We’re often asked by our delegates how they can keep on top of their new skills after their media...
We are often asked, “How do you make the biggest impact in media interviews?”
Well, as we stress during our media training sessions, less is always more – be clear, concise and compelling.
Clear and concise when it comes to your messaging (what is the key point/message you want the audience to take away from your interview?); and compelling with your storytelling.
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Some find that last part the most challenging, but it is one of the most important aspects of any interview.
The stories, examples, anecdotes and evidence underpin the messaging – the key message in a media interview won’t land with the audience unless there is a great story/example to support it.
Strong examples are vital – they do the heavy lifting for you.
Don’t just tell us what you’re doing is making a huge difference, for example. Tell us how it is making a difference. What do your clients/customers/communities tell you they like about the action you’re taking?
Another question often asked during our media training is, “When should I get to my message?”. The answer? Straight away.
A clear, impactful message delivered early will grab the audience’s attention right away and set the tone for the interview. You then keep the audience’s attention with a compelling example to support it.
Know when to stop
But there is a common challenge for many – knowing when to stop talking. If you simply keep going, you can end up in a cul-de-sac or ‘road to nowhere’!
The impact? Less impactful messaging and, potentially, a missed opportunity.
I’ve seen some interview answers go on for two minutes, which is too long.
It makes it tricky for the speaker to stay on track and tough for the audience to stay with the interview and, crucially, take something meaningful from it.
The good news is there is an easy tip you can follow to avoid this - go back to your key message at the end of your answer.
Think of it like a sandwich, with your key message at the top and bottom of your answer and an engaging example/anecdote in the middle.
It means you start and end your interview answers in a positive way and keep your audience engaged with a compelling story central to it.
So, once you have made your point and supported it with an example, have the confidence to end your answer on an upbeat note. Interview answers lasting 45 seconds are often far more effective than ones that last 1 minute 45 seconds.
How long should an interview be?
Now you know more about adding punch to your interview answers, what about how long an interview should be?
The answer is that it varies.
Broadcast interviews will often be less than five minutes. While that goes by quickly, it means it is easier to stick to your key messaging.
That means for longer, sit-down interviews consistency is crucial. Furthermore, lengthier interviews can lead to you being pulled in different directions and, potentially, onto topics you don’t want to cover.
We have heard from people who’ve been involved in long interviews in the past. And because of the duration and range of topics covered, the headlines they wanted were often different from those published afterwards.
That’s not to say you shouldn’t do longer interviews. But be well prepared, and clear and consistent in your messaging.
Delivery
Another vital thing to think about is delivery.
This is crucial because you can have a great story to tell, but if it is delivered in a flat, monotone and unenthusiastic way, it will not have the desired impact on your audience.
If you’re talking about something positive, exciting or a success story, let’s hear it with an enthusiastic, energetic delivery. Adjusting your tone to highlight a point you want to make can be an effective way of doing this too.
When I present live sport on television and talk about a goal that has just been scored, a wicket that has fallen or an update on the PGA Tour leaderboard, I might think I put plenty of energy into my delivery.
But there is something about presenting on television, radio or making a speech to a room full of people that detracts from the delivery. You must go further and put more energy into your performance because there is a performance aspect to presenting, making a speech or giving an interview.
And keep your pace measured and pause when you can – no one will ever ask you to speak more quickly.
Key takeaways
So, in summary, keep your interviews clear, simple and engaging.
Tell great stories and be ruthless with the ones you want to tell. Don’t wait until two-thirds of the way through the interview to provide your best example to support your message. The chance may not come, and the opportunity could be lost. So, keep your best content at the top of your interview.
And remember, when you’ve made your point and backed it up with a great example, have the confidence to end your answer on a high rather than get stuck in that cul-de-sac that can be difficult to find a route out from.
Media First are media and communications training specialists with nearly 40 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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