Author: Julia Kendrick
If you are, or aspiring to be, a spokesperson or ‘Key Opinion Leader’ in the aesthetics, beauty and wellness industries – then the chances are high that you will participate in media interviews at some point in time. Media interviews are exciting but they can also feel overwhelming; it’s normal to worry about saying the wrong thing or being misinterpreted. As with many elements of PR, we advise careful planning and preparation ahead of media interviews to help you get the most out of them – so here are the most common mistakes to avoid!
In this article, Julia Kendrick explains the classic mistakes to avoid in every media interview alongside practical tips to help ensure a great interview is published.
The importance of a good media interview
A media interview is one of the most coveted types of PR for people and brands. They are detailed, informative and make perfect showcase pieces for your key messages and profiling your brand or business. Here are some of the key benefits of good media interviews:
- Raise your individual, brand or business profile
- Increase awareness of news, goods and services or advice
- Nurture a good reputation
- Convey key messages/control the narrative
- Position a brand/person as a leader/expert
- Connect/engage with target audiences
- Uncover new opportunities
- Earn credibility and trust
The modern media world
With the popularity and dominance of the Internet and digital technology, today there are many different media interview formats to consider. Here are the main ways our clients at Kendrick PR are invited to interview on:
- Print: Either conducted face-to-face or via telephone or video call with questioning from a reporter or journalist. This has been a popular format for introducing brands and industry experts for decades.
- Social media: Q and A’s and live streams are popular on Instagram, TikTok and YouTube. The video interviews are extremely popular and the “host” typically has their own unique style of interview.
- Podcasts: These are recording either audio only or audio and camera. They are distributed wherever users listen to their podcasts and if they were filmed you’ll often find them on social media too. Again, the host or podcast will have their own style of interview technique.
- TV: Possibly the most daunting style of interview, whether it’s being filmed live or pre-recorded. Locations vary wildly they could be on location, in studio or from your home or office via Zoom!
- Radio: The original podcast and in addition to audio either in the studio or via telephone, the interview may also be filmed and streamed to social media.
12 classic mistakes to avoid when talking to the media
Gaining media coverage isn’t always easy so when you secure a media interview, the stakes are high whether you’re representing yourself or a brand. The last thing you want do is damage a reputation. Below are 12 classic mistakes to avoid when talking to the media so you can help ensure your interview is a success:
- Avoid jargon: Do not confuse your interviewer or their audience. Choose language that is easy-to-digest and if you do drop in a few acronyms or abbreviations be sure to explain them clearly without being condescending.
- Don’t be afraid to say “I don’t know”: If you are asked a question that you are unable to answer in that moment for whatever reason, it is fine to say “I don’t know” so long as this doesn’t happen too often. Reassure the reporter that you will get back to them with an answer at a later point.
- Don’t say “no comment”: This can make you appear uncooperative, unresponsive or evasive.
- Don’t lie, embellish or generalise: Keep in mind the classic saying “honesty is the best policy” when talking to the media. Always be honest, concise and authentic. You can’t put a price on the value of your honesty and credibility, and once you lose them it is extremely hard to get them back. Lying to the media can have severe consequences when it comes to the success of your business.
- Don’t let an inaccurate statement go unchallenged: It is reasonable to politely correct a reporter or journalist if you feel they have made a mistake or put words into your mouth. As soon as you notice the mistake correct them immediately. Be very careful not to become too defensive in your response, or even worse, lose your temper.
- Don’t forget what YOU want to talk about: Yes, you are there to answer their questions, but this is also an opportunity to get across your key messages. Choose 2-3 key messages you want the audience to know and introduce these as often as possible within your answers. Prepare answers in advance to help you convey messages smoothly.
- Don’t attack your competition: Focus on you and your business. Talking negatively about others does not look good and may invite critique.
- Never assume you’re off the record: Take care with your words and don’t say anything that you don’t want to be publicly broadcast. To be safe just assume that everything is on the record!
- Don’t talk too much: Try to keep your focus on the question and answer clearly and get to the point. Rambling and waffle can irritate and turn off audiences.
- Don’t be unprepared: You need to need to know the main topic, the journalist and the publication or medium they represent. It’s your responsibility to bring some interesting content to the interview.
- Don’t get the journalists’ name wrong: Do your homework and get their name right, it’s basic manners!
- Don’t appear defensive: Keep your body language in check and don’t sit cross- armed, or slumped – particularly if you’re being filmed.
Tips for a great media interview
Congratulations! You’ve secured a media interview and it’s your chance to shine and share your expertise with the world. Below are my top tips to ensure your next media interview is a success:
- Prepare interesting talking points: Get to know your interviewer before you meet and research the topic well. Ensure you have interesting things to say and pick out 2-3 key messages or points that you want to get across.
- Break the ice with a friendly conversation: Finding small talk will be easy if you’ve done your above homework!
- Maintain assertive but relaxed posture: It’s time to appear comfortable even if you don’t feel it on the inside. Try not to fidget too much, slouch or be too rigid!
- Answer clearly and bridge to main messages, if there’s a point you don’t know: If you don’t have an answer, you can switch the direction by using bridging technique to tell the interview “I can’t answer that / I don’t know, but what I CAN tell you is XYZ’
- Maintain eye contact: Be confident and face your interviewer to build rapport.
- If the interview is on camera, practise being in front of a camera: This is essential – practise your posture, where to look, watch your fidgeting!
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At Kendrick PR, our expert team consistently create winning formulas of strategic and tactical support for premium beauty brands, clinics, and practitioners with clear ambitions for growth. Founded in 2015 by award-winning communications expert Julia Kendrick, Kendrick PR are a passionate and experienced agency who thrive on creating tangible success for every client. Please browse our PR services portfolio which includes Media Relations and Profile Development, or do get in touch to book a complimentary discovery call with us!