Today on the blog I’d like to give you some tips on how to handle media interviews.

So, yay, you’ve been offered an interview, yikes! If you’ve never talked to the media before, and even if you have, it can be pretty daunting. I’ve worked with some high profile CEOs and business owners over the years and some of them refuse to talk to the media, so you are definitely not alone!

However, if you’re desire to gain credentials, get seen by your target market and promote your product are a key goal this year then as some of my Aussie pals would say, ‘suck it up!’.  Journalists and interviewers are pretty harmless and usually ultra friendly and will help you along the way so don’t freak out!

Here I give you my top five tips on how to talk to the media to get the best outcome for your radio or TV interview or article online or in print:

1.    Relax

If you’re going to be on TV or radio then you need to be relaxed….or at least look relaxed. If you can slow your breathing down and keep your hands on your lap or by your side then you’ll be doing half the job.

Remember, as an entrepreneur they most likely want to hear about your backstory and what your biz is up to. You are an expert on you, your business and the environment you operate in. There shouldn’t be any wrong answers here, speak honestly, openly and concisely and they’ll be inviting you back for more!

2.    Prepare

This will help you with relaxing. As a PR type I will fish for the interview questions up front, so do be assertive and get a feel for the style and type of questions as soon as possible from them. Usually, with radio interviews they like to keep it pretty open, like it’s an informal chat, but still ask for a theme or questions they may ask up front.

Reading, listening and watching always helps too. Keep an eye or ear out for the types of things your ‘media outlet’ likes to ask its interviewees.

Also, make a list of the three key things you want to convey to their audience and your potential customers and does it appeal to their head, heart or wallet. Back each of these statements up with examples to prove and substantiate your point. You’re half way there, now practice saying those things in front of the mirror.

3.    Be interesting!

Haha, no pressure here. All I mean by this is have some good stats and facts up your sleeves. One of my first clients was an absolute media darling as soon as I put her in front of the press as she was very open and honest about her revenue, what her husband thought about her biz and other juicy tidbits everyone likes to read!  She still gets calls now from interested media outlets, without me having to do any work for her! I know you won’t want to reveal your profit and loss statement and five year strategy to your competitors but do have a quick think about the things you are happy to reveal.

Don’t get sucked into the dull corporate jargon most companies churn out. Use your personal experiences and talk as though, shock, you are a human. People want to know about people, not processes or minute details about products, so get personal.

4.    How to handle ‘trap questions’

Questions like “why is your competitor saying…”, “what if you don’t succeed” or “was it poor planning or bad execution” are nothing more than great ways to quickly get to our three key points you’ve practiced beforehand.

Here are some great ways to answer, I call these bridging questions:

– “You’d have to ask them, what I can tell you is…”

– “I don’t speak in hypotheticals, but we are going to succeed because…”

– “Neither, what happened is…”

5.    There is no such thing as ‘off the record’

From when you first meet and greet your interviewer until you are out of the door just have in your head that they can use anything you say, so keep it personable, friendly, but don’t let your guard completely down.