Nine things to remember when speaking to journalists

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Interviews are a powerful opportunity to shape your brand’s narrative – but they can also go stilts-up if you’re unprepared. Say the wrong thing and they’ll home in on a businessperson like notepad-clutching vultures. And a single misstep can result in negative press that follows you round like a nasty niff for years.

So, knowing your key messages and how to deliver them confidently is absolutely crucial. At Meet the Leader, our expert media training will help you refine those all-important communication skills, ensuring you remain in control of the conversation. Here’s nine of our most valuable lessons.

1. Who journalists are

Contrary to popular opinion, most journalists aren’t cynical hacks who want to “screw you over.” Most of them are quite nice humans, with the same old messy lives, simply looking for a good story their editors are happy with so they can go home and watch Traitors like the rest of us. Some journalists will even let you work in a plug or three. Imagine that! However, always bear in mind it’s in their job description to occasionally ask challenging questions – don’t panic.

2. What journalists want

While a few reporters will push for a sensational angle (and regardless, most journos worth their salt will try and wrangle at least one newsworthy quote out of you), most just want great, informative content that keeps their audience engaged. But here’s where you have the upper hand in an interview: you know your subject better than they do. Use that knowledge to provide clear responses.

3. Never wing it

Preparation is everything. Before your interview, request a tentative list of questions from the journalist. While they won’t share the gnarliest ones in advance (boo!) it’ll ideally give you a bit of an insight into the angle they’re going with. Your job is to identify three key brand messages you want to incorporate – and rehearse how you’ll weave them in (an old politician’s trick). Even better, familiarise yourself with the journalist’s previous work and the publication’s style – and tailor your responses accordingly.

 4. Grace under pressure

While tough questions are inevitable, your response here actually matters more than the question itself. Take a breath, wait a moment before responding, and just pivot back to your key messages. (Yep, see politicians, above). On no account, deviate from your company’s line or CEO’s quotes on especially sensitive issues. This is code-red dangerous. The journo’s nose will twitch like a sniffer dog, and it’ll open up a new front of potentially land-mine-filled questioning. Basically, if you don’t know the answer, it’s completely cool to say you’ll follow up (“We are looking into this and will provide updates when possible”), and pivot to something you do know. In fact, this kind of confidence and composure actually builds credibility. And never say: “No comment.”

 5. Master the art of storytelling

A compelling story always resonates more than some robotic corporate soundbite. Relatable phrases such as “What’s fascinating here is…” can really draw the audience in. So, start with the main message, followed by supporting points – and then a takeaway. (Not a curry.) Personal anecdotes, real-world examples and statistics can really carry a message more effectively. Also, mix up your phrasing to keep answers interesting.

6. Spot journalist tricks

Journalists are trained to elicit unguarded responses, so beware of ‘off the record’ requests – nothing is ever truly off the record. Casual small talk can also be a cunning probe in disguise. The toughest questions often come at the end of the interview, so if a journo presents a factually incorrect statement, correct it asap. (Remain quiet and they’ll think you agree.) And never assume the interview is over until the journalist has left the room. And preferably the country. Once the camera is off or the notebook is closed, anything you say after the interview can still be used. “Between you and me, what really happened?” Don’t rise for the bait with this one either.

7. Use bridging techniques to stay on message

Buy time with phrases such as “That’s a really great question…” (which will also flatter the journo), before steering the conversation towards positive talking points – otherwise known as ‘Bridging.’ steers the discussion towards positive talking points. Carefully ‘planting’ and ‘seeding’ key messages in pre-interview emails can also shape the journalist’s angle before they even start writing. Sad but true: many hacks actually like to be spoon-fed.

8. Tips for TV, radio and podcasting

For telly, sit up straight, feet on the floor, avoid swivel chairs, and look at the presenter – not the camera. Smile, nod. For radio and podcast interviews, start strongly and weave in key messages. Keep it conversational, use examples – and avoid sales pitches. And for Zoom interviews, keep notes in one place, and practicing smiling and steady breathing.

9. Following up

Always provide your contact information for follow-up questions but never request to review or approve the article before publication – it’s considered extremely unprofessional. And like the Hulk, you won’t like journalists when they’re angry…

Elevate your media game with media training

A great interview can build credibility and enhance your brand reputation. But a bad one? That can really unmake your day. Our one-day Media Training will help you navigate interviews with confidence, preparing you for any scenario, be it TV, print, radio, or podcasts. You’ll learn how to craft compelling messages, handle tough questions, and master media appearances. And we’ll feed you too. Ready to sharpen your media skills? Contact us today to learn more.

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