Speaking to the media is an important part of any PR campaign. These conversations play a vital role in raising brand awareness and connecting with an audience. However, public speaking can be a daunting task and isn’t a skill people are born with. Even politicians and leaders go through copious hours of training to ensure they’re hitting the mark. So, whether it’s your first time or you’re looking to sharpen up those interview skills. Here are our top tips for talking to the media and acing those live interviews.
Always acknowledge
Remember there are two people in the conversation and you’re not just there to regurgitate a script. So, acknowledging the question is a great way to let the journalist know you understand what they have just asked. E.g., “that’s a great question.”
Pace yourself
Understandably, when you’re feeling nervous or excited you may speed up your talking pace. Talk as if you’re explaining the brand to someone at a BBQ. Each response to a journalist’s questions should be around the 30-40 second mark and no more than 50 – 60 words spoken at a comfortable speed.
Don’t over-rehearse
There is a difference between knowing your key messages and learning a script. Try not to over-rehearse what you’re going to say. We want the conversation to flow naturally, as the idea is to spoon feed the audience information, not shove it down their throats.
Brand mentions
Try to keep brand mentions to a maximum of two, you don’t want to run the risk of sounding too commercial and the audience tuning out. Journalists will often drive the mentions by asking about the brand/product/research etc. So, there’s no need to slot it into every second word. Further consideration should be taken when it’s for non-commercial stations such as ABC.
In studio
When it comes to in-studio interviews, there is a bit more to take into consideration. Arguably the most important tip; look at the person you’re having a conversation with and not directly at the camera. Remember that you’re an extension of the brand, so be mindful of what you’re wearing. Bright colours are favourable and if there’s an opportunity to wear a branded shirt, we encourage you to. Green is a big no, you don’t want to end up with the visuals painted on your chest. Avoid nodding at questions, don’t fill a silence and stay at the end of the conversation – we don’t want you walking off screen if cameras are still rolling! Whilst it may end up in a funny live interview compilation… it’s not great for the brand.
Over the phone
You may be a live interview extraordinaire but there are a few external factors to watch out for to ensure you’re getting the best out of your chat with a journalist. If you’re using a phone, make sure it’s in a place with a good connection and minimal background noise. It also helps to be in a place where there’ll be no distractions. There’s nothing worse than losing a train of thought when you’re midway through a sentence.
Add your personality
Finally, have fun with it! We know that not every topic will be light and fluffy. But that doesn’t mean you have to talk about serious topics with a one note tone, the audience wants to hear your passion and expertise shine through.
Sprinkle of MediaCast magic
At MediaCast we pride ourselves on preparation. As experts in the industry, using our knowledge and experience, we prepare our spokespeople before their interviews. This comes in the form of briefing notes, spokesperson packs and more formal media training. You know what they say ‘if you fail to prepare, you’re preparing to fail’. Feel free to give us a shout if you want to brush up on some of your skills before your next interview!