Journalists are always looking for news and compelling stories for their audiences. Making yourself available for comment is an opportunity to bring your message to more people. It also carries the risk of an interview going badly.
That can happen to a first-time spokesperson or an experienced one, as this example discussed in Adformatie illustrates. Here are four reasons why media training helps you make the most of media appearances.
1. Learn to tell a clear, relevant story
A good story offers news or information that interests a publication’s audience. A journalist writing an in-depth technology feature for a newspaper will look for a different story from the team producing a television entertainment programme.
Media training helps you clarify your interview objectives, express key messages clearly and concisely, and avoid overwhelming the conversation with too much information. You also practise keeping the conversation focused.
2. Prepare for difficult questions
A journalist will not hesitate to ask challenging or unexpected questions: that is part of the job. Tailored training prepares you for the questions you may face.
We develop a Q&A document based on your objectives and key messages, then practise the questions and answers through role play. Thorough preparation helps you approach the interview with confidence, respond flexibly and connect your answers to the subjects that matter, while addressing the journalist’s questions.
3. Understand non-verbal communication
The claim that 93 per cent of all communication is non-verbal is not a general rule. Nevertheless, posture and delivery play an important role in how your message comes across.
Does your body language match your words? Do you appear open or closed? How do you use personal space? In a supportive setting, with or without a camera, you can practise how your non-verbal communication supports your message.
4. Do not assume a conversation is off the record
Imagine applying everything you learned during an interview. You build a strong rapport with the journalist and the conversation feels relaxed. Afterwards, they ask another critical question. You answer, assuming the interview is over and your response will not be published. The next day, you read a quote you regret.
The practical lesson is to agree any off-the-record terms explicitly before sharing information, rather than assuming an informal conversation cannot be reported. Media training covers interview expectations, what you can share and how to handle sensitive questions.
Would you like help getting more from your interviews? Explore our media training or get in touch.
Robbert
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