How to prepare for a media interview

Five steps

1. 1

   Know the outlet and the format

   Is it live, recorded, print or a podcast? Who is the audience, and how long will you have?

2. 2

   Choose three messages

   Write three short points you want the audience to remember, each with one example or number.

3. 3

   Practise the hard questions

   List the three questions you least want to hear. Answer them aloud until the answers are calm and short.

4. 4

   Prepare your proof

   Have the figures, names and sources to hand, and know which claims you can stand behind.

5. 5

   Agree the ground rules

   Confirm the topic, the length and when it runs. Be clear about what is on and off the record before you start.

During the interview

• Answer the question, then bridge to your message in a sentence.
• Short answers beat long ones. Stop when you have made the point.
• If you do not know, say so and offer to find out.
• Assume everything said near a microphone can be used.

Afterwards

Thank the journalist, send any promised follow-up quickly, and share the piece once it runs. Reputation is built across many small interactions.