I’m due to be interviewed live on BBC Radio Scotland this Friday.
I’ll answer questions from host Stephen Jardine on a range of technology topics.
Everything from how social media is affecting the stock market.
To the basics of investing in cryptocurrency.
And I’ll be confident in what I’m saying because I’ve done my homework.
Which comes from knowing how to prepare for a media interview.
So here are my five top tips.
Before you write down your key messages, figure out who you’re speaking to.
In my case this week, it’s a nationwide BBC Radio Scotland audience.
It’s the morning show, which covers half a dozen topics every day.
A demographic made up of mainly older adults who want to hear something interesting.
Their understanding of cryptocurrency and stock markets is likely surface-level.
So I’ll need to work hard to explain complicated issues simply and with plenty of enthusiasm.
This is your starting point for media interview preparation.
Figure out who the audience is first.
Edinburgh Evening News? A local audience with time to read your story.
Radio Clyde? Glasgow-based listeners with a younger demographic than the BBC.
Bloomberg? Business-focused station with a global reach.
Knowing your audience helps with the next part.
What do you want to say in your media interview?
Write it down in bullet points.
That’s your A-List.
A number of key points you want to make.
Avoid writing full word-for-word sentences.
It’s obvious to the human ear when someone is reading scripted answers.
Stick with short, sharp responses or examples.
Then it’s onto the B-List.
What questions could I face?
And what are some stinkers I’d rather avoid answering?
Figure them out in advance.
Decide what your answer would be.
So if they do come up, you’re prepared.
I used this technique dozens of times during my own journalism career.
I’d end my interview by asking the interviewee about a completely different story.
While interviewing former First Minister Alex Salmond when Manchester United manager Sir Alex Ferguson announced his retirement:
“And finally Alex, any thoughts on today’s news from Old Trafford?”
Or asking current First Minister Nicola Sturgeon about her then UK counterpart’s infamous dance moves.
“Lastly, First Minister, have you chosen a song to dance on stage to for this weekend’s SNP conference?”
It’s a chance for the interview to change tone and for the interviewee to show another side.
Sometimes these left-field questions can be a little awkward.
So it’s better to be aware of what’s going on in the wider world.
In case the journalist does indeed ask for your view on the European Super League.
Or more likely in my case this Friday, Dogecoin.
At Pink Elephant, we believe there are only a handful of direct answers to direct questions.
They are:
It’s worth going over these or jotting them down in your notes.
It’s vital that questions which require a ‘No’ get one.
So make sure you directly answer each question before bridging onto your A-List.
This is arguably the most difficult aspect of how to prepare for a media interview.
The standard for speech in radio and television is three words a second.
It’s how we work out how long our news bulletins are.
It also means the audience picks up and absorbs every single word of every single sentence.
So as an interviewee, I’m aiming for that speed too.
Even slower than that is even more impactful.
The human brain is peculiar, though.
It tricks us into thinking that, when we purposefully slow down, we’re now speaking too slowly.
Or that we sound laboured.
I am yet to meet the person who speaks too slowly.
But I have met hundreds who spoke far too quickly.
And lost all the impact of their key messages in the process.
I write the word S L O W in giant capital letters at the top of my notes.
Meaning when I glance at them, it’s the first thing I see.
And I’m reminded to turn my pace down.
The final note ahead of any media interview is this.
It may get postponed, moved at short notice, or cancelled entirely.
Another news item has gone on too long and they’re out of time.
The editor decides other topics are more interesting.
Or a huge breaking story has thrown the entire running order into chaos.
It’s happened to me – both as a journalist and interviewee – on countless occasions.
It’s always disappointing.
But avoid letting it put you off putting yourself forward again in future.
Because there will always be people who want to hear your story.
If you want a deep dive into media preparation, we’ve got the perfect e-learning course for you.
Working with the Media demonstrates how to deal with journalists.
And you can learn in your own time at your own pace.
Colin Stone is Communications Lead at Pink Elephant.
You can read his full profile here.
Photos in How to prepare for a media interview blog by Pink Elephant Communications, Colin Stone & Up Next Studios.
How to prepare for a media interview blog edited by Andrew McFarlan.
6th May 2021 Featured in: Blog, Media training blogs By: Pink Elephant
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