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10 Essential Techniques To Help You Stay In Control Of Your Media Interview.

By Roberta Y Keith

In this day and age, your public relations strategy is fundamental to your business’ success, and an interview with the media is one critical aspect. It is one of the most important tools you have at your disposal to get your marketing message across to you audience. The purpose of this article is to help guide you in preparing for a media interview, so that you get the message that you want, across.

In a media interview, there are really two key things going on. The relationship formed between the interviewee and the interviewer is the first. The second is the data or the information that is communicated between them.

The use of questions and answers is usually the way through which information is provided. The interviewer asks a question, and the interviewee provides an answer, hopefully clearly, succinctly and economically. They will explain how or why something did or didn’t happen.

The second part of the dialogue is the relationship. This is to do with the way the questions and answers are exchanged between the interviewer and the interviewee.

Being able to control your interview is an important factor with respect to the outcome of your interview. It means positioning yourself in the best possible position to get your key points across, not acting aggressively or trying to dominate the process.

If the interviewee is able to get a lot of information across during the interview, they will find themselves in a position of having more control of the interview.

You will not be able to control the interview if you have not organized your facts properly beforehand.

So, before every interview, you must:

Know exactly why, where, and who the interview will take place with.

Know specifically what it is you want to say.

Have prepared your responses into just a few main ideas.

Some Interview Techniques.

Control and direct your interview with these 3 valuable tips.

Firstly, it is essential that you deflect anything negative immediately. These could be questions, implications or statements. For example, if you are asked “why did you fail to take preventative action” don’t give the question validity by repeating it but immediately turn it around and turn it into a positive statement.

Book-End your responses. You should try to get a key point across at the beginning of your reply, and then reinforce it by repeating it at the end.

Sometimes there’s a question you want to answer that’s not being asked. The technique of bridging addresses this for you, as it allows you to introduce a question for yourself and also answer it. For example you might say “On that point I’d just like to also mention for the listeners that”.

Additional interview techniques.

It is never a good practice to bluff your way through an answer, to lie, fib or make up the answer to a question. If you don’t know, that’s ok but make sure you say so, and make sure you get back to the interviewer with the right answer later.

Ensure you communicate your key points politely and firmly during the interview.

Try to avoid answering questions that don’t support your point of view. Your purpose is to deliver your company’s message, not necessarily to answer all a reporter’s questions.

Don’t try to coerce the interviewer into accepting your point of view, explain it to them. They may not necessarily be convinced of all your arguments at first.

Some final techniques for your interview.

It’s much more likely what you’ve said will be remembered if you:

It will help if you can use personal examples to illustrate your points. People love stories.

When you use numbers and statistics in your content it adds more authority to what you say, especially when they are surprising and cause people to sit up and take notice. And if you round figures off it will make a greater impact, for example if you said “nearly 1000″ compared with, say, 994.

Social proof certainly helps you to make your point better. Use of testimonials or referrals helps you make your point better.

Looking for a top London PR Agency? Roberta Y Keith recommends London PR to assist you in your quest. They will ensure you receive up to three quotes appropriate to your brief from some of the very best London PR Agencies, saving you time, money and help you find the Agency that’s right for you and your requirements.

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Article Citation
MLA Style Citation:
Keith, Roberta Y. "10 Essential Techniques To Help You Stay In Control Of Your Media Interview.." 10 Essential Techniques To Help You Stay In Control Of Your Media Interview.. 26 Jan. 2012. 26 Jul 2014 <>.

APA Style Citation:
Keith, R (2012, January 26). 10 Essential Techniques To Help You Stay In Control Of Your Media Interview.. Retrieved July 26, 2014, from

Chicago Style Citation:
Keith, Roberta Y. "10 Essential Techniques To Help You Stay In Control Of Your Media Interview."

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