Six Steps to Successful Media Interviews
Media interviews can be unnerving, especially if you have little experience with them. But with preparation, you can deliver impactful interviews with confidence.
Prior to sharing steps to help you boost the likelihood of success in media interviews, I want to define what I mean by ‘media.’ Media includes traditional platforms such as television, radio, and print outlets. But it also includes podcasts and public speaking opportunities. It can essentially include all public comments or all comments that have the potential to be publicized.
To have successful interviews in these types of settings, you must consider and practice at least 6 things:
Understand the format of the interview.
Prior to agreeing to an interview, determine the format. Will you be the only person interviewed and if not, who are the other guests? Will the interview be conducted in person, over the phone or via Zoom. If this is a Zoom interview, will the interview involve audio, camera or both.
Understand the Reporter.
Do you know who will conduct the interview? Have you considered or researched their interview style? Do you understand 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? Will you need to complete a consent or video release form, and if so, have you had an opportunity to review the terms of the consent? This background information will assist you in determining whether you should complete the interview and help you put your best foot forward.
Understand the length of the interview.
I rarely recommend interviews that are longer than 30 minutes. In the abundance of words, there are multiple opportunities for mistakes. Prior to agreeing to an interview, determine the length. If it’s a shorter interview, know that you’ll need to be concise. If it’s a longer interview, develop a strategy to manage the time. Or consider whether you want to request a shorter conversation.
Understand the outlet and its audience.
Prior to agreeing to an interview, you want to understand the outlet, it’s target audience and the type of content it produces. If the outlet consistently produces content that is contrary to your values, you should decline the interview request. If the outlet’s audience is drastically different from your audience, consider whether the interview would make strategic sense in the moment in which you receive the media request.
Set an intention for the interview and get clear on your message.
Determine a couple 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. Be sure to set an intention for every media request. What do you want to happen? How will you ensure your intention is realized? What does success look like? These questions will help you guide your responses and behavior.
Participate in mock interviews.
Anticipate what questions will be asked during the interview and think about how you might respond. Ask friends and colleagues what questions they might ask you if they were the interviewer or host. Be ready for standard and challenging questions. Ask for feedback on your message, tone and body language.
BONUS: Do this 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 and don’t be afraid to ask them to share your interview.
If you want more help preparing for a media interview, schedule a consultation on our website.
Jennifer R. Farmer, aka The PR Whisperer®, is the principal of Spotlight PR LLC. Be sure to check out other blogs and subscribe for regular communications updates.