Whether you’re a small business owner launching a new service, responding to local or industry developments, or simply trying to raise your profile, a media interview is an incredibly valuable opportunity to make your voice heard.
If you’ve never done one before, however, talking to the press – especially when it’s live – can be a daunting prospect. What do you say? What if you stumble? And how can you make sure you represent your business in the best light?
Fortunately, a media interview isn’t a test or interrogation. It’s a chance to share your news, celebrate your achievements and connect with your local community. Most interviews are friendly, informal and designed to help you tell your story.
An interview can follow different formats. Perhaps a local newspaper journalist wants to gather quotes for an article they’re writing, or to learn more about something you’re doing. Maybe a magazine editor wants to get your insight on breaking news or industry trends. Or perhaps a regional radio station wants to share your achievements as a live or pre-recorded segment.
Whichever format your interview takes, here are Osborn’s four essential tips to help you ace your next media interview and avoid some common mistakes:
#1. Know your key messages
Before you speak to a journalist, take time to clarify what you want to say. Think about the key messages you want to get across about your business or story.
You don’t have to memorise a script, but make a list of three or four key points you want to communicate. Think about what you’re announcing and why it matters for your customers or the wider community.
A good tip is to try writing your messages down in plain English. If you work in a specific industry, you might be used to talking in industry terms or slang, which might not translate to the general public.
It helps to imagine you’re explaining it to a friend in the pub; the simpler and clearer your message, the more likely it will land well in the final article.
#2. Be human and relatable
It might sound like a cliché, but it’s always best to just be yourself. Journalists are looking for stories that resonate with readers, which means they want to hear from the real people behind the business.
Don’t be afraid to share your personal passion, your challenges and why you care about what you do. Whether you’re opening your first premises, supporting a local cause or bouncing back from a tough time, it’s your human story that will stand out. So speak as yourself, not as a press release.
#3. Understand how the interview will work
In most cases, you can ask the journalist ahead of time what to expect. Most interviews for local and regional newspapers will be done over the phone or Zoom, and typically last 10 to 20 minutes.
A journalist usually has a few set questions, but they’ll often just want to have a conversation. A broadcast interview typically lasts between 2 to 10 minutes, depending on the format, topic and platform requirements.
You don’t have to know everything or give perfectly polished answers. If you’re asked something you don’t know, it’s better to say so than try to guess.
Practicing answering some basic questions with a colleague beforehand can help. Think about how you’d respond to questions like why you started your business or launched your current initiative, and what makes your business different.
#4. Think about soundbites and headlines
Journalists love quotes that are short, punchy and memorable. Try to speak in clear, quotable phrases that make it easy for them to pull your words into a headline or article.
For example, instead of saying: “We’ve implemented a comprehensive, sustainability-driven operational overhaul aligned with environmental best practices,” you might say: “We’re taking real steps to go greener and cut our carbon footprint, and we’re hoping other manufacturers in our area follow suit.”
With a bit of preparation, a clear sense of your message, and a human, honest voice, you’ll be well on your way to giving a great interview.
Osborn provides media training for business leaders, and can help to secure interview opportunities as part of your PR strategy; drop us a line to book a chat.