Securing a media interview can be a powerful tool for building your brand, expanding your influence, and positioning yourself as an expert in your field. However, the effectiveness of that interview largely depends on how well you prepare, and then execute. Careful preparation is key to delivering a clear, confident message that resonates with the audience. Here’s a guide on how to prep for a successful media interview.
Understand the Interview’s Purpose and Audience
Before you step in front of the camera or phone, understand why you’re being interviewed and who the audience is. Are you discussing a specific case, offering thought leadership on a legal issue, or reacting to a recent development in your industry? Each of these scenarios will require different messaging.
- Purpose: Clarify the main objective of the interview. Is it to educate, raise awareness, or respond to a crisis? Knowing this will shape your responses.
- Audience: Who will be consuming the content? A general audience requires a more accessible explanation of legal terms, while a trade or legal journal audience may appreciate more technical insights.
Craft Key Messages
Your message should be clear, concise, and consistent throughout the interview. Take time to think about the key points you want to make and build your answers around them. Think of your messaging in terms of three key takeaways:
- What do you want the audience to remember most?
- What are the most important facts or ideas you need to communicate?
- What tone best matches the situation?
For instance, if you’re discussing a new class action lawsuit, your message may focus on the case’s importance, its potential impact, and why it matters to the public. Write out these key points to ensure you stay on message throughout the interview.
Anticipate Questions and Prepare Responses
While you can’t predict every question, you can anticipate common ones based on the topic at hand. Try to put yourself in the interviewer’s shoes and think about the questions they might ask. Consider both the straightforward and tougher questions, including:
- Clarifications: “What exactly does this lawsuit entail?”
- Controversial questions: “Why did your firm choose to take this case to trial?”
- Follow-ups: “Can you expand on how this case could affect the industry long-term?”
Having answers prepared for these will help you stay calm and confident. Avoid giving “yes” or “no” answers; elaborate with facts, examples, and a clear narrative that ties back to your key messages.
Stay Focused on the Facts
In media interviews, especially for legal professionals, it’s essential to stick to the facts. Avoid speculation, and don’t engage in hypotheticals that could complicate the story. If asked about ongoing litigation or sensitive cases, steer clear of disclosing confidential information. If you’re unsure about a question, it’s okay to say you don’t have the answer at that moment and offer to follow up with more information later.
Practice, Practice, Practice
Rehearsing your responses is one of the most effective ways to prepare. Have a colleague or PR professional conduct mock interviews to simulate the real experience. This will help you refine your messaging, adjust your tone, and become more comfortable speaking on camera or over the phone.
Master Body Language
Your body language can convey just as much as your words. Whether you’re in person or on a virtual call, remember that posture, eye contact, and gestures matter. Sit or stand upright, look the interviewer in the eye (or at the camera, if remote), and avoid crossing your arms, which may convey defensiveness.
Prepare for the Aftermath
Your work doesn’t stop when the interview ends. Make sure you have a plan for following up, whether it’s providing additional resources to the journalist, clarifying any points, or addressing any issues that arose during the interview. Following up can also open doors for future media opportunities.
Related Resources:
What Journalists Wish Lawyers Knew Before Speaking on the Record
How to Leverage a News Moment Without Looking Opportunistic
How to Build a Public Relations Narrative Before You Even File a Lawsuit
Preparation is key to a successful media interview. By understanding the purpose of the interview, crafting clear messages, anticipating questions, staying focused on the facts, and practicing your delivery, you can significantly enhance your chances of delivering a compelling and confident interview. For attorneys and PR professionals, this kind of preparation is invaluable in making sure your message lands effectively and consistently.
If you’re preparing for an upcoming media opportunity, RebuttalPR can help ensure you’re ready for success, and also help you navigate the nuances of being in print, broadcast, live, or taped. Contact us today to learn more about how we can help you confidently tackle media interviews.
