Media training: how being more ‘human’ will make your interviews more effective

‘Do you care what I’m saying?’ It’s the key test of whether your media interview is working. Yet how often have we ‘zoned out’ while watching or listening to a programme? By tapping in to human emotions and experiences, we can increase our impact.

If you work in a charity or non-profit organisation, you probably really care about the issues you work on, and it’s likely you know quite a lot about the topic. But when you do a media interview, remember that much of the audience will know little or nothing about the issue.

Put yourself in their shoes

Think about the people watching or listening, and start speaking their language. For instance, if you’re talking about nature, perhaps you could frame your points around what people see in their garden or local park.

Take a look at the example below.

Notice how the speaker:

• Compares the experience of homeless people at Christmas to what most people (the viewers) are doing
• Uses opinion and emotive language e.g. ‘horrific’, ‘picture perfect’
• Uses practical examples e.g. ‘goody bag’, ‘chocolates and sweets’
• Talks about the ’empty shelves’ – a simple and visual way of describing the lack of stock

Use meaningful comparisons

A great way of making your points more relatable is to use comparisons with things that are familiar to the target audience.

In this example, Harry Potter, Narnia, Lord of the Rings and the Roald Dahl books give the viewer an easy way to understand the number of words a child could read.

Draw on real life stories

Rather than simply rely on statistics to back up your key messages, think about how you can draw on human interest stories too.

For example, you might have concern about the number of people using food banks in your area. You could add impact by talking about some of the common problems facing people using the food banks. Maybe you have a case study you can cite, or perhaps you can even draw on your own personal experience.

These human stories will make what you’re saying feel more ‘real’ and add impact.

Use metaphors and everyday language

If you’re describing a big or complex issue, think about how you can make it relatable to the average person.

In this example, ‘gaping wounds’ and ‘sticking plasters’ are easily understood phrases that describe the problem and tap in to our emotions.

Place the viewer/listener in the story

Pose a question or challenge the audience to put themselves in someone else’s shoes, using specific everyday situations. For example, rather than simply stating ‘many families are facing hunger because of low incomes’, you could say ‘imagine having to ask your children to skip a meal because you can’t afford to put food on the table.’

Get the tone right

If you want to be relatable, make sure that your passion and empathy come across. It helps to really think about what you’re saying and how you feel about it.

This clip from Tenovus Cancer Care illustrates this well, with real concern in the spokesperson’s voice.

Take your interviews to the next level with media training

If you’ve found these tips useful, consider media training for yourself and your team.

I offer bilingual, tailored sessions for charities and non-profit organisations in Cardiff and across Wales. You can find more information on what’s included here – or get in touch if you’d like to find out more.

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Don’t forget to read my five essential checks to make before your next media interview! You might also be interested in my blog posts on Six common TV interview mistakes every spokesperson should avoid and how to help a colleague prepare for an interview.