Media Interviews can be tough to navigate without prep work for regular, media-savvy spokespeople. I would never take any media interview for granted, for that matter, any interaction in life. Every interaction today is a personal branding opportunity. It does not mean you need to fake it. It is a call to add value.
Sharing three essentials to ensure a successful media interview. Here are my brief thoughts on each of them;
Know your media
If you know your audience, you will need to know your media too. A trade publication will always have a different focus than a mainstream financial.
Researching previous articles on the subject will help you prepare a fresh perspective for the readers.
Evaluating the journalist’s past stories and writing styles can provide insight into what to expect from the interview.
Capture key messages
What’s in it for you?
What’s in it for the media?
How will it help the reader?
Crack these three, and it’s a win-win-win for all.
Make sure you practice different approaches when responding to probable questions with your Communication team.
Sometimes interviews can veer off because of various industry or trend-related changes. Exploring different angles helps bring the conversation back to what you need to say, apart from what readers need to hear and what journalists need to cover.
Remember, No such thing as “off-the-record” after the 'official' media interview.
Everyone is looking for stories that can go viral. One off-the-cuff response can reap trouble.
If you aren’t sure of the numbers, let the Communication team get back to the journalist with the exact figures.
Stick to your area of expertise. Speak only when necessary, outside of the interview. Avoid post-interview chitchats so you can stay away from opining on sensitive topics.
Never make forward-looking statements unless you are sure. Or it is an agreed-upon ‘prediction’ internally.
Not all interviews are the same. These suggestions are suited for first-timers or if you are meeting a journalist for the first time.