How to prepare for a media interview: a checklist for founders and experts

Landing an interview is the hard part. Wasting it is surprisingly easy. A little preparation makes the difference between a quote that helps your business and one that gets cut.

Before the interview

Know the outlet and the reporter

Read or watch a few of their recent pieces. Who is the audience? Is the tone serious, friendly or tough? Is this a quick quote or a long feature?

Ask what the story is about

It’s normal to ask the reporter what angle they’re working on, who else they’re speaking to and how long the interview will take.

Pick three key messages

What are the three things you want readers to remember? Write them down in plain words. Everything you say should connect back to one of them.

Prepare stories and numbers

Abstract claims don’t get quoted. A short story about a customer, a surprising number or a vivid example does.

Prepare for tough questions

List the three questions you’d least like to answer. Prepare honest, short answers. If you can’t share something, say so plainly rather than dodging.

During the interview

• Speak in short sentences. Long, complicated answers are hard to quote.
• Avoid jargon unless the audience is technical.
• It’s fine to pause before answering.
• Don’t say anything you wouldn’t want printed. “Off the record” isn’t a safety net.
• For TV, look at the interviewer, not the camera, unless told otherwise.
• For podcasts, relax and tell stories. Listeners want a conversation.

After the interview

• Thank the reporter and send any facts, photos or links you promised.
• Don’t ask to approve the article. Offering to check facts is fine.
• When it’s published, share it and thank them publicly.

Practice helps

Even experienced speakers benefit from a mock interview. We run practice sessions for founders and experts before important interviews. See our podcast and TV interview PR service.