How to Shine in Your Next Interview: Tips for Every CEO & Spokesperson
Navigating the media spotlight can be both exhilarating and daunting. Whether you’re a seasoned CEO or a first-time spokesperson, the key to a successful interview lies in preparation, clarity, and confidence. At HMA Public Relations, we’ve been helping business leaders shine in the media since 1980, and we’re here to share essential interview preparation tips to ensure you leave a lasting impression—without getting burned.
The Foundation of Every Great Interview
The first step to acing any interview is preparation. Never wing it—even if you’ve rehearsed in front of your dog or during your morning commute. Start by developing clear, concise talking points with your PR and marketing team. Use active, engaging language to paint a vivid picture of your message. Practice delivering these points conversationally to avoid sounding robotic.
Additionally, provide the reporter with background information about your company and objectives. Don’t assume they know how to pronounce your name or understand your industry jargon. A well-prepared reporter leads to a smoother, more focused interview.
Avoid Jargon and Speak to Your Audience
One of the most common pitfalls in media interviews is relying on industry-specific terminology. While terms like “convertible debt” might be second nature to you, they can alienate your audience. Simplify your language and explain complex concepts in a way that resonates with the general public.
If you must use technical terms, follow up with a quick explanation, such as, “By that, I mean…” Offering a glossary of key terms to the reporter can also be a game-changer. Remember, clarity is key to keeping your audience engaged and informed.
Mention Your Company Name Strategically
It may seem obvious, but many interviewees forget to mention their company name during the heat of the moment. Your audience is more likely to remember your brand than your personal name, so weave your company name into your key messages naturally.
For example, start sentences with, “At [Your Company], we believe…” This not only reinforces your brand but also increases the chances of your company name being included in the final story. After all, the goal is to leave a lasting impression.
Stay Calm and Confident During the Interview
Once the interview begins, remember that everything you say is on the record. Establish rapport with the reporter by chatting informally before the interview, but keep it professional. Maintain eye contact, avoid nervous tics like looking away or fidgeting, and stay focused on your key messages.
If the reporter asks if you’d like to add anything at the end, use this opportunity to recap your main points and share your contact information. And don’t forget to offer photos or visuals to enhance the story—it’s a simple way to make your interview stand out.
At HMA Public Relations, we understand the nuances of media interviews and the importance of making every moment count. By preparing thoroughly, speaking clearly, and staying confident, you can shine in the media spotlight without getting burned. Whether you’re a CEO or a spokesperson, these interview tips will help you connect with your audience and elevate your brand.
For additional information, download our complete guide of tips for your next interview.
