Nail Your Next Media Interview: Dos and Don’ts from PR Pros

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Whether you're a seasoned spokesperson or stepping in front of a camera for the first time, media interviews are a powerful way to get your message out and shape a positive public perception of you, your company, and your product or solution. 

I’ll start off by saying, a good media interview isn't about saying everything; it's about saying the right things – clearly and with confidence. One of the many hats we PR professionals wear is helping clients prepare and practice for interviews, ensuring they're set up for success and shine in the spotlight.

Here are a few key dos and don’ts worth keeping in mind when prepping for your next moment of fame. 

The Important Dos

  • Do Focus on Company Strengths and Key Messages
    Before the interview, write down two to three key messaging points you want to cover during the interview. Practice talking through these. And when the time comes, stay focused on these points and when appropriate reiterate them to ensure they resonate with your audience. 

  • Do Understand Your Audience and Remain Calm and Confident
    It’s important to tailor your language and tone to the audience you are speaking to. Not everyone will understand company or industry jargon, so avoid it at all costs. And don’t forget to speak clearly and maintain eye contact, especially if you are on camera. If you need to collect your thoughts, it’s okay to pause, take a moment, and ensure you say the right thing; this eludes confidence and confidence builds trust.

  • Do Listen Carefully and Politely Correct when Necessary
    You will naturally provide more thoughtful answers when you truly listen; fully digest the questions and provide insightful feedback. If something is unclear, it’s okay to ask for clarification. And if information is incorrect, it is absolutely okay to politely correct the interviewee. Doing so helps ensure accuracy and is far better than allowing misinformation to be shared with the audience.

  • Do Take Advantage of the  “Bridging” Technique
    If you are asked a question that takes you off your guard, a good trick to get out of this pickle is called “bridging”. Briefly acknowledge the question being asked and steer the conversation back to those key messages you originally laid out. 

And Just as Important…The Don’ts 

  • Don’t Speculate or Answer Outside your Expertise
    If you don’t know the answer, just say so. Guessing or hypothesizing can lead to you providing misinformation. It’s also important to address if a question would be better suited for another team member, rather than providing the wrong answer, offer to connect them with that individual or circle back later with insite from that individual.  

  • Don’t Go Off the Record or Share Future P Plans
    "Off the record" is never a guarantee. A good rule of thumb is, if you don’t want something to be included in a live interview or written in a story, don’t say it. It’s especially important to never share any future product or company plans that are not already public information.

  • Don’t Get Defensive or Lose Your Composure
    You may get a challenging question or two, but even when challenged, it’s important to keep your composure and never get defensive. No matter how much one may push you, remember to stick to the facts and remain professional. It’s never good to get argumentative or talk negatively about someone or a company – even the competition.

  • Don’t Ramble or Forget Body Language
    Long-winded answers can dilute your key message and oftentimes these are edited out, so try to deliver precise responses and stick to the point. Body language and facial expressions can say a lot – without saying anything at all. Be aware of how you present yourself both professionally and physically. When you fidget, cross your arms or provide limited eye contact, this can make you look unprofessional and not engaged, leaving a bad impression on the interviewee and audience. 

While all of the above may seem like a lot to take in, what’s most important is the way you carry yourself and the energy you bring with you, as this will set the tone for the entire interview. So go in there with a positive attitude, a clear idea of the makings of a positive interview, and have fun.  With these, you’ll nail it!