Broadcast media interviews are a powerful way to promote your cause. Whether you’re a spokesperson or supporting your colleagues to be one, taking some time to avoid common pitfalls will boost your confidence and impact. Richard Nosworthy explains how.
Dry mouth. Forced smile.
If you’ve done media interviews, you’ve probably been here.
Your head is buzzing with the facts and how you might answer that tricky question.
For the last few years, I’ve been running media training for charities and other non-profits. Participants vary a lot, but there are some issues that come up quite often. Here’s how you can put them right.
1. Not having a clear purpose
A clear understanding of why you’re doing the interview will help boost your confidence and impact.
It’s not always easy. You might get a last-minute request. You might not have a clear strategy in place yet. And you might feel under pressure to do what you’re asked.
But it’s often obvious if someone doesn’t know why they’re speaking. Telltale signs include vague or inconsistent messaging, and struggling to answer questions.
Media coverage can bring massive reach, add credibility to your cause and help tell your story in a compelling way.
But it’s also a lot of work, so make sure it’s worth it and you’re making the most of the opportunity.
Talk to colleagues. Check your strategies or plans. Make sure you understand what the journalist is looking for and the context of the story.
Try to go beyond just ‘raising awareness’. What does success look like, and to what end?
Often there’ll be a call to action. For example, you might want to encourage people to fundraise for you, lobby their MP, or change their view of your charity.
2. Not using key messages
Having decided your purpose, using a set of key messages is a crucial next step.
If you don’t do this, you might fail to make the impact you want because it’s not memorable or relatable. A lack of key messages can also make it harder to handle the tougher questions, as you don’t have your own points to fall back on.
For pre-recorded ‘soundbite’ interviews, one message might be enough. For longer formats, around three to five is more typical.
It goes without saying that your key messages should link to your chosen purpose. For instance, if the main aim is to influence government, one message could be about the nature of the problem, another about solutions, and your last a specific ask to MPs.
Prepare each message as a short sentence (one that you and the audience will remember).
Often your interview won’t be shown as a whole. So you need to provide concise, impactful messages that work for news bulletins and social media.
For instance, in my training I teach spokespeople to prepare for pre-recorded ‘clip’ interviews by turning their messages into a 15-20 second ‘soundbite’.
3. Not knowing your audience
Another common mistake is not addressing the right audience. Most frequently, this means talking in a way that is too technical and inward looking.
First, your interview needs to pass the ‘reporter test’ – does it engage the programme’s typical viewer/listener?
Always speak clearly and simply. Avoid jargon. Make your story relevant – what are common perceptions or concerns? Explain the context where needed.
Research the programme and consider who’s watching or listening. The audience of a regional news programme could be different to Newsnight or Countryfile, for example.
Once you’re satisfied your messaging will work for the programme’s audience, decide on your more specific target audience(s).
Your chosen purpose will help. Perhaps you want to encourage older people on low incomes to take up support services, for example. Or maybe you have an ask for politicians.
Your messages will need to resonate with these groups, so think about the issue from their perspective. How much do they know about the subject? What are their likely perceptions of the issue? What are they interested in learning about?
The target group isn’t likely to be interested in how you’re developing a new strategy. In our example, they’d probably want to know what support is available and how it can help them or their loved ones.
Strike a balance between being relevant and accessible to the programme’s typical viewer/listener and tailoring messages for your target audience.
4. Giving vague responses
Let’s be honest, how many of us give our full attention to a media interview? You can bet most people are doing something else while they’re watching it, like looking at their phones or cooking.
You might worry about getting flustered or making mistakes. But a more common problem is that the audience simply isn’t listening or giving you their full attention.
A mistake I often see is talking in generalities. It’s easy to forget that people might not know much about the topic, especially if you’re more used to talking to your colleagues who understand the subject.
Start ‘outside in’. How do most of the audience understand or relate to your work?
Get specific, using:
- Real, relatable experiences e.g. “If you shop in one of the bigger supermarkets…”
- Practical issues e.g. “Cuts to the council’s budget will mean reduced bin collections…”
- Striking statistics e.g. “One in five NHS patients in Wales say…”
- Case studies e.g. “We’ve spoken to several commuters who are struggling to afford… “; “The new school in our district has built a wildlife pond with the funding.”
- Emotion e.g. “If you’re on that waiting list, it’s incredibly worrying…”
Prepare one or two of these examples to back up each of your key messages. It’ll make a much bigger impact by helping the audience understand and connect to the issue.
5. Treating the interview like an exam
In my media training, I always remind learners that they are in control.
I do this because some feel, naturally, a bit intimidated by the journalists. What will they ask me? What if I can’t answer the question?
But if you approach an interview like an exam – simply answering the questions directly – you won’t make the most of it. Worse, you could end up damaging your case by dwelling on unhelpful topics.
Only you can decide what to say – or what not to say.
Treat the interview as an opportunity to use your key messages, rather than simply answering whatever questions you face.
Some questions will be helpful. They’ll allow you to use your key message and help fulfil your purpose.
But be ready to steer the conversation back to your preferred topics if needed.
6. Looking or sounding flat
As I mentioned earlier, all interviews are a fight for attention. If you sound interested, that will help engage the audience.
I understand why this can be difficult. You might be nervous, self-conscious or worrying about trying to remember all those important facts.
Part of this is about practice. But the other thing you can do is take a moment to consider how you feel about the story. What’s the emotion you (and you organisation) want to channel here?
Are you happy and excited about a new exhibition opening? Try to show it with a smile and animated tone.
Are you concerned about the findings of your report? Aim to build that emotion into your words, voice and expressions.
If needed, ask about reasonable adjustments to ensure you (or the spokesperson) can convey your messages in the ways you intend. For example, this brilliant guide by the National Autistic Society has tips for journalists on supporting autistic spokespeople.
Give it a go
If all this still feels a bit overwhelming, don’t worry. Remember that broadcast journalists generally aren’t looking to trip you up – they want to hear what charities have to say and that’s why you’re there in the first place. A bit of preparation and willingness to give it a try should be enough to get useful coverage that furthers your cause.
You can find more media advice from Richard on his website.
You’ll also find inspiration and insights at our upcoming and on-demand events, including our popular special interest group series on PR.
Photo credit: Canva
