Navigating the complexities of media interviews

In a society where social media thrives, media professionals are increasingly relying on face-to-face interviews to obtain useful insights about a person or organization.
 
If your organisation or client is targeting growth, they should expect to be interviewed at some point. Therefore, it's vitally important they understand that interviewing entails more than just answering questions.
 
Here are some techniques to help you successfully navigate media interviews.
 
🔸Control your message
The purpose of every interview is to deliver a core message. That message should be predetermined well in advance of the interview. Some interviewers may encourage you to digress, but a good spokesperson showcases the discipline to control the message throughout the interview.
 
Make sure the core message is concise and can be delivered in simple, plain language, and is easily understood.
 
🔸Off-topic questions
Journalists have their own agendas and that often leads to off-topic questions. Attempting to answer any off-topic questions can lead you into trouble. To handle this, use the bridging technique.
 
This technique allows you to reroute an off-topic question back to your core message. For example, an interviewee might respond with: “That’s a good question, but we feel the more important issue is…”
 
🔸Answering very difficult questions
The best way to prepare for this is by having pre-rehearsed answers. And by practicing the response(s) ahead of time.
 
🔸Provocative questions
It is not uncommon to be asked confrontational questions that are deliberately designed to elicit a negative response. Don’t let emotions undermine your credibility. It is critical to maintain your composure
  
🔸Showing empathy
If your organization is interviewed in the light of a crisis, it’s crucial to show a genuine level of concern and empathy for the people who are affected. However, it is equally important to not spend too much time on emotions.
 
Acknowledge those who are affected but (diplomatically) bridge back to your core message.
 
🔸 Long silences
Awkward silences can be deliberately interjected as means of rattling interviewees in the hopes that they’ll attempt to fill the silence with information they shouldn’t share.
 
This can be handled by practicing the ability to remain silent after answering a question. Think of it as allowing your interviewer the time to really absorb your answer.
 
🔸 Off the record
There is no “before” and “after” the interview. It is all quotable if the words come out of your mouth.
 
And while building rapport through informal conversation is good. Always assume anything you say could wind up being published.
 
🔸Media training
If your organisation is likely to have media interviews, then organise professional PR/media training. This will allow them to handle the complexities of interviews and enjoy a successful outcome.
 
For more tips click here.
 
📷 Sam McGhee Unsplash