When I conduct media training courses, one of the top fears of delegates is failing to get their message across, or losing control and allowing the journalist to dictate the interview agenda. These are reasonable fears, but there are ways to remain in control and succeed in meeting your interview objectives, even under challenging questioning.
So, how do you retain control in an media interview?
1) Preparation
More spokespeople fail because of what happened (or didn’t happen) ahead of an interview rather than during it. Go into every interview with a well prepared agenda so that you are focused on the messages that you want to get across to the audience.
2) Focus on achieving a win-win
Try not to approach the interview as a battle for supremacy between you and the journalist. Aim for content which is beneficial to you and your organisation, but which will also be of relevance and interest to the reporter and their viewers, listeners or readers. The best possible result is that both of you end up feeling that it has been a successful interview.
3) Hit the ground running
Try to make a good first impression with a confident but empathetic first answer. Striking the right tone at the beginning of the interview can secure the engagement and interest of the interviewer and win their trust. Not only that, it will provide you with the self-confidence to proceed with a polished and engaging performance.
4) Be pro-active in communicating your messages
Always acknowledge the question (and answer it briefly if possible) then take the interview in the direction you want it to go. Try to include at least one key message in every answer during the interview. This will help you stick to your agenda and take control of the interview
5) Address inaccuracies head on
Do not let inaccuracies or negative comments or statements pass - respond and refute firmly but politely then move back to your key messages. If you fail to do this, viewers may assume that the assertion of the reporter is in fact correct.
6) Stay in control of yourself
Remain calm and collected and in control of yourself at all times. Losing your temper will never help your cause, and can result in you saying the wrong thing in the heat of the moment. It will likely make for dramatic TV, but do nothing to enhance your reputation.
Remaining in control during a media interview is a key skill for anyone required to act as a spokesperson. At first, it can be enormously challenging, but with media training, the application of the techniques outlined above and lots of practice, most people can master this art. Doing so will ensure that you get maximum value out of every media encounter and feel a lot less nervous when going into them.
Communicating with Confidence
Many business people are affected by nerves when speaking in front of an audience: especially one which is made up of their colleagues! This can result in fluffed lines, hesitant body language or a shaky voice. Communication skills training can help to address these challenges and the following tips can also help to prevent and overcome the most common concerns.
Four Questions to Ask Before the CEO Faces the Media
In a crisis, should the chief executive be your media spokesperson? Putting the CEO forward as the face of the organisation should not be a kneejerk reaction: it should be a well considered decision designed to help the organisation communicate most effectively with its stakeholders and thereby protect its reputation.
Three Steps to Avoid Being on the Wrong End of a Media Encounter
It’s 10.15am, you’re in your office and the phone rings. You pick up and a voice says: “Hi, this is John Davis from the BBC, we’d like to ask you a few questions….” By now, your heart is racing and your mind is whirling. So what do you do?
