Gaining media attention for your company is very positive for your brand image. However, speaking on behalf of your team is still daunting for most. Public relations professionals are trained for this, but all of your company’s leaders should be prepared to handle press interviews, especially during major events and public outreach opportunities. If you are asked to speak to a journalist, it’s an opportunity to strengthen your company’s reputation and increase your professional recognition.
Here are a few tips to help you get through press interviews:
Many people don’t know this, but you can ask your interviewer questions in advance. Most reporters are happy to make the experience easier so you can prepare your answers to important topics beforehand. Remember, though, that interviews are supposed to be interactive. You’re not rehearsing a presentation. Keep your answers conversational and try not to memorize lines for specific questions.
Practice self-awareness when you speak. In everyday conversation, you’re usually not thinking about how you talk, what gestures or facial expressions you use, or the tone of your voice. Rehearse in front of a mirror or with a friend, and take note of any distracting gestures, voice inflections, or filler words you use, then try to eliminate them. For example, do you use “us” a lot or stammer when you talk? If so, be mindful of this in the interview as best you can.
When it’s time to interview, focus on the reporter rather than the audience. If you’re on camera, don’t look at the crew or the crowd in front of you. Talk directly to the interviewer, and pretend it’s just a one-on-one conversation between the two of you. This will help calm your nerves and keep you focused. If the reporter asks a complicated or unexpected question, keep your attention on them.
Finally, when you’re speaking, try not to get emotional. If you become flustered or are unprepared for a reporter’s question, it’s easy to slip up, stall, or show your emotions in your facial expressions. If you’re calm and think through your responses, people will respect them even if they disagree. Nothing is worse in an interview than arguing with the reporter or becoming hot-headed about a controversial issue.
The hardest part of interviewing is feeling natural when you’re on camera or in front of a large audience. Not everyone has natural confidence in the spotlight, but there’s nothing to worry about if you prepare. If this is your first significant role as a company spokesperson, work with a PR specialist to help you practice and learn tactics to overcome your nerves.
Tucker/Hall works with our clients to train business leaders in public speaking and media relations. You can work one-on-one with your PR professional to prepare for significant events and interviews. To talk to a Tucker/Hall representative, contact us.
