What is the secret of successful media interviews?
How do you ensure that you make the points you want to – without hesitation, deviation or repetition? (well, maybe strike that last one!)
Well, here are our six golden rules of successful media interviews. We give these to our delegates during media training courses.
Never ever go into any interview without working out in advance what the journalist might ask, and preparing in advance what you want to say and how you want to say it.
2. Key messages
Deliver your key messages – first, last and in between. There is no point doing a media interview if you don’t say what you intended, so use every question as an opportunity to do this.
Have confidence – remember you are the expert in your field and you will generally know more than the journalist, and that this is an opportunity to promote yourself and your organisation, increasing your influence and your sales
Stay in control of yourself – don’t storm off, lose your rag, or break down. And stay in control of the interview by giving interesting and engaging answers that make the journalist want to know more.
Don’t be afraid to let your personality shine through. The most successful and memorable interviewees are those that are genuine, authentic, have bags of personality, use natural, interesting language and don’t talk by rote – which is why a businessman like Richard Branson are better at interviews than a politician like George Osbourne.
If you can, practice giving interviews, either with your PR team or with external media training experts who employ journalists to put you through your paces and give you a grilling.