The team at Do Good PR has been busy this week preparing some of our charity spokespeople for media interviews.

Media interviews can be daunting. We’ve all heard the grilling of politicians or company CEOs on TV and radio. The moment when that difficult question is asked and there’s a pause that feels just a little too long.

With the right preparation, however, interviews don’t have to be feared. They can present a fantastic opportunity to show the impact of your work and drive action.

Here are some of our key tips:

Prepare properly
Never agree to an interview without doing your homework. Know who the journalist is, the outlet they represent and whether they’ve covered your organisation before, positively or otherwise. Understand the format too. A two-minute live radio interview is very different from a pre-record television interview. 

Define three key messages
An interview is not a conversation. You are there for a reason. It might be to talk about a fundraising appeal or to comment on a new government policy. Distil what you want to say into two or three clear, concise and newsworthy soundbites. Think of these as the script for the interview. No matter what direction the interview takes, your role is to “bridge” to these messages.

Don’t be evasive
A helpful approach to challenging questions is ABC: Acknowledge, Bridge, Communicate. Acknowledge the question, bridge back to what matters, and communicate your key point. This avoids sounding defensive.

Anticipate difficult questions.
Prepare answers to the most challenging questions you could face, e.g questions about redundancies or funding. 

Assume nothing is off the record
You should assume that everything you say,  even when cameras and microphones are off,  could end up in the story. Remember “Bigotgate”?

Keep it human.
Use clear language and avoid jargon. 

Practice
Rehearse aloud or practise delivering your messages in front of a mirror. 

Finally, it’s worth remembering that the vast majority of interviews won’t be adversarial. While hard-hitting interviews, like those on the Today programme or Newsnight get the most attention, they are the exception rather than the rule.

Most journalists are not trying to catch you out. They are looking for insight and a strong story for their audience. 

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