10 Tips for Successful Media Interviews
Much like other presentations, a media interview can seem straightforward on the surface, and good interviewees can make it seem easy. But as a former editor and a current corporate spokesperson, I assure you—an engaging, comfortable interview can take prep and practice.
Much like other presentations, a media interview can seem straightforward on the surface, and good interviewees can make it seem easy. But as a former editor and a current corporate spokesperson, I assure you—an engaging, comfortable interview can take prep and practice.
Here are 10 tips for a successful media interview:
Everything is “on the record.” An interview starts the minute you pick up the phone or walk into the television station, and isn’t over until the phone is in the cradle and you are back in your car. Just because formal questions aren’t being asked doesn’t mean they aren’t listening.
Do your homework. Be prepared for an interview by looking at the publication, reading other articles by the author and understanding both the topic and focus of the article when you agree to participate. Don’t hesitate to ask for the questions ahead of time; simply explain that you want to be prepared to offer the most value possible.
Don’t blather. Answer each question in one to three sentences. Then STOP. When it comes to each question, you should strive for a 10-second answer on video, no more than 17-20 words in print.
Share your stories. Have examples and be specific. When you answer a question with a fact, follow it up with a “for instance…”
Don’t “spin.” Be honest and straightforward in your answers.
Forget your ABCs. Don’t talk to them in acronyms or jargon—use plain language. Remember, you are a business consultant in this situation.
Be specific. Don’t be vague (“I think technology is great!”) Tell the audience how and why using examples, anecdotes and more. Details are what the audience is looking for.
Be yourself. Don’t lose your accent or be a “formal CEO” when you aren’t, it only leaves the impression that you aren’t being truthful.
No comment is not an option. Don’t be afraid to say, "I simply don’t know the answer to that," or recommend the reporter talk to a competitor face-to-face if it is an awkward question about someone else’s business. But no comment always reads wrong.
Practice, practice, practice. None of the rest of these tips will help you if you think you can ad lib an interview and don’t put in the time to prepare and then practice.
Guest blogs such as this one are published regularly, and are part of The VAR Guy's Business Acceleration InfoCenter.
