Media Interview Tips to Survive. Expert Media Interview Skills

How do you prepare for a media interview?  What media interview tips do you need to prepare for a media interview?  What media training tips and media interview skills do you need? What are the top media interview tips?

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. 

Media Training Tips for Better Media Interview Skills

Media interviews can be a golden opportunity for you to share your messages, build your brand, and influence public perception. However, being in the hot seat—especially with respected outlets like the BBC or other European media—requires careful preparation.

When you are interviewed by the media the stakes are high, and the spotlight is intense. Hence these media interview tips.

Why Media Training is Essential to Prepare for Media Interviews

Facing journalists or broadcast interviews without proper preparation is risky. Even seasoned executives can stumble under pressure, leading to misquotes, off-message sound bites, or reputational damage.

Media training equips you with the skills to stay composed, deliver key messages clearly, and handle tough questions with confidence. A structured coaching session teaches you how to bridge back to your core points, avoid common pitfalls, and adapt your tone for different audiences, whether it’s a financial reporter, podcast host, or crisis interview.

At Benjamin Ball Associates, our media training ensures you’re not just reactive but strategically persuasive, turning interviews into opportunities to strengthen your brand and authority. Learn more about our media training here.

How to Ace Your Next Media Appearance

Media interviews are a great opportunity to share your expertise, connect with your target audience, and highlight your key message points. However, different types of interviews—TV, radio, print, or online—require tailored approaches.

Proper interview preparation is essential for a successful interview, regardless of the format.

These media interview tips will walk you through a step-by-step approach to get ready for your next big media interview.

Top Media Training Tips

Our media trainers have been in the front line of the media for many years. Here they share their top media interview tips for winning media interviews. You can learn all of this with our media training for business.

1. Understand Your Objective

Number one in our list of media interview tips is to be clear on what you want to achieve with the interview. Are you aiming to increase brand awareness, manage a

crisis, promote a new product, or establish yourself as a thought leader in your industry? Understanding your goal will shape how you approach the conversation.

Media Interview Tip Example: If you’re the CEO of a tech start-up being interviewed by the BBC about your latest product, your objective might be to get tech savvy people to try out your product online. This clear objective will guide your responses and help you stick to the key messages that support your business goals.

2: Research the Media Outlet and Journalist

You must understand the reporter’s job and the type of story they’re developing. Research the publication, station, or outlet to know the audience and their interests.

Know who you’re speaking to and the kind of audience they reach. The BBC, for instance, has a broad viewership across different demographics, while some European outlets may cater to more niche audiences. Familiarise yourself with the journalist’s style, their past interviews, and the topics they tend to focus on.

Media Researching Example: If you’re scheduled to appear on a BBC Radio 4 programme, the audience will likely be well-informed professionals and business leaders. Your answers should be concise, insightful, and assume a level of understanding about the industry. In contrast, a more general-interest programme might require you to avoid jargon and explain concepts in simpler terms.

3: Craft Your Key Messages

Based on your objective, identify 2-3 key messages that you want to convey during the interview. These messages should be clear, concise, and easy to remember. Practice weaving these points naturally into your answers so that you can communicate them regardless of the questions asked. This clarity ensures that even if the interviewer veers off-topic, you can steer the conversation back to your core points.

Media Interview Tips Example: If you’re discussing your company’s sustainability initiatives, your key messages might include:

• How your approach to sustainability is driving innovation in your industry.
• Specific environmental targets your company is committed to achieving.
• The long-term benefits these initiatives offer to both your customers and shareholders.

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:

• Executive Media Interview Training
• Presentation Coaching
• 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.

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4: Anticipate Tough Questions

Journalists are trained to ask probing questions, and you should be prepared for difficult or uncomfortable topics. Think through the potential challenges or criticisms that might come up and prepare clear, honest responses.

An essential media interview tip is being prepared for tough questions. This will help you maintain control of the narrative and appear more credible.

Tough Media Questions Example: If you’re the CFO of a company facing scrutiny over recent financial results, expect questions about missed targets or declining revenue. Instead of getting defensive, prepare responses that acknowledge the issues while highlighting your strategies for improvement: “While our Q2 results didn’t meet expectations, we’ve implemented several cost-saving measures that we expect to turn things around in the next quarter.”

5:  Use Stories and Examples

Facts get forgotten.  Tories get repeated.  

While it may be tempting to be rational in media interviews, talking about facts, figures, and strategic plans, that’s not the best way,  In media interviews you want to use storytelling.  Telling stories is more effective to communicate your points and make them memorable.

Storytelling helps people relate to what you are saying and makes it easier to connect with your audience.

Media Storytelling Example: “20 years ago, when we first started our business, competition was tough.  But we knew we had a secret advantage.  We loved our customers and loved listening to our customers.  As a result we created new products including the X and the Y.  These now set the standard in our industry and outsell any of our competitors.”

6: Practice, But Don’t Memorise

Mock interviews are a great way to practise answering potential questions and refining your key messages. If the interview is on a complex topic, avoid overloading with technical terms; instead, translate your area of expertise into clear, relatable language.

Rehearsing your responses is crucial, but memorising them word-for-word can make you sound robotic and insincere. Instead, practise reinforcing the key points you want to make, so you can deliver them naturally.  The goal is to sound conversational and confident, not like you’re reading from a teleprompter.

Media Interview Tips: Practise Example: Run through a mock interview with a colleague or a media training professional. Have them ask you a mix of expected and challenging questions. This exercise will help you refine your responses and improve your ability to think on your feet without relying on a script.

7: Control Your Body Language and Tone

Your non-verbal communication is just as important as what you say, especially in televised interviews. Body language, facial expressions, and tone of voice all contribute to how your message is received.

For radio interviews, where your voice is the main focus, work on varying your tone to sound more engaging and enthusiastic. Avoid speaking in a monotone, as it can cause your listeners to lose interest.

Body Language Example: In a live BBC television interview, maintain a relaxed but upright posture, make eye contact with the interviewer, and nod occasionally to show you’re engaged. Avoid crossing your arms, which can appear defensive, or fidgeting, which might make you seem nervous.

8: Use Bridging Techniques to Stay On Message

In any media interview, there’s always the risk that the conversation will drift away from your key points. Bridging is a technique that allows you to smoothly steer the conversation back to your main messages. This technique allows you to acknowledge the question while subtly guiding the discussion towards the themes you want to emphasise.

Bridging Technique Example: If a journalist asks a question that’s off-topic, you might say, “That’s an interesting point, and it relates to something important we’re doing…” then transition back to your core message. For example, “While we’re always exploring new markets, our main focus right now is on expanding our UK operations where we see significant growth potential.”

9: Stay Honest and Authentic

Audiences are quick to spot insincerity, and journalists will press for clarity if they sense you’re not being straightforward. Always be honest, even if it means acknowledging a mistake or a shortcoming.

Transparency builds trust and credibility. Honesty shows that you’re a responsible leader who is willing to address issues head-on rather than hide behind corporate jargon.

During the interview, take a deep breath before answering challenging questions. If faced with false premises or difficult lines of questioning, gently redirect back to your main points.

Remember, the most important aspect of any media appearance is to stay on-message. A great interview isn’t about saying a lot but about delivering your message effectively.

Example: If you’re asked about a product failure or a PR issue, own up to it rather than deflecting. Acknowledge the problem and discuss what steps your company is taking to address it: “Yes, we did face challenges with our product launch, but we’ve listened to customer feedback and implemented changes to improve the next iteration.”

10: Prepare for the Unexpected

Broadcast interviews, whether TV or video, require good eye contact, appropriate hand gestures, and strong body language. If being interviewed online, ensure you’re in a space with good lighting for video interviews, and test your setup ahead of time.

For phone interviews, speak clearly, stay concise, and keep notes with key message points and contact information handy. Print interviews often allow more time for detail, so prepare additional information or case studies to support your points.

Live interviews can be unpredictable. You might face a technical glitch, an unexpected question, or a curveball comment from the interviewer. The key is to stay calm and composed. This approach not only shows your poise under pressure but also helps maintain the professionalism and flow of the interview.

Example: If you’re in a live interview and suddenly lose your train of thought, don’t panic. Take a moment to gather your thoughts, smile, and then continue with your response. You might say, “Let me rephrase that to be clearer,” and then proceed with your answer.

11: Follow Up and Leverage the Interview

After the interview, follow up. Thank the journalist for the opportunity and clarify any points that might have been misunderstood. Use the recording of the interview for internal review and training or share it on your company’s social media and website to maximise its impact.

Example: If you received a challenging question during the interview that you feel you could have answered better, you can send a follow-up email to the journalist with additional comments or data to support your response. This shows professionalism and ensures your message is accurately represented.

What next to be confident in a media interview

Preparing for a media interview with the BBC or other European outlets requires more than just knowing your talking points. It’s about understanding the platform, anticipating challenges, and presenting your message in a way that resonates with the audience.

By following these media training tips, you should be more confident approaching a media interviews. But if you really want to build skills and your confidence, you should undertake some tailored media training for business.

Effective media training is about more than mastering sound bites; it’s about telling your story in a way that builds trust, credibility, and lasting impact. Whether you’re managing crisis communications, announcing a new initiative, or simply sharing your vision, the way you communicate can make all the difference.

Get Expert Media Training Now For Better Media Interviews

Our media trainers – all former journalists – advise FTSE100 CEOs, global corporates and top executives on every type of media interview. We use tailored role play and on-camera coaching to ensure that you perform at your best under pressure.

For more information, click here, speak to Louise Angus on +44 20 7018 0922 or email her at the link below.

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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.

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

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FAQ: Media Interview Tips – How to Succeed in Media Interviews

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