Media Training and Tips for Interviews

Last week I wrote about the power of words in print ("How to Write a Press Release"). This week I want to talk about the importance of words in interviews. There are some people who are naturally gifted at speaking in front of an audience or a camera. And for others, the thought makes them ill. Whether it’s nerves or fear of saying the wrong thing that gets the best of you, media training is an effective tool that will prepare you for feeling comfortable in interviews, and, more importantly, delivering key messages.

The benefit of media training is to teach you/the interviewee how to control the interview, the message and the results. The media want a good story, not just information. Here are some tips on how to deliver a great interview and get the results you want.

MEDIA TRAINING AND TIPS FOR INTERVIEWING

1. Developing Your Key Messages
2. Preparing For Your Interview
3. Delivering Your Messages
4. On Camera Tips
5. Things Not To Do In An Interview
6. Appearance for TV

1. Developing Key Messages
When developing your key messages for an interview, think about what differentiates your company, product or service from its competitors. What are the benefits? Are there any statistics or interesting facts that you can share?

2. Preparing For Your Interview
Before your interview, make sure you have done some research on the reporter, their outlet and the type of stories they have covered in the past. Not only will this provide you with some insight as to their interview style, but you can use this to establish a rapport with the reporter.

Make sure the interviewer has all the information they need about your company, product or service. If possible, provide them with a sample so they can use/interact with the product/service before the interview.

Confirm beforehand what the angle of the story will be. Don’t be afraid to ask for the questions prior to the interview. They won’t always provide it, but you’ll never know if you don’t ask.

Most importantly, know your key messages. Practice in front of a camera and review. Identify key words and give them emphasis. Don’t wing it!

3. Delivering Your Messages
Now that you’ve practiced your delivery, you’re ready for your interview.When the interviewer asks you a question, you don’t want to simply answer it. This is where your key messages come in to play. Incorporate them in to the answers. You want to not only answer their question with an answer but with your key message. Remember to package your message. The media deals in soundbites and you have to be quotable.

If it’s not easy to incorporate your key message in to the question, you can use a technique called bridging. This is used to move from one issue to another. Examples are: “Another thing to remember,” “What I really want to talk about is,” “I’d like to add,” etc.

If a reporter asks you a question that you don’t know the answer to, it is OK to say I don’t know. You don’t have to have all the answers.

Don’t assume a reporter or your audience knows what you’re talking about. Avoid industry jargon or slang.

Finally, deliver your message with conviction. You need to sound sincere and credible. If you don’t believe what you’re saying, neither will the audience.

4. On-Camera Tips
Whether you’re sitting or standing, keep your feet slightly apart for balance and don’t move them while you talk. Make sure you’re not shifting your weight from one foot to the other.

If you are comfortable gesturing with your hands while talking to emphasize a point, do it, just don’t over do it.

Maintain eye contact with the reporter.

5. Things Not To Do In An Interview
There are a number of things not to do in an interview but the most important no-no’s are:

Never say “no comment”

Never say anything that you don’t want the reporter know. Remember, nothing is ever 100% off the record.

Never repeat a negative or say anything negative about the competition.

6. Appearance for TV
You want the reporter and your audience to focus on your messages, not your appearance. It’s important to be well put together without being distracting. Some basic rules include:

Wear solids, but avoid white, black or red.

Make sure your clothes are wrinkle free and straight (men, check that your tie and collar are straight).

Makeup is good for both men and women. For men, just use a light powder to keep you from shining. Women, make sure it’s not too heavy.

Check yourself in a full length mirror before you sit down for your interview.


There are many more rules and tips for media training, but this should provide a guideline. If you know that you have an upcoming interview, make sure you are prepared. It’s easy to hire a media trainer who will help you develop your key messages and conduct practice interviews with you. I don’t have a list to share, but you can find one by searching the internet.