What to Expect, What to Do, and What Not to Do
By Alaina Chiappone
If you’ve ever landed a media interview, you probably know that there are plenty of opportunities for it to go sideways. Most of the time, being unprepared is the root cause. Whether it’s your first time speaking to the press or your fiftieth, knowing what to expect and preparing for it can make all the difference.
1. Always Keep the Final Product in Mind
Before you head into an interview, it’s important to understand just how this conversation is going to be used, and equally important, what you want it to look like. Will the reporter be pulling a few quotes to support a broader story, or are they recording the session for a podcast or video feature? Is this a casual background conversation, or is everything on the record? These are questions your PR team will answer for you to ensure you know what you’re walking into.
A video recorded interview that will be published in its entirety requires you to show up and prep differently than a call where a reporter will pull quotes to sprinkle through an article. Taking the time to understand the interview format ahead of time and knowing what you want the end product to look like will help you get your point across, regardless of how much time you have. Think about the difference between a 30-minute podcast episode focused on you, and an interview where a reporter might only quote one sentence. You need to make sure every sentence supports your key messaging, which means that prepping beforehand is a must.
3. Remember Who You’re Talking To (And Who You Are)
Always keep in mind that you are the subject matter expert. Reporters are coming to you because they have questions and you have the answers. If your work is technical or clinical, take a moment to give the reporter the lay of the land. Helping them understand the basics of your field or product is a great jumping-off point to get strategic later in the interview and end up with a more accurate final product.
At the same time, keep in mind who the audience is. Consumer-facing outlets tend to call for more plain language, while a clinical trade publication opens the door for more technical depth. Make sure you read the room, so to speak.
5. Practice, Practice, Practice
Like any performance, rehearsal is important. Whether you’re practicing with a colleague, at home, or to yourself, a little bit of prep goes a long way. Try saying your key talking points out loud at least once before you say them to a reporter. This will help them stick, and you can make sure your thoughts sound exactly how you want them to.
We won’t get the final say in every piece, of course. Reporters might allow us to review the article for accuracy around a technical explanation, but we don’t often get to proof the final article before it goes to print or control if they consult an opposing viewpoint. You can, however, control how you communicate your own message.
Show up prepared. Present yourself as the expert. And if a reporter asks if you have something to add, use that moment to reiterate your key messaging!
