Preparing for Media or Podcast Interviews

Preparing for Media or Podcast Interviews

You’re well on your way to thought leadership success when a print or broadcast journalist or influential podcaster in your field asks to interview you. 

But, your initial excitement about being interviewed may soon be replaced by growing concern about the questions they may ask you. Your biggest worry, of course, is that they'll ask you questions you're not prepared to answer.

I know. I’ve been there. After conducting hundreds of author and content marketing interviews during the past decade, and being interviewed as recently as this morning for Jim Beach’s School for Startups Radio, I’d like to share 12 simple tips you can use to prepare for your upcoming media or podcast interview.

I’ve also created a downloadable worksheet you can use to help ensure the success of your upcoming interview.

Preparation tips

  • Logistics. Double-check and confirm the date and time of the interview. Pay particular attention to possible differences between your host's time zone and the time zone where you’re located. (This can get very tricky if you're traveling the day of the interview.) Consolidate all of the information relating to your interview in one location. Print out all correspondence concerning the interview time and call-in information.
Trust me: there's nothing worse than searching through your email archives to locate a telephone call-in number or—even worse--a conference line URL, username, and password at the last minute.
  • Research. Start by exploring your host's previous interviews. There’s usually an online archive of previous interviews. Listen carefully to the questions. Look for questions that frequently show up. Make a list of the types of questions the interviewer usually asks. Jot down some key ideas—just words and phrases—you can use in your responses. Avoid "scripting" your responses, of course, because your "reading" voice is noticeably different than your "conversational" voice.
  • Talking Points. It’s never too early to identify your goals for the interview and your key talking points. Identify the main idea you want listeners (or viewers) to take away from the interview? Is it to buy your book, visit your website, or attend an upcoming event? Then, select a few key ideas that support your interview goal, such as the main ideas of your book, the resources you share on your website, or the benefits of attending your event. Again, think in terms of lists of key words and key ideas rather than sentences.
  • Call to action. Prepare for the close. In most cases, you'll be invited to share your contact information and, if appropriate, a short promotional announcement at the end of the interview. Know in advance how you'll answer the "Where can people learn more about you?" question, and keep it short.

Delivery suggestions

  • Relax. An interview is not an interrogation. Unless you're being interviewed on 60 Minutes, don't expect the host to give you a "rough time." Your host wants you to sparkle. The better you appear during your interview, the better the host looks to their audience. 
  • Call in early. Whenever possible, arrive, or call-in a few minutes early. This is especially true if it's a live interview. Calling in early gives you and your host a chance to chat, relax, and build rapport before the interview begins. This is especially true with interviews that are being recorded with a live audience. When I conducting a live podcast or teleseminar interview, I’m unable to relax until the guest has arrived and I hear their voice.
  • Timing. Pay particular attention to the length of the interview. Time usually goes by very quickly during an interview. This is especially true since your host probably has to devote time to introducing you and, possibly, promoting upcoming guests. Accordingly, it’s very important to keep your responses as clear and concise as possible. Don’t expect to share everything you know about each topic. Limit yourself to the highlights. In general, the more topics addressed in an interview, the better. Never allow your interview to turn into a monologue.
  • Avoid empty words. Stifle the impulse to begin your answers with phrases like, "That's a great question!" or “I’m glad you asked that!” Although the responses may buy you a little time to prepare your answer, the responses sound insincere and weaken the information that follows. Worse, the canned responses take up valuable time that you could better use sharing helpful, relevant information.
  • Avoid self promotion. During the interview, remind yourself that your interview is not a "free advertisement." You are the guest, and your success will be judged solely by the clarity, quality, and quantity of the information you share. Your enthusiasm for your topic will count far more than any immediate gain.
Think of your upcoming interview as just one of the building blocks of your personal or thought leadership brand.
  • Long-range point of view. View your presentation from a long-range point of view. Recorded interviews posted online have a long shelf-life. Accordingly, don't make limited-time offers you can't respond to in 6 months or a year after the original event.

Follow-up

  • Promote the interview. Promoting your host and your interview paves the way to future interviews invitations. If it’s a live event, promote the interview to your email mailing list and add it to your blog or website calendar. As the date and time of your interview approaches, use social media to promote the event. When the recording of the interview is posted online, share links to the recording with your social media followers and newsletter subscribers. In addition, add the links to your blog or website’s Media or Press page. You  might even add a link to your email signature for a short time.
  • Follow-up. Be sure to thank the interviewer for the opportunity to share your ideas. As soon after the interview as practical, send a thank-you email to your host. If the interview was arranged by an assistant or a program director, send them, too. In addition, if you know the host's mailing address, send them a handwritten thank you card. This reinforces your image as a likeable and professional resource.

Evaluation never ends

The interview may be over, but the learning has just begun!

The most important benefit you gain from the interview may be the opportunity to critically listen to, and learn from, the recorded interview. Analyzing the interview recording from a listener’s perspective can pay big dividends in terms of consciously improving your future interview and public speaking skills.

Here are some questions to ask yourself as you listen to the recording of your interview.

  1. Did your answers address your interview goals and main talking points? Did you cover the main ideas you had hoped to cover?
  2. Were your responses concise and informative? Did they address the interviewer’s questions? Were your answers appropriate for the length of time available?
  3. Did you project a credible and likeable image? What are some of the words you could use to describe your energy level and professionalism?
  4. At the close of the call, did you provide a clear and actionable call to action? In addition to your website, did you invite listeners to follow you on social media?
  5. Were there any concerns or problem areas you’d like to improve in the future? If you had the opportunity to re-record the interview, what would you do different?

One of the best ways to answer the above questions is to rate your performance in the above areas on a scale of 1-5, with 1 indicating Very disappointing, 3 representing Satisfactory, and 5 expressing Very pleased.

Get in the habit of revisiting recordings of your previous interviews. Without referring to your original impressions, occasions reevaluate your impressions. New areas of possible improvement may show up in the future.

Just like no one was born with the ability to ride a bicycle, improving your performance when being interviewed is an acquired skill. Practice makes perfect.

Using the interview preparation worksheet

I invite you to download my free (no registration required) Media/Podcast Interview Planner. I encourage you to print out several copies, and fill them out by hand. Working by hand seems to encourage spontaneity.

If possible, print the worksheet on 3-hole punched paper. That way, you can save your Interview Planners in a special 3-ring binder devoted to planning and evaluating all of your media and podcast interviews. This makes referring to them in the future easier.

  • Use the front of the Media/Podcast Interview Planner to list the details, goals, and main talking points in a format you can glance at during the interview.
  • Use the back for later evaluating the recording of your interview, using the 5 questions and rating system shared above.

Bonus tip for interviewees

For an additional perspective on being interviewed, I reached out to Pamela Muldoon. Pamela Muldoon is a veteran interviewer with over 25 years of experience. She hosts the Content Marketing Next podcast and is Director of the Content Marketing Institute’s Podcast Network.

I asked her for her Number One tip. She immediately responded:

Come with examples! Everyone loves a story. Bring real-world examples to the interview which you can add when appropriate to make a point or share an experience. 

In her email, I also liked the way Pamela referred to interviews as conversations, an important point to remember. Your voice will probably take on added energy and warmth when you tell a story, rather than focusing strictly on “facts” in your answers. Thank you, Pamela!

Share your experiences

If you’re an interviewer, I’d be interested in any additional suggestions or tips you’d like to share with individuals preparing to be interviewed. And, if you’re preparing to be interviewed, please share your comments and suggestions about my Media/Podcast Interview Planner. Did it help you get an early start preparing for your interview? I’m always open to suggestions!

Perry Anne Norton

Music Producer, Co-Founder Voracious Records

8y

Good reminders. Thanks!

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Pamela Muldoon

Fractional Head of Content | Content Strategy & Operations | Change Management | Team Leadership | Process Improvement | Global Speaker | AI in Content | Podcaster & Voiceover Talent 🎙️

8y

Roger Parker, thank you for asking me to participate in this article. You offer up some fantastic and detailed tips on improving the interview process from both sides of the mic. Glad to be a part of it some small way!

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