and your message – on track.
The power of preparation
When you know your topic inside out, it’s tempting to back yourself and wing it. Your natural charisma and effortless off-the-cuff remarks will make for a good story, right?
Wrong. Media interviews aren’t casual chats. They’re crafted conversations where planning and precision will make or break your message.
Here are five tips to help you prepare:
- Research the journalist: Familiarise yourself with their style. What are their areas of interest? Review their past stories to plan for likely angles and questions.
- Understand the outlet: How have your competitors been covered? Each outlet has its quirks and audience expectations – so tailor your message accordingly.
- Condense your message into three must-say points: These are your north star to return to when questions deviate. Know which points are unmissable. (And which you can let go.)
- Roleplay likely scenarios: Practise with a colleague who can throw unpredictable questions at you. Learn to conversationally pivot back to your central narrative. Even film yourself on a phone – and watch the footage to review your body language.
- Rehearse – but don’t memorise: Stay flexible. Memorised scripts sound stiff and audiences pick up on forced delivery fast.
The more you internalise the essence of your message, the more naturally it’ll flow from you when the pressure’s on. So you can walk in feeling calm, collected – and firmly in control.
Give journalists what they’re looking for
Contrary to popular belief, most journalists aren’t out to corner you. They want to create a story that resonates with their audience.
They’re after a clear angle, credible facts – and often a human touch. They want genuine quotes and insights that capture attention.
Beyond the story, journalists remember sources who are helpful and reliable. If you’re responsive and transparent? They’ll likely reach out again soon for future stories.
So be a source who values the truth as much as they do. Be mindful of:
- Deadlines: Journalists typically work under tight time pressures. So be punctual. And provide them with succinct, relevant information.
- Credibility: Your vague answers or unverified claims won’t make the cut. (Generic platitudes will be dismissed on the spot.) So back up your assertions with data or evidence to add authority to your statements.
- The human story: Even in B2B reporting, journalists often look for a person or real-life situation to bring the story to life. By illustrating your message with a relatable example, you’re more likely to get featured more prominently.
Craft sound bites to pack a punch
The audience’s time and attention are limited commodities. Even a comprehensive feature or a long-format interview boils down to the key moments that stick in a reader’s mind.
That’s where the power of sharp hooks and sound bites comes in. Think of them as short, memorable statements that cut through and leave a lasting impression.
In just a few words, a simple metaphor is often more powerful than a paragraph of specs. But don’t resort to hollow clichés like: As we shift gears this quarter, we’re really moving the needle. Journalists (and audiences) can spot corporate spin from a mile away.
You’ll win more respect when your hook is backed by substance. Here’s how:
- Choose brevity over depth: Aim for one or two bold sentences that pack a punch. Don’t over-explain or try to cram in every detail. Keep it sharp.
- Paint a picture: Use analogies or anecdotes to help your audience recall key ideas. For example: Right now business is booming. It’s like we’re riding down a mighty river – but last year showed us we need to prepare for obstacles downstream.
- Weave in bold language: Emotive words and phrases will make your sound bites pop. Just keep them aligned with your tone and values. (If you wouldn’t say ‘slay queen’ to a client, don’t say it to a journalist.)
Handle tough questions (in 3 simple steps)
You won’t be able to prepare for every possible question beforehand. And sometimes, the conversation will take you down unexpected paths.
The journalist might focus on a sensitive topic or challenge a stance your organisation has taken. How you handle these tense moments will speak volumes about your credibility as the voice of your brand.
Your role is to stay calm and maintain your credibility. Here’s how:
- Acknowledge the question: Don’t dismiss or trivialise concerns. If it’s a real problem, say so: That’s a fair point. Avoid skirting around the issue or pretending you didn’t hear it – that will only raise suspicions.
- Bridge back to your key messages: After noting the concern, guide the discussion towards your core message. You might gently pivot back with phrases like: What’s important to note is… or Let’s put that into perspective by…
- Stay concise and clear: Short, honest responses carry more authority than defensive paragraphs. Speak directly to demonstrate confidence in your viewpoint – and show respect for the audience’s need for clarity.
Above all else: remember to breathe. A moment’s pause before you respond to a tough question will prevent you from rambling or saying something you’ll regret.
Sharpen your skills with media training
The time you invest in preparing for each interview is crucial. But you can only gain so much from researching best practices.
Through hands-on training and practical exercises, you’ll experience the pressure of real interviews in a safe, supportive setting. Importantly, you’ll benefit from immediate feedback on your tone and body language.
Because interviews aren’t just about what you say. They’re also about how you say it.
In particular, your delivery style becomes the star of the show during video interviews and podcasts. Pacing, pauses and a warm timbre all help to keep listeners engaged. Coaching sessions can guide you to speak slower to maintain clarity and let each point land with impact.
Explore our Media Mastery for Leaders workshop to stand out as a strong voice – and ensure your story shines through.