Name: Cat Lenheim
Date: May 09, 2024
OMG, did you see the interview? Have you seen the memes? What was he thinking when he talked about his armpits…
If, like me, you couldn't peel your eyes off the screen when Prince Andrew sat down with Emily Maitlis for the exclusive BBC Newsnight interview about Jeffrey Epstein, then you’ve probably already watched the recently aired Scoop, a dramatisation of how the interview came about.
Scoop reveals the enormous power of the media interview, but also takes us behind the scenes, revealing the negotiation that secured the now-infamous interview. Whether you’re a founder, an executive, a PR professional, or a CEO, if you’re media-facing in your role, there is a lot to learn from Scoop. Being able to effectively communicate and articulate your message to the public is imperative.
This is where media training comes in. Media-trained business leaders can be game-changers in how your company is perceived and portrayed in the press - and therefore by customers, shareholders, and the public. It empowers leaders to cultivate the necessary communication skills and confidence required to deliver not just good but outstanding media interviews - consistently. Yet, for many executives, media training often slips down the list of priorities.
I’ve been fortunate enough to work with some wonderful media trainers over the years, along with some inspirational speakers and leaders. Many have dedicated years of practice to hone their media skills because they know the benefits a great interview can bring - and the damage a bad one can cause. It’s no walk in the park.
Scoop shows us that effective communication is not just about what you say; how you say it matters. It’s well documented that only 7% of all communication is done through verbal communication, the rest is non-verbal.
When being interviewed for an article, it’s important to convince the journalist of your key messages and take them on your journey. But when being interviewed for broadcast, the non-verbal component - how you say what you say - matters even more. The tonality of your voice (38%), body language, and facial expressions (55%) make up the majority of how people interpret what you say. Never underestimate how much your hand gestures, body positions, and facial expressions are saying. Leaning back, crossing your arms, looking away, or resting your hand on your face is a surefire way to lose rapport and undermine all the great things you’ve just said.
These are some of the reasons why the world’s most successful leaders, executives, and entrepreneurs invest in media training. And not just as a one-off. Media-facing leaders know regular media training is an essential part of their executive development and landing their company message. So if someone in your marketing or communications team suggests media training, don’t take it as a slight improvement in your communication capability. Talking to the media is unlike any other conversation you’ll have as an executive, and investing in media training is investing in the continued success of your company.
Wherever you are in your media-facing journey, whether you’ve done media training before, are considering doing media training in the future, or never seem to have the time, here are 10 practical tips from ThoughtLDR that will help you make your next interview a success.
- Define news value and make sure you choose media wisely.
What makes a story newsworthy?
It challenges the status quo, sparks intrigue, or offers a fresh perspective. Understand the essence of news and craft your narrative accordingly.
Contrary to the often-cited axiom, not all PR is good PR. Do your due diligence on media opportunities, make sure you explore with the journalist what story they are looking to write and their key angles; and choose media wisely to help ensure that the resulting coverage supports your business goals and reaches your ideal audiences.
- Speak the language your audience understands.
Jargon and acronyms have no place in effective communication. While your industry language and tech talk are commonplace to you, they’ll likely get lost in translation.
Keep your language simple, concise, and relatable. Avoid corporate buzzwords like "solution," "strategic," and "end-user" to ensure clarity and resonance with your audience.
- Tailor your message.
Know your audience, and tailor your message to resonate with their interests and preferences.
Whether you're talking to a journalist with a global reach, a mainstream audience, or a niche readership, understanding their viewers or readers’ needs and values is key to successful media outreach.
- Master the Art of storytelling.
At the heart of every compelling story lies a human element.
Inject personality and analogies into your narrative to captivate your audience and make your story memorable. Remember to share your business purpose - the highest-order social impact that your company can claim. Not sure what that is? Then take time to define your mission, purpose, values, and vision as a company before speaking to the media.
- Back it up with facts and examples.
Facts are the foundation of trust and credibility. Ensure that your story is backed by solid evidence and verifiable information. Accuracy is non-negotiable in media outreach.
Bring your story to life with real-life examples, show the actual benefits it brought to a business or person, and drive home the difference it made.
- Stick to the rule of three.
When presenting information, less is often more.
Stick to the rule of three to ensure clarity and retention. Highlight three key points or takeaways to streamline your message and make it more digestible for your audience.
- Embrace the power of visuals.
Images speak volumes.
A compelling visual can elevate your story and capture audience attention. Take a leaf from industry giants like Virgin, who consistently grab headlines with captivating imagery. Investing in visually compelling content can significantly enhance your media presence.
- Ditch the stereotypes.
Today, diversity and authenticity are key. Nurture and spotlight talent in your organisation, and invest in their media training. Just because you’re the boss doesn’t mean you’re the best person to tell this particular company story. Delegating media outreach where appropriate and offering the media a more diverse range of executive voices can deepen media relationships and deliver better results.
- Respect deadlines.
Time is of the essence in the world of journalism.
Honour deadlines and be punctual in your communications. Treat journalists like you would treat investors or valuable customers - respect their time, don’t be late for interviews, and do your homework on their background and recent work. If you don’t know the answer to a question, offer to get back to them and follow up in a timely fashion. Building a reputation for transparency, reliability, and professionalism will earn you respect from journalists, and that can influence how they cover your company.
- Understand the limits of off-the-record.
There’s a lot of confusion, even in the media - about the differences between “on the record", “not for attribution,” “on background,” and “off-the-record”.
That’s why it’s vital that before you speak to a journalist, you agree on the rules of the game - or as The New York Times columnist William Safire called it, “the lexicon of quotability.” Journalists are under no compulsion to agree to your requested terms - this is a negotiation - but remember, you are free to decline the opportunity to engage if you can’t come to terms.
“On-the-record” is the starting point for all conversations with the media, unless the journalist says otherwise at the outset. Assume that everything you say (and even how you say it) can be included in their coverage.
“Not for attribution” means you can be quoted verbatim, but your name won’t be included. However, your role may be described - phrases such as “a source close to the company” or “an employee of the business” are examples of “not for attribution.” For this reason, it’s important to agree with the journalist before the interview on how they plan on describing you.
“On background” usually means the information you provide can be used, but you cannot be named as a source. Generally, media interpret “on background” as needing to paraphrase the information or quote used. Here is where agreeing that “lexicon of quotability” with the journalist is so important! If you don’t want your exact words included or for your position to be described in the article, but you are happy for the information you provide to be used to inform the journalist’s story, then “on background” which agrees with these caveats, is your best bet.
If you’re speaking on-the-record and accidentally divulge information you rather wasn’t quoted, be aware that the journalist is under no obligation to change the terms of the engagement and treat something “on background” or “not for attribution.” You can ask but, again, the journalist is not bound to accept your request.
As you can see, working with media successfully requires extensive public relations knowledge and experience. At ThoughtLDR, we help brands and individuals lead with vision, and we know firsthand how powerful a well-executed media interview can be for you and your company’s profile.
If you think your media outreach and training could benefit from some expert support, then why not have a chat with our incredible team? Book a discovery call today.