Let’s just get the cat out of the bag. For most company executives or spokespeople, speaking with media can be a daunting task – no matter how seasoned you are. As soon as you receive the request for an interview, your mind may race wondering what will you say? What if the reporter asks a tough question? What if I don’t know the answer?

Media interviews are a critical opportunity to make a first impression, build brand awareness, establish a company or spokesperson as a thought leader and can shape perceptions. We have seen countless examples of interviews where the spokesperson’s comments have damaged either their personal or corporate reputation. No one wants to be in that situation – ever.

However, the experience does not need to be intimidating, stressful or uncomfortable, and can actually be fun if you take the necessary steps to prepare in advance. Plus, if you succeed in your interview, you build credibility as a valuable resource to that journalist and could be contacted again for future stories.

Before your next interview – whether it is for a broadcast segment, phone briefing or in-person meeting with a journalist, consider these tips to help you do your best:

1. Study Up. It’s important to have a clear understanding of the story and what type of information the reporter is looking for you to provide. Make time to review the media briefing materials your PR colleague(s) have developed to help you prepare for the interview. At Communiqué PR, we provide our clients a sense of the questions we anticipate the reporter will ask during the interview (if the reporter does not provide questions in advance), as well as information on the intended angle of the story and insight on whom else the reporter has or plans to speak with for the article. We also include background information about the journalist, the media outlet and its audience. This information will help you to better communicate with the journalist and enables you to relate the information to the outlet’s audience.
2. Get Grounded in Your Messages. Know what you want to say and deliver the messages effectively. Revisit the key messages your PR or marketing team has developed. If it is helpful, create a simple list of bullet points to help organize the key points you want to make. You don’t need to repeat the key messages verbatim, but by investing the time and effort to know your key messages, you will become more comfortable in delivering them in your own voice.
3. Practice. Practice. Practice. Remember, this is your one chance to make a first impression. Never assume you are a ‘natural’ in media interviews simply because you are immersed in your company’s day-to-day operations.  If someone from your in-house communications team or PR agency offers a media training session, take it. The practice will only help you to become more confident and poised in your communications.
4. Set Your Own Agenda. Don’t rely on the reporter to ask the ‘good’ questions. You’re not speaking with them to simply answer their questions. Take advantage of the opportunity to deliver the messages you want to convey. One technique to try is to ‘flag’ your top three key messages by reiterating them throughout the conversation. Most reporters will end the interview with, “is there anything else you would like to add?” This is a great opportunity to summarize those messages.
5. Be Concise. Most reporters deal in sound bites and usable quotes. Consider our previous blog post on “Mastering the Nine Second Sound Bite?”  In the interview, focus on using conversational, straightforward language that conveys your company’s message clearly. And if you don’t have an answer to a question, be honest that you don’t and offer to check with an appropriate source to provide additional information. By providing inaccurate information or speculation, you’re likely to damage your credibility. It’s also a good idea to stop and check in every now and then to ask if they understand the information you’re presenting. This helps get a temperature read and opens the door to clarify any information.
6. Be Positively Authentic. Believe in what you are saying and speak in your own style. You have a great story to tell and this interview is a great opportunity to be able to tell it. Also, by developing a positive attitude toward the interview, your enthusiasm and interest will be contagious.

We hope these tips are helpful as you prepare for your next interview. Remember, no one is born a media star overnight. It takes a lot of practice and the more you do it, the more confident and successful you will become.

Do you have any other best practices to share? Leave us a comment.