Giving successful media interviews is a crucial skill that can shape public perception and effectively promote your company's message. Previously on the AgeTech Collaborative™ blog, we outlined some strategies for identifying the right opportunities to give an interview, understanding potential risks and planning your message.
But being well-prepared doesn’t guarantee smooth sailing during the interview itself. This week, we offer some tried-and-true tips for building rapport, navigating difficult questions and avoiding common pitfalls during the interview itself. Using these tips will help ensure that your company is perceived positively and that your carefully crafted message is accurately conveyed to your intended audience.
Here are some tips for building rapport with the interviewer and your audience:
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Maintain impartiality and objectivity. Present your message in a neutral and unbiased manner to establish credibility and trust with the audience.
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Keep your audience in mind. Understand the needs and interests of your target audience, and tailor your message accordingly to ensure relevance and engagement.
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Be brief and truthful. Deliver concise answers while remaining honest and transparent. Avoid providing false information or exaggerations that could damage your credibility.
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It's ok to say, "I don't know." If you don't have an answer, just say so. Honesty maintains your credibility.
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Avoid "no comment" and "I can neither confirm nor deny." These phrases can create suspicion or indicate a lack of transparency. Instead, bridge to a related topic you can discuss. (See below.)
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Stay on topic. Stick to the subject you are meant to discuss and avoid going off on tangents. Keep your answers focused and aligned with your key messages.
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Control the interview. Remember that you are in control of the interview. Guide the conversation back to your key messages, even if the interviewer asks unrelated questions.
Navigating Difficult Questions
Difficult questions can come up — don’t let them derail your composure or your message. Use these tactics to maintain a positive demeanor and keep your message front-and-center:
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"Historically, that was the case, but today..."
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"Before we move on, let me point out..."
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"That's right, but let me put things in perspective..."
Certain pitfalls can quickly dilute or undermine your message. Here are some things to steer clear of:
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Repeating negative language. Focus on positive words and constructive messaging to maintain a favorable image.
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Speculating. Stick to facts and avoid making assumptions or speculating about future outcomes.
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Arguing with the reporter. Remain professional and address any disagreements respectfully.
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Filling silences with words. Embrace pauses and take your time to deliver thoughtful responses.
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Letting wardrobe or accessories overshadow your message. Dress appropriately so your attire doesn't distract from your key points.
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Gesturing outside the frame. Be mindful of your body language and avoid distracting gestures.
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Overwhelming the audience with stats or numbers. Citing statistics can help reinforce your expertise, but use them sparingly.
Consider practicing all these tips in mock interviews with friends or colleagues — especially if you have minimal experience interacting with the media. The more you use these techniques in low-stakes situations, the more confident and effective you’ll be at effectively conveying your message and leaving a positive impression on your audience.
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