We’ve all seen the clips on social media – an interviewee caught like a rabbit  in the headlights, a journalist insisting on an answer when it’s clear they’re not going to respond.

This might make you wary of ever agreeing to be interviewed.

However, there are good reasons to speak to the press, and techniques you can use to  take control of the interview and give effective answers.

The most important piece of advice is to be prepared. Much of this work should be done by your PR team – however, as the spokespeople, you also need to play your part and take it seriously.

Here are four key steps to take:

1. The key messages

Think in advance about ‘key messages’ that you’d like to get across. Keep these clear, simple and free of jargon. Remember, journalists want you to give opinions – to say something meaningful. Make sure you deliver your key messages, no matter what question you are asked. 

2. The questions

Consider what you’re likely to be asked. One way of doing this is to think about what an elderly aunt might ask you, or a group of your friends. Remember that many questions will start with “Who, What, Where, When and Why” Draw up a list of perhaps ten questions, and then work out how you would answer these, remembering to include your key messages and to keep them simple.  Be careful not to learn anything off pat or you’ll sound too rehearsed.  

3. Make it personal

Aim to be engaging, and draw the interviewer in with your answers. Easy to say, not so easy to do. This is not just down to your personality, again the real key is the preparation.  Once you know what you want to say – your key messages – you need to ‘personalise’ these.  Use language, anecdotes and examples which people can relate to, and which they will remember.

4. Show passion

And finally, and most important of all, be enthusiastic. Show your energy and conviction. After all, why on earth should anyone care what you’ve got to say if you’re not passionate about it yourself?

With thought and preparation, it is possible to give interviews where you are able to take control and convey your own point of view effectively.  

Media training can build the skills and confidence of spokespeople so they’re able to give effective media interviews. Find out more about our courses here, and contact us if you’d like to discuss getting your spokespeople trained.