Talking to the media can seem daunting. It’s easy to overthink how the interaction might go and how you might make a mistake, leading to a bad experience. But like so many things in life, preparation for a media interview is key. Once you master these steps, confidence and comfort will build, allowing you to see the real value of media relations.
1. Be on the same page.
Before agreeing to a reporter’s request for an interview, ask any anticipated questions upfront. Find out who their audience is, how your organization’s news / your area of expertise tie in and what topics they’re looking to report on and from what angle. Know what you want to cover and how it relates to what the person interviewing you wants before accepting.
2. Focus on key points.
Before any interview, ask yourself: If this reporter can only take away three things from this interview, what do I want them to be? Those are your key messages. You want to develop them and keep them simple, like a sound bite.
Reporters pick and choose what they use based on the length they have for their article. Help them choose your quote by speaking in short, concise messages that efficiently make one of your key talking points. As the interview ends, say “We’ve talked about a lot of things today, but I think the three most important things are…”.
3. Be honest.
Admitting you don’t know the answer to a question is fine. If possible, offer to look into it and get back to the reporter after the initial interview. It’s also OK to say you can’t answer a question because of confidentiality agreements or a proprietary situation. If you can, offer some additional information (percentages instead of actual figures, etc.) that provides perspective without divulging confidential information.
4. Don’t say (or show) anything you don’t want to see in print.
Reporters assume anything you say or display is fair game for publication or airing. There is no “off the record” except in special, pre-arranged situations.
Don’t speculate about hypothetical situations. These are no-win situations. Speak for your organization only, and only about what’s real. And that holds true for your LinkedIn, X and Facebook posts, as well.
5. Treat the reporter as you would a customer.
The “product” you provide to reporters – information – can help you reach your true audience with more credibility. Remember, the reporter is looking to you as an expert and is looking forward to what you have to say. And don’t forget to be friendly and have fun! A little lively banter or small talk up-front can relax everyone involved.
Following these tips should help get you in a good place for a media interview. Once you have experience talking to reporters a few times and see how it can be a real benefit to your communications strategy, you’ll feel more confident interacting with the media going forward.
