Five top tips for delivering an effective media interview

For senior leaders, media interviews are a high-profile opportunity to shape public perception, raise their organisation’s profile and build trust. But without the right preparation, it’s easy to lose control of the narrative – or worse, damage your reputation.

That’s where Freshwater’s media interview training comes in. Our specialists work with organisations across the public and private sectors to ensure their spokespeople face the media with confidence, clarity and control.

Here are five essential tips for giving a clear, credible and effective media interview.

 

1. Do your homework: Understand the story and your role in it

Before you speak to the media, take time to research the wider context of the story. What’s driving the news? What’s the journalist’s likely angle? Have they already spoken to other organisations or sources?

Understanding where your organisation fits in – and what the journalist is hoping to get – will help you tailor your messages. It also ensures you respond with relevance, rather than being caught off guard.

 

2. Define your key messages: Clarity is key

Decide in advance what you want to achieve from the interview. Are you there to inform, reassure or challenge a misconception? Then distil your messages to three clear, memorable points that you want the audience to take away.

Don’t overload the conversation. Edited media interviews are often short and clarity counts. Avoid jargon and long-winded explanations. Speak in plain English and keep your answers focused and accessible – particularly for broadcast.

 

3. Prepare and practice: Sound natural, not scripted

Once you’ve decided on your key messages, practice how you’ll deliver them. Try different options and test them out on colleagues. Remember, a good interview doesn’t just inform – it engages the audience.

Use real examples, relatable stories and what we call ‘word pictures’ – vivid, descriptive comparisons that help your audience visualise what you mean.

Practising your delivery helps you come across as confident and credible. Say it aloud until it feels natural.

 

4. Plan for difficult questions: Stay in control, not defensive

You won’t always be asked what you’d like to talk about. Be ready for tough or unexpected questions by thinking ahead about what might come up – and how you’ll handle it.

 

Avoid saying “no comment”, guessing or going off on a tangent. Staying calm and focused under pressure builds trust with your audience.

 

5. Be professional: Confidence builds credibility

How you present yourself matters just as much as what you say. You’ve been asked to give the interview because of your role or insight – so keep that in mind.

Maintain good posture, speak clearly, and make eye contact where appropriate. Even a simple smile – when appropriate to the subject matter – can make you seem warmer and more relatable, and actually makes you sound more relaxed.

Confidence and professionalism, combined with preparation, are the cornerstones of an effective media interview.

 

How Freshwater can support you

Freshwater provides tailored media interview training for leaders and spokespeople who want to communicate with confidence.

Sign up to attend our next small group, practical half day media training session on 9 July or get in touch about how we can develop a media training session bespoke for members of your organisation.

Please contact carolyn.pugsley@freshwater.co.uk

Alternatively, check out our website to learn more about our communications and media training services and how we support organisations across the UK to raise profiles and manage reputations.