3 Ways to Enhance Your C-Suite’s Media Interview Performance

Has this ever happened to your comms team?

PR lead: “We’re excited to share that we secured a great thought leadership opportunity for you.”

CEO: “Sorry, I don’t have time to talk to a reporter, plus media interviews never seem to capture my POV. Let’s decline.”

PR teams know this situation well. Yes, C-suite leaders have busy schedules, but often we find them turning down timely opportunities because they feel uncomfortable and ill prepared, a direct result of not having been equipped with tools and techniques for mastering media interviews.

We recently sat down with our PadillaPrep team to talk about why media coaching and periodic trainings are necessary for even the most seasoned leaders. Here’s the top three “must do’s” for helping the C-suite approach every media interview with confidence:

1. Know your top three key messages. Media interview success truly begins and ends with having compelling talking points. This isn’t about scripting answers to potential questions, as much as it is knowing the key messages you want to deliver to your audience during the interview. Key messages also serve as a safety net in any interview situation – regardless of the direction that the journalist takes the conversation, your subject matter expert (SME) can return to their talking points over and over again.
   
2. Prepare for the expected and unexpected questions. We all love the “softball” interview questions, but don’t overlook preparing for the tough ones too. Your spokespeople must be ready to address potential crises or negative topics with calm and composed answers. Consider creating a “scenario plan” with responses not only to the questions you anticipate and hope to be asked, but also the questions you hope you don’t get. Our mantra: Hope is not a strategy. Preparation is.
   
3. Be camera ready. Before the media interview, have your SME plan their outfit and do a technology check. Attire should be comfortable, appropriate for the occasion and align with your company’s brand. The day before and the day of the interview, remember to test your technology, including the microphone and camera. A dress rehearsal can go a long way to make your C-suite leader feel more relaxed and prepared.  

If you’re looking for ways to improve your executive communications, consider PadillaPrep coaching, which delivers strategies, tools and techniques to help leaders remain confident and on-message during interviews – successfully delivering quality information and your company’s unique POV.