Executive Tips

How to Talk to the Media

Even if you've had media training or have someone on staff, or a PR firm guiding you through media interviews, there are some basic principles we'd like to share with you to help you approach media interviews with less trepidation.



1. Review the Media Outlet and the Reporter


• Recognize that different media outlets have different audiences, deadlines and priorities. Take the time to think about tailoring your message for each one. 
Read or watch some of the reporter's work, ideally on the topic that you'll be speaking about. This gives you a feel for his or her style and will show how much (or how little) they've covered your subject.



2. Interview Prep


• List in advance the three clear messages you want to cover. Journalists seldom have enough space or time to cover everything. Be mindful of their audiences' interests, and stay focused.
• It is better to be safe than sorry when it comes to "off the record." If you don't want to see it in print, don't say it.
 


3. Warm-up and the Interview

• 
Take a minute or two at the start of the interview to have a cordial conversation not directly related to the interview topic. This can help you relax and build rapport.

• If you don't know the answer to a question, say so — and promise to get back to the reporter with the information.
 


4. Concluding Conversation

Don't ask if you can approve the story before it runs. You could ask if you can review any direct quotes for accuracy before they are used. Reporters want their stories to be correct, too!

After the interview, contact the reporter right away with any additional information you promised, and ask if there are further questions you can answer. Besides being thoughtful of the reporter's time, it lays the foundation for an ongoing, constructive relationship.

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