Get Ready for Your Close-Up: Media Interview Tips

Name: The 5:15
Description: The executive who does a passing imitation of a runaway train, rattling off interminable answers at breakneck speed.

Name: The O'Reilly
Description: When an overly aggressive subject lambastes the competition or takes the editor's publication to task for "slanted" coverage (to name just two possible irritants).

Name: The Merv
Description: Named for the fabled, now largely forgotten talk show host renowned for his fawning, this applies to the relentlessly ingratiating interviewee…it can also take the form of mindless, digressive shmoozing.

Name: The Warhol
Description: The executive who repeats several stock phrases over, and over, and over again.

Name: The Martha
Description: The endlessly controlling interviewee who always restates the question and, essentially, conducts her own interview.

Name: The Arnold
Description: Named for the body builder turned movie star turned governor, this describes the executive intent on dominating the interview by force of will and a brutal, unstoppable charm offensive.


I think you get the point. Some executives are not exactly ready for prime time. A media interview is your opportunity to enthusiastically, knowledgeably, and succinctly communicate your message and reach your target audience. The reporter or producer is relying on you as an expert to address a specific topic or issue.


So, here are a few tips that will help prepare you for your media close-up:

• Prepare a few key points that you want to communicate. Unless you’re being chased down by Mike Wallace and a crew from 60 Minutes, your interview will be scheduled and you will know in advance the topic that you’ll be discussing. Winging it is generally not a good idea. Your “talking points” should be as concise as possible since a few sentences may be all the editor uses. And since it’s impossible to anticipate every potential question, remember that it’s okay to say that you don’t know and offer to follow-up after the interview and provide the editor with the information.

• Whether your interview is being typed or taped, speak slowly and clearly. To ensure accuracy, give the editor plenty of time to process and digest your information. Pause periodically and try to keep your answers brief and to the point. It’s okay to ask the editor if he or she would like you to elaborate or clarify.

• Avoid overly technical terms or industry jargon. Although you may be interviewed on a technical or complex subject, never assume that the editor or the audience is as well versed as you are in the lexicon of your trade. Spell out acronyms and use illustrations, examples, and comparisons when possible to clarify your point.

• Respect that the editor has an agenda and needs to gather specific information during the interview. As a result, don’t digress from the subject matter—it’s counterproductive and reduces your credibility. If you have a relevant point to make that the editor has not touched on, say something such as, “I think your readers might also be interested in knowing that…” Pursue the point if the editor is interested. You make the editor’s job easier by providing insightful information and a fresh perspective.

• Don’t use an interview as an advertising platform for your company or its products and/or services. Nothing will irritate an editor more than unnecessary advertising plugs. The exception is if the article is a product review, company profile, or in cases where discussing your company and what it does speaks directly to the topic at hand. In almost all cases, your company name and brief description of its offerings will appear along with your quote. And if the editor doesn’t ask, offer to verify the spelling of your name and the company’s, along with providing your title.

• When the editor asks, “Do you have anything to add?” at the conclusion of the interview, have—well, something to add. One technique is to offer a brief summary of your talking points, which, in effect, provides a conclusion that the editor might be able to use. However, don’t repeat the interview verbatim—try to frame the information from a different perspective. Also, tell the editor that you are available for any follow-up questions.

You can also maximize your media exposure by requesting a copy of the article when it’s published. Post it to your company’s Web site or order reprints to be distributed in marketing collaterals. (Remember to ask about reprint rights and possible fees.)

On a final note, most people want to know if they will be able to review an article before it appears in print. Unfortunately, the answer is almost always no. Deadline pressure and journalistic practice often precludes editors from providing copies for review. That’s why it’s important to prepare, take your time, and stay in control. On the rare occasion that an editor does provide a courtesy copy for review before publication, make any necessary clarifications and return it promptly—with an emphasis on promptly!

And, just for the record, there’s no such thing as off-the-record. Avoid saying anything that you and your company don’t want to see in print. Which brings us to another common question, what if there’s a mistake in a published article or I’m misquoted?

First, don’t panic. Contact the editor and clearly explain the discrepancy. In most cases, publications will print clarifications and corrections. On the bright side, at least you and your company get your name in print again! And you can quote me on that.