What are the best ways to prepare for a media interview?

Know your key messages. Read/watch/listen to other interviews from the reporter. Practice. Be comfortable with the silences...the reporter's job is to ask the questions, yours is to answer and then be quiet, waiting for the next question.

Focus on your three key messages. What message do you want your audience to hear? Why is that important? What do you want your audience to do about it? Practice bridging back to those messages, and staying on point. Take the time to prepare before the interview. Remember that you have every right to ask a reporter questions, so ask for details upfront. Will they share questions in advance (it's rare but worth asking)? Can they share the format of the story (i.e., will they speak to others)? Request as many details as you can. As you practice and prepare, visualize the interview as a comfortable conversation between two colleagues, not an adversarial interrogation. That will help you relax during the interview and stay on point.

Do your homework before your media interview, just like you would before any important meeting. Who is the reporter? What does he or she normally cover? What are some recent stories they've produced. What outlet do they work for? If they sent you questions in advance, know that this is a rare gift as journalists generally won't do this, so practice what you might say in response. Ask about the format of the article or broadcast segment. For example, a narrative story with multiple subject matter experts is different than a Q&A with just you and could affect how you prepare.

I would add that I always counsel clients to dress professionally for an interview, even if it's a phone conversation. There's a certain mindset that goes along with professional attire and "dressing for success" serves as a reminder that this is not a casual chat with a friend.

You should always know exactly with whom you will be speaking with and where your message or story will be placed. Does it align with your story? Are they in alignment with your values and beliefs? Have they spoken to similar interviewees in the industry or your niche? There is little to no value speaking with an outlet or journalist if the subject matter they cover is completely out of your scope and worse if they are targetting an unwanted or undesireable audience. You should do some research into the platform be it radio,televsion, print or podcast. Are you comfortable and confident on mic or camera? Is the format suitable as well. Eg: 1 on 1, a panel discussion, a debate or long form discussion. Preparation is key.

Key messages allows you to not only provide a solid jumping off point for any interview but it enables you to take control of the conversation and lead it to the topics you are knowledgeable and passion about. Your key messages should try and provide a clear idea of your opinion or your expertise. These should not just be one-liners that you can throw out, there needs to be purpose and intent. Once you've established your key messages these can be adapted to suit various platforms with minor tweaks. Also, use it as an opportunity to lead to potential CTA's if your media appearance is about promoting a product, your services or anything at all. How can you weave your CTA's into your key messages without it seeming sales-driven.

Practice, practice, practice. I worked with finance professional who was on TV a lot, and he used to take a long walkand practice aloud what he'd say on an upcoming TV segment.

In my experience, the journalist may ask you some digging questions or deliberately put you in situations where you can quickly answer incorrectly. Keeping yourself calm and taking deep breaths before answering any questions will help you when encountering such situations.

Main thing it comes back to is preparation, how can you best prepare yourself for the worst. Handling difficult questions - Acknowledge possible controversial questions or leading questions and have prepared responses. You have time to breathe which means you have time to think, don't feel you need to answer questions rapidly, better to be precise than dig yourself into a hole. Technical difficulties - Wifi connection, trouble joining a video call link, and phone trouble. Always have a backup, if it is the responsibility of the outlet there is nothing you can do. However, try mitigate issues by having a spare laptop, charger, access to internet in case of emergency. Finally sometimes bad things happen, be prepared to adapt and proceed.

I always tell my clients to imagine all the questions they don't want to be asked and then practice their responses. You don't have to answer questions directly but rather you can subtly pivot to safer ground; some reporters will move on but others will not, so be prepared for that, too.

In many ways, an interview with a reporter is just a conversation. It's not a time to be combative or to use all of your corporate jargon to impress them. Just be you. Also, don't multitask because you will ramble and possibly say something you didn't intend, so turn off the email and instant notifications. Don't do the interview while driving or rushing to another meeting. Give the conversation the time and attention it deserves.

I always advise clients to “stay calm and try to just enjoy the experience/opportunity to talk about…” yourself, your business, product, etc. Having this mindset not only helps alleviate nerves, but also fosters a genuine and approachable demeanor! When you enjoy the experience, it translates into a more authentic and engaging interaction with the media. Authenticity fosters positive perceptions and effective communication of key messages!

This is an interview. It is different than a normal conversation. It is ok to stop talking and leave quiet space. The reporter needs to listen, take notes, and consider their next question, so a pause in the flow of words is ok. Don’t feel compelled to “fill dead air.” And, above all else, if you don’t say it, they can’t quote it!

Prepare for a media interview to communicate effectively and convey vital messages. First, research the media outlet, journalist and their typical topics. Get to know recent stories and their tone. Match your interview messages to your goals and the audience's interests. Clarify and shorten your answers to probable queries. Prepare meaningful responses to difficult questions. Perspectives on current events and industry trends can provide useful information. Monitor your body language, tone and tempo during practice. Dress well and watch your body language. Finally, show your passion for the topic with confidence and authenticity. A good media interview requires connection with the interviewer and adaptability to the format.

Ask for the questions in advance. This will often avoid surprise questions and allow you to prepare a better reply to their questions. Smile and remember you don't have to respond to a trick question.

Remember, the question asked should be viewed as merely a platform for you to advance your own message…. Look no further than anyone from Washington DC for artful demonstration of this. The “question,” per se, is irrelevant.