10 tips for a media interview – WilkinsRoss Communications

10 tips for media interview

Written by: Ann Baker-Keulemens & Janice Hunt
December 2024
Reading time: 1,6 minutes

You’re going to be interviewed. Not for a job or performance review or for any in-company purpose, but by a journalist for a media article. It may be a personal profile, sharing professional information related to the work you do or for a cause you support.

Whatever it is, you’re representing yourself and your organisation and you want to get it right.

In most instances, the relationship between the interviewer and the interviewee is a positive one. You both essentially want the same thing – an interesting article that has strong readership appeal. Keep that in mind and remember that flexibility, effective communication and a sense of humour will make all the difference to a successful interview.

Here are a few tips to guide you through a stress-free interview.

First of all, bear in mind that the interviewer is focused on sourcing the best information for their article – your reputation or information-sharing restrictions are not their main concern. They’re yours, and they’re yours to manage and protect.

Be prepared. Ask for a list of questions or topic guidelines beforehand to make sure you’ve brushed up on facts, figures and the details you need to answer the questions well. Too often, people imagine that they have the necessary information in their heads but once they’re in the interview, they find themselves umming and ahing and not being sure about the details they’re sharing – or not sharing as the case may be.

If you don’t know the answer, don’t prevaricate. Be honest about it and if you can find out, offer to do so and arrange to revert once you have the information.

Listen carefully to make sure you answer the question asked – and interact with the interviewer to make sure that you’re understanding each other.

Always be honest. Don’t be tempted to whitewash or spin the facts. Ever.

Be cooperative – as far as you can be. If you’re being pushed for information that you’re not in a position to share, say so clearly and respectfully.

Be punctual – it shows respect and time is often tight for journalists facing deadlines.

Allow the conversation to flow but avoid rambling or going off on irrelevant tangents. Sometimes this tactic is used by journalists to source information you may not want to share, but most of the time it’s just not helpful to you or your interviewer and it can muddy the information waters.

Having said that, also avoid one-word or yes or no answers. Explain, expand, elaborate – always sharing relevant information. This can help to ensure that you’re presenting your point of view as effectively as possible.

Avoid, as far as possible, sharing off-the-record information. If the situation demands it, be very clear about exactly what is off the record.

If you want to see the final product before it is published, you will need to negotiate this beforehand. But don’t be tempted to make any changes that are not straightforward factual corrections. Arguing over tone or grammar is a bad idea unless it fundamentally changes the meaning of what has been written.

In responding, don’t make sweeping statements such as “it’s poorly written” or a similar comment. You’re likely to make an enemy with those unhelpful responses. If the journalist has indeed missed the point – possibly the article was quite technical or complicated – offer to discuss the points where it is factually incorrect with the writer to get it right.

It's important to remember that media throughout the world provides a crucial service to every level of society and business. Yes, there are unreliable and dishonest media outlets, but don’t throw the baby out with the bath water. Media enables public awareness, business information sharing, political accountability, economic impact, global perspective and more. Whatever your role is in sharing information on public platforms, as far as possible, make sure it has the impact you need.