9 tips for nailing your next media interview

So you have a media interview scheduled. Are you terrified? Are you excited? Most importantly, are you prepared???

Having managed and sat in on literally hundreds of media interviews in my career, I've learned that there are two primary reasons why media interviews go south. In the first scenario, an interviewee "knows too much." They get cocky as they "know everything there is to know" about a topic. Why prepare when they can just "wing it"? What could go wrong? Plenty!

In the second scenario, the interviewee is so nervous and paranoid of the "big, bad media" that they over prepare to the point that they essentially clam up and divulge virtually nothing of interest when the interview finally happens. Rather, they spew out staccato snippets of meaningless jargon and corporate speak that is of absolutely no use to the reporter. The result? A huge waste of everyone's time.

How do you avoid this fate? The following are nine tried-and-true tips and observations that will serve you well in your next media interview:

1. Journalists are friendly ... but not your friend. Most reporters are not the crusty old caricatures you see in the movies. They are typically young, friendly and informal. They are not “out to get you.” BUT ... they have their own agenda. They are not “on your side” no matter how chummy you become. They owe you no favors. Remember that you are ALWAYS on the record. Going “off the record” or “on background” is not a guarantee you will not be quoted. Finally, if you treat a reporter with respect and are friendly and engaging, they will come back for more.
2. Own the story. Why are you doing the media interview? To answer the reporter's questions? To give them what they need? Wrong. You are doing the media interview because you have a very specific story and set of messages you want to share. While it's true that you can’t control what a reporter will ask or write, you CAN control what you will say … and wont’ say. Stick to your messaging and do not be diverted. You are under no obligation to answer every question. Don't be led down by any tangents. You are in control. And always end the call with the key points you want to get across. The reporter will remember that last thing you say.
3. What's your headline? Envision how you want the headline to read – say that … repeatedly. Put yourself in the shoes of the end audience you want to reach . What do you want them to see or hear? Say it.
4. Be a messaging machine. Know your messages like the back of your hand. Speak passionately about them. Your messages should be clear, concise and compelling. Limit your key points to no more than 3-4. Speak in soundbites and try to keep your answers to 20-30 seconds. If you find yourself rambling, stop. If there is dead-air in the interview, that is a good thing. Let it be. 
5. Dumb it down. Don’t assume the reporter knows what you know. Avoid jargon at all costs. Acronyms are equally bad. Speak sloooooowly – it’s very hard to type as fast as someone talks. Use short, declarative sentences that get to your points quickly. When in doubt, ask the reporter if he / she understands or needs clarification – be helpful!
6. Be prepared to bridge. Bridging is just another way of saying "change the topic" back to your key messages. When you are stuck or uncomfortable with a question, divert back to the story you want to share. And never say “no comment”. Instead, use that moment as an opportunity to bridge back to the messages you want to share. 
7. Know when to shut up. Silence is golden. Don’t try to fill empty space because a reporter is not talking – that can be a trap to entice you to say more than you really want to say. Get your key points across and leave it at that. Go into the weeds only at the reporter’s request. And never be led down any tangents you don’t want to go down. Stick to what you are comfortable with and be firm.
8. It's OK to say, "I don't know." If you don't know something, say so! Don't make it up or "guesstimate". Just say you don't know, but offer to follow up. And I shouldn't have to tell you this, but ALWAYS tell the truth when speaking to the media. That's a no brainer. The ramifications if you lie can be devastating.
9. Always have the last word. This may be the most important tip of them all - always summarize your key messages at the end of an interview! Reporters will remember the last things you say. So, when a reporter asks, “Is there anything you want to add?”, always grab that opportunity. Finally, thank them for the time and offer yourself as a future source – leave them smiling.