Most media interviews don’t fail simply because the speaker says the wrong thing; they fail because they struggle to take control of the session. Effective training, therefore, isn’t so much about teaching someone what to say, but about preparing them to communicate clearly, confidently and credibly under pressure.
If someone can’t express their point in a sentence or two, their chance of landing a killer quote and establishing long-term relationships with the media is severely diminished. Nowadays, interviews are predominately conducted through videoconferencing tools, which eliminate geographical barriers, offering clients the chance to take their brand global and, at a really practical level, allow them to have notes on hand. However, the process of perfecting the basics of navigating journalist questions and tense media settings is becoming more important than ever before.
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Taking control of an interview
To succeed in an interview, clients must take control of the session. Too often we see spokespeople take a defensive starting point by default –generally assuming the journalist is only there to catch them out. But it’s absolutely essential to grab the opportunity to take control and transform themselves from a passive participant to the industry expert that they are. Taking control of a media interview allows clients to turn a rigid questioning process into a strategic dialogue, which highlights their strengths and expertise.
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The value of authentic communications
Authentic communications should be at the centre of all media training sessions and subsequent interviews. When a PR company works with a vast range of different start-up and scale-up businesses, authentic communications is crucial to accurately convey the aspirations and work of the founders, senior leadership and the entire business. Every client will take a different approach – while some businesses are more likely to adopt a cautious tone; others strive to be bold and disrupt the status quo. Both are extremely valuable, however when communicated poorly without the consideration of authenticity, journalists will see through the gaps.
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Interviews that establish relationships
One of the more underrated considerations that significantly improves the quality of media training sessions would be perceptions surrounding journalists. With interviews, comes uncertainty. However, clients should be trained to view a journalist as their best customer and use that connection to their advantage. This process not only moves the debate forwards but also helps clients build long-term relationships with journalists, who are on the bleeding edge of industry trends, holding the key to some of the most influential and widely read mediums in the world. This collaboration is invaluable, bringing about opportunities to provide commentary, connect on LinkedIn and ignite further discussion.
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The art of bridging
Navigating challenging conversations and questions from journalists can be an incredibly difficult process to teach and perfect. Bridging – the process of acknowledging a question and answering it in a way that emphasises key messages – is the most effective way to navigate delicate questions. But clients often struggle to bridge under pressure.
Bridging is most optimal when it’s prepared for ahead of time. For example, if a client is asked a tricky question by a journalist, they can bridge it directly to their messaging. The key is to always address the question in an assured and natural manner but pivot the response to defuse tension and reinforce critical themes. When applied properly, bridging not only enhances a client’s credibility, but also ensures they maintain their authenticity when forced into a particularly challenging area of discussion. Many of us will have seen the famous interview where Jeremy Paxman failed to break Michael Howard.
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Conducting research and being prepared
Being prepared for an interview ensures clients can stand out on the big stage. Those who fail to do their research before an interview will struggle to navigate it to their advantage. Firstly, it’s important to research the interviewer themselves to try and gauge their conversational style and the questions they lean towards. Looking into their recent work and achievements is another great way to help establish a productive relationship with interviewers. However, research alone is not enough. It is important for the spokesperson to show they’ve done their homework from the very start of the interview. For example, clients should refer back to a recent article from the journalist at the start of the call, which not only helps build natural conversation but shows the interviewer that they have come prepared. If you work with a PR agency, you should expect support from start to finish, including a detailed briefing document or a pre-briefing call. It is essential to lean on the expertise you have access to.
Get in touch
If you’re considering media training that focuses on taking control, disciplined bridging, conducting research, and upholding authentic communication, we can help you.
With these components at the core of training sessions, interviews can be mastered with confidence and expertise.
