You’ve sent out a media release, made a follow up call and good news, the journalist is keen to line up an interview with you. So, what now?

Media interviews can be a great opportunity to highlight achievements, join or lead a conversation on topical issues and showcase your organisation’s point of difference. However, it’s important to be well prepared so you can make the most of this opportunity. Here are the top five things you can do to prepare for a media interview:

Do your homework

Before the interview, research the media outlet and journalist who will be conducting the interview. This will give you a better understanding of the audience you will be speaking to and the type of questions you may be asked.

Know your message

Write down three key messages you want to convey during the interview. This could be a quotable fact that will add value for the audience, a call to action or an insight into how one of your initiatives works or helps people. Why only three, key messages, you ask? You may have a lot of information to share but the more we try to cram in, the more diluted your message will be and you will risk losing its impact. Consider what you want the audience to remember after the interview and focus on that message. Be sure to articulate your message clearly and concisely, avoiding jargon or acronyms that may only be familiar to those in a similar field.

Prepare for common questions

Anticipate the most common questions you may be asked during the interview and prepare answers in advance. This will help you stay on track and avoid getting side tracked by unexpected questions. Be sure to include a question you’d least like to be asked and ensure you have an answer for this too. It is better to over-prepare than be caught short.

Rehearse

Rehearse the interview with someone who can give you constructive feedback. This will help you become more comfortable with the format and ensure that your responses are polished and professional. They may also assist by coming up with questions you haven’t thought of. It may be helpful to record the practice interview using your phone so it can be reviewed and adjustments made, if need be.

Be natural

You don’t need to put on a special voice or persona during a media interview. Just be yourself, approach the opportunity with confidence, and allow your personality to shine through. This will help you build rapport with the interviewer and engage the audience in a more meaningful way.

By following these tips, you can be confident and well-prepared for your next media interview. Whether you’re talking about yourself or your organisation, a well-executed interview can be a powerful tool for promoting your brand and increasing visibility.

Kirsty Nancarrow is eMotion Video Training & Production’s media coach and communications specialist. She has worked across print, online and broadcast media as a senior journalist and has been a strategic communications adviser within a range of government and non-government organisations.