Six things to get right when you talk to the media
Ever watched someone freeze the moment a journalist asks a question they didn't expect?
It happens to smart, capable people all the time. Not because they don't know their stuff, but because knowing the facts and communicating them under pressure are two completely different skills.
A media interview is one of the few chances you get to speak directly to the public, explain what you're doing, and build genuine trust. Get it right it will bring major reputational benefits. Get it wrong, and you can spend months undoing the damage.
Here are six key considerations that separate the interviews people remember for the right reasons from the ones they'd rather forget.
1. Get inside the journalist's head
Journalists want to get to the bottom of the issue. What happened? Why does it matter? Who's affected? Who's responsible? What happens next?
So, ask yourself the same questions before they do. Where's the human interest? The tension? The accountability? See the story the way they will, and you'll spot the tough questions and the reputational risks before they catch you off guard.
2. Make it about people, not policy
Nobody shares a post about a strategy document. They share stories about people.
Talk about what your decision actually means... for a family, a business, a community. Use plain, everyday language. Bring in real examples. And ask yourself honestly: would someone outside your organisation actually understand why this matters to them?
3. Know your story... and don't let go of it
Before you sit down, decide: what's the one thing you want people to remember? Make it short, quotable, and impossible to misinterpret.
Then hold onto it. Every answer should connect back to that central point, a technique sometimes referred to as ‘bridging’. It's not about dodging hard questions. It's about making sure you're not the only person in the room without a clear message. Because if you don't shape the story, someone else will.
4. Prepare hard. Don't sound rehearsed.
Real preparation builds confidence, not reading from a script or key lines.
Stress-test your argument. Say your key lines out loud until they sound like you, not a briefing document. And play devil's advocate: what's the hardest question you could realistically be asked? What bigger issue might they connect you to? The interview will feel a lot less scary if you've already had the toughest version of it in the room beforehand.
5. Just sound like yourself
People can tell within seconds when someone's performing. Rehearsed, evasive or over-polished. Audiences pick up on all of it, and it costs you trust instantly.
You don't need to be perfect. You need to be real. Speak plainly. Acknowledge what's legitimately concerning. Let a bit of emotion show when the moment calls for it. That's what makes people believe you.
6. Stay calm when it gets uncomfortable
Tough questions tempt people into two traps: getting defensive, or over-explaining. Both make things worse.
Keep your answers tight. Never argue with the journalist; you won't win, and it's not really them you're talking to. If you don't have an answer yet, say so plainly, and explain what you're doing to get one. Because the person you actually need to reach is the one reading, watching or listening on the other side.
Westco's practical media training and public speaking courses help senior leaders, elected members and spokespeople build the judgement and confidence to handle real media moments, not just talk about them. Through tailored scenarios and live interview practice, we will help build your communication skills and confidence.
Contact simon@westcocommunications.com
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