The Top 5 Tips For A Successful Media Interview

It’s likely that you or someone at your organization will need to give a media interview at some point. Speaking with reporters helps ensure you are communicating your message to a wider audience.

Whether you work for a non-profit, lobbying firm, or public affairs organization, interfacing with reporters is typically part of the job. And if you’re a candidate running for office or working to advance a piece of legislation, press is often a necessity. Rather than fear media interviews, there are some key strategies you can employ to help ensure you achieve your goals.

This article outlines the top five tips for a successful media interview to help you or your organization accomplish your goals with press.

Focus on Your Message

Prior to sitting down for your interview, it’s imperative that you get clear on the message you want to articulate. This may seem obvious, but when a microphone is put in your face, lights come on, and the reporter starts talking, all your rational ideas or thought processes can go flying out the window. That’s why it’s vital that you get clear on your message beforehand – so that in the heat of the moment or the stress, you can revert back to it with ease.

Practicing before an interview is a strategy that many people overlook, often to their detriment. Instead, conduct better preparation and have someone run through a few practice questions with you. People always make their point in a clearer, more succinct way the second or third time around. This helps ensure that when the lights and cameras come on, you don’t get overwhelmed.

Answer Your Question

One key tactic that often gets overlooked during media interviews is that you don’t have to answer the reporter’s question – answer the question you want to answer. This is particularly valuable when a reporter asks an unfair or biased question.

For example, perhaps you are an elected official who implemented a COVID-19-related support program for small business owners. Now, after six months, a report finds just 20% of local small business owners used the program and a reporter asks: “Why was this such a failure?”

That question assumes this program didn’t work when in fact, the larger issue could be that small business owners were not aware of the program – the real issue is awareness and communication to ensure more people who need this program can access it.

Instead of conceding the reporter’s question, you could say: “This is a program that has helped business owners in our city stay afloat, it’s allowed them to employ xx people and keep their doors open. We must do a better job of informing business owners about this program so they can benefit, but it’s an effective program and we’ll continue to use it.” This is a far better answer than debating their accusation that the program was a failure. Reframe the question so you can fit your message into it.

Don’t Get Emotional

During an interview, a reporter is likely to make an effort to poke and prod about specific issues or “controversies.” They will want to either get you to say something incendiary or get you upset, often using the words of an opponent or critics to help with this.

It’s imperative that you don’t allow any of these efforts to affect you. Remain steady and avoid getting emotional about what they say or the insinuations they might make. When you get emotional, it makes a reporter think they are onto something. Instead, be a happy warrior. Don’t let unfair questions or characterizations bother you – focus on the message you want to communicate and let the rest go. Remaining calm in the face of chaos or aggressive questioning benefits you and the public sees this calm demeanor as further evidence you can do the job.

Be Willing to Say No

You may be asked questions that you don’t know the answer to or aren’t familiar with during an interview. Often, leaders feel uncomfortable saying “I don’t know” but it’s a powerful answer. It ensures you don’t speak about something you are not informed about. You can always tell them you’ll get back to them or get them more solid numbers.

Too often, leaders feel the pressure to answer rather than say they don’t know or that they aren’t familiar with something, but it helps you avoid controversies or saying something you will regret. If you don’t know, say so. It’s a boundary in which you inform them that you aren’t an expert and that they should ask someone who is.

Look the Part

Dress appropriately – this may sound simple, but it’s important to look presentable and professional. If the interview is happening at the site of a service project or disaster response center, don’t wear a suit – wear what’s appropriate, but if you are going into a studio or doing official work, make sure you’re wearing a collared shirt or blouse and look ready for the job.

When it comes to media interviews, half the battle is how you are perceived by the public. The content of your remarks is important, but if you look disheveled or struggle or stumble to speak, people tend to focus more on that no matter how powerful your words or message.

Conclusion

Media interviews are necessary to help advance your cause and grow your name or brand recognition. Put together, these five tips will help improve your performance during interviews with reporters in the field or in-studio and help ensure you are communicating better with your audience.