How to Prepare for a Media Interview

October 07, 2024
Women in a tan suit jacket and jeans giving a media interview to a man in a tan suit.

Securing a reporter’s interest in a media interview is an exciting feeling, but the interview process can be daunting and, at times, unpredictable. Although it’s not possible to fully control the outcome of a news story or interview, you can control what comes out of your mouth. Working with a team of publicists at a reputable agency like DCI can set spokespeople up for success when it comes to answering interview questions effectively. Since our team of publicists is frequently asked to lead media trainings with economic development organizations, we wanted to provide a handful of tips on how spokespersons can ensure that they nail their key messages during an interview. 

1. Understand the format 

Before conducting an interview, it’s important to have a clear understanding of the interview format, as that will dictate the preparation process – is it a phone conversation, or a live interview on TV or radio? Is the reporter actively working on a story, or is this a conversation on background? For example, in a broadcast interview, it’s especially important to speak clearly and slowly, varying your tone and intonation for emphasis, while in a radio interview, it’s best to conduct the interview standing up, so that you sound your best. Regardless, remember that everything you say is on the record. 

2. Research the reporter’s coverage 

Researching a reporter’s coverage in advance will help you understand what kinds of stories their audience is most interested in. Ultimately, you and the reporter conducting the interview will have different goals – your goal is to promote your organization and get your key messages across, while their goal is to uncover an engaging and newsworthy story for their audience. A reporter is always on the look-out for key story elements like timeliness, conflict and human interest.  

In preparation for an interview, an agency with PR expertise like DCI can help with briefing materials that include an overview of the story topic and timeline for publication, the interview format, potential interview questions and background on the outlet and reporter, including past coverage.  

3. Come armed with talking points  

Regardless of what a reporter asks during an interview, you retain direct control over your messaging, so remember to choose your words carefully. While it’s unlikely that a reporter will share interview questions in advance, it’s generally a best practice to expect interview questions to be based on the original pitch points that the reporter already has on file.  

Hone in on your top three key messages, which you’ll want to reiterate throughout the interview. Keep your talking points on hand, but make sure they stay out of sight of the reporter. Remember that interview questions will most likely not be direct bridges to your soundbites, so it’s important to find places to weave them in.  

Should difficult questions come up, find a way to steer the conversation back towards your key messages. To help you prepare to deal with sensitive questions, brainstorm three examples that may come up and how you plan to approach them.    

4. Set your expectations 

There is never a guarantee that a story will be published, and if it is, your comments may not make it in. Not every interview will be included in a final story, and quotes can always be cut by an editor. Whether a story is published in the first place depends on several factors, like the news cycle, whether there’s an element of newsworthiness, and whether a reporter has the bandwidth to pursue a particular story, or whether other assignments must take priority. 

Do you feel like you and your team could benefit from more in-depth media training, including mock interviews?  Get in touch with Partner and SVP, Digital, Susan Brake at [email protected] to learn how DCI’s 60+ years public relations expertise can help.   

Written by

Katarzyna Jezak

Senior Account Executive