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Media interviews with top-tier publications can be a fantastic way to showcase your expertise and promote your projects. While it may be tempting to aim for the biggest and most well-known media outlets right off the bat, interviews with top-tier publications often come with higher stakes and more pressure.
These outlets have larger audiences and more influential readerships, which means your words will be scrutinized more closely and have a greater impact on your reputation.
Journalists at these publications are often more experienced and adept at asking tough, probing questions. They may have done extensive research on you and your company, and they're looking for newsworthy angles that can sometimes put you on the defensive. If you're not adequately prepared, you risk being caught off guard, misspeaking, or having your words taken out of context.
Furthermore, the pressure of being in the spotlight can cause even the most seasoned executives to become nervous or flustered. This can lead to unintended gaffes or a less-than-polished performance that fails to effectively communicate your message.
Lower-risk interview reps provide the perfect opportunity to refine your messaging, test your talking points, and get comfortable fielding questions from reporters. By starting with low-risk interview reps and gradually working your way up to higher-stakes opportunities, you can build your confidence, refine your messaging, and develop the skills needed to excel in top-tier interviews. Those skills include practice key interview techniques such as bridging, flagging, and redirecting, which are essential for navigating tough questions and staying on message.
Podcast Practice Makes Perfect
Making guest appearances on podcasts within your industry can be a great way to practice your messaging and get comfortable with the interview format. While podcasts may have a smaller audience than traditional media outlets, they often allow for longer, more in-depth conversations.
Podcast interviews are also often more collaborative than traditional media interviews, which can make them a valuable low-risk rep for media training.
Most podcast hosts are focused on building relationships with their guests and creating engaging, informative content for their listeners. This approach is driven by the need to attract and retain listeners in a crowded and competitive podcast market. By working with guests to create compelling content, podcast hosts can differentiate themselves and build a loyal audience. They often share questions in advance, and some podcasts may even allow guests to preview the recording before it's published, giving you the opportunity to clarify any points or request edits if needed.
In contrast, traditional media reporters, particularly those at top-tier outlets, are incentivized to break news, uncover compelling stories, and hold power to account. They may view collaboration with sources as a compromise of their editorial independence and journalistic integrity. Reporters almost never share questions in advance or allow subjects to preview stories because they don't want to be seen as giving special treatment or allowing sources to shape the narrative.
Furthermore, top-tier media outlets often have well-established reputations and loyal readerships, which means they may be less concerned about catering to the preferences of individual sources. They are more focused on serving their readers and upholding journalistic standards than on building relationships with any particular interviewee.
While you should still prepare diligently for podcast interviews, the unique nature of the format, driven by the incentives of podcast hosts, can make them a lower-stakes environment to practice your messaging and get comfortable with the interview process before facing the high-pressure scrutiny of top-tier publications.
Other Ways to Get Practice
It's important to emphasize the value of hearing your message out loud during these internal training sessions. There is no substitute for actually articulating your key points and practicing your delivery. By doing so, you can identify any awkward phrasing, unclear ideas, or areas where you tend to stumble. This process allows you to refine your messaging and develop a more polished, confident delivery that will serve you well in actual interviews.
Virtual Conferences
Speaking at virtual conferences or participating in online panel discussions can provide low-risk interview opportunities. These events often have a targeted audience and allow you to practice your messaging in front of a live audience.
Panel Appearances
Participating in panel discussions at industry events can be a great way to practice your messaging and get comfortable with the interview format. These appearances often allow for a more conversational style and provide opportunities to interact with other experts in your field.
Internal Media Training
Conducting internal, recorded media training sessions can be a valuable way to practice your messaging and get feedback from your team. These sessions allow you to refine your talking points and identify areas for improvement in a safe, controlled environment. By working with your internal team to simulate interview scenarios, you can build confidence and develop a more natural, authentic communication style.
Awards: Testing & Refining Your Written Message
While awards may not provide direct interview opportunities, they can be a valuable way to refine your written message. The process of applying for industry awards often requires crafting compelling narratives and highlighting your achievements in a succinct and engaging way.
By going through the award application process, you can sharpen your written communication skills and develop a clear, concise way of articulating your value proposition. This can translate into more effective messaging in your media interviews and other public-facing communications.
Get Your Reps In
Low-risk interview reps are a powerful tool for media training that should not be overlooked. By practicing your messaging and honing your interview skills in a lower-pressure environment, you'll be better prepared to face the hard-hitting journalists at top-tier publications.
Whether it's through podcasts, virtual conferences, panel appearances, or internal media training, there are many opportunities to refine your messaging and get comfortable with the interview format.
By incorporating these strategies into your media training plan, you'll be well on your way to becoming a confident and effective communicator, ready to showcase your expertise and promote your projects to the world.
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