9 Steps to A Successful Media Interview
We get it.
Being interviewed by a news reporter can be unnerving or scary. But with preparation, you can be confident and successful. Below are nine tips for a successful interview:
Understand the format of the interview
Prior to agreeing to an interview, determine the format. Is it in person or via phone. Is it a zoom interview? If so is the interview audio, camera or both. After answering these questions, research the reporter. Try to inquire how the interview originated and how it’s going to be used, i.e. Is it for a print publication, or is the audio and video being used for broadcast? If it’s audio/video, determine if the interview will be live or taped? Knowing the format will boost your confidence level and help you put your best foot forward.
Understand the length of the interview
I rarely recommend interviews that are longer than 30 minutes. I believe in the abundance of words, there are opportunities for mistake. Prior to agreeing to an interview, determine the length. If it’s a shorter interview, know that you’ll need to be concise.
Research the outlet and its audience
Prior to agreeing to an interview, you want to understand the reporter and their background, including interview style, the outlet and it’s audience. You’ll also want to understand your audience. If your audience doesn’t tune into the platform you’re interviewing on, determine if the interview is worth doing or worth doing now. If someone is vetting media opportunities for you, they’ll want to know, the type of stories your interviewer writes, the outlets they work for, the kinds of stories they tell, etc.
Get clear on your message and intention prior to the interview
Determine several vital messages you want to emphasize during the interview and practice being concise. When you answer questions, bring your responses back to your key messages to make sure the interview is headed in the proper direction.
Practice answering questions
Anticipate what questions will be asked during the interview and prepare responses. Be ready for standard and challenging questions. Consider a mock interview with a personal friend or work associate and ask for feedback on your message, tone and body language. When preparing responses, know that you may need to answer follow-up questions.
Be ready to share your story
Be excited to share your story or point of view. Think about whether you have a case study or personal story to illustrate points raised during the interview. Practice connecting anecdotal stories with potential questions. Case studies and personal stories provide powerful examples that can drive home points during interviews.
Dress to impress.
Your attire and presentation matter during interviews. Choose clothing that is appropriate for the setting and your brand. For video, solid colors are best.
Be ready for a remote interview
If you are doing an online interview, ensure the room you are in or the outside area is free from distractions. Make sure your technology works and your background is clean and organized.
Stay relaxed during the interview
It’s crucial to stay calm during the interview. Take a deep breath and understand that you have something the reporter and their audience needs and that’s information. If you don’t know an answer, it’s OK to admit it and follow up later. It’s also a good idea to pay attention to good spokespersons and determine what works for them, and what you might adopt in your own interview styles.
BONUS: Here’s what you should do after the interview!
Reflect on your interview and assess what went well and what can be improved in the future. Once the story or segment is published or airs, share with your family and colleagues. You can also consider sending a thank-you note to the interviewer.
If you want more help preparing for a media interview, schedule a consultation on our website.
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Chris Pugh is the Media Relations Manager for Spotlight PR. Check out all blog posts and subscribe for regular communications updates. You can also check out our YouTube page here for additional PR updates.