What journalists really want from a media interview

There’s often a fear among media training participants that it's all about the ‘gotcha’. The surprise question that turns their entire experience into a terrifying ordeal.

That fear is usually misplaced.

Yes, when there are issues to address the questions can get tough, and your spokespeople will need to be prepared for that.

Much of the time though, journalists simply need someone who can deliver a succinct and engaging point of view.

In other words, a useable quote or soundbite.

As a television reporter, I quickly learned to spot a good soundbite when I heard it, and it almost always made the finished story.

Reporters need a quote they can use in their story

Here’s what journalists really need a media spokesperson to do:

1. Keep it short and simple: Deliver your message in a few crisp words using plain language. Avoid qualifying phrases that might need to be edited out later.

2. Make it engaging: Will your quote resonate with the interviewer’s audience, and address what’s important to them? Is it newsworthy?

3. Give examples: Back up your point with real-life examples. They bring your message to life and help the journalist craft a better story.  

4. Respond to their questions: If you can’t answer a question, don’t be evasive. Tell the interviewer why you can’t, and let them know what you can say.   

To do all this with confidence takes practice and preparation.

Yes, you need to know how to deal with the unexpected question, but that forms just one part of the media training process.

Confidence and clarity comes from knowing your message and how to deliver it, not through robotic repetition.

That’s what journalists look for in a spokesperson, and it's at the heart of what we work on in our media training sessions. See more on our Services page.