Media interviews can be intimidating, however, there are several techniques that a spokesperson can implement which will allow them to succeed at any interview. There are several myths that spokespeople cannot afford to believe as well as tips and tricks to help the spokesperson stay on message

Fact: A media interview can be intimidating; journalists can be intrusive or probing, and the topics and issues covered can be challenging.

Ultimately, the job of a media representative is to get a story. But as an effective spokesperson, it is your job to tell the story, and tell it well. To do so, you need a story with strong messages that hold it together and examples and details that make the story relevant and understandable.

Fiction: An interviewee has no control over the interview.

Although reporters have 100 percent control over the questions they ask and what they eventually write, edit or broadcast, interviewees exercise 100 percent control over the answers they provide.

Fact: Most people go into a media interview without a firm, clear, easy-to-understand message, even though they are knowledgeable on the subject to be covered.

Reporters draw their content from the messaging provided by the spokespeople. That’s why communications training is a must for any professional who is responsible for sharing information on behalf of his or her organization, whether it is via media interviews or internal and external discussions. Yet, I am regularly surprised by the number of spokespeople or executives who insist they don’t need any training.

To me, going into any situation as a spokesperson without proper training, whether it be a media interview, stakeholder meeting or employee address, is like building a house without a blueprint. You need a design and plan before you can effectively build your messages and deliver them.

Fiction: Message points need to be long and complex.

Quite the opposite. Message points should be relatively short, free of complex jargon and tailored to meet the needs of the audience. A media message should be something you can convey to your audience in 30 seconds or less, and it should include three key points. Learning to create and convey your media message is probably the most important facet of media/spokesperson training.

It’s important to prepare for an interview by carefully crafting a message you can use to answer the most basic questions that might come up during a discussion of the subject. Then, use your answers as a bridge back to your main message.

A quick list of Media Tips and Tricks that we share with all of our clients includes:

• Stick to your key points.
• Everything is on the record.
• Flag your key messages with segues such as, “The key idea is…”
• Never say, “No comment.” Bridge to something you can say.
• It is okay to say, “I don’t know,” or “I’ll get back to you.”
• It is okay to ask the reporter to repeat the question.
• Don’t lie. Ever.
• BE CONFIDENT.

And don’t forget that it is essential to rehearse your answers with a qualified soundboard ahead of the interview. With plenty of practice and the ability to convey your well-crafted messages, you can’t miss!