Media interviews can be frightening – especially the 1st ones. Some questions can be tricky, and nobody wants to deliver the wrong message, or make a bad impression. However, a successful interview is the best occasion you’ll get to share your story and build a strong, positive image for your company.
Follow these simple tips and your next interview should be a piece of cake.
1. Before the interview: prepare!
- Prepare 2 or 3 key messages.
Nobody will remember your interview if you don’t focus on a limited number of strong facts or figures. Just ask yourself: “if people had to sum up my future interview in one sentence, what would this sentence be?” This sentence contains the key ideas you will need to present throughout your interview.
- Organize a mock interview with friends or co-workers.
Tell them to ask you the trickiest questions they can find, and learn how to build coherent, meaningful answers. If you fail or stutter, start again until everything sounds perfect and natural.
- Study other interviews. Observe how the whole process unfolds: how long do people wait before they answer? For how long can they speak before they get interrupted? What do they do when they’re interrupted? What is the most typical attitude and body language? Etc. You will learn a lot by studying a few concrete examples, and this will help you get prepared mentally.
2. During the interview: stay cool
- Be there on time.
Journalists have busy schedules too! Just think of your interviewer as your biggest client: you don’t want to be late for your next meeting, and let him think that you don’t care.
- Listen.
Don’t be too quick at answering questions. If you didn’t understand a question, or if you’re not sure you understood it well, simply ask the journalist to reformulate it – he certainly won’t resent you for this.
- Keep your answers brief.
The next question will always arrive sooner than expected. You only have a few seconds to convince: if you can’t make your point in a few words, your interviewer won’t wait – he’ll just move on to something else. Stick to short sentences with simple, strong arguments.
- Watch your language.
Always remain polite. Also, try to avoid professional jargon. Don’t expect your audience to know anything about your business. Use simple, ordinary words: your ideas only become clearer.
- Stick to your key messages.
You’re only here to present 2 or 3 strong facts or figures, and explain/illustrate them. When the conversation starts shifting to something else, find a way to get back to your key arguments – always stay in your comfort zone.
- Learn when and how to say no.
If you can’t or don’t want to answer a specific question, try to find a good reason – something like: “I’m sorry, the reports aren’t in yet – I cannot respond to that at the moment”. If the journalist insists, remember that there’s no such thing as “off the record”. Only share information that you know could be published.
- Watch your body language.
Maintain a good posture, let go of nervous body language (shaking your leg, constantly smoothing your hair, etc). People will always pay more attention to what you’re saying if they’re not distracted by your physical attitude.
- Don’t take things too personally.
If the journalist arrives late, keeps interrupting you, or doesn’t seem to be listening: stay calm and polite. Losing your temper will always do more harm than good.
3. After the interview: follow up!
- Be helpful.
Make sure the journalist has all your contact details, and always offer to answer additional questions by e-mail or by phone. If you realize you’ve made a mistake (e.g. given a wrong figure, mispronounced a name, etc), don’t hesitate to call the journalist ASAP and ask him to correct it.
- Send a thank you note.
Sending a quick e-mail shortly after your interview will have 2 positive effects: 1) it’ll give you an occasion to remind the journalist that you’re here to help if he needs anything, and 2) you’ll be remembered as a nice guy!
