Interviewing is a skill that takes time and nurturing to perfect. Whether you’re a newly appointed executive or seasoned professional in your role, talking to the media can always feel intimidating.
Delivering a conversation that is authentic while building relationships to develop your organization’s credibility can feel impossible. Even the most experienced executives can make small mistakes that distract from their message and take the interview in a different direction.
The good news is that most mistakes are easy to avoid with the right preparation and a few adjustments. Here are five common media interview mistakes executives make and how to avoid them:
Winging Interviews Instead of Preparing
Preparation is key to a successful interview. Your PR team should be providing briefing notes that include background on the reporter, the publication, talking points to help guide conversations and other useful material.
Executives that take the time to review briefing materials ahead of time instead of just skimming through a few minutes beforehand sound more confident when delivering their message. Whether executives glance at notes during or read them throughout the conversation, the delivery needs to feel natural. The goal is to sound like you’re having a conversation not reciting a script.
Rambling and Going on Tangents
Have you ever been in the middle of explaining something only to forget where you were going with it? One of the most common mistakes executives make is feeling like they need to keep talking even after they answered the question. Sometimes less is more. When trying to fill the silence it’s easy to drift off topic, answer a question that wasn’t asked, or worse, share confidential information. Feel comfortable in the silence. It’s ok for the spokesperson to wait for the reporter to ask another question or direct the conversation in another direction.
The best thing to do is answer questions directly and then pause. Give the reporter a chance to ask a follow-up question or move on to the next. If you don’t know the information, it’s perfectly okay to let the reporter know you’ll confirm and follow up afterward through your PR team. Giving a thoughtful answer or follow up is better than providing inaccurate, or confidential, information.
Treating The Interview Like A Sales Pitch
It’s easy to get swept up in overly promoting your organization when talking to the media. The mistake happens when every answer turns into a sales pitch. Remember, this is not a commercial for your company. While there are moments when it’s appropriate to promote, media interviews are meant to be informative.
Reporters are looking for insights, expertise, and topics their audience will find valuable. Executives that lead with knowledge position themselves as experts and naturally their work and organization become part of the response without soundly overly promotional.
Taking Interviews While Distracted
Life can be hectic and sometimes interviews are scheduled between meetings or while on the go. Although it might seem convenient, an airport, noisy coffee shop, or taking a call in the car causes distractions that take away from the conversation. Background noise, poor service or having divided attention makes it harder to effectively communicate your message.
Schedule interviews from quiet locations where you can give your full attention and present your organization in the best light. The last thing you want to do is give the impression that the interview isn’t a priority. Because they are not a priority to you then they will prioritize your competitors in the future. Treat reporters like the assets they are. You want them on your side.
Forgetting Your Always On The Record
As soon as you enter a call or room, the interview is on record. The conversations before the interview, the small talk afterward, or even casual comments can leave an impression on a reporter and, in some cases, have a chance to appear in the story.
It’s best to always assume you’re speaking on behalf of your organization at all times. Staying professional from the start to the finish ensures the main message isn’t lost with side conversations.
No interview will ever be perfect, but taking the time to prepare, communicating clearly, and staying authentic will make a lasting impression. Whether it’s preparing for a broadcast interview, podcast appearance, or conversation with a reporter, media training can help your executive feel confident before the interview begins. Don’t know where to start? Contact the 1903 PR team to learn more.