Speak with Authority: Three Steps to Building Interview Confidence
When we’re enlisted for media preparation and training, the primary reason is lack of confidence around media. Public speaking is already a common fear shared by 75% of the population, but when paired with the unpredictability of an interview and the pressure of sending the right message through our words and body language, media interviews can feel daunting.
What most don’t realize is when it comes to media dynamics, you’re on the same team as your interviewer. You have a story worth telling and reporters may be looking for sources to tell that story.
This is the perspective Peritus approaches media training with – creating a sustainable, mutually beneficial relationship between our clients and media. This approach builds the foundation for confident and reliable spokespersons to convey stories the media is eager to share.
While there are endless insights, tools and techniques available to sharpen interview skills, they are founded in three basic steps: research, preparation and practice.
DO YOUR HOMEWORK
Any good relationship is built with effort, and working with the media is no different. When a reporter requests an interview, take the time to understand their unique point of view and approach. Research is the easiest first step for building interview confidence.
Look up their bio, read/watch/listen to their past stories, understand the topics they primarily cover and be familiar with their interview style. Are they informative and serious or entertaining and witty? This homework will better equip you for a strong interview and serve as the building blocks for a sustainable relationship. The reporter will notice you’ve come prepared, done your homework and recognize you as a credible source for future stories.
PRE-PLAN YOUR MESSAGE
To better understand the direction of the interview, ask the reporter for a list of a few questions they plan to ask. You will feel more prepared after thinking through your responses and organizing your thoughts.
Focus on three to four main points to highlight during your interview. You can identify these through a helpful “three sheets” exercise taking your target audiences in mind. Brainstorm topics for each of these three groups:
What the reporter is interested in knowing
What the public is interested in knowing
What your organization wants people to know
Circle the themes that land across all three lists. This is what becomes your three to four main interview points.
While it’s important to focus on the message you want to convey, it’s equally important to understand what topics should wait. Work with appropriate internal team members to run through your key messages and ensure you’re aware of any information that’s not ready for public consumption yet.
For example, deals that aren’t finalized, information that has not been communicated internally yet, anything not approved by compliance, etc. If it comes up, rely on a simple response of, “We’re not ready to talk about that yet, but I can share more later.”
DELIVER CONFIDENTLY
At this point, you should feel more prepared and are turning your focus to the actual interview. While there are a plethora of tips and techniques we can offer, let’s stick to the two most requested, dynamic and easy-to-remember techniques: building a bridge and being concise.
Build a bridge to ensure you’re hitting your key messages. These are easy phrases to keep in your back pocket allowing you to seamlessly navigate to the story you’re passionate about telling. Answer the question, then use a bridge phrase to transition to your key point.
“...what’s important to remember is...”
“...but I think you’d be interested in knowing...”
“...what that means is...”
“...let me put that in perspective...”
Not only are these handy transitional phrases, but they flag to the reporter that what you’re about to say is important.
Provide concise answers. Don’t stress your point and lose your main message. Ideal answers state the conclusion first and should only take around 10 seconds to communicate.
When we’re nervous, we tend to ramble. Under interview pressure, it can feel like the spokesperson’s job to fill the silence – but it’s not. The reporter has years of experience in keeping interviews moving. Make your point, STOP and PAUSE. This signals you're ready for the next question.
You don’t have to be a public speaking or journalism expert to deliver a strong interview. With some homework, preparation, and practicing effective techniques, you can confidently drive your organization’s mission forward.
To keep these tips readily accessible, click here for a downloadable resource. We hope you’ll come back next week to hear from a panel of communications experts on what media preparation means to their organizations.