MEDIA TRAINING: How to Handle an Interview

By Ken Deeks

Every trainer shares their favourite techniques on how to handle an interview during media training sessions.

Here are my top 3:

Firstly, you need to focus on the journalist’s audience. 

Too many spokespeople rely on providing generic content without thinking about the journalist’s readers or viewers. When I worked on the Daily Mirror, the editorial team was laser-focused on what our readers wanted – the type of story, the angle, the way it should be written. It was a brilliant lesson in an early part of my career.

Secondly, think about what you want from the interview.

All too often spokespeople are happy to let the journalist run the interview, and answer the questions posed. This is fine, but you also need to deflect so that your messages land.

Here’s a technique to help achieve this:

As part of your prep, write down the headline you’d like to see as a result of the interview. Then write down the first two or three paragraphs. Have this in front of you when you go through your interview. This will help you to focus on your own key messages.

Thirdly, use what we call verbal underlining to really drive home those messages. Use words like ‘importantly,’ ‘significantly’ and ‘crucially,’ and then pause before you slowly deliver your message. These words will prompt the journalist to want to listen.

My three favourite techniques: Think Reader. Think Message. Think Verbal Underlining.

I hope these work for you!

Click here if you would like more information on the Amber Group’s Media Training courses.