Media training: how to help a colleague prepare for an interview

Good preparation is essential if you want to make the most of your TV or radio interview. So how can we, as communicators, help our colleagues get ready to go on air?

Gather information

If you’re responsible for organising the interview, don’t be afraid to ask the journalist plenty of questions. These should include practical stuff like:

• When and when is the interview?
• What time do they need to arrive?
• Who will the reporter be?

Context is vital. What’s the nature of the story and what will other contributors be saying?

And although they’re not compelled to share a list of every question, you should check what kind of questions they’ll ask.

Briefing document

It can be useful to create a briefing document for your spokesperson. By putting everything in one place, you’ll make it easier for them to prepare.

Key messages

By now, you should be clear about the purpose of the interview, from your organisation’s point of view. So what messages will have the right impact? In your briefing document, list a few key messages as bullet points. Keep these simple and to the point. 

Questions and answers

Depending on the complexity of your topic, spend a bit of time with your colleague discussing what questions might come up.

As well as the obvious questions, consider what a critic might say, and if there are any relevant issues in the news or affecting your organisation. 

Role-play

It’s a good idea to practice the interview, especially if it’s a tricky situation or difficult subject. As the comms officer, you can pretend to be the journalist.

Try to take it seriously and treat it as a real interview. Afterwards, discuss how it went and consider if more preparation is needed.

Be kind

People are often nervous about doing TV and radio interviews. Even the most experienced spokespeople doubt themselves sometimes. Your job is to be supportive and give constructive feedback.

Remember to watch or listen to the actual interview if you can. A quick call or message to praise/thank your colleague shows that you support them and value the effort they’ve put in. 

Media training

It’s important to support your colleagues with media interviews, but they also need the skills to do them well. Media training can help your spokespeople get your key messages across, have the right impact and be ready to deal with tougher questions.

I run sessions in Welsh and/or English for charities and non-profit organisations in Wales. Get in touch if you’d like to find out more.