How to Prepare for a Media Interview

Start your preparation by understanding who will be interviewing you and their audience. Read the journalist's last 10 to 15 articles to understand their style, tone, and areas of interest. Note whether they tend to write positively, critically, or neutrally about companies in your industry. Check the outlet's recent coverage of your company, competitors, and industry trends. Understand the audience: a trade publication interview requires different messaging than a consumer-facing broadcast segment. This research helps you anticipate questions and tailor your language.

Every media interview should communicate three core messages — no more. These are the points you want the audience to remember after reading or watching. Write each message as a single, clear sentence. For example: "Our platform reduces supply chain costs by 40 percent for mid-market companies." Support each message with a proof point: a statistic, customer example, or third-party validation. Memorize your three messages so thoroughly that you can deliver them naturally in any order. Your goal is to weave these messages into your answers regardless of what questions are asked.

Brainstorm every question the journalist might ask, then write concise talking points for each. Include obvious questions about your announcement, tough questions about challenges or competitors, and unexpected questions about industry trends. For each answer, lead with the conclusion or key point, then provide supporting evidence. Keep answers to 30 to 60 seconds for broadcast and two to three sentences for print. Prepare a list of at least 15 anticipated questions covering your announcement, company strategy, competitive landscape, industry trends, and potential controversies.

Bridging is the skill of transitioning from a question you do not want to dwell on to a message you want to deliver. It does not mean evading questions — it means answering briefly and then steering to more productive territory. Common bridge phrases include: "That is an important point, and what we are seeing is..." or "The bigger picture here is..." or "What matters most to our customers is..." Practice bridging so it feels natural, not evasive. A good bridge acknowledges the question before redirecting. Never ignore a question entirely — it looks like you are hiding something.

Identify the three to five toughest questions you could face and prepare honest, composed responses. These might involve competitor comparisons, past failures, pricing criticism, leadership changes, or industry controversies. For each difficult question, prepare a brief acknowledgment of the concern, a factual response without defensiveness, and a bridge to your positive messaging. If a question touches on legal, regulatory, or confidential matters, prepare a clear boundary statement such as "I am not able to discuss the specifics of that matter, but what I can share is..."

For broadcast interviews, dress one level above what your audience expects and avoid busy patterns, bright white, or all-black outfits. For video calls, ensure your lighting comes from in front of you, your background is clean and professional, and your camera is at eye level. For all interview formats, speak in short, quotable sentences. Avoid industry jargon that the audience will not understand. Use concrete examples and stories instead of abstract concepts. Maintain a conversational tone — you are having a discussion, not delivering a lecture.

During the interview, pause briefly before answering each question to collect your thoughts. There is no penalty for a one-second pause — it actually conveys thoughtfulness. Answer the question asked, then bridge to your key messages when appropriate. If you do not know the answer, say so honestly and offer to follow up. If asked about competitors, speak only about your own company. If asked for speculation, decline gracefully. Everything you say is on the record unless you explicitly agreed to off-record terms before the conversation began. When the journalist asks "anything else?", use it to reinforce your strongest key message.

Send a brief thank-you email to the journalist within 24 hours. Include any additional data or resources you promised during the interview. When the story publishes, share it across your company's social media channels, newsletter, and website. Add the coverage to your press page and include it in sales materials where appropriate. Analyze what worked well and what you would adjust for next time. Each interview is practice for the next one, and reviewing your performance accelerates improvement.