Part 1 of 2 

Effective communication with the press is critical for anyone looking to navigate the public sphere, whether you’re a young communications professional, a candidate for elected office, a business executive, or leading an association.

Media interviews present an opportunity to convey your message, shape public perception, and build credibility. However, they can pose significant challenges without proper preparation and strategy. 

This document provides essential media interview tips to help you prepare effectively and confidently to navigate interviews, from setting ground rules and sticking to key messages to emphasizing that NOTHING IS OFF THE RECORD. 

These guidelines will equip you with the tools to communicate concisely and persuasively. 

If you have any questions or suggestions for improving this document, please don’t hesitate to email us. 

Media Interview Tips 

Refer to the following to help prepare for a media interview:

  • Set ground rules.
  • Be prepared for basic questions.
  • Stick to key messages and weave them into your answers.
  • Remember: An interview is not a conversation.
  • Be clear, concise, and honest.
  • Don’t offer more information than asked.
  • NOTHING is “off the record.”
  • Don’t speculate, guess, or “reach” for an answer if you don’t know an answer. 
  • Do not repeat a negative.
  • If a reporter’s question is based on a false assumption, correct it.
  • Remain calm and in control.
  • Try accommodating a reporter’s deadline and requests, but be mindful of your schedule and what is best for you. Can you call back? 
  • Conduct mock interviews with colleagues and anticipate all possible questions.
  • Practice, Practice, and Practice.

Expanded Explanation

These expanded explanations will help you better understand each tip and how to effectively apply it in real-world scenarios.

Set Ground Rules

In advance, clarify the interview’s format, length, and topic scope. Understand whether the interview is live or recorded and whether there are any sensitive areas you should avoid.

Be Prepared for Basic Questions

Anticipate common questions related to your topic and practice concise, confident responses. Prepare facts, statistics, and anecdotes to support your answers. If possible, give the reporter written statistics and background information to ensure the facts are correct.

Stick to Key Messages and Weave Them into Your Answers

Identify your top three key messages before the interview. Ensure that every response circles back to these points. Use bridging phrases (see Part 2) like “What’s important to remember is…” to steer the conversation back to your key messages.

An Interview is Not a Conversation

Maintain a professional tone and focus on delivering your key messages rather than engaging in casual dialogue. Remember, your goal is to inform and persuade the audience.

Be Clear, Concise, and Honest

Avoid jargon and overly complex explanations. Speak in short, straightforward sentences, and always tell the truth. If you don’t know something, it’s better to admit it and offer to follow up later.

Don’t Offer More Information Than Asked

Answer the question directly and succinctly. Avoid going off on tangents or providing unnecessary details that might lead to unintended headlines.

NOTHING is “Off the Record”

Assume that everything you say could be published or broadcasted. Be cautious and deliberate with your words, even in informal settings before or after the interview.

If You Don’t Know an Answer, Don’t Speculate, Guess, or “Reach” for an Answer

It’s acceptable to say, “I don’t have that information right now, but I can get back to you.” Avoid the temptation to fill silence with speculation.

Don’t Repeat a Negative

Reframing negative questions positively helps maintain a positive narrative. For example, if asked, “Isn’t this proposal harmful to the community?” respond with, “This proposal brings many benefits, such as…”

If a Reporter’s Question is Based on a False Assumption, Correct It

Before answering, politely address any inaccuracies in the question. Use factual information to correct the misconception without appearing defensive or confrontational.

Remain Calm and in Control

Keep your composure, even if faced with challenging questions. Take a moment to gather your thoughts before responding, and stay professional throughout. 

Try to Accommodate a Reporter’s Deadline and Requests

Respect the reporter’s time constraints and try to meet their deadlines. If you need more time to provide accurate information, communicate clearly and set a realistic timeline for your response. 

Practice Makes Perfect

Engage in mock interviews with a colleague to simulate real interview conditions. Record and review your performance to identify areas for improvement.