Interviews: Top Tips For Speaking With Media

Media interviews are the best way to get your message out, make yourself heard, and reach more people.

But giving interviews can be pretty nerve-wracking — especially if you’d rather be doing the work than acting as the face of your organization! 

The good news? Interviewing is a skill, and you can get better at it, no matter how comfortable you feel on camera right now. 

Looking to brush up on your interview skills? We’re here to break down everything you need to know, from how to deal with tough questions, to must-know techniques for speaking on camera, to how you can tell if your story is newsworthy in the first place. 

Today’s Media Landscape

The modern media is so much more than the newspapers and broadcasts of yesterday. Today, media interviews may appear in print, online, or television outlets, as well as radio and podcast content or on blogs or social media. 

This new landscape is incredibly competitive. There is more information out there than ever, and we’re getting less and less of it from traditional media sources. Rather than reading or listening in-depth, many readers are just skimming headlines, getting most of their information in bite-sized chunks from their social media feed.

In today’s 24/7 news cycle, it’s all about immediately grabbing your audience’s attention — you may only have a second to reel them in before they simply scroll on by. 

That means a newsworthy, super-focused story is the most important thing. But what actually makes a story interesting? 

Crafting a Newsworthy Message

It’s not enough to just be doing great work. A newsworthy story is timely, local, relevant, and so much more — the kind of sound bite that will stop viewers in their tracks and keep them watching until the end. 

That’s why you need to prepare key messages, before your interview begins, that are clear, compelling, and brief. 

Here’s a few questions to ask yourself as you’re creating a newsworthy, super-interesting story to share.

Is it timely? 

Beyond just being interesting, your story needs to feel current and relevant — right now. 

Is it local? 

Does your story have a local connection? Viewers care about what’s happening in their own community. 

What’s the impact? 

Does your story actually affect the audience? How? 

Is it recognizable?

Does your story include a prominent, well-known person, place, or event? This gives your audience a memorable, familiar entry point. 

Does it inspire feeling?

Make sure your story has a human-interest element that will create an emotional reaction. A good way to do this is by focusing on individual people and their stories. 

Is the story new or unusual? 

Novelty grabs peoples’ interest, and keeps them watching. Without novelty, your story can seem dull, unimportant or routine. Cheat. A little.

Know Why You’re Interviewing

Interviews are your chance to build awareness, share your key messages, enhance your organization’s reputation, and reach a new, broader audience. 

While you should absolutely be your authentic self in interviews, they are inherently different from other conversations. Interviews are not debates or personal chats, or a space to share unpremeditated thoughts and feelings. 

Below, we’ll share some best practices — but the key is to always go into an interview knowing what your key messages are, why you need to share them, and how doing so will benefit your organization. 

Interviewing Top Tips

Come prepared

Research the reporter and media outlet you will be speaking with. Know your key messages and the direction you want the interview to take before it begins. 

Take your time

It’s okay to slow down and take a moment to think before answering a challenging question. If needed, don’t hesitate to ask the reporter for clarification. 

Get specific

Bridge away from theoretical, what-if questions. Instead, focus on what is. Use facts, figures, and concrete examples in your answers whenever possible. 

Keep it positive

Don’t respond to, or repeat, any negative language. Correct your reporter if they share anything mistaken or misinformed. 

Stay focused

Lead with your key messages, then keep directing the conversation back to them. 

Clear and concise

Make sure you aren’t speaking too quickly, or using language your audience might not understand. Keep your responses to 30 seconds or less — think in terms of the sound bite! 

Remember your body language

55% of communication is nonverbal. Good posture, eye contact, and facial expressions can go a long way towards creating a positive impression for your organization. 

Let’s Get Talking

If you’re nervous, unsure, or even downright intimidated by media interviews, you’re not the only one! Speaking on camera can be scary, and representing your organization can feel like a lot of pressure. 

But many people you see and hear giving interviews in the media weren’t always so comfortable. Just like anything else, speaking to the media is something you’ll get better at — it just takes a little bit of guidance, and a lot of practice.

If you follow the tips in the article, you’ll be well on your way to becoming a cool, confident, and collected interviewee.