Over the last five years as a PR practitioner, I’ve heard this a lot: “They’ve done a media interview before, so interview preparation is not required.”
And this is where I gently ask: But have they spoken about or been challenged on this specific issue? When is the last time key messages were reviewed? Have they navigated an interview with this outlet/reporter before?
I understand, “It’s not my first rodeo,” deeply. Afterall, we are in ‘berta. But I would argue that every interview brings new challenges and is, therefore, akin to a new rodeo!
Hot off a busy May of Media+ Training, I impart a few tips to guide you:
- Learn to Perform Under Pressure
Nothing betrays the perception that you have things under control like a blotchy chest, an uncomfortable swallow, or a bead of sweat dripping down your forehead. You can have the content and key messages down pat, but if you’re a nervous wreck physically, it will be tough to follow what you’re saying. Find a way to chill out prior to your interaction.
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Choose Your Words Carefully – All of Them
Anecdotally, I can say the most common reply to an interview question is “Great Question”. And I challenge it every time. Was it a great question? Truly? By saying so, you validate the premise of the question, and that’s a position you would normally want to take after careful consideration and strategic thinking. There are some instances where this is an appropriate start to an answer, but not many.
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Do Not Fill Silence
It’s human nature to fill awkward silence. When I was a journalist, I would often ask a challenging question and then sit back and wait for the interviewee to take us into the abyss. The likelihood of going off-message and into risky territory is much greater when you start to gab. Focus on answering the question – and then take the nearest verbal off-ramp.
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Know Your Content
You may not be the most charismatic speaker or the most photogenic, but all of that is secondary to knowing your stuff. A firm understanding of your organization’s key messages, framing and positioning, pain points and opportunities, will help you navigate an interview with confidence. And it also positions you as credible when you share that you don’t have an answer or aren’t in a position to give one.
You may wonder: why does this matter when news consumption is dwindling, particularly among younger generations who research shows opt for more limited news content via social media?
It matters because media are still often the starting point for stories which can spread far and wide. And while we need to be cautious about overstating this trend, according to the annual CanTrust Index, trust in news media in Canada is higher now than it’s been in a decade. This reminds us that media remain an important potential source in building, and maintaining, credibility.
The interview is your doorway.
That is, if you’re ready.
About the Author:
Laurel Gregory is the Director of Public Relations and Content at ZGM Modern Marketing Partners. With 15 years as an award-winning journalist and 5 years as a PR practitioner under her belt, she is a passionate about helping good organizations share their stories – strategically and with confidence.