How to prepare for a media interview

Okay, so you're a startup founder or a company executive and you have your first interview with the press. Now what?

You feel the butterflies in your stomach, wondering how you're ever going to do it. Or the opposite is true and you feel so confident that you think you can just roll out of bed and do it. I mean, who knows your company better than you?

Interviews are important things that should be approached seriously, as they will impact your business — but not taken so seriously that you pass out. With these tips and tricks, you can nail your next interview.

Do your homework

Check out the reporter's past stories

Reporters are people too, and it's only fair that you do your research on the reporter. Read, watch, and/or listen to their past stories to get a feel for the types of stories they do. It's also great to follow the reporter on Twitter, as you'll often get a more personal take on who they are and what they care about.

Ask for questions ahead of the interview

Feel free to ask the reporter for questions they intend to ask before the interview. While you may not always get this information, it can be beneficial to your interview prep.

Create talking points

Once you have a good feel for who you'll be talking with, write down 4–7 key talking points for the interview. These messages should be tailored to the questions you'll get and the stories they've written previously. Keep them brief yet succinct, and think of them as you would want them to appear in the story — as solid sound bites or crisp quotes.

If you're concerned the interview will be difficult and negative in nature, create a "frequently asked questions" document. Draft any and all questions you think the reporter could ask, and craft responses to those questions.

Talk with founders who have interview experience

Another good way to do research is to talk with friends and other co-founders who have done interviews before. You can relate to their experiences and use them to prepare for your upcoming interview.

Use these techniques

Blocking

At some point in your interviewing career, you will be asked questions you don't want to answer. And that's okay — it's expected. That's why there is blocking: a simple technique that allows you to politely deflect the comment. Here's an example response to a reporter asking about an investor's strategy: "I can't comment on our investor's strategy. You'll have to ask them about it."

Bridging

This is a good technique to get back to your key talking points. Using the previous example, another way you can respond is: "I can't comment on our investor's strategy, but what I can say is I am excited to be working with them and look forward to our partnership." Another approach is to listen for the bigger topic behind the question and use that as a way to bridge: "Yes, there have been some setbacks in the industry, but it speaks to the new direction the industry is taking…"

Flagging

Getting reporters to hone in on what's most important to you can be tricky. Flagging helps draw attention where you want it. Use phrases like "the most important thing to know is…" or "the key aspect with all this is…" You can also do this with multiple points: "The three key things to know are 1…, 2…, 3…"

Know these key things

You're always on the record

A reporter may act as though they're done with the interview but continue to talk with you even after they put down their notes or the camera keeps rolling. Always know that anything you share with a reporter can be used, even if you thought it was just casual conversation.

Don't ramble

A technique some reporters use to get information is to simply let you talk. This especially happens after you've responded to a question and they don't go straight to the next one — creating an awkward pause that many feel the need to fill. Just stick to your talking points, say what you wanted to say, and forge through that silent, awkward moment.

Practice, practice, practice

Last but certainly not least: practice. Put yourself in as realistic a setting as possible and focus on using all the techniques above and your key talking points. A good way to prep — especially for TV and in-person interviews — is to record yourself on camera. Set up a recorder, get someone to read you questions, then watch yourself and find ways to improve. A lower-tech approach is to stand in front of a mirror; it gives you instantaneous feedback and forces you to deal with the awkwardness of looking at yourself as it happens.