In today’s digital age, media interviews are a crucial part of any successful PR strategy. Whether you’re a small business owner or the CEO of a Fortune 500 company, knowing how to effectively communicate your message during even the most friendly media interview can make a huge difference in how your company is perceived by your core audiences and the public at large.
In my 30 years of working with media and introducing them to clients — some unknown startups, some internationally known brands — I’ve seen some doozies of interviews. We can rehearse key messages and “tough questions” until the cows come home, but there are some basic mistakes many spokespeople can avoid. These seemingly “tiny” issues can make all the difference in the world when it comes to getting your message heard or ignored.
- Lack of Eye Contact (Especially on Zoom)
In a world dominated by virtual meetings, maintaining eye contact during online interviews is more critical than ever. Failing to make eye contact can make you appear disinterested, insincere, or even untrustworthy. With eye contact we establish an interpersonal connection and are mutually engaged in the dialogue.
Tip: When on Zoom, position your camera at eye level (no one wants to look up at your ceiling fan or your nose) and look directly at the camera when speaking, not at the person’s image on your screen. This simulates eye contact and helps you connect with the audience.
- Lack of Enthusiasm
If you’re not excited about your company and its products or services, why should anyone else be? Enthusiasm is contagious, and it can make a significant difference in how your message is received. Imagine a spokesperson announcing a groundbreaking new product with a monotone voice and a bored expression.
Tip: Show your passion! Speak with energy, use expressive gestures, smile, and let your enthusiasm shine through.
- Negative Body Language
Your body language speaks volumes, even if you’re not saying a word. Slouching, leaning back, or fidgeting can make you appear unprofessional and unprepared. Constantly touching your face, or “swinging” side to side in your chair during an interview can make you seem nervous or, even worse, deceptive.
Tip: Sit up straight, maintain good posture — an easy way to do this is to sit in the front third of your chair, which forces your posture to be straight. Use hand gestures purposefully. And don’t forget to smile! A genuine smile can make you appear more approachable and trustworthy.
- Burying the Lead
Journalists and their audience want information quickly and efficiently. Don’t bury the lead – answer the question directly before providing context or background information. In other words, when asked “What time is it?” first tell them the time, not how the watch was made.
Tip: Use the “inverted pyramid” style of communication. Start with the most critical information (the answer), then provide supporting details and background.
- Failing to Prepare
One of the biggest mistakes you can make is going into an interview being unprepared. This includes not knowing your audience, not anticipating potential questions, and not having a clear message. A spokesperson for a mobile phone company being interviewed on a morning talk show aimed at stay-at-home parents should not use technical jargon and talk about wireless technology. Focus on how the product benefits that specific audience.
Tip: Research the reporter, their audience, and the media outlet. Prepare talking points and anticipate potential questions. Practice your answers beforehand to ensure you deliver your message clearly and concisely.
The Value of Media Training
Mastering the art of media interviews is essential for any company spokesperson. In addition to covering the above, a well-structured media training session can equip you with even more valuable skills, such as learning how to effectively handle difficult questions and navigate challenging situations, as well as storytelling techniques to make your message memorable (and your statements quotable).
By investing in media training, in just a few hours you can become a more confident and effective communicator, ensuring that your message is delivered with impact.
If you need a media training session for yourself, your marketing team or your executives, reach out to learn more about our Tell Your Story Academy.