You’ve landed an interview! Good job. That’s no small achievement.

Now let’s prepare to reduce those nerves, put your best foot forward, and deliver the talking points.

Whether it’s a live TV hit, a prerecorded segment, a panel discussion, or a podcast, each format is different and all require preparation. Even seasoned speakers and industry leaders still prepare each time. 

The better prepared you are, the more professional and trustworthy you’ll sound. Your key messages will be delivered memorably, and you’ll be equipped to handle difficult questions or unexpected turns. 

And, since journalists prepare for you, why wouldn’t you prepare for them? 

Let’s get started.

Step 1: Define, and write down the answer to this question: What is the most important thing you want to get across, your core message?

Add  2-3 supporting points to your answer. Do you have proof for these statements ready? Proof can include data points, studies, 3rd party validation, examples/testimonials or social proof.

Step 2: Craft soundbites.

Remember what they are? Soundbites are those catchy, jargon-free, and brief statements that use plain language to get important points across. Journalists love them; it makes editing easier and makes for a good interview. Prepare 5-7 of them. 

Examples: “Thirty years taught us to listen before we lead.”

💫 Pro Tip: Use numbers, strong verbs, and audience benefits when possible

Now that you’ve locked down your positioning now it’s time to gather the details.

Audience: Who is the audience? What is it they care about right now? How savvy are they about this topic?

💫 ProTip: Many podcast platforms and media kits share audience demographics such as age, Income, geography and interests.

Adjust your language: For example, a SME (subject matter expert) speaking to peers uses different terms than when speaking to the general public.

Study the Segment: Preview or watch the reporter or the segment to learn their style and so you can readily adapt to that style. Is it conversational, or more news-driven? What types of questions are typically asked? How long should answers be?

Time and pacing: How long is the segment? Podcasts are usually very conversational and allow for more time to talk. Live news interviews are brief, and you need to be very ready for different questions that come your way. Can you answer briefly and still land your main talking points? 

Avoid rambling: Especially in live formats, concise beats comprehensive every single time.

Live TV: Time is tight. Open strong, lead with the headline, and be ready to handle interruptions gracefully.

Taped TV/Print: Retakes may happen, but aim to nail it in one try. Keep facts tight, avoid speculation, and use repeatable lines that can be quoted cleanly. Example: “Access isn’t a privilege; it’s the product.”

Radio/Podcasts: Use descriptive language and a storytelling cadence. Allow for longer arcs—paint the picture in minutes, not seconds.

Panel/roundtables: Keep interjections concise, use handoff etiquette, and a respectful way to add value after someone else speaks, is by using “build-on” phrasing. 

By being a well-prepared interviewee, you will not only make both you and the journalist look good, you may just get invited back again!

Next week it’s all about practice drills and I’ll share my prep template.

Do this now: If you were to be interviewed, what would be your core message?

Write down your your core message (15-word max) and two supporting points.

Get PR techniques from recent news.

Never throw away your towels, repurpose them, according to experts.

The experts in this article were professional organizers. They most likely answered a request from a journalist using Qwoted, SOS, or HARO. The interview was just an email interview, but the ideas still apply. Have a soundbite, back up with talking points and facts if appropriate.

Since this episode of Attention Seeker is about interviews, let’s identify the sound bites and talking points mentioned:

✍️ Key PR Takeaway: When answering a journalist request, make your comments stand out with memorable soundbites and interesting talking points.

Useful PR Resources.

Recently revived HARO is another tool to use for keeping up with journalists requests.

You’ll get a daily email with requests from journalists. Requests can range from quotes by a SME (Subject Matter Expert), to gift bag donations for events, to podcast interview requests. This can be helpful for scouting out a story that could fit for your brand, business, or organization.

Important note: Always pitch on topic.

And ALWAYS follow the directions and requirements from reporters. Do not ever twist the story idea, or stretch it just to make it fit your ideas.

Meet Nugget, the 9-year-old Corgi from Chattanooga. When he’s not busy chasing squirrels or guarding the yard, he can be found getting attention at the Annual Corgi Parade, where he took the coveted “Smallest Corgi” award.

And if you’re ever in need of a home in Chattanooga, give his Mom Alexis a call and she’ll take good care of you. If you’re lucky enough, you can meet Nugget too!

I’m in Napa Valley this week enjoying time with my sister and perhaps a glass of wine or two. 🍷

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

Your fellow Seeker,
Keren

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