Last week we learned how to and why it’s so important to prepare for an interview. This week is about practicing for that nerve-racking interview, getting all the details just right, and mastering the art of answering questions in a succinct, powerful way.

Bridging is a way to acknowledge a question and steer back to the prepared key message. Use bridging to stay on message without sounding evasive, especially when questions are off-topic, speculative, or getting repetitive.

Examples: “What matters for your audience is…”, “The key takeaway is…”, “To put a number on it…” “Before we leave that, the key takeaway is…” 


💫 ProTip: Don’t overuse; otherwise, you’ll look like you're dodging something.

Media‑training principle, “Answer the question you’re asked—then the one you need to be asked.”

Hooking is a teaser line used to spark the curiosity of the interviewer to ask a follow-up question, where the prepared message can be delivered. Use in conversational formats when you feel it’s drifting off topic and you want to steer back to the priority message without sounding forceful.

Examples:

“That is one result, but there have been more surprising findings.”

“We tried something that no one in our space had called before.”

Blocking is a simple way to politely decline. Use blocking when an answer is confidential, speculative, embargoed, or legal says so stay away from certain topic or questions, like an ongoing investigation.

Examples: “I can’t speak to that, but here’s what we do know…”

You’ll want to have practice sessions for each media type. Get either a media trainer, public relations professional, or someone with experience in this area for even better preparation. Listen to their feedback and take their suggestions seriously. This is what they do. They want you to be the best you on TV so you make your company and the journalist both look good.

Remember TV segments are usually 2–5 minutes, so that is not much time. I suggest practicing answering 6–8 rapid-fire Q&A with a maximum of 20–30 seconds per answer.

Strong Opening: Have a strong opening with a headline sentence that can stand alone if clipped.

“In one sentence, [audience] can expect [clear benefit] starting [timeframe].”

“With this new technology, patients are expected to make faster recovery. That means less hospital stay time, smaller chance of infection.”

Interruptions happen, it’s live TV, there are time constraints, and sometimes multiple people on an interview. So what do you do? Stay calm, acknowledge the host, finish your thought, and land the message.

Avoid crosstalk - it takes poise and restraint when someone is talking over you. Your control has so much more power over their lack of manners and restraint.

When giving a recorded interview, deliver consistent phrasing across takes; however, try to get it in one take. Reporters will pull the cleanest line, but you’ll feel more confident if you’re able to deliver the answers with one take.

You’ve probably heard “Off/on the record”, my advice is to assume everything you say can be used. Before you say anything you don’t want used, both parties need to agree. Reporters hear everything, even if it’s “off the record,” so use caution if you have sensitive information. It’s not like they can unhear something. A rule of thumb for media training is, “Never say anything you wouldn’t want quoted on the front page.”

When giving interviews, offer concise short stories, anecdotes, and visuals that reporters can describe.

How can you get your voice to sound the best it can? Try smiling while speaking, vary your pitch, and try slowing down your pace. Drink tea with honey to support your vocal chords, and sit or stand in a way to support breathing easily.

Since radio and podcasts lack visuals, we have to paint the picture with words. So think in terms of analogies and details about sensory experiences. (How you felt, how the weather was, what you were hearing, how it tasted, etc.)

Do this now: Practice

Next time: How to gather facts and present them in interviews and pitches.

Get PR techniques from recent news.

This Tiny Chef lost his job and the internet lost it’s mind when they found out. AG1 jumped in and partnered in a meaningful way.

Do you remember when Tiny Chef lost his job? Well the good folks at AG1 weren’t going to have that! They jumped on board and gave him some brand support. The result is a cute episode of Cheffy getting ready for a new day with the help of AG1.

Why would AG1 support a show like this?

AG1 knew they could reach a new audience who has an interest in healthy cooking. Tiny Chef could be used to educate this new audience.

The results?

Essential strategy:

✍️ Key PR Takeaway: If you can entertain and educate at the same time, you’ve found the secret sauce. You’ll give people a reason to discover something new and become fans.

Useful PR Resources.

Similarweb is a web analytics tool that provides data on website and app traffic along with valuable user behavior insights.

There are many ways to use this tool. You can use it to see how competitors are doing, market research, and much more.

For example, if an outlet(s) ask for a client interview, I use it to vet the outlet and see how many viewers their Web site gets.

They offer much for free and have a free 7-day trial, which I get to keep extending. This is a robust tool that I haven’t even figured out how to use to the full. Take a look and give it a try!

Bella and Penny are double trouble in the making. Bella, an 8-year-old Golden Retriever and Australian Shepard mix, reigns over the house hold, while Penny, the pit bull mix, brings out the mischievous wild-side of her bestie. They are paws-itively barking alarm clocks and nudgers when they need attention. Bella and Penny are excited for their Mom and Dad to tie the knot in October. Well have to wait and see if they make it into the wedding party!

Can’t wait to tell you about new reader who has already gotten media placement from using the tips found in the Attention Seeker. 🤩

Until next week, keep your shades on and stay cool.

Your fellow Seeker,
Keren

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