Three often overlooked steps in preparing for a media interview
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Things sometimes missed and some quick tips for better preparation:
1. Not researching the reporter and outlet
Many people prepare their talking points but never review the reporter's recent work. Understanding the outlet’s audience, style, and typical interview approach helps you tailor your message effectively and in some cases determine whether you even want to do the interview.
2. Not developing bridging phrases
News interviews often take unexpected turns. Prepare phrases that help you acknowledge a question and smoothly return to your key message, such as, "What's important to understand is..." or "The bigger issue here is..."
3. Not preparing your sound bites
Reporters often use short, memorable quotes. If your key points can't be expressed in concise, clear sentences, your message may not make it into the final story.
A useful exercise is to identify:
- Your main message (one sentence)
- Your supporting proof points (three key facts or examples)
- Your best quote (a memorable line someone could repeat afterward)
This structure can make your interview more focused and increase the likelihood that your intended message comes through in the final coverage.
Common issues ahead of important communication opportunities: 1. You don’t have a clear key message If someone asks you: “What’s the one thing you want listeners to remember?” and you can’t answer in 15-30 seconds, you’re not ready. 2. You’ve memorized talking points, but can’t explain them naturally If you’re focused on memorizing scripts and key phrases, you’re more likely to struggle if you forget or get taken off track. You need the confidence to trust yourself in the conversation. 3. You don’t have a strategy for responding to tough questions If you’re planning to wing it, that’s a problem. You need to anticipate the tough questions and practice bridging to your key message – naturally and authentically. Strategy and structure are key building blocks of confidence going into any important communication opportunity. You must know the point you want to get across, know how to keep on track, and have the confidence to respond authentically in the moment.
Signs you should be investing in training and coaching before there’s a problem: 1. Your leaders are becoming more visible If leaders are starting to do more interviews, podcasts, team town halls, or conference appearances, the stakes increase. A media trainer can help them communicate clearly, stay on message, and handle difficult questions effectively. 2. You're entering a high-stakes moment Product launches, mergers, major announcements, regulatory scrutiny, crises, layoffs, or rapid growth often attract media and internal attention. It's easier to prepare before the spotlight arrives than to learn under pressure. 3. Interviews and communication opportunities aren't producing the results you want If leaders ramble, get quoted out of context, struggle with tough questions, or fail to communicate key messages, outside coaching can identify blind spots and support leaders in becoming better communicators. In hiring a media and key message trainer, many organizations wait until there's a problem. The strongest communicators often receive training before they need it, so they're prepared when a major opportunity—or challenge—appears. Communication training is leadership training.
Artificial intelligence is becoming an increasingly useful tool in professional communications, including media training. While AI cannot replace traditional media training led by experienced professionals, it can serve as a valuable resource for follow-up practice after formal training sessions. Traditional media training helps spokespeople learn essential skills such as delivering clear messages, staying on topic during interviews, and handling difficult questions from journalists. Trainers often simulate real interview scenarios and provide feedback on tone, body language, and message clarity. These sessions are important because they prepare individuals for the pressure and unpredictability of real media interactions. After completing media training, AI tools can help individuals continue practicing these skills. For example, AI can simulate interview questions that a journalist might ask about a company, product launch, or industry issue. This allows spokespeople to practice answering questions out loud and refining their responses. AI can also generate unexpected follow-up questions, helping users strengthen their ability to think quickly and stay focused on key messages. In addition, AI can assist with reviewing and improving responses. Users can type or summarize their answers and receive suggestions on how to make them clearer, more concise, or more engaging. This kind of practice can reinforce the techniques learned during professional media training sessions. However, AI does have limitations. It cannot fully replicate the pressure of a live interview, interpret body language, or provide the nuanced feedback that an experienced media trainer can offer. Human trainers bring industry experience and real-world insight that AI cannot replace. Ultimately, AI works best as a complementary tool. When used alongside traditional media training, it can help spokespeople maintain their skills, practice regularly, and build greater confidence in media interviews.
