Media interviews and press conferences are crucial opportunities for public relations professionals to communicate their messages, showcase their expertise, and build trust with their audiences. However, they can also be challenging, stressful, and unpredictable. How do you prepare and perform well in these situations? Here are some tips to help you ace your media interactions.
Before you agree to an interview or a press conference, you should have a clear idea of what you want to achieve and what you want to say. What are your key messages, your main points, and your call to action? How do they align with your overall communication strategy and objectives? How do they address the needs and interests of your target audience? Having a clear purpose will help you stay focused, confident, and consistent throughout your media interaction.
One thing I found helpful is to start by identifying the mediums target audience. I then work on adjusting my top 3 key messages to be more relevant to the audience. Finally, I try to come up with one memorable line that would support my messages and resonate with the audience.
To excel in a media interview or press conference: - 1. Prepare well: Research, anticipate questions, and rehearse. - 2. Be concise: Avoid jargon, and keep answers clear. - 3. Stay composed: Stay calm and confident. - 4. Engage the audience: Address their concerns. - 5. Use good body language: Maintain eye contact and natural gestures. - 6. Bridge effectively: Transition smoothly from tough questions. - 7. Stay on message: Repeat key points consistently. - 8. Handle tough questions honestly. - 9. Be authentic and relatable. - 10. Listen actively and respond thoughtfully.
In my experience, preparation was the most important aspect of succeeding in interviews or press conferences. For example, preparing talking points and data points ahead of time and committing them to memory. Being a subject matter expert in the topic(s) of discussion is not enough without facts to back up your statements. Having some data points and facts to backup your statements is helpful and will build trust with the media and the audience.
One thing I've found helpful was to first: 1. identify the media sources that will be interviewing me; 2. create a murder board to rehearse the possible questions; 3. Send bullets or a press release in advance. 4. Should the questions become difficult to respond to, take a pause, breathe and approach diplomatically on how difficult or hard the question is.
Preparation is key. Research the interviewer, the media outlet, and potential questions. Practice your key messages and talking points to ensure clarity and confidence during the interview. A CEO faced a tough question about a recent product recall during a live interview. Instead of evading the question, they acknowledged the issue, explained the actions taken to resolve it, and emphasized their commitment to product safety. This transparent approach earned them respect and trust from the audience.
Not all media outlets and journalists are the same. They have different styles, formats, agendas, and audiences. You should do some research on the media you are dealing with, and tailor your approach accordingly. What are their topics, angles, and tone? How do they usually conduct interviews or press conferences? What are their expectations and preferences? How can you best fit into their narrative and add value to their content? Knowing your media will help you anticipate and avoid potential pitfalls, and establish rapport and credibility with them.
Having as much context of the event, news, or affair in general always helps. It provides a 360 scope of the situation, allowing to remain unbiased in the response.
Specialist media or news media are always very aware of the issue and any alternative views. Make sure you can provide any "professional" undertaking the interview or fronting the press conference, a well though through Q and A so they are not taken by surprised by naive or simple questions which have resonance in a wider political or cultural context.
Prepare - Research the topic and the media outlet, anticipate questions, and prepare key messages. Practice - Practice answering questions out loud and in front of a mirror or with a friend. Be concise - Keep your answers short and to the point. Avoid rambling or going off-topic. Be confident - Speak clearly and confidently. Maintain eye contact with the interviewer or audience. Stay on message - Stick to your key messages and avoid being sidetracked by unrelated questions. Stay calm - If you don't know the answer to a question, it's okay to say so. Take a deep breath, pause, and think before answering. Follow up - Send a thank-you note or email to the interviewer or media outlet after the interview or press conference.
To excel in media interviews or press conferences: 1) Prepare well by researching the topic and understanding the media outlet. 2) Craft clear, concise messages. 3) Practice your responses for clarity. 4) Maintain emotional control and composure. 5) Use confident body language and eye contact. 6) Listen actively to questions and show genuine interest. 7) Be adaptable and honest, saying "I don't know" if necessary. 8) Focus on positive messages and solutions. 9) Stay ethical and avoid controversy. 10) Follow up with a thank-you note and self-evaluation.
Actually a little healthy stalking never hurt no body. Do your online search about the media outlet or magazine or platform that is doing the event and learn who their audience is. I’m the end you must have something in common with them in order to be featured in this specific place.
It's not enough to have good content, you also need to have good delivery. You should practice your verbal and nonverbal communication skills, and rehearse your answers to possible questions. You should also prepare some sound bites, anecdotes, and examples that can illustrate your messages and make them memorable. You should avoid jargon, acronyms, and technical terms that may confuse or alienate your audience. You should also be aware of your voice, tone, pace, and body language, and how they affect your impression and impact. Practicing your delivery will help you improve your clarity, confidence, and charisma.
Consider having an advocate! If you're working with a PR professional and your interview isn't live, bring an advocate to help guide the questions or remind you of key facts. Most interviewers are more than happy to be illuminated by key perspectives or intentions that can help improve the dialogue. If you're particularly nervous, your PR representative can be help alleviate stress and improve the content being discussed, while being a third party that can mediate touchy topics. Always have an advocate in your corner!
Two words: Sound bites. We don't realize how long we talk, so preparation is key. You want to be 10 seconds or less. (It's harder than you think!) When you are being interviewed for the news or another live interview, you need to have the tiny bite that is well crafted and gets your main point across. If you don't, they will edit you however THEY want to -- not ideal. If you take the time to speak with intention, you are less likely to be edited and more likely to get the thing you wanted to say across in the end. Different interviews have different time parameters -- podcast interviews are often longer -- so you want to know the medium, but still prepare those top answers concisely so you're always ready when put on the spot.
Yes, practice/rehearse do a dry run prior... is all great advice, but most importantly remember to "breathe!" Being nervous before a speaking engagement is normal, the butterflies come alive for us all during these moments. Just breathe, and be yourself. If you know your subject mater, you'll do great. Avoid all the jargon, know your audience, and speak to them. Don't rush your answers, pause, think, then respond. Think of a breath as the first word of every sentence... breathe first... think/pause... then give your answer.
Practicing is certainly important as long as it doesn’t come across as memorized. Authenticity is key. Be honest and confident in your answers given you’re the expert in the field, but remember the importance of being human and being relatable. Storytelling is powerful.
I would normally chose the best speaker for the interviews. Genuine smiles and less technical answers are far more acceptable to most media. Diversity also matters if you are putting forward a panel and of course rehearse together and think about alternative delivery from partners.
Media interviews and press conferences are not one-way transmissions, they are dialogues. You should engage your audience, both the media and the public, with respect, interest, and enthusiasm. You should listen actively to the questions, and answer them directly, honestly, and politely. You should also ask questions back, and invite feedback and opinions. You should also use stories, humor, and emotions to connect with your audience and make your messages more relatable and persuasive. Engaging your audience will help you build trust, rapport, and influence.
My experience has always been to make sure you are simplistic in the delivery of your message as well as keeping it short and brief. We are more open to making sure we do our press conferences in multiple languages so that players can freely express themselves.
Understanding your audience is a priority. Tailoring your messages to their needs, values, and interests creates a deeper connection. It's not just about delivering key messages, it's about knowing how your words will impact your audience.
An interview is not an interrogation. Journalists might make you feel that way, but you can turn an interview into a conversation or a engaged debate by doing some of the following: - Physically and verbally acknowledge the questions by the interviewer. Doing this also buys you time to think about what to say next. You are not in a hurry. They are. Do not feel rushed. - Answer the question, but return the question with a question or offer a fact that they or their audience might not be aware of. This helps change the dynamics. It also tells the audience that there is more to the story or the conversation. - Use active story-telling to create a visual for the audience. When interviewing on radio or a podcast, help listener see the story.
Active listening, transparency, and politeness when answering questions go a long way in building trust and credibility. Encouraging feedback and opinions fosters a sense of involvement and can provide valuable insights. And your point about using stories, humor, and emotions to connect is spot on. These elements make your messages relatable and resonate with your audience on a deeper level. By actively engaging your audience, you not only convey information but also establish rapport and influence, which are essential in effective communication, especially in the fast-paced world of media and public relations.
Think of a media interview or press conference as a time to converse with your audience and deliver your key messages. Keep your answers clear and without complicated jargon. ??It’s important to use points of inflection when you speak and alter your tone or volume as appropriate, to ensure an impactful delivery. If you tend to generally speak energetically, slow down as you reach your main point (the change of pattern will attract attention), or vice versa. If your conversational style is slower and softer, increase your pace when leading up to your message. Remember, the goal is to make your message accessible yet impactful to everyone tuning in - both content and delivery play a role in building a connection with your audience.
Media interviews and press conferences can be unpredictable and challenging. You may face difficult, hostile, or irrelevant questions, technical glitches, interruptions, or distractions. You should be prepared to handle these challenges with professionalism, calmness, and grace. You should not lose your temper, evade the questions, or contradict yourself. You should also not lie, exaggerate, or speculate. You should stick to your messages, bridge to your points, and redirect to your purpose. You should also have some contingency plans in case of emergencies or crises. Handling challenges will help you protect your reputation, credibility, and authority.
Embrace challenges as opportunities. Rather than fearing unexpected questions or technical hiccups, view them as chances to showcase your adaptability and expertise. When you handle challenges with poise, you not only enhance your credibility but also leave a lasting impression on your audience.
Be clear to those undertaking the interview if you do not have the answer to any question raised and respond with a follow up to the press officer who should always be in the interview or conference. Again at the rehearsal having clear responses to potential questions should make it clear where the interviewee is going with their responses. If any other body is likely to be involved, then it should be flagged up with their press office and a Q and A cleared with such relevant issues.
I agree with Regina’s comment and would add that the most powerful tool is silence. After you’ve said what you want to say, stop talking even if that means an awkward silence. Just wait for the next question. Journalists who are good at their job know that the juicy stuff comes when spokespersons feel compelled to fill awkward silences in an attempt to build rapport. Don’t do it! That’s when you’re bound to disclose something you wish you didn’t. And remember, nothing is ever truly off the record.
Run your press conference with friends or experts in the field. Ask them for feedbacks. Take notes especially on the tricky ones. Study. Get ready. At the conference, anticipate pain points but then drive the attention somewhere else.
I always say that I’m in the creative problem solving business. But come to think of it I believe we all are. So be creative. The best way out of a confusing or challenging situation is straight forward. I always answer back with a question that starts with: I can’t agree more AND YES, (question) People don’t expect you to say AND YES when they are trying to say things that out you in the spot. Just practice with your friends and family and then it will be more natural for interviews and press conferences.
After the interview or the press conference, you should not just forget about it. You should follow up with the media and the public, and thank them for their time and attention. You should also monitor the coverage and the feedback, and evaluate the results and the outcomes. You should also identify the strengths and weaknesses of your performance, and learn from your experience. You should also maintain the relationship with the media and the public, and keep them updated and engaged. Following up will help you measure your effectiveness, improve your skills, and sustain your impact.
You can monitor the media and follow up with them but make sure you are always keeping up to date with those who were interviewed. If it is well organised there should be an independent assessment of the coverage and although not perfect an advertising equivalent value to showcase the value of your work to the organisation.
If you manage social media or have social media at your organization, be sure to talk to the media outlet about how and when they will publish your story, so you can “share” and “tag” the story on your own social channels for added coverage.
Or prepare. The job of following up is mostly the collective things you put in place before your conference: organize and update your contacts, monitor the media and social-media. This will allow you to follow up the best way.
You can use social media to your advantage after a press conference by announcing that it happened, listing what the key points were, and then sharing photos or quick video clips as reels or shorts from the footage. It adds to the narrative.
If you’re looking to book media appearances regularly, you need to perform an after action review. This should happen whether the media appearance went well or bombed. Ask what your goals were, we’re those goals achieved, did you meet the energy levels you intended to display, did you stumble or lose your train of thought at any point, what positive aspects will you maintain, what will you work to improve and how?
To ace your interview / press conference, it's crucial to focus on your key messages. These messages should be concise & repetitive to leave a lasting impression on your audience. Start by crafting a single sentence that encapsulates your main message. This sentence should serve as a memorable hook and will be your go-to response for any unexpected questions that may arise during the interview. Build your key messages around this central sentence. Keep your language friendly & easy to understand, avoiding complex jargon. During the interview / press conference, reiterate these key messages consistently. Repetition helps reinforce the information and ensures your audience retains the most important takeaways.
One thing I like to stress is having statistics and 3-5 main points you’d like to get across during your interview. Even if the interview isn’t asking the exact questions you’d like them to, you can jump into another topic by adding something like “what’s really important here too is __” or “I think what we should be talking about is X.” Don’t rely on the interviewer to ask specific questions so you can get your point across!
Consider this: Instead of aiming solely for media exposure, think about strategically declining certain interviews. By being selective, you can create an aura of exclusivity around your appearances, making each one more impactful and increasing audience anticipation.
Understand how a media appearance or interview works. Journalists do not have time to prep you or listen to your TED Talk. You may be one of many interviews in their day. Be efficient.
Ensure that you position the microphone carefully. It would be embarrassing to have poor sound from the main microphones while you are holding a Press Conference or briefing especially when it's being broadcast across various traditional and social media platforms. These are small things to consider but play a pivotal role in delivering the purpose of your program. As a PR you will have to ensure that the Mics are also stationed at a podium where the Journalist can come through to ask questions also bearing in mind that you guide them to introduce themselves by their name and which media house they are coming from. If you have a lot of journalists ensure that you divide the roles of staff so that they will be able to pass on the mic.