18 April 2024

This insight is the first piece in our ongoing Media Training series which we’ll be publishing every couple of weeks. For more media training tips, check back regularly on our insights page, or get in touch with a member of our corporate communications team.

The world of media interviews can be a dynamic dance between two parties – you, the expert with a story to tell, and the journalist or presenter, seeking to inform and engage their audience. But before you step into the spotlight, take a crucial step: understand who’s asking the questions.

By delving into the background of your interviewer, you unlock a treasure chest of knowledge that empowers you to navigate the conversation effectively. This knowledge informs how you position your message, ensuring both you and the journalist achieve your goals.

Demystifying the interviewer

Imagine a seasoned financial journalist known for her hard-hitting questions and in-depth analyses. Now, compare her to a radio show host with a more light hearted approach, focusing on the human element of business success stories. Understanding their typical lines of questioning and editorial styles paints a vivid picture of what to expect.

Here’s how knowing your interviewer can benefit you:

• Tailoring your message: Knowing your interviewer’s editorial focus allows you to tailor your message accordingly. If you’re speaking to the financial journalist, focus on data, growth strategies, and market trends. For the radio show, emphasise the passion behind your business, the challenges you overcame, and the impact you have on people’s lives.
• Anticipating questions: Research the interviewer’s past work. Have they written articles or hosted segments on similar topics? Understanding their past coverage allows you to anticipate potential questions and prepare clear, concise answers that address their specific interests. Notwithstanding, taking the time to read their recent work also demonstrates that you understand their work and have made the effort to do the research.
• Positioning for success: Knowing your interviewer’s style allows you to position yourself strategically within the conversation. If they’re known for challenging their guests, prepare to defend your viewpoints with evidence and clear logic. For a more conversational approach, be prepared to share anecdotes and personal experiences.
• Storytelling: What do you want to get out of the meeting? To what extent is the meeting worthwhile if the engagement leads to nothing further than a polite cup of tea? Yes, of course there are times when meetings are done for “educational” purposes and to perhaps introduce you and your organisation to a new journalist. However, there should be a purpose to push messaging and a story, or at least developing a relationship so when something happens, you and they are willing to engage. Meeting for meeting’s sake is just highly invaluable.

Unveiling the interviewer’s perspective

Beyond their typical interview style, consider the interviewer’s perspective on the topic. Do they have a preconceived notion? Are they seeking a specific angle? By researching the media outlet and recent coverage of similar topics, you gain valuable insights.

This knowledge allows you to:

• Bridge the gap: If the interviewer’s perspective differs from yours, identify common ground. Highlight areas of agreement before respectfully presenting your viewpoint.
• Shape the narrative: Anticipate potential biases and be prepared to gently steer the conversation towards your key message. Use data, examples, and compelling storytelling to present your perspective in a clear and engaging light.
• Mutually benefit: By understanding the interviewer’s goals, you can frame your message in a way that not only benefits you but also serves their needs. Provide them with insightful information, soundbites, and human interest stories that resonate with their audience.

Remember:

• Research the interviewer – understand their style, past work, and editorial focus.
• Anticipate potential questions and have clear answers prepared.
• Consider the interviewer’s perspective on the topic and bridge any gaps.
• Frame your message to benefit both you and the journalist’s goals.

By taking the time to know your interviewer, you transform a simple media interview into a powerful, mutually beneficial conversation. This knowledge empowers you to deliver your message effectively, gain valuable media exposure, and connect with a wider audience. So, before stepping into the interview room, remember: a little research goes a long way in ensuring a successful and impactful media experience.

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