How to Ace Your Next Media Interview: A Proven Media Training Framework & 4 Interview Prep Tips

This post was updated 05/13/2026. A first version appeared 3/04/2019.‍

Imagine you’re on live television giving an interview and it happens: The journalist asks a question and you don’t have an answer.

For those of us who serve as spokespeople (or work in PR and earn a business leader an opportunity to speak with the media) handling the interview poorly is what nightmares are made of.

But it happens all the time: being caught off-guard, being underprepared, making a mistake, getting off-track.

There's this example, where NDP Leader Jagmeet Singh was asked to comment on an op-ed by China’s ambassador to Canada that claimed calls to release two Canadians being detained in China were rooted in white supremacy. Singh replied, “Sorry, who accused who of white supremacy?”

Then there's the recent jaw-dropping GameStop CEO/CNBC interview, which drew lots of attention and was one of the clearest cases for media training and interview prep we'd seen in some time.

Whether CEO Ryan Cohen threw it intentionally or not, not only was it a missed opportunity to tell GameStop’s story and build credibility. It was damaging, to reputation, stock and the company's unsolicited bid on eBay.

Common Media Interview Mistakes

All interviews can be damaging if not handled well, and our team has seen the gamut.

Some of the more frequent offenses, ranging from underleveraging the opportunity to introducing real risk, include:

• Answering questions you shouldn’t. Avoid sharing information that isn't/shouldn't be public domain, speaking on behalf of others, speculating, getting negative.
• Sharing too much. Knowing when to stop and what is off-limits is impotrant.
• Missing the key messages amid rambling answers. Commit messages to memory, start with them, bridge to them.
• Coming across arrogant. Graciousness always wins and increases likelihood of being called on for future interviews. Avoid curt answers, show patience if the reporter requires education or further explanation (on their or their readers behalf), don't act hurried/preoccupied, meet the reporter's level of enthusiasm, maintain composure.
• Turning down the “is there anything you want to add?” Q. That's your chance to reinforce the overarching narrative or a key message you didn't fit in yet not to mention show authority and passion for the subject.
• Not matching messaging/delivery to format/style. Studying (on your own or via your PR agency's briefing doc) is critical to showing up with the right content and style.
• Telling the reporter about the briefing doc your PR team sent.
• Promising the reporter an exclusive that's not possible.

The list goes on. But the reality is, effective communication is rarely innate. It's especially tricky while being questioned by press. Also, we're also human.

We won’t always have the answers. But there are steps we can take to ensure our comments don’t make headlines for all the wrong reasons.

Media Training & Prep Framework

At SHIFT, using our parent company Padilla's PadillaPrep approach, we (try to) do media training at the onset of all client engagements (even if just a refresher). We frame the training around a simple idea: “Take Control and Tell Your Story.”

This is because interviews aren't just about showing up and answering questions. They’re about getting your points across, credibly and compellingly.

One of the frameworks we use is the "Three S's of Success":

• Having a Sound Strategy: why you're doing it, what needs to land, what you want audiences to do as a result
• Creating Compelling Substance: Your overarching narrative, key messages, proof points and answers to anticipated Qs
• Delivering with Style: How you want to come across (presence, tone, delivery, incl. non-verbally)

We go much deeper with clients, customized these and other best practices, tools and techniques. But we find that many spokespersons lack these foundational pillars of effective interviews. And, we promise, even mapping out just these will pay off and improve interview performance.

Four Impactful Interview Prep Tactics

Another thing we do at SHIFT is tailored opportunity prep. Every time. It's a good habit and use of time to brainstorm and map out questions and scenarios to increase likelihood of getting your messages across and reduce likelihood of getting stumped.

Review is different per opportunity and client/spokesperson, but the following pre-interview processes and elements are included in each briefing document:

1. ‍Format/Reporter Analysis: Taking time to familiarize with the reporter, outlet, format and audience pays dividends. In our briefing notes, we analyze all of this (including the reporter's prior content/background/socials), then shape messages & evidence (as well as voice/tone guidance) for each unique opportunity’s style & substance.
   
   It's not that the overarching narrative changes, but the delivery of it considers nuances and contrasts such as:
   • ‍National Business Press: Articles are typically detailed with multiple facts/examples/POVs. Reporters pull the best soundbites across expert sources‍
   • Broadcast Appearances: Segments are TTP, and typically heavy on hard figures/proof. With less talk time, proactive message insertion/not over-relying on the right questions being asked is important.
   • ‍Podcasts: These are more casual and conversational, thus making it easier to overshare. Personality matters, and personal anecdotes that listeners can connect with and relate to are important. Also, it is evident if guests ≠ listeners.‍
   • Virtual video: Non-verbal elements speak volumes, requiring deep consideration for body language, tone, attire, grooming, background, AV tech, etc.
2. ‍Question Anticipation. Know the subject, interviewer and likely Qs. Map out a few each that you: expect, hope for, don’t want, are timely. Do it across these categories:
   • Topic at hand
   • Repeated themes in prior content
   • Tangential informatino on you/your business/competitors/clients
   • Industry trends & recent/day-of news (what else is happening in the world relevant to your organization? Have similar companies been in the news recently?)
3. ‍Technique Mastery. There are two we'd prioritize as go-to's (see what we did here?):
   • First, bridging, or pivoting from undesirable questions. Whether you don't know the answer to or it isn't beneficial  to answer a question, have phrases in your back pocket such as “I can’t speculate on X, but what I can tell you is Y” or “The facts are…” or "What really matters here is..."
   • Second, flagging, or emphasizing key messages (thus increasing likelihood for their inclusion) with callouts like “The most important thing is…” or “There are two big trends converging. First…”
4. ‍Mindset Framing. Remember, this is something you get (not have) to do. It's why we call them “opportunities” > “interviews.”
   
   You and the reporter both have jobs and objectives. Achieving yours isn’t about being scripted. It’s about showing up in command of your story, delivery, expectations and emotions.
   
   ‍Gracious authority is the ideal. Think basic manners: warmth, patience and enthusiasm alongside confidence. Reporter rapport helps you achieve your objective with the readers/listeners/viewers (your actual audience). It also increases likelihood of future interviews.

If you don't have a PR professional to run through with you, another tip is to invite a colleague or friend to brainstorm with you and practice your responses to tricky questions. A fresh perspective can help ensure you’re seeing the big picture.

The Most Important Thing to Know About Media Interviews

Whether it’s with a national network, niche video/podcast or a community newspaper, every interview is a chance to communicate with your audience and build the reputation of your organization. Thus, the value of media prep cannot be overstated.

The key to delivering a successful interview is preparation. Being armed with the right tools and honing your skills will help you stay on track, own your narrative and build credibility with your audience. It will also help avoid turning you into the next viral video or meme on social media.

When developing your key messages, think about that target audience and what you want to get across to them and for them to do or think as a result. By keeping your messaging simple, crisp and consistent, you will increase the likelihood of having it stick long after the interview has ended.

And remember, it isn't just about what you say but also how you say it. When serving as a spokesperson or offering commentary as a subject matter expert, it is important to think about your tone, energy, backdrop, appearance, and gestures. Your appearance is a critical part of your message and influences how your audiences perceive — and remember —you.

Please reach out if you’re considering help. We would welcome a chance to share our approach (led by a former national broadcast journalist).

‍