Our top media interview dos and don’ts

At High-Rise, we’re experts in delivering media training. From national and regional charities to large retailers and private companies, we provide specialist training for organisations of all sizes.  

Our team includes former journalists who understand what the media are looking for, how to come across with warmth and empathy, all while giving guidance on common mistakes to avoid.   

But, while most understand the benefits of media training, few truly grasp the importance of making sure their spokespeople have all the right tools at their disposal in an interview.  

We’ve compiled a list of some of our top dos and don’ts for what to do in a media interview: 

Dos: 

• Research: Interviews are permanent records, and you will be held accountable to them later down the line, so prepare thoroughly. If you know the journalist, research them, watch their previous interviews, and understand their style. 

• Prepare key messages: Before the interview, write down two or three key messages that align with your organisation’s goals and rehearse them. Including them in your interview helps make sure you get your point across.  

• Use simple language: Avoid jargon and technical language. Doing an interview and bamboozling people with too much information is a common mistake. 
• Bridging: If you encounter a tricky question, use bridging techniques to steer the conversation back to your key messages. Phrases like ‘what’s important here is…’ or ‘I think the real source of the issue is…’ can help get you out of an uncomfortable line of questioning. 

Don’ts: 

• Going off message: Avoid rambling answers that pivot away from your key points. Play it safe and answer to the best of your ability.  

• Ignore the audience: you’re not only speaking to a journalist but to their audience too. Don’t solely focus on the interviewer, tailor your responses to their listeners, readership, or viewers. 

• Speaking too fast: Rapid dialogue can be hard to follow, especially on broadcast media or radio. Speak clearly, concisely, and confidently to get your message across. 
• Improvising: Avoid making up information or speaking on issues you weren’t prepared for. If you feel unable to answer a question or it’s beyond your brief, offer to follow up at a later date. 

Ensuring your spokespeople are properly media trained is essential in today’s 24/7 media landscape. It’s vital your spokespeople can represent your organisation well, especially in a UK media environment where scrutiny is strong and public expectations are high. 

A misstep can derail months of work in a media interview. Basic media training skills like bridging and emphasising clear communication are essential to reach your strategic goals. 

At High-Rise, we offer various media training courses for organisations of all sizes. Whether you’ve never been media trained before or simply need to refresh, our team are here to help.  

If you are thinking about booking media training courses call us on 0161 706 1618, email [email protected] or fill in our contact form here.