Media train wrecks involving Strategic Leadership make good headlines. And from the outside looking in, it is quite common to question why the interviewee (the leader) wasn’t better prepared for the interview. But truth be told, in most of these cases, these interviewees actually know their stuff and had it not been for the flashing cameras and the tirade of questions, they could easily have explained their positions. Unfortunately, once the papers or posts make it to the public, the interviewees have no way to prove that they were taken out of context, ambushed with new information, or even deceived during the interview. As such, they have to contend with the consequences and work on damage control.
The good news is that, even though media interviews can go horribly wrong, you can have the upper hand if you prepare for what you think the interviewer will ask and then some. We walk you through what can go wrong in these interviews and how some simple strategies can pave your way to a successful interview.
Understanding the Risks in Media Interviews
Many leaders whose headlines do not favor them often state that they were taken out of context and that what was printed was not what they meant. But once a story is out there and drawing attention from the public, leaders find that convincing people that they were misquoted becomes quite the uphill task. So, how do they find themselves in these positions?
🧠 They Suffer From the Curse of Knowledge
Leaders spend a great deal of time researching their industries, and over time, they become masters in their fields. But while this may be a good thing during board meetings and other settings where this level of expertise is necessary, it serves as a setback during media interviews. How?
To start with, many leaders use technical terms or acronyms that their audience may not understand, which alienates them from the viewers or listeners. Secondly, they tend to offer so much context that editors have an easy time deciding what to put in the story to make it sound confusing or deceptive. Third, they easily get roped into answering bad or irrelevant questions because they want to cover all ground, even though it may not relate to the main topic. And finally, there is the issue of nuance. With leaders trying to avoid absolutes and cater to different scenarios, they use so many ‘ifs’ and ‘buts’ that the main message gets lost.
And just like that, they make it to the front pages or social media posts for the wrong reasons.
🌪️ They Allow Their Emotions to Take Over
Journalists know exactly which questions to ask so as to get a reaction from interviewees. More importantly, they know exactly when to do so. And it is not uncommon for their timing to be so accurate that a leader loses their cool. And this can take place in several ways.
Some leaders get defensive and start acting like the reporters are targeting them. To the viewers, such responses look like guilt, even if the leader may be right that the journalist is pushing it with their questions. In other cases, leaders make the mistake of showing how they actually feel about the interviewer or their questions. Unfortunately, the minute that they start rolling their eyes, sighing, or doing anything that comes off as irritation, editors are quick to clip these sections and use them in the final edits, thus making it seem like the leaders came off as standoffish or unwilling to answer the questions.
Then, there is the issue of mirroring, where leaders start adopting the tones of the reporters. As such, if the reporters turn hostile, then so do the leaders, which, again, makes them look defensive and combative.
When leaders act in any of these ways, the narrative changes from the facts to their temperament. And the public does not take kindly to people who are not in control of their emotions.
🕳️ They Miss the Vacuums
Journalists do not always talk during the entire interview. Instead, they carve out periods to coax their interviewees to share information that they had not originally intended. And they do it by being silent after a leader answers their question. While some leaders are okay with the silence, others feel awkward and keep talking just to fill the silence, and they often go off-script, giving the reporters more material than necessary.
In other cases, reporters come off as warm, prompting leaders to treat them like their friends, where they share candid details while assuming that they will be off the record, even if the reporter did not say they would comply with this.
🔁 They Repeat the Negatives
Reporters will often ask questions from a negative perspective, and leaders who repeat this negative phrasing pave the way for reporters to quote them on this negative. For example, a reporter may ask, ‘Why is your organization making losses?’ If the leader responds, ‘Our organization is not making losses because…’, then the reporter can quote them as ‘Leader says organization is “not making losses”’, which would cause more intrigue than what the leader actually said.
How to Mitigate the Risks in Media Interviews
Knowing the things that can go wrong in a media interview is not enough. You also need to go a step further and prepare adequately for what you may encounter. So, what should your focus be?
Come Up With Talking Points
Every media interview has a goal, be it explaining your organization’s position following a recent scandal or promoting a new product. You and your team need to be clear on the main message that you want to share with the public. Structure the message in terms of the most important takeaway, the data or anecdotes that support it, and why it is important. This way, you can make sure that all your answers relate to this key point, even when reporters try to derail you.
Prepare for Crises
Journalists would not be doing their jobs effectively if they failed to challenge you with unexpected questions. Some can even turn hostile to get you to go off your script if they notice that you are treading carefully. If this happens, you want to remember the ABC approach. First, you should acknowledge their concerns. Secondly, bridge their concerns with your main message. And finally, come back to your key point. You will likely have to do this several times during the interview, but it works as long as you are consistent.
Manage Your Emotions
As human beings, we are prone to showing how we feel, not just in how we speak, but also in our non-verbal cues. But in an interview, such displays of emotions work against you, especially when they come off as negative. Luckily, maintaining your composure comes down to mastering a technique that works for you. For some people, breathing techniques work the magic, while for others, the trick lies in reframing their minds. Figure out what works for you so that when a reporter gets to you, the first thing on your mind is not to lash out at them or roll your eyes.
Manage Your Emotions
As human beings, we are prone to showing how we feel, not just in how we speak, but also in our non-verbal cues. But in an interview, such displays of emotions work against you, especially when they come off as negative. Luckily, maintaining your composure comes down to mastering a technique that works for you. For some people, breathing techniques work the magic, while for others, the trick lies in reframing their minds. Figure out what works for you so that when a reporter gets to you, the first thing on your mind is not to lash out at them or roll your eyes.
Rehearse the Interview
While some people are naturals at interviews, most people need to prepare for days or weeks before meeting the reporters. If you fall into the latter group, such preparation can help you understand what you are doing wrong, such as being defensive, using jargon, and so on. The best way to do this is to go through possible interview questions with your team or a media trainer. It is even better if they do not share the questions with you beforehand so that you can be thrust into the hot seat and navigate it like you would in an actual interview.
Preparing For Broadcast, Print, and Digital Interviews
As we said, adequate preparation can help you avoid making the news for all the wrong reasons. But in this day and age, interviews take different approaches, and what might work on TV might not necessarily translate well in print. Here is how to prepare for different cases, while also taking our previous points into account:
📺 Broadcast Interviews
With TV, radio, and podcasts, interviews tend to focus more on how you say things, rather than what you say. And more often than not, you find that the audience responds to energy and your overall vibe. Here is how you play into this:
Clarity
Since broadcast interviews have time limits, editors keep what they think will get them the highest audience retention. You can thus make more of a positive impact if you shorten your responses to an average of 30 seconds each. We also recommend coming up with short and memorable phrases that echo your message, as the editor is likely to replay these soundbites. For example, with podcasts, there is a tendency to tease the main video with some snippets where the interviewee says something that can grab the audience’s attention.
Body Language
Your words cannot say one thing while your body says another entirely. To show that you are invested in the interview and confident about what you are saying, sit upright, lean forward a bit, and control your hand gestures. Smiling is also a nice touch. But do not force it. In truth, a neutral and natural face will always beat a forced smile as the latter looks fake.
Vocals
You want to sound confident without coming off as smug. And you also want to sound approachable but not condescending. Striking a balance between these extremes comes down to imagining yourself in a boardroom with investors who don’t quite understand your proposal but are eager to hear more about it. How would you speak to them?
📰 Print Interviews
Even in this day of social media, newspapers and magazines still fly off the shelves like hot cakes. And people who read them are often very interested in context. So, this is how you use this to your advantage:
Depth
Most print interviews last an hour on average. As such, take your time coming up with data, stories, anecdotes, and other materials that enrich your answers and give your audience more context. However, you should note that this ability to offer nuance is a double-edged sword. Some leaders tend to get so comfortable that they say casual things in passing, which end up costing them. Treat this interview like any other and stick to your talking points.
Fact Checking
Once mistakes go to print, they can hurt your reputation, even if the editor later prints an edited version. To avoid this, you need to double-check all your data before the interview. Additionally, include clarification checks where you ask the journalist if they need you to rephrase anything for clarity and whether they have understood what you have said. Also, let them know that you are available for follow-ups and send them supporting materials before or after the interview. The more information they have, the lower the chances of mistakes.
💻 Digital Interviews
When interviews take place through social media, Zoom calls, and other convenient platforms, the focus shifts to speed and shareability. Here, your words can be turned into a meme, screenshotted, or turned into a viral moment. How do you navigate this?
Engagement
Digital audiences love seeing authenticity. Rather than putting on a performance and going by a rigid script, use conversational language like you are talking to a friend and acknowledge the people in the comments. However, you still need to keep bridging your answers to come back to the main talking point.
Adaptability
Every platform has a way that users interact. Take LinkedIn as an example. Here, people tend to be more professional and lean on industry jargon. But on Instagram or TikTok, users focus more on short and simple answers. You and your team need to understand your audience and their norms so that you align with their interests.
Shareability
A good interview leads to the creation of clips and quotes that take you and your organization to the next level. You can ensure this by framing your answers into short and powerful statements that people can share on social media. Being to the point also reduces the chances of saying something that you cannot take back or which can be twisted into a different story.