The goal of an interview is to communicate your key message to a public audience via a news reporter, podcast host and the media outlet they serve. Remember: you’re not there to educate the reporter or show how much you know. To achieve this, you must focus on your core messaging and utilize techniques to keep the interview centered on those messages you most want to relay, while also adding “color” and “context” that is relevant to the platform, scope of the interview and audience.

Here are some of my tried-and-true interview techniques!

Keys to a Good Interview

• Talk in lay terms, using as little professional or technical jargon as possible. This helps create a conversational flow and ensures that anyone, even a 5th grader or your mom, could potentially hear or see the story and “get it”. This is important and actually the educational level to which “news” is intentionally written to match to.

• Speak in sound bites.  Reporters/Hosts are listening for “quotable” language and anecdotes that illustrate your point, provide color to the story by sharing specific stories, scenarios, metaphors and analogies - this makes your content engaging and memorable. Most importantly, remember to  keep language simple and aligned with your audience’s interests. This is key to speaking in “soundbites”. Short. Simple. Bold.

• Keep answers short by thinking about what you want to say before you speak. Think about how what you have to say relates directly to your audience and start there. Less is always more, BUT not in all cases. For some mediums, like radio news or with hosts who prefer to allow the interviewee to do most of the speaking, its important to “fill time” and that is what the reporter is looking for you to do. In these cases, it’s desired for you to keep the conversation “flowing”. So, for each question you have, be prepared with at least two to three main points you can provide. Start with the most important first. Insert pauses as you would in normal conversation to open space for the reporter/host to jump in.
  

• Explain the problem so the solution is clearly defined as important. Help the audience understand the scope of the problem you are solving by speaking to what the pain of that problem is and how it impacts people  - this evokes emotion and stimulates the right brain of the audience.. When you make someone “feel” and understand, they’ll care. If they care, they’ll listen. If they listen, they are more likely to take action.
  

•  Always speak in complete thoughts. The reporter’s question may be edited out so your response should stand on its own. This is especially important for television interviews. Also, be mindful that anything said is up for being included in the story, even in the pre-interview, so be aware  that you are always being “quoted” and be sure to specify if something is not to be included-though it is not recommended to go “off the record”. Should you choose to do so - clearly state that.  “This is off the record” and “We are back on record” will suffice and can be used throughout the interview.
  

• Be confident. You are the expert!  (Need a few tools to help boost your confidence before a big interview?  Check out my TRUST AFFIRMATIONS).

Preparing Before the Interview

• Prepare and rehearse a single communication objective and two or three secondary points you want to make inside the interview overall.

• Anticipate the reporter’s questions. What are your key messages? Answer difficult questions as briefly as possible, then direct them back to your message. (I offer a training around dealing with difficult questions)

• If you can, provide the reporter with a written summary of information, main points or statistics, success stories, etc. Reporters always need perspective.
  

• Be prepared to answer basic questions like:

  • Tell us a little bit about yourself and your position. (this is where you insert your most concise and compelling elevator pitch not your resume)

  • How did your organization begin?

  • What is your organization’s mission?

  • How would you describe your products and services?

  • Who do you serve?

  • How do you compare to competitors? What sets you apart?

  Having these answers along with key statistics, facts and figures about your company on hand are also helpful when you need to circle back a point or shift the interview back to what it is you want to focus on.

During the Interview

•  State the most important information first – then provide the background.
  

• Keep responses brief, but long enough to help the reporter get quotes.
  

• Stick to your main points and do not allow yourself to get drawn too far off on tangents. Many people make the mistake of talking too much or not enough. Repeat your points, only if necessary to get back on track.
  

• Never say, “No comment.”  Instead, if you cannot or do not choose to answer, explain briefly. For example, “I don’t have enough information at this time to answer that” or “I haven’t seen that actual article you are referring to to comment on it.” Then refer back to a key message or relevant point you do have knowledge of and can share about.
  

• For on camera interviews, be mindful that photographers/videographers often have their cameras rolling even during the set up so be mindful of what you are saying at all times and it’s ok to ask at any point: “are we rolling?”
  

• Ask the reporter questions doing the pre-interview.  It isn’t always possible to have your questions sent beforehand, but you can use the pre-interview or the minutes during the set up to ask things like, “so what interested you in this story…what are you wanting to mostly focus on…what piqued your curiosity the most about this”…this will help you gauge the kinds of questions they may ask and the direction they want to take the interview.

  
  Want some guidance on showing up as your best self on virtual interviews? Download your free copy of my Top 3 Tips for Mastering Virtual Speaking Environments!