Master Your Media Interview: 3 Ways to Ensure Interview Success

Master Your Media Interview: 3 Ways to Ensure Success

A well-executed media interview can elevate your credibility and amplify your message. But a poorly handled one? It can derail your reputation in minutes. I’ve seen the same three pitfalls repeatedly trip people up. The good news? They’re avoidable.

To ace your next media appearance, follow these three steps: prepare strategically, message intentionally, and in doing so, build confidence. Then you will be able to fully seize the opportunity of an interview. Here’s how:

1. Preparation: Control What You Can

In a media interview, the only things within your control are your preparation and your responses. The journalist controls everything else—what they ask, how they ask it, and how they frame the story. That’s why your preparation is crucial.

Many people believe preparation means simply reviewing key information. That’s only the first step. The real preparation happens when you anticipate the journalist’s questions and craft clear, concise answers in advance.

Once you’ve outlined potential questions, rehearse. Find a colleague to play the role of the reporter. Conduct a mock interview to refine your responses. When the actual interview happens, you’ll feel prepared because you’ve already “been there” mentally. The more your practice mimics the real experience, the more natural and confident you’ll feel.

2. Strategic Approach: Be Intentional with Your Message

People must get sick of me saying "An interview is not a Conversation. It is an opportunity that needs to be approached strategically. Many interviewees fall into the trap of passively answering questions, letting the journalist dictate the entire conversation. But a media interview isn’t just about responding—it’s about ensuring your key messages are heard.

Some media trainers advise dodging tough questions and pivoting to what you want to say. That’s bad advice. Avoiding questions makes you look evasive. Instead, answer the question directly—then guide the interview toward the points that matter most to you.

For example, imagine you’re speaking on a crisis where a child was injured. The journalist will likely focus on the incident itself—what went wrong, who’s responsible, and whether legal action is coming. You must answer those questions, but you also need to ensure the public hears about the proactive steps being taken to prevent it from happening again. If the journalist doesn’t ask, introduce it yourself:

• “As a result of this incident, we’re implementing two key safety measures to prevent future occurrences. Here’s what we’re doing…”

• “One thing I’d like to highlight is the significant policy changes we’ve made to address this issue.”

The interview is your platform. Use it strategically. If you don’t intentionally steer it down the avenues you want to address, the journalist will do it for you—potentially missing the chance to deliver your key messages to your audience.

3. Confidence: Own Your Expertise

Too often, professionals approach media interviews with fear. “I just know I’m going to say something I shouldn’t,” they confess. That self-doubt is a pre-cursor to failure.

Here’s the truth: The journalist is interviewing you because you’re the subject matter expert. You know far more about the topic than they do. If you remind yourself of that fact, your confidence will rise.

Think of an athlete before a big game. If they go in expecting to fail, they probably will. The same applies here. Shift your mindset—acknowledge that you have valuable insights, and focus on delivering them with clarity and composure. You’ve done the work; now it’s time to communicate it effectively.

The Bottom Line: Be Proactive, Not Reactive

Media interviews can be a powerful tool to share your message, but only if you approach them with confidence, preparation, and a clear strategy. Walk into every interview knowing your strengths, anticipating questions, and ensuring your most important points are communicated.

Think of your interview as a blank canvas. The journalist provides the framework, but you get to paint the picture. Make sure it’s one that delivers your messages and that you’re proud to share.