23 October 2024

This is the last in our current Media Training series following Mastering the Spotlight, Knowing Your Interviewer, Crafting Your Narrative and Mastering Difficult Questions in Media Interviews.

We hope to continue to produce helpful tips on media engagement in future, but if you want bespoke training to lift your media performances and be more effective in interviews, do get in touch with our corporate communications team.

The media landscape is a sprawling metropolis, teeming with diverse audiences across a multitude of platforms. Stepping into a media interview without understanding who you’re speaking to is akin to wandering this metropolis blindfolded – you might stumble upon interesting sights but reaching your desired destination (communicating effectively) becomes a major challenge.

The key to unlocking the full potential of a media interview lies in knowing your audience. This isn’t just about demographics; it’s about understanding their interests, knowledge level, and the specific reasons they’re tuning in. Imagine the stark contrast between a high-octane radio show targeted at young entrepreneurs, brimming with energy and the latest business trends, and a seasoned investor reading a financial newspaper, seeking in-depth analysis and long-term stability.

Tailoring your message and tone to resonate with each audience is critical. Here’s how understanding your audience becomes your secret weapon in securing a successful media interview:

• Speak their language: Avoid jargon. Remember, not everyone is familiar with the intricate details of your industry. Use clear, concise language that your audience can understand. Imagine explaining a complex concept to a friend – that’s the level of clarity you should strive for.
• Focus on their interests: What are the key questions and concerns your audience has? With young entrepreneurs, the thrill of starting a business, overcoming challenges, and achieving success might be top of mind. Investors, on the other hand, might be more interested in financial performance, growth potential, and long-term stability. Address those concerns directly in your responses.
• Connect on a human level: Facts and figures are important, but statistics can only take you so far. Weave a narrative that connects with your audience’s emotions. Successful politicians are great at connecting with people on a human level and bringing the statistics to life. This can be effective when talking to any organisation.

Examples in Action:

• Scenario 1: Interview on a morning business show: The target audience is likely working professionals seeking quick business insights. Your message should be concise and actionable. Focus on practical tips, success stories, and emerging trends.
• Scenario 2: Feature article in a trade magazine: The audience will be very knowledgeable about the topic and sector. This allows you to go more in depth with your language and provide real thought leadership for likeminded individuals.

By understanding your audience, you can craft a message that grabs their attention, resonates with their interests, and leaves a lasting impression.

Remember:

• Do your research: Before the interview, research the specific media outlet and its target audience.
• Anticipate questions: Think about the types of questions your audience might have and prepare answers beforehand.
• Practice makes perfect: Refine your message and practice delivering it in a way that is clear, engaging, and tailored to your audience.

By wielding the power of audience awareness, you can transform your media interviews from a gamble into a strategic conversation, ensuring your message travels far beyond the interview itself.

To find out more about how to get the desired outcome from your media engagements get in touch.