An interview may seem like a simple conversation in which a spokesperson answers questions spontaneously. However, in communication, we know that the prior work required to prepare for an interview is always decisive. And the difference between an intervention that goes unnoticed and one that generates real impact is almost always decided before the recording even begins.
An unprepared interview opens the door to unexpected comments, unclear messages, or uncomfortable situations that can compromise the outcome, even when the company spokesperson is an expert on the subject. Why do some spokespeople who dominate their sector, know their topic and their company perfectly, still give a poor interview? The reason is lack of preparation.
That is why it is not enough to anticipate questions. It is necessary to structure the interview according to the type of media, taking into account aspects such as the format and its audience, in order to ensure that the message is conveyed clearly and effectively.
General preparation: the pillars that always apply
As an initial stage, the first thing to do when preparing for an interview is:
- Research the media outlet and its audience: understand the style and format of the media outlet requesting the interview. Get familiar with its tone, editorial approach, and also the journalist’s style, which will allow for a better understanding of who is conducting the interview. Therefore, it is necessary to review what they have recently published and from which angle they usually address topics.
- Define key messages: identify 2–3 ideas that must come across clearly during the conversation. More messages do not mean more impact. On the contrary, the more messages you try to introduce, the less impactful each one becomes.
- Anticipate questions: preparing questions is not only about predicting them, but also about knowing how to use them to naturally introduce key messages. Good handling of potential questions can become an opportunity to reinforce the message and the spokesperson’s credibility; conversely, a poor response can divert attention from what you want to communicate.
Preparing the interview according to the type of media
With this basic information in place, we can now discuss how to prepare the interview depending on the type of media outlet.
Media according to content
This classification distinguishes between general media outlets, which cover a wide range of topics and target a broad audience; and specialized media outlets, which focus on a specific subject area and are aimed at an audience with a more informed opinion and a higher level of knowledge about the topics being covered.
General media outlets
When being interviewed by general media outlets, the key is for the message to be clear, relevant, and easy to understand, as they target a very broad audience. Therefore, the approach should be more explanatory and accessible.
What to keep in mind:
- Simplify the message and avoid technical jargon. A common mistake is trying to demonstrate too much technical knowledge and losing clarity.
- Connect what is being said to current events or trends whenever possible.
- Prepare 2–3 clear ideas that can potentially become headlines.
- To do this, it is necessary to apply the headline test. If the journalist could quote only one sentence from you, what would it be? If you do not have a clear answer, it needs to be refined
Specialized media outlets
In specialized media outlets, also known as vertical media, the technical level changes. Here, you are speaking to an audience that understands the topic and expects depth. It is not enough to deliver a timely message; you must also provide valuable data for an expert audience.
What to keep in mind:
- Provide concrete data and real examples
- Avoid generic and overly corporate messages
- Go one step further, offering insight and analysis
In this type of interview, it is especially important to be familiar with the journalist’s work and the topics they have covered recently, in order to adapt the conversation to what they are truly expecting. A well-argued opinion with genuine criteria is more valuable here than a perfectly polished brand message. And this is one of the most common mistakes: delivering a brand speech without real technical substance.
Media according to format
Another way to classify media outlets is by format. This distinction includes newspapers (print and digital), radio, and television, each with its own characteristics and dynamics that shape both content production and the way it reaches audiences.
Print and digital newspapers
In newspapers, both print and online, interviews tend to follow a more structured format. They may be published as a question-and-answer format or as a paraphrased article. In some cases, questions are answered in writing through a questionnaire, also known as a Q&A. In this context, message control is greater than in other formats, as responses are fixed in writing by the spokesperson and generally do not allow for follow-up questions or conversational spontaneity.
What to keep in mind:
- Pay special attention to how responses are phrased, as they will be published exactly as given.
- Adapt the tone to the editorial style of the outlet, which may be more explanatory or more analytical depending on the publication.
- Be aware that sentences may be edited for clarity, so it is important to be clear and precise from the outset.
- In Q&A formats, structure responses to be complete but not excessively long, avoiding losing focus on the key messages within each answer.
In this case, it is important to remember that the content will remain published almost “forever”, meaning it may later be used as a reference source for other articles.
Radio and podcast
In audio formats, the interview resembles a conversation, although the spokesperson must remember that it is not one. Here, success does not come from who provides the most data, but from who tells it best. The audience usually only hears what is said once, so it is important to be very precise with the words used.
What to keep in mind:
- Work on storytelling, not just messages. In radio and podcasts, storytelling is not an optional resource; it is the main tool. A good story is remembered, whereas a list of data is not.
- Adapt the speech to the level of specialization of the program or podcast in which you are participating.
- Have examples prepared to explain abstract or technical ideas that would otherwise be difficult to follow without visual support. A common mistake is sounding rigid or overly scripted. You should avoid a “read-out” conversation in order to achieve fluency.
- Pay attention to rhythm and clarity when speaking.
Television and video
In television or video channels, attention is more limited and visual impact plays a major role. In audiovisual formats, time is precious, so the expression “less is more” makes a lot of sense here. In addition, it is important to remember that in video, non-verbal communication becomes highly significant.
What to keep in mind:
- Reduce the message to very specific ideas and express them directly.
- Pay attention to body language and tone of voice.
- Provide short answers that can be turned into broadcast clips, prepared in advance, since a well-constructed 20-second answer is more valuable on television than two minutes of context that, due to its length, will not be aired. A common mistake is speaking at length and losing focus in a format that does not allow it.
Preparing for an interview requires understanding the message and knowing how to manage it to adapt to the context. Therefore, the difference between a correct intervention and a truly effective one lies both in what is said and in how it is adjusted to the media outlet, the audience, and the format. In a fragmented media environment where each channel has its own rules, message adaptation is what separates mere presence from true relevance.
