🎤 How to Prepare Your Spokesperson for an Interview: Keys to Media Success

Media interviews can feel like stepping into a spotlight—if things go wrong, it can be hard to recover. Whether it’s about launching a new product or managing a tough situation, your spokesperson needs to be well-prepared. Let’s be honest: facing the media can be stressful for anyone. The key to success? Good preparation. Here’s how to get your spokesperson ready for an interview that doesn’t just go well—but stands out.

📋 Before the Interview

🧠 Know the Audience and the Outlet: Understanding the media outlet and its audience is essential. Is it a local newspaper or a national TV show? Research what kind of stories they usually cover. This will help your spokesperson adjust their message to fit the tone and style of the outlet.

🎯 Craft Key Messages: Your spokesperson should focus on three key messages you want the audience to remember. These should be simple, easy to understand, and aligned with your company’s values. Even if the conversation goes in a different direction, your spokesperson can bring it back to these important points.

🧠 Anticipate Questions: Think about the possible questions the journalist might ask. Some could be difficult or unexpected. Preparing answers to these questions in advance will help your spokesperson feel confident and stay calm under pressure.

🎥 Conduct Mock Interviews: Practice is key. Set up mock interviews to simulate the real experience. Record them to review body language, tone, and how well the key messages are delivered. This will give your spokesperson a chance to improve before the real interview.

📄 Prepare Supporting Data and Examples: Make sure your spokesperson has specific data or examples to support their points. Journalists appreciate clear facts, and this will add credibility to your spokesperson's answers.

🕒 Discuss Timing and Format: Is the interview live or pre-recorded? How long will it be? Knowing this will help your spokesperson manage their answers and keep their energy balanced throughout the interview.

🎤 During the Interview

📧 Practice Bridging Techniques: Sometimes, journalists ask tough or unrelated questions. Teach your spokesperson how to “bridge” back to the key messages. For example, they can say, “That’s an interesting point, but what’s really important here is…” This helps keep the focus on the main message.

💼 Maintain Confident Body Language: Good body language is just as important as good answers. Encourage your spokesperson to keep eye contact, use natural hand gestures, and sit or stand with good posture. Confidence in body language makes a big difference.

🕑 Keep Answers Concise: Long answers can confuse the audience. Encourage your spokesperson to keep their answers short—around 30 to 45 seconds. This helps ensure their main points are clear and easy to understand.

🤝 Engage in Active Listening: Remind your spokesperson to listen carefully to each question before answering. This shows respect for the journalist and helps avoid misunderstandings. A short pause before answering can also help your spokesperson gather their thoughts.

😌 Stay Calm Under Pressure: If the interview becomes difficult, it’s essential to stay calm. Encourage your spokesperson to take deep breaths and stay focused on their message. A calm and measured response always works better than a rushed one.

🔄 After the Interview

📧 Review and Reflect: After the interview, take time to review how it went. What worked well? What could be improved next time? This will help your spokesperson perform even better in future interviews.

💬 Monitor Media Coverage: Watch how the interview is covered by the media. Were there any misquotes or misunderstandings? If so, consider issuing a follow-up statement to clarify the message.

📈 Follow-Up for Relationship Building: Don’t just end communication after the interview. Thank the journalist and keep the relationship going. Building a good connection with media professionals can lead to more opportunities in the future.

📚 Case Study: Starbucks' CEO Crisis Management Interview

A great example of media preparation is Starbucks' CEO, Kevin Johnson, who faced the media after a racial incident in one of their stores. Johnson’s interview showed well-prepared key messages, empathy, and a clear action plan. His approach helped turn a crisis into an opportunity to show leadership.

📖 Want to Learn More?

For more tips on media interviews, check out “The Media Training Bible” by Brad Phillips. It’s full of practical advice on how to navigate interviews and deliver your message effectively.

💡 Final Thoughts

Good media interviews don’t just happen—they are the result of careful preparation and practice. By giving your spokesperson the right tools, they can face any interview with confidence and deliver clear, impactful messages. Remember: clear messaging, confident body language, and staying calm are the keys to media success.

💬 What’s your experience with preparing for media interviews? Share your tips in the comments!