How to Ace a Media Interview: Tips for Making a Great Impression

Whether you’re a seasoned professional or new to media interviews, the opportunity to speak with the press is a powerful way to share your message, promote your brand, or establish yourself as an expert in your field. A great media interview can significantly boost your reputation, build trust with your audience, and create lasting visibility for your business or personal brand. However, the pressure of being in the spotlight can make interviews feel daunting for many people.

To help you make the most of every media interview, this article will break down the essential strategies for preparing, delivering, and following up to ensure you leave a lasting, positive impression.

1. Preparation Is Key: Research, Anticipate, and Practice

The most important step in acing a media interview is preparation. A well-prepared interview is often the difference between sounding confident and knowledgeable or fumbling through questions. Here’s how to prepare like a pro:

Research the Outlet and Interviewer

Before sitting down for an interview, research the media outlet you’ll be speaking with and the journalist or host who will be conducting the interview. This helps you tailor your responses to the type of audience they cater to and understand the tone of the conversation.

For example, if you're speaking with a trade publication in your industry, expect in-depth questions about technical or niche topics. On the other hand, an interview with a lifestyle magazine may focus more on personal stories or how your work impacts everyday consumers.

Look up previous interviews the journalist has done. Familiarizing yourself with their interview style can help you anticipate the type of questions they might ask and the overall vibe of the conversation.

Anticipate Common Questions

Think about the types of questions you might be asked. While no interview is ever predictable, there are certain questions that are almost always asked, depending on your field. Prepare answers to questions such as:

"Tell us about yourself and your background."
"What inspired you to get into this line of work?"
"What challenges do you face in your industry?"
"Where do you see the future of your industry or business?"

By anticipating these questions and drafting your responses, you can ensure you stay on message and avoid getting caught off guard.

Practice Key Talking Points

Your goal during an interview is to communicate your core message clearly and effectively. This is where your talking points come in. Outline the key points you want to highlight in the interview—whether it's promoting a new product, sharing insights about your industry, or discussing your business's values.

Practice these talking points until you can deliver them naturally and without sounding rehearsed. Rehearse out loud, either by yourself or with a colleague, to get comfortable with your delivery. The more you practice, the more confident you’ll feel during the actual interview.

2. Control Your Message: Stay on Point and Be Concise

During a media interview, it's easy to get sidetracked by unexpected questions or to go off on a tangent. However, staying focused on your core message is key to leaving a strong, memorable impression. Here’s how you can control your message effectively:

Bridge Back to Your Key Messages

If an interviewer asks a question that takes you off course or isn’t directly related to your goals, use bridging techniques to steer the conversation back to your core messages. For example, if you’re asked about a controversial issue unrelated to your business, you could respond with, "That’s an interesting point, but what I’d like to focus on today is how we’re driving innovation in our industry through X."

Bridging helps you maintain control of the interview and ensures that you don’t get caught in lengthy or irrelevant tangents.

Be Concise and to the Point

One of the biggest mistakes people make in interviews is over-explaining or giving long-winded answers. Journalists and interviewers typically have limited space or time, so it’s important to get your point across clearly and succinctly. Avoid rambling and aim to answer questions in a clear, direct manner.

Try to keep your answers between 30 seconds to 1 minute, depending on the format of the interview. If you’re asked a question that requires more context, provide the essential details but stay focused on the most important information.

Use Clear, Simple Language

Remember that not all audiences will have the same level of understanding about your subject matter. Even if you’re an expert in your field, try to use language that is accessible to everyone. Avoid jargon, industry-specific terms, and overly complex explanations. The goal is to ensure your message resonates with a broad audience.

3. Body Language and Vocal Delivery: Non-Verbal Communication Matters

The way you present yourself during an interview goes beyond your words. Body language and vocal delivery play a crucial role in how your message is received.

Maintain Positive Body Language

Good body language builds rapport with your audience and gives the impression that you are confident and engaged in the conversation. Here are some tips:

Posture: Sit or stand up straight to convey confidence.
Eye contact: Maintain eye contact with the interviewer (or the camera, in virtual interviews) to appear connected and authentic.
Facial expressions: Smile where appropriate and use facial expressions to show enthusiasm, empathy, or seriousness depending on the context of the conversation.
Gestures: Use hand gestures naturally, but avoid overdoing it or making distracting movements.

Mind Your Tone and Pace

Your vocal delivery can impact how your message is perceived. Speak with clarity and confidence, varying your tone to emphasize key points. Be mindful of your pace as well—don’t speak too quickly, as it can make you seem nervous, nor too slowly, which might bore the audience.

Taking a brief pause before answering can also help you collect your thoughts and deliver your response more effectively.

4. Stay Calm and Confident: Handling Challenging Questions

No matter how well you prepare, you may still face tough or unexpected questions during an interview. The key is to remain calm and composed, even when confronted with difficult topics.

Take a Moment to Think

If a question catches you off guard or feels uncomfortable, don’t be afraid to take a brief pause to gather your thoughts. A well-timed pause can help you formulate a thoughtful response instead of blurting out something you might regret later.

Handle Tough Questions Gracefully

If you’re asked a controversial or negative question, it’s important to stay calm and avoid becoming defensive. Acknowledge the question, but then redirect it in a way that lets you reinforce your key messages.

For example, if you’re asked about a problem or setback, you could say, "Yes, we encountered that challenge, but we took proactive steps to resolve it, and here’s what we learned from the experience..." This allows you to address the issue while keeping the conversation positive.

Don’t Be Afraid to Say “I Don’t Know”

If you’re asked a question outside your area of expertise or about something you’re unsure of, it’s perfectly acceptable to admit that you don’t have the answer at the moment. Just be sure to offer to follow up with more information later if possible. Honesty is always better than attempting to fake an answer.

5. Post-Interview: Follow-Up and Leverage Your Coverage

After the interview, your job isn’t over. Follow-up and leveraging your media coverage can help amplify the results of the interview.

Send a Thank-You Note

Always send a thank-you note or email to the interviewer after the interview. Express appreciation for the opportunity to speak with them and reiterate how much you enjoyed the conversation. This keeps the door open for future opportunities and builds rapport with the media professional.

Share Your Interview

Once the interview is published or aired, share it across your social media channels, website, and email newsletters. This helps you extend the reach of the interview and showcases your expertise to a wider audience.

Engage with the Audience

If the interview prompts questions or comments on social media, engage with the audience. Respond to feedback, thank people for sharing the interview, and keep the conversation going. This helps build relationships with your audience and enhances your credibility.

Conclusion

A great media interview is an invaluable opportunity to promote your brand, build your credibility, and connect with a wider audience. By preparing thoroughly, staying on message, using positive body language, and handling challenging questions with grace, you can make a lasting impression on journalists and your audience. Remember, a successful interview isn’t just about talking—it’s about communicating effectively, staying calm, and ensuring your message shines through. With practice and the right mindset, you’ll be able to navigate any media interview with confidence and poise. Mural Strategies possesses deep expertise in media training and coaching; if you have an upcoming interview, contact us to learn how we can help you to prepare.