How to prepare for a media interview (even if you hate being on camera… or on the phone)

Let’s be honest: not everyone enjoys being interviewed by the media.

For some, the thought of sitting in front of a camera or answering questions from a journalist on the phone is enough to make them want to hide behind their laptop or turn down the interview altogether. 

And that’s completely understandable. Even confident business leaders can feel nervous when they know their words are going to be published, broadcast or shared online.

But here’s the good news: you don’t have to love being interviewed to be good at it. You just need to be prepared.

At Chapter II, we help businesses tell their stories, share their expertise and make the most of media opportunities. In my experience, preparation is often the difference between an interview that feels daunting and one that leaves you feeling confident.

Here are my top tips for getting ready for your next media interview.

1. Know your key messages

Before any interview, think about what you want people to remember. What is the most important thing you want to communicate, and why should the audience care?

I recommend identifying three key messages before you start. You might not have time to cover everything, particularly in a short broadcast interview, so focus on what really matters.

You don't need to memorise a script. Instead, understand your messages well enough to explain them naturally, in your own words. The aim is to sound like yourself, not a corporate brochure.

2. Do your homework

Find out who is interviewing you, which publication or programme they represent and who their audience is.

Think about the questions they might ask and, importantly, why your story will interest their readers, viewers or listeners.

It's also worth asking the journalist or producer about the format, timings and likely topics beforehand. You won't always know every question in advance, but understanding the context will help you feel more in control.

3. Prepare for the difficult questions

It's easy to prepare for the questions you want to answer. It's the ones you haven't considered that can catch you off guard.

Think about what a journalist might ask beyond the obvious. Could they ask about costs, challenges, customer impact or what happens next?

Prepare honest, considered responses and don't be afraid to pause before answering. If you don't know something, don't guess. It's perfectly acceptable to say you'll check the details and come back to them.

4. Practice out loud

Reading your answers in your head is one thing. Saying them out loud is another.

Practice answering likely questions using clear, everyday language. If you want to take it a step further, record yourself on your phone and listen back. It might feel uncomfortable at first, but it's a useful way to spot where you could be clearer or more concise.

And if recording yourself makes you cringe? You're certainly not alone! The more you practice, the more familiar it becomes.

5. If you're on camera, keep it simple

Being filmed can make people suddenly conscious of everything: where they're looking, what they're doing with their hands and whether they're sitting properly.

My advice is not to overthink it.

• Look at the interviewer unless you're asked to address the camera directly.

• Sit comfortably and maintain an open posture.

• Speak clearly and a little more slowly than you normally would.

• Wear something appropriate that makes you feel comfortable and confident.

• If you're filming remotely, check your lighting, camera angle, sound and internet connection beforehand.

Most importantly, don't panic if you stumble over a word. Take a breath and carry on. 

6. On the phone, listen before you speak

Phone interviews might feel less intimidating without a camera, but clear communication is just as important.

Have your key messages and any relevant facts or figures in front of you. Find somewhere quiet, minimise distractions, and listen carefully to each question before answering.

Don't feel you have to fill every silence. A couple of seconds to gather your thoughts can make all the difference.

And remember, unless you've explicitly agreed otherwise with the journalist, assume your comments may be used in their reporting.

7. Keep it clear and concise

Journalists often work to tight deadlines, so the most useful answers are usually the clearest ones.

Answer the question, explain your point and support it with an example or statistic where relevant. Avoid unnecessary jargon and long-winded explanations.

You can also bring the conversation back to your key messages where appropriate, helping ensure the most important points come across.

You don't need to have an instant answer for everything. You just need to communicate clearly, honestly and confidently.

The bottom line: preparation makes all the difference

You don't have to be a natural performer to represent your business effectively. You just need to understand your story, prepare your messages and allow yourself to practice.

Media interviews are a valuable way to raise your profile, share your expertise and build credibility. Don't let nerves stop you from making the most of those opportunities.

If you're still dreading that next interview, a little expert support can help. At Chapter II, we help businesses identify media opportunities, develop key messages and prepare spokespeople to face interviews with confidence.

Because you don't need to love being interviewed. You just need to be ready for it.

Need help preparing for your next media interview? Get in touch with the Chapter II team to find out how we can help you tell your story with confidence.