With media opportunities scarce and few, as your brand’s CEO, founder, or spokesperson, you can’t walk into an interview unprepared. It isn’t just about delivering a message, but a two-way exchange can shape public perception, influence stakeholder confidence, and impact an organization’s long-term reputation.
In this blog, Verified Communications, a Toronto-based PR and Communications agency, sets the expectations every journalist brings to an interview. Here’s how to deliver the best media interview:
Accurate, On-Record Information
Journalists are trained to seek facts, not marketing messages. In an interview setting, they expect direct answers to questions, free from ambiguity or overly technical explanations.
If a topic is sensitive or legally protected, state this clearly before the interview. Do not assume any part of the discussion is off the record unless it is confirmed and mutually agreed upon before the interview begins. Brands that are unable to manage this boundary tend to face unintended publication of confidential or incomplete information.
Clear, Concise Statements
A common frustration among journalists is when interviewees speak at length without answering the actual question. Long-winded responses are often edited down for clarity, which increases the risk of losing control of your intended message. When making a statement, support it with examples, data, or measurable outcomes and sure it’s delivered in simple, plain language.
High-stakes interviews demand clarity and control, which is exactly what our on-demand media training program helps you build. Available in-person in Toronto and virtually across North America. Reach out today for more details.
Context Over Promotion
Executives often enter interviews with the goal of reinforcing corporate branding or promoting a new initiative. While journalists understand this motivation, they are ultimately accountable to their audience. They seek contextual information that helps explain why a topic is important now, how it relates to current events, and what it means for the public, the industry, or the broader economy.
Overt self-promotion, unless clearly tied to a relevant news angle, can lead to missed coverage or a diluted narrative.
Frame your message around relevance, not just visibility. Anticipate the “why now” and “why this matters” questions and be ready to answer with context that serves both your goals and the journalist’s editorial standards.
Human Voice with Executive Presence
Journalists appreciate subject matter experts who are composed, insightful, and grounded in real-world experience. However, sounding too rehearsed or impersonal can be counterproductive. It may make a leader appear inaccessible or risk being misquoted due to lack of nuance.
Strike a balance between professional tone and conversational ease. Avoid scripted answers. Speak in full sentences, stay composed under pressure, and maintain consistent tone even when addressing challenging topics.
Responsive and Reliable Sources
In today’s media cycle, deadlines move quickly. Journalists tend to revisit sources who respond promptly, provide relevant information without delay, and demonstrate a basic understanding of the media process. Even if your quote is not published in the current piece, a timely and professional interaction increases the likelihood of future coverage.
Designate a media contact within your communications team to manage requests and support coordination. After the interview, send any promised data or visuals immediately and confirm attribution preferences when applicable.
Journalists are not your adversaries. They are partners in the public communication process. When you approach interviews with transparency, relevance, and preparation, you position your organization to be understood, not just mentioned.
Invest in media training, message development, and communications support to ensure every public statement strengthens your credibility.
