Top 10 Media Interview Tips

Media Interview Training Tips for CEOs

Interview techniques for media

Worried about your next interview with the media? Do not fear! We have created a handy guide of our top interview tips to help you ace your next interview.

Tips for Media Interview Preparation:

How do you talk to the media? Insider tips from a PR pro

In this article, we will answer:

• How do you handle media interviews effectively?
• What are 5 tips for a media interview?
• How should you introduce yourself in a media interview?

Dealing with the media

Handling the press: media tips

What is a media request for an interview?

An interview request is when a reporter, producer, podcaster, TV booker, broadcast journalist, or editor would like your opinion for a story they are working on. The story can run in a variety of media formats including television, digital media, social media or a podcast.

A request for a media interview is when a reporter wants your opinion or subject matter expertise on a topic for a story they are filing to help the audience gain further expert analysis and commentary.

If you work with a PR firm, they will typically manage all inbound media requests for your company.

The goal of a PR firm is to pitch an executive or CEO to the media as an available source to provide expert commentary.

Simply put: their job is to get you booked and get you featured!

But that is only half the battle.

Getting featured is just as important as what you say when you are featured.

What is a media interview?

A media interview is when you are being asked to provide analysis and commentary.

How do I give a good TV interview?

1. Create three key messages you want to convey.
2. Speak in sound bites.
3. Do not use jargon.
4. Study “off-topic” or periphery questions to the main topic.
5. Do not self-promote.
6. Memorize your talking points.
7. Have high energy and match the energy of the host/ TV news anchor.
8. Create a media interview tip sheet and study it before the interview.
9. Be mindful of your facial expression.
10. Keep eye contact with the camera.

CORPORATE MEDIA TRAINING TIPS 

What is media training?

The goal of media training is to prepare you for on-camera interviews.

In a breaking news environment, you have to be ready on a moment’s notice, and the story can shift rapidly.

What is the process by which a PR professional rehearses with a client to prepare for media interviews?

This process is called media training.

What is the first step in preparing for a TV news interview?

The first step is to study the topic and know what you are talking about.

MEDIA TRAINING TIPS

In this section, you will learn:

• How can you answer questions from journalists while remaining on-brand?
• How can you avoid saying words such as ‘um’ and ‘like’ while you’re doing interviews?
• Talking to reporters 101: How to answer difficult questions from a journalist, anchor, or reporter.

PR tips for successful corporate media training

Achieve media training success with PR tips from a Pro

Here are some PR hacks to help you ace your next on-air live TV interview:

Tips to prepare executives for successful media interviews:

How do you ace a TV interview?

Here are five ways to ace a live TV interview:

1. Write out your talking points. As the saying goes, the best defense is a good offense.
2. Watch prior TV segments. Research the anchor or host by watching previous segments.
3. Stay on message. Avoid saying anything that can be taken out of context.
4. Remain calm. If you come across as unnatural, it will come across in the TV interview.
5. Be strategic. Always review the story you are being asked to comment on before saying yes to an interview. Do you know what it’s about? Do you have expertise to comment on it? Do you understand the newsworthy element of it? There is a difference between knowing the topic- ie- Facebook- vs. being a vertical expert – commenting on Mark Zuckerberg’s congressional hearing and what it means for the future of Facebook and the political landscape. If you aren’t the best guest, refer the reporter to someone who is. They will thank you for it and refer back to you for other segments in the future.

How do I prepare for a live TV interview?

The first two minutes are crucial; you should come across as well-informed, confident, intelligent, and articulate.

How should I prepare for a TV news interview?

• Prepare a summary of facts and all relevant story on the topic
• Review breaking news
• Compile the information
• Prepare your talking points
• Send bullet points to your PR firm of your talking points

What are the top tips to prepare for a press or media interview with a journalist?

Here are some tips to prepare for a press interview:

• Do your research. Learn about the publication and reporter so you understand their audience and angle. Read past articles for further context on the types of questions you may be asked. Listen to previous podcast episodes. Watch former TV segments. Use AI search tools to save time conducting pre-segment research that would typically take hours.
• Anticipate tough questions. Prepare responses for likely interview questions you may be asked by the TV anchor. Think about your key messages, how to convey them, and how to handle difficult or hostile questions.
• Prepare soundbites. Develop a few brief, compelling statements that capture the main points you want to convey. These are useful to have if there are tight time constraints, or if a reporter needs quick quotes for an article. Practice delivering the soundbites with an executive media trainer.
• Stage your environment. Is the interview in-studio or virtual? Think about how you will appear on camera or live in person. If you are doing a Zoom or Skype interview, ensure your environment is uncluttered and professional. Check lighting and audio equipment in advance when doing a video interview. Make sure you have a professional microphone, a strong wifi connection, a greenscreen, and a DSLR camera. Never use the regular built-in webcam and always have a few extra lav mics just in case. You may also want to consider soundproofing your home office.

How to answer difficult questions from a TV news reporter or TV anchor

How do you answer a media question during a live interview?

When answering media interview questions, be honest.

Your reputation is at stake.

If you don’t understand what a reporter is asking, always seek clarification rather than making up an answer that sounds uninformed and uneducated, not to mention that your answer can lead to disinformation.

MEDIA TRAINING TIPS FOR SKYPE/ZOOM/VIRTUAL WEBINARS       

How do I prepare for a media interview?

PRE-INTERVIEW:

How do I prepare for a TV show interview and media appearance?

• A mic check and camera check should always be done before the interview.
• Make sure the input for the camera is correct (HD camera).
• Make sure the audio input is correct (external lav mic).
• Always do the interview at the same location you did the pre-interview at. Do not change the location especially if the reporter has pre-approved your home office.
• Connect to high-res Internet. Always use a hard wire connection for this.
• Shut your phone off whenever you do a media interview. Silence all notifications.

DURING THE INTERVIEW:

How do I give a good media interview?

• Consider any interview a live interview- even if it is pre-taped.
• Prepare as if you are going on air on a national TV show.
• Increase your energy level. If you are an introvert, mentally prepare yourself to increase your energy level before you do the interview.
• Make eye contact with the host. Do not look down if you are doing the interview virtually. Look directly into the camera.
• Act excited. If you aren’t excited, pretend you are excited.
• Answer the question and do not get overly promotional. It is not a sales commercial.

POST-INTERVIEW:

How do I make the most out of the interview?

• Study the interview. What could you have done better?
• Share the interview on social media.
• Ask your publicist or executive media trainer to critique the interview and provide feedback.

Answer the question directly. Do not use the interview as an opportunity to push your agenda while ignoring the question of the host and the reason you were booked on TV as a guest. Do not hijack the interview.

Learn the cadence. There is an art to jumping in, especially when you are on a panel. Do not dominate the conversation, but do not be too timid either. There is a fine line.

Read the room. If a news anchor cuts you off, do not keep talking.

Do not get overly promotional. It is not a sales commercial. It is about the audience, not about you. What can you teach them? What are the key takeaways after watching you?

Avoid clutch words including but not limited to:

• So
• Right
• Um
• Like
• Critically important
• You Know
• Like
• Uh

PR TIPS AND TRICKS FOR THE C-SUITE:

How to prepare for a TV news interview

Securing earned media coverage is becoming increasingly more difficult as networks shrink and the media landscape centralizes. That being said, when a PR firm does secure an interview for you, it is important to make the most of the air time.

What is air time?

Air time is any form of earned media to a large audience that you would otherwise have to pay for sponsor or advertise to.

Air time has changed. It is no longer just traditional print or broadcast media.

Today, air time could include:

• A podcast interview
• A TV interview
• A blog interview
• A live stream interview
• A social audio interview
• A webinar interview

Do not make the mistake of thinking that broadcast TV and legacy media are the only forms of media that have long-term value for your brand.

Today, podcasts and social audio interviews can move the needle for your personal brand in search engine results very quickly.

It is important not to discredit new forms of media.

If you do not perform well in a digital media interview, it will forever live on YouTube and other social media platforms for the world to see.

Take each and every interview opportunity seriously.

What is involved in media training?

During corporate media training, we teach executives how to present their best professional appearance in different media verticals.

We also teach executives what to say and what not to say.

For example, during a media training, we teach executives not to say the bulleted list below:

What not to say in a media interview:

What should you not say in a media interview?

• I don’t know
• Next question please
• Is this off the record?
• This is a stupid question
• Are we live?
• Is this over?
• Please ask me something else
• You are wrong

CEO Tips for preparing for successful business media interviews

How do you give a good press interview?

When Ruby Media Group conducts media training with corporate executives, we record the CEO on camera in a mock interview and will play back what they sound like.

If they do a live TV segment, we will rigorously critique that segment, and say, “This is great, but here are all the things you need to do to improve to be a better guest on television.”

Some areas we review during executive media training with CEOs include:

• Can you maintain eye contact with an anchor?
• Are you looking all over the place?
• Are you using transition words?
• Are you using modifiers such as “in my opinion?”
• Are you talking for too long?
• Do you understand when you have lost the interest and attention of an anchor?
• Are you checking to see if an anchor is paying attention to you or is the anchor is focused on what the producer is saying in their ear?
• Do you know how to speak in sound bites?

CEOs Sabotage Media Interviews

Unfortunately, many CEOs and Executives sabotage media interviews because they do not take the time to prepare.

Knowing how to converse with journalists and impress your target audience is critical.

Most people focus on impressing a TV news anchor, but a TV guess booker or producer makes guest decisions, not the anchor.

Therefore, it is critical to be nice to everyone you interact with from start to finish in the TV booking process.

Media coverage influences public opinion.

If you have the opportunity to influence public opinion and shape the narrative, don’t blow it.

At Ruby Media Group, you will work with PR experts who have a keen understanding of local media, trade media, and vertical knowledge.

When you are looking for a Westchester County PR firm, you want to work with someone who lives there and understands the cultural landscape.

We have proven relationships with Westchester County reporters and editors.

Another reason CEOs sabotage media interviews is because they say no to the majority of interview requests.

This is a mistake. Here’s why..

Media Training: Is it bad to turn down an interview?

Here’s how to decline an interview with a reporter..

How do you cancel a media interview?

You should not cancel a media interview unless there is a real emergency. A PR firm is trained on the art of media cancellation, so you should let a PR firm take care of this for you, unless you want to burn a bridge. If you truly need to cancel an interview, know that you probably won’t get a second chance.

Hundreds of guests are lined up behind you waiting to steal the spotlight. Be mindful of this before canceling a scheduled media opportunity. Once you get in the habit of frequently canceling interviews, you will be seen as flaky, and an outlet may never book you again.

How do you respectfully decline a media interview?

The value of working with a PR firm like Ruby Media Group is that your PR agency would typically decline an interview on your behalf, avoiding the awkward interaction of having to do this. That being said, we don’t recommend declining an interview until you have reviewed the opportunity with your PR firm.

You may want to decline an interview if the audience is not your ideal audience, or if the reach is smaller than you had hoped for. If you truly need to decline the interview, your PR firm will typically let the outlet know you are not available and will offer another guest or expert source for the opportunity.

However, if you insist on declining on your own, here are some tips for respectfully declining a media interview:

Thank the reporter for the opportunity. Express your appreciation for the opportunity but let them know that you have to decline the interview request to acknowledge the reporter’s outreach.

Give a genuine reason. Provide an honest explanation for why you must pass on the interview opportunity. Whether you have a scheduling conflict, the topic is outside your area of expertise, or you have a company policy that prevents you from doing media interviews, provide the reason. Do not make up an excuse, as a reporter can quickly fact check, and if they find out you lied, it will damage trust and credibility.

Suggest an alternative source. If possible, offer an expert source or resource that could speak to the topic. Providing a referral shows you want to be helpful even though you cannot say yes to the interview. Be sure any alternative is authorized to speak on the matter before recommending them.

Maintain openness to future opportunities. Even when declining an interview, express your general willingness to work with the reporter in the future on other stories. This can help keep the door open for potential coverage or interviews down the line that may be a better fit. But only say this if you are genuinely open to future opportunities and can follow through appropriately.

Boost executive media interview success by avoiding the 8 TV interview killers:

1. Do not act arrogant.
2. Do not be impatient.
3. Do not avoid the question.
4. Stop speaking in platitudes. Answer the question specifically as if you were on trial in court.
5. Do not fail to deliver on the talking points you said you would speak on. If you promised to provide an opinion and then veer far away from it, you won’t be asked back on the network as a guest.
6. Do not interrupt the journalist, anchor, or other guests.
7. Do not speak over other panelists.
8. When in doubt, keep it out.

How do I interview well on TV?

How do you handle difficult interview questions on TV?

• Bridging. The technique of bridging is critical to learning how to answer difficult interview questions from a TV reporter. If you don’t want to answer a question or if you’re not sure how, bridge it and transition it into something else you feel more comfortable speaking on.
  • For example, you could say, “This is a really interesting question, however, I think this is the larger question worth looking at.” That would be what bridging looks like in action.
  • “That’s a really interesting question, however, I’m not sure I’m the best one to answer this, but if I had to take a stab, here’s what I would say.” You can say something like that as a modifier.
  • “I’ll get back to you on that one.” Or, you could do what Mark Zuckerberg did at the congressional hearing, where he kept saying, “I’ll have my team get back to you on that.” That’s a perfect way of answering (or dodging) the question.

• Always be honest. If a TV reporter or news anchor asks you a question and you are not qualified to speak on it, tell them that. They are not mind readers. Despite what you may think, they are not trying to trick you. Reporters interview dozens of different sources and guests different daily. They may not realize you are not equipped to comment on the market or what stocks consumers should buy. Advocate for yourself in the pre-interview to let a producer know what you can and can’t speak on. If you don’t tell them, they won’t know. Be sure to communicate this with your PR firm as well so they can advocate on your behalf when working with the media. They should have a keen understanding of the topics you are a subject matter expert in and what topics fall outside of your wheelhouse.

How do you sound confident in a TV interview?

How to crank up your confidence when you are preparing for a live TV interview

Tips for your TV interview: How to appear more confident

Beginning your media adventure can be hard. Confidence should not be measured in likes or follows, it should be measured in knowing you took pride in what you said, and you did the best job possible with the tools you had to prepare.

As a media commentator, you quickly learn how to function in high-stress environments and breaking news cycles. When you are preparing for a live news segment, so many things can change at the drop of a hat including the segment topic, the length of the interview, the format of the interview, the anchor who will be interviewing you, the time of the interview and more.

Maybe you prepped for a solo interview and then found out the TV interview will be a panel debate. Do not worry!

My #1 tip for cranking up your confidence is to always be over-prepared. If you are over-prepared for a national TV segment, nothing will jolt you. If your talking points are grounded in the facts and you have conducted substantial research on a segment topic, the last-minute changes will not impact you.

If you are always over-prepared, you can handle a solo interview or a debate with four other panelists. You will be prepared for an interview in the early hours of the morning or late at night. The best way to be confident in what you say in a media interview is to research a topic from all angles.

As a frequent social media contributor on TV networks, my opinion is going to hit people one way or the other. They will either love what I have to say or hate it. My confidence level is not swayed if someone says they hated what I had to say.

Develop a core sense of self-confidence before going out in the world (or the media) so that social media will not impact your confidence level.

How to appear confident during media interviews: 

• Only speak about what you are truly an expert in. There is a difference between cranking up your confidence in an area that you should be confident in, vs. being overconfident in an area you shouldn’t be because you lack the subject matter expertise. Don’t make the business mistake of trying to be overconfident in something that is too far outside of your wheelhouse.
• Confidence directly correlates to pride. If you are proud of your work, you will be confident in what you are saying. If you want to increase your confidence level, you need to increase the integrity of what you are saying and the message that you are putting out there to the world.
• Research all possible angles. Any time I want to crank up my confidence, the first thing I do is make sure I have adequately exhausted all possible avenues of research on something I am speaking about. This tool can be applied for business, media interviews, or virtually any aspect of life.
• Package your soundbites with the viewer in mind. Think about what you can say that will be most beneficial to readers, viewers, and the audience. Package your tips in such a way that people will walk away saying, “I learned something from watching that person.” When you know you are putting out a message that has key takeaway tips for others, you can feel confident that you are being of service and helpful.
• Continued education is critical. You cannot possibly be confident as an expert in your industry during media interviews if you don’t do the work to stay current with industry trends. The number one way to increase your confidence during on-air media interviews is to read more, learn more, and know more than any of your competitors. It is also important to stay involved in the execution component of your field as well. It is one thing to read, it is another to be an active practitioner.
• Stay in the game. The #1 way to lose confidence in your craft is to stop being active. You are less likely to be nervous if you continue to practice the craft of your profession. For me, that means continuing to do TV segments and continuing to pitch clients as a publicist. I am always working on perfecting my craft. The more you work on perfecting your craft, the more likely you are to have confidence in what you are doing and what you are saying!

MEDIA TRAINING FAQ 

Do all celebrities do media training?

Yes they do, and it is a continuous process. Evey time a celebrity works with a different agent or PR firm, they repeat the process. Executives are the new modern-day celebrities and influencers. What was once reserved for celebrities is now critical for any executive who is public-facing as a result of the rise of social media.

Do Congressman get paid for TV interviews?

No. The only people who are paid for TV interviews are called paid contributors. They have agreements with the TV network.

How much does Fox News or CNN pay for interviews?

The answer to this question depends on if you are referring to a guest or a contributor. Every contributor has a different agreement with the network.

Do people get paid to be interviewed on Fox News?

No. People pay others to pitch them to even appear on national TV at all. This question shows a fundamental misunderstanding.

In almost all of these cases, frequent guests that you see on TV are working with PR firms or TV booking firms who facilitate the process of guest booking for their appearances. That is to say, a PR firm or a TV booking firm gets paid to handle the logistics and pitching. People who ask how much networks pay for interviews do not understand how the media system works at a fundamental level. Guests are not paid unless they have a paid contributor agreement with a network that often excludes them from appearing on competing networks.

Additionally, there is a difference between paying to get on TV vs. pay for placement. Paying someone to pitch you to get on TV does not mean you are paying for the placement. It means you are paying for the effort and time to put together a compelling story and show why you are an eligible guest to provide commentary on a topic. However, no one at a network level gets paid if you do appear on TV- and if they did- that would of course be unethical.

Do celebrities get paid to do TV interviews?

No. Celebrities pay expensive PR firms to pitch them to secure these highly coveted interviews on morning shows or late night TV. They are not paid to do an interview; they pay others to keep them top of mind. That being said, some celebrities to get paid for exclusive magazine embargos in print. Celebrity PR is vastly different than corporate PR.

Do news agencies pay for interviews?

No. The U.S. national news companies I have dealt with do not pay guests to be interviewed. The answer to this question may differ in other parts of the world.

Are politicians paid for TV interviews?

No. They are not.

How much do people get paid for news interviews?

The answer depends on the network and jurisdiction.

Do news stations pay for interviews?

In Europe yes. In the US, it is less common.

How much does a TV interview cost?

The answer depends on how much the PR or TV booking firm costs for their time to pitch you as an expert to networks. Interviews are not guaranteed. The better question is: how much does a PR firm cost to get booked on TV? You are not paying for the TV interview- you are paying for the time it takes someone to pitch you to an outlet. If you are paying for air time and a paid interview, that would be called advertising.

EXECUTIVE MEDIA TRAINING SERVICES | MANHATTAN, NY

Media training for Executives & CEOs

Do you want to increase your executives’ media exposure to grow your brand recognition?

Ruby Media Group has a proven track record of preparing leaders for national media interviews and securing strategic tier-1 publicity placements. Our executive media training programs teach communications best practices and tailored techniques for highlighting your key messages. We leverage our extensive media relationships to pursue opportunities for bylined articles, speaking engagements, and broadcast TV interviews with media outlets to reach your target audiences.

If you’re ready to amplify your thought leadership marketing and get in front of the audience that matter most, contact Ruby Media Group to learn more about our executive media training and PR placement services.

Want to tell your story to the media with more confidence?

RMG’s approach to executive media training is individualized and personalized. No two training sessions are the same. The goal is for every CEO to walk away feeling more confident for media interviews. The training will be conducted from the comfort of your office or home- virtually- through Zoom- creating a private experience where corporate executives can discuss their innermost challenges when it comes to speaking or on-camera fears.

Media Training: Ruby Media Group provides premier executive media training services to corporate clients to help CEOs prepare for media interviews and national television appearances. Our award-winning PR agency helps clients develop key messages and practice cutting-edge TV interview techniques. We manage your end to end media relations strategy from pitch to promotion.

Navigate TV Interviews Successfully. Get Started Today.

Ruby Media Group Executive Media Training Services:

Avoid bad publicity with proactive media training

• Learn how to use video recording equipment during a hands-on virtual media training session.
• Master your Zoom and Skype audio and video settings before your next TV interview.
• Learn how to conduct an effective national TV interview.
• Gain real-time feedback from a group of vetted reporters.
• Practice live reporting in front of a green screen with a journalist.
• Gain critical feedback from a veteran media trainer.

ABOUT THE AUTHOR | KRIS RUBY | MEDIA TRAINING NYC

Kris is a media strategist who has helped hundreds of entrepreneurs get media exposure and publicity. Kris Ruby is a trusted media source and on-air contributor and frequently appears on Fox News to discuss digital trends and breaking news. Having appeared on 200+ national TV segments, she knows what is newsworthy enough to make it on air. By leveraging her media experience, Ruby crafts pitches that garner media coverage and establish personal brand authority in the market.

READ:

Thought Leadership Marketing: How to Raise Your Media Profile as a CEO

Media Relations Guide

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© Ruby Media Group Inc. 2023

Date last updated: July 2024

Kris Ruby( CEO & Founder | Ruby Media Group )

KRIS RUBY is the CEO of Ruby Media Group, an award-winning public relations and media relations agency in Westchester County, New York. Kris Ruby has more than 15 years of experience in the Media industry. She is a sought-after media relations strategist, content creator and public relations consultant. Kris Ruby is also a national television commentator and political pundit and she has appeared on national TV programs over 200 times covering big tech bias, politics and social media. She is a trusted media source and frequent on-air commentator on social media, tech trends and crisis communications and frequently speaks on FOX News and other TV networks. She has been featured as a published author in OBSERVER, ADWEEK, and countless other industry publications. Her research on brand activism and cancel culture is widely distributed and referenced. She graduated from Boston University’s College of Communication with a major in public relations and is a founding member of The Young Entrepreneurs Council.  She is also the host of The Kris Ruby Podcast Show, a show focusing on the politics of big tech and the social media industry. Kris is focused on PR for SEO and leveraging content marketing strategies to help clients get the most out of their media coverage.