GG’s Morgan Kemp offers media training tips to excel in interviews and handle tough questions like a pro.
If you watched Cynthia Erivo and Ariana Grande navigate interviews during the extensive press tour for Wicked—whether or not you’ve since decided to hold space for anything—you witnessed a masterclass in media training. Their ability to stay on message, sidestep scandal, and entice audiences enough to make the trip to the movie theater helped to usher in a record-breaking Thanksgiving weekend for the box office.
While they don’t always take place on the red carpet or a couch opposite a late-night talk show host, media interviews are valuable opportunities to showcase your expertise and drive meaningful conversations. They can seem daunting, but with the right preparation and media training, you can deliver your intended message clearly and effectively and handle any curveball questions that come your way.
As you prepare to ace your interviews, here are five key media training tips to keep in mind.
Preparation is everything. Before sitting down for an interview, you should take time to research the interviewer, familiarize yourself with the subject matter or beat they typically cover, and learn what they’re interested in speaking about. Is this interview for a specific story, or is it more of a big-picture conversation? How much does the reporter already know about the topic? Do they cover this regularly? Who makes up the publication’s audience, and how much do they know about the topic?
You should also confirm the logistics in advance. Do you know if you will be speaking with the reporter over the phone? Will the interview take place on camera? Will it be live? For virtual conversations, do you have the right tech setup? Working out smaller details ahead of time will prevent hiccups that distract you from doing your best during the interview.
Before your interview, identify your top three or four talking points. What do you want to get across, regardless of what questions you receive? During the conversation, you should be looking for opportunities to incorporate these points—but it shouldn’t feel like you’re delivering a rehearsed speech. Maintain a natural, conversational tone that allows you to connect with the reporter and the audience. Practice delivering your main talking points naturally, but don’t be afraid to expand beyond those points if the conversation calls for it.
In your responses, you should also try to avoid using complex jargon or industry terms. Simple yet clear language and conversational delivery will help to articulate your message in an engaging, impactful way. If a question is complex or your answer gets too detailed, don’t be afraid to clarify your response or repeat a key talking point to drive your point home.
Most interviews are positive or neutral exchanges, and “gotcha” journalism is overrepresented in movies and TV as compared to real life. But it’s important to stay vigilant and be prepared for potential interview pitfalls. In short-form interviews, there is little opportunity to convey context and nuance about charged issues, so you should avoid common missteps like going deep into hypothetical scenarios, speculating on topics you know little about, or making light of serious topics.
It can be helpful to have in mind a few prepared phrases you can use to avoid responding prematurely when you don’t have the facts (“I don’t have that statistic in front of me, but I can do some digging and follow up with you.”) or to “bridge” to a topic you’re more comfortable discussing (“I’m not familiar with that specific situation, but when we look at the big picture, I think it’s important to consider…”). These simple redirects can help guide the conversation to more familiar territory. Remember: no matter what, don’t be defensive!
If you suspect the interview will be challenging or you aren’t familiar with the reporter, you should also consider whether an on-record conversation is the right choice. On-background or off-the-record conversations, written responses, or declining the interview are valuable tools to use when the situation calls for it.
Interviewing, like any skill, improves with practice. Even seasoned spokespeople benefit from media training sessions that offer a low-stakes environment in which to hone messages, practice delivery and tone, and plan for different interview scenarios. Individualized coaching and small-group sessions can help familiarize spokespeople with talking points and build confidence for any type of interview. (Get in touch to learn more about Group Gordon’s media training programs.)
Most importantly, use media interviews as an opportunity to solicit feedback and hone your skills. If you can, record your interviews or ask a colleague to listen in, and watch or listen to recorded broadcast conversations when they air. What do you notice about your performance? Where would you like to improve? Use your media training experience to understand what worked and what didn’t so you can make each new interview better than the last.
go back