7 Examples of Bad Media Interview Mistakes (and how to avoid them)

What not to do during a media interview. What are examples of media interview mistakes? What can you learn from bad media interview examples?

Meet the Author: Benjamin Ball

Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London.  Follow Ben on LinkedIn or visit the contact page. 

How to Avoid a Bad Media Interview

You could shoot to fame for all the wrong reasons if a bad media interview goes viral.

Unprepared, rude or flippant comments can damage your reputation. And that of your company – in just seconds.

That’s where good media training comes in.

At best, a bad media interview is a wasted opportunity to spread your message and raise your profile. Here are seven signs of a bad media interview, together with four examples of people who need some media training. Quick.

What Not to Do in a Media Interview

When facing a media interview, certain missteps can damage your credibility, distort your message, or even spark a PR crisis. In particular:
Avoid speaking off the record – assume everything you say could be published.
Don’t evade tough questions – deflection can make you seem dishonest or unprepared.
Rambling or using excessive jargon – risks losing your audience’s attention
Overly rehearsed answers – can come across as inauthentic.
Never lose your temper—staying calm under pressure is key.
Don’t wing it – going in without key messages or facts can lead to inaccuracies or missed opportunities.

Preparation and poise are your best defences against these common pitfalls. So get some crisis communications training to avoid these mistakes.

Seven Media Interview Mistakes To Avoid

1. You don’t answer the question
2. You bad-mouth others
3. You are not prepared for negative questions
4. You don’t correct mistakes
5. No proof, no stories
6. Too much jargon
7. No purpose

Media Interview Mistakes | 1. You don’t answer the question.

Journalists’ most newsworthy questions are often the ones you don’t want to answer. You might be tempted to ignore them or just answer the one you wish you’d been asked, but unfortunately this won’t work. It might even stoke the fire, drawing attention to the fact that you don’t actually have a satisfactory response for the real question.

Instead, use the bridging technique: acknowledge and respond to the question, then link your answer to one of the key messages you want to convey, so you can regain control of the interview.

Bad media interview example | How not to do it – Shantung Narayen is the President and Chief Executive Officer of Adobe Systems. Notice how he repeatedly avoids answering a direct question in this media interview:

[Sorry – interview no longer available publicly]

Bad Media Interview Problem | 2. You bad-mouth others.

Sometimes a CEO feels cornered, and wants to point the finger of blame elsewhere. Sometimes, negative media attention focuses unfairly on one company’s processes, while a competitor seems to be getting away with it.

At other times, ill-judged humour backfires. Whatever the cause, rise above it and resist bad-mouthing others.

The media-fluent CEO remains nice at all times when speaking about journalists, competitors, former employers and any other stakeholders during interviews.

Bad Media Interview Example | 3. You don’t  prepare for negative questions.

The media pays journalists to dig beneath the story given to them and find a unique, newsworthy angle. In addition, you’re more likely to be given media time and attention during a crisis or controversy.

Write down the tough questions that might be asked and rehearse your responses until you can respond calmly. Use the exact words and phrases that you want to be published or broadcast saying. Schedule formal mock media interviews to help you practice under pressure.

Bad media interview mistakes | How not to do it – Peter Ward is the Chief Executive of the British Dental Association. He was asked about the dangers of amalgam fillings in this media interview. This was his unexpected response:

Bad Media Interview | 4. You don’t correct mistakes immediately.

If you don’t fix any misunderstandings during the interview, then the journalist will write and publish their interpretation of what you said. Instead, quickly say, “I’m sorry, I don’t think I explained that very clearly. What I meant is…” so that you are sure the correct message reaches the audience.

Why Pick Benjamin Ball Associates for Your Media Training

At Benjamin Ball Associates, we’ve been coaching business people to improve their business communication skills for over 15 years.  Our coaching is fast and effective.  We work with individuals and with companies, one-to-one and in groups.  Call us today to learn more.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

Our most popular training courses include:

• Media Training
• Public Speaking Coaching
• Investor Pitch Support and Coaching

Trusted by some of the most successful companies globally

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

Speak to an expert. Get a free consultation

Media Interview Problem | 5. You don’t prepare proof, examples and stories.

If you lack the detail to back up what you say, you will quickly run into trouble. Instead, create a ‘message house’: draw a house with three ground floor rooms, three top floor rooms and a roof on top. Write your overall message in the roof of the house.

The three top floor rooms should contain up to three sub-messages. Beneath each of these sub-messages write the proof, examples and stories that back up each of those sub-messages and bring them to life for your audience.

Then practice. The best CEOs constantly refine and stress test their messaging with mock media interviews. Sufficient practice will make certain you are fully prepared, confident and in control when the time comes.

Media interview mistakes | How not to do it – This radio interview is from the political world and features Natalie Bennett from the Green Party. It shows how quickly confidence in a message is lost without the necessary evidence and detail to back it up:

Media Interview Mistakes | 6. You use jargon.

Powerful communicators use simple language, with no hackneyed phrases or long words. The audience may differ in their grasp of your industry’s jargon. Therefore, speaking simply and clearly will help the maximum of people understand what you are trying to convey.

Bad Media Interview Example | 7. You don’t know who the end audience is or why you are doing the media interview.

The interviewer is just your route to the audience. Think of media interviews as an opportunity to engage your target audience without having to pay.

Research the journalist and their publication before agreeing to anything. What angle are they planning for the piece? What have they published on this (or similar topics) previously? The more challenging the interviewer or his/her angle is likely to be, the higher the risk of a bad media interview.

Media interview mistakes | How not to do it – Tony Hayward was previously the CEO of BP. He committed a string of media interview gaffes following the Mexico Gulf oil disaster, including stating he wanted his ‘life back’ during this apology on behalf of the company:

How to avoid a bad media interview experience

To be great at media interviews, you need to practise. That means media training and a dress rehearsal to prepare for your next media interview.

How to Be Prepared for Any Media Interview – Expert Media Training

We prepare and coach CEOs & senior executives for media interviews. You get support with every aspect including words, stories, messages and appearance.

Call our Client Services Director Louise Angus on +44 20 7018 0922 to discuss your needs and how we can best support you.

Speak to an expert. Get a free consultation

Why Choose Us:
Transform your pitches and presentations with tailored coaching

We can help you present brilliantly. Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.

Some recent clients

Unlock your full potential and take your presentations to the next level.

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

Speak to an expert. Get a free consultation

FAQ: Avoiding Bad Media Interview Mistakes

Speak to an expert. Get a free consultation