Five Things Not To Do in a Media Interview
So, your PR specialist has secured a media interview for you. How fantastic! It is your chance to get your company name and build your profile in front of thousands, if not millions of people. Yes, I said millions – I wanted to say zillions but thought you would think I am PR’ing this article (and I would never). That’s a lot of eyes – which makes undertaking media training essential.
Knowing what to say in an interview is obviously crucial; but knowing what NOT to say takes you one step closer to being a pro-media spokesperson. Don’t dive into an interview blindly: know what blunders to avoid during a media interview.
1. Bask in the silence
Awkward silence – no one likes it but learning to be comfortable with it is vital in a media interview. There’s a good chance the interviewer is simply taking some notes and there is no need to fill the silence by blurting out info that may be used (or misused) in the story. If you are unsure, a simple “Is there anything else you would like?” will suffice. Remember, anything you say may be quoted – so pick your words carefully.
2. Sound bites, not speeches
When it comes to media interviews, less is more. We all know that people’s attention spans can be short, so keep each answer to under 60 words to form the perfectly sized quote. While it can be tempting to ramble when asked an interesting question, it’s best to resist. Keep your answers sharp, succinct, and to the point, and avoid technical and corporate wording wherever you can to keep your audience engaged.
3. Keep your eyes on the prize
Knowing and believing in your key messages and understanding what the journalist is looking for is integral to a successful media interview. Tactful repetition of messages in your answers will bring the audience back to the point you are making and keep it fresh in their minds. Sticking to the topic can be somewhat of an art form; hold off saying things that move away from the key messages.
4. No comment? Not an option
No comment is a comment, and it often sends a message of dishonesty, guilt, or a lack of empathy. If you don’t have an answer ready to fire off, collect the interviewer’s contact details and offer to get back to them. Stick to your promise and provide facts or a carefully written statement at the earliest possible opportunity.
5. Dog ate your homework?
Get your facts straight by doing your homework before heading into an interview. This means learning the journalist’s name and pronunciation, doing some research into their previous work, the media outlet they currently work for and its audience, and the topic or angle of the interview.
Daunting as being in front of an interviewer may seem, you don’t have to go it alone! We are experts in media training and dedicated to helping our clients thrive. Reach out to the Arize team and let us help you become calm, collected and, most importantly, the smartest version of yourself in interviews. We promise we will only put you through the wringer a few times.
