Interviews are a great PR tool, helping to raise your profile, build credibility and share important messages.
For some people though, the very thought makes them panic that they’re going to accidentally start rambling about their inability to sweat, or inexplicably make a move on their interviewer.
Luckily, you are not Prince Andrew or Christine Hamilton so you won’t do these things. Nevertheless, some thoughtful preparation can help you feel more confident, whether it’s a journalist interview, a live radio chat, or even a podcast appearance.
Here are some tips on how to make the most of your opportunity.
Understand your audience
Before anything else, understand who you’re speaking to. A regional radio audience will have very different expectations to a niche industry podcast or a national newspaper readership. Consider:
- What level of knowledge they have
- What they care about
- What problems they’re trying to solve
Your answers should be shaped accordingly. Avoid jargon where possible, and focus on making your insights relevant and accessible.
Doing this should also help put your mind at ease. I find that clients who aren’t used to talking with journalists are usually worried about being deliberately tripped up or misquoted, but 99% of the time, this would not be in the journalist’s best interests.
Research the presenter or journalist
Take a few minutes to look into the person interviewing you. Just as with your audience, consider their level of knowledge, as well as their professional background. It may also be helpful to find out the usual style they typically use (e.g. formal, conversational), and whether they’ve covered similar topics before.
This helps you anticipate the tone of the conversation and build rapport more naturally. It also reduces the likelihood of being caught off guard.
If you’re appearing on a podcast alongside other guests, take a moment to do your due diligence on them too.
Refresh your knowledge of the topic
Even if the subject is your area of expertise, or you’re being asked about your own business, it’s worth revisiting it beforehand.
Interviews often move quickly, so having your core messages front of mind ensures you don’t miss the opportunity to get the most important points across.
Make sure you’ve checked for any recent developments of news updates in your area first to avoid appearing uninformed.
Have a statistic or example ready
Having a relevant example or short case study ready is a great way to illustrate complex ideas simply. It also makes your points more memorable.
Having a few key stats jotted down also helps add credibility and brings your points to life. Just be sure anything you reference is accurate and easy to explain.
Think about delivery, not just content
How you say something is just as important as what you say.
- Keep answers concise and structured
- Avoid overly long or complex explanations
- Speak clearly and at a steady pace
It might sound obvious, but if the interview is audio only (e.g. not video call or television), your voice needs to express your tone and energy. Where you might usually nod and make an effort to look interested in someone else’s point, this will be lost on a podcast or radio show.
Do a quick practice run
If you’re feeling nervous, or have never had any media training, a short rehearsal – either by yourself or with a colleague – can make a difference.
Say your key points out loud and practice explaining your topic simply. If you have limited time and a number of points to get across, you may also want to time yourself answering common questions.
This helps you refine your messaging and feel more natural on the day.
Clarify the logistics
Practical details are easy to overlook but important. Plus, no one wants to go into a chat with a journalist already feeling flustered.
Confirm in advance:
- Who will be calling whom
- Whether it’s phone, video, or in-person
- The expected length and format
When I was 16, I made the mistake of assuming an 8 o’clock job interview at Safeway to mean 8am rather than 8pm. The penny didn’t even drop when I turned up and the shop wasn’t actually open – oh no, I found a crack in a side door and wedged myself through it to the shocked faces of people stacking shelves. Don’t be me! (I did get the job though).
Find what works for you
Everybody’s different. To some, a four-page briefing note makes them feel in control. For others, it’s too much to take in and can actually be a hindrance.
Work out what helps you feel prepared without adding additional pressure on yourself. Remember, media interviews aren’t about providing perfectly formed soundbites – this is a spoken conversation, not a polished article.