Different Types of Media Interviews and How To Prepare for Them

Published on June 29, 2024 by Erik Rolfsen

Understanding the nuances of different types of media interviews can really help you communicate more effectively. Whether you’re representing a company, a research institution or yourself, each interview medium—be it TV, radio, print, or online—presents its own unique challenges and opportunities.

Mastering them can significantly enhance the clarity and impact of your message. Ignoring them can…well, consider this scenario:

Leading researcher Dr. Smith is invited for a live TV interview to discuss her groundbreaking study. But she’s not familiar with the specifics of live TV. She arrives just a few minutes before her scheduled interview time, wearing a blouse with a small checked pattern that won’t translate well on camera. The producer asks her if she’s brought anything else. She hasn’t. She is now rattled, moments before her interview. During the interview, her nervous body language detracts from her message.

When she watches her TV appearance later, she realizes she was rambling, overwhelming viewers with information and leaving her interviewer no space to ask the next question.

That was two years of research, making much less of an impact than it could have.

Knowing the particulars of each interview format is an essential part of media training. It helps you prepare adequately, present confidently and deliver your key messages effectively. Some media training exercises will be more effective than others, depending on the interview format.

This guide aims to provide a detailed overview of different types of interviews, highlighting both technical and logistical considerations, as well as tips for effective message delivery. Before you even agree to the interview, make sure to ask the journalist what it will look like and where/how it will appear.

Live TV Interviews

Live TV interviews are a powerful medium to convey your message to a broad audience in real time. They are typically conducted either in-studio or remotely via a video link. Here’s what you need to know about television interviewing.

Technical and Logistical Considerations

In-Studio

Arrival time: Arrive at the studio at least 30 minutes before the scheduled time to allow for any last-minute preparations.
Wardrobe: Wear professional attire in muted, neutral colors. Avoid bright colors, small patterns, or large logos. Opt for a V-neck, jacket, sweater, or button-up shirt to accommodate a clip-on microphone.
Makeup: Light makeup may be applied to reduce shine and ensure a polished appearance under studio lights.
Microphone: Be mindful of the microphone placement and avoid touching it once it’s clipped on.

Remote (via Video Link)

Stable internet connection: Ensure a stable and fast internet connection to avoid any disruptions during the interview.
Camera setup: Position your camera at eye level to create a natural viewing angle. Use a high-quality webcam if possible.
Lighting: Use natural light or a ring light to illuminate your face evenly. Avoid backlighting that could cast shadows.
Background: Choose a clean and uncluttered background. Ensure there are no distractions or items that might appear out of place on camera.

Effective Message Delivery

Confidence and clarity: Deliver your key messages with confidence and clarity. Speak in a calm, measured, and strong voice.
Body language: Sit or stand up straight, and use controlled gestures to emphasize your points. Avoid fidgeting or unnecessary movements.
Eye contact: Maintain steady eye contact by looking slightly past the camera to one side where the interviewer might be standing. For remote Zoom interviews, you can look directly into the webcam.
Concise statements: Keep your responses brief and to the point. Aim to deliver your key messages within the first few sentences.

Recorded TV Interviews

Recorded TV interviews allow for editing and are generally conducted either in-studio or on-location. Here’s what you need to know:

Technical and Logistical Considerations

In-Studio

Arrival time: Arrive at the studio at least 30 minutes before the scheduled time for any necessary preparations.
Wardrobe: Wear professional attire in muted, neutral colours. Avoid bright colours, small patterns or large logos. Opt for a V-neck, jacket, sweater, or button-up shirt to accommodate a clip-on microphone.
Makeup: Light makeup may be applied to reduce shine and ensure a polished appearance under studio lights.
Microphone: Be mindful of the microphone placement and avoid touching it once it’s clipped on.

On Location

Location selection: Choose a quiet, well-lit location that is relevant to the topic of discussion. Ensure there are no background distractions.
Camera setup: Work with the camera crew to find the best angles and lighting for the shoot.
Wardrobe and makeup: Follow the same guidelines as in-studio interviews for attire and makeup.

Effective Message Delivery

Soundbites: Develop your key messages into concise, high-impact statements that can be easily edited into the final piece.
Natural delivery: Speak naturally and confidently, as if in a live conversation. This makes the editing process smoother and the final product more engaging.
Body language: Use controlled gestures to emphasize your points. Avoid fidgeting or unnecessary movements.
Eye contact: Maintain steady eye contact by looking slightly past the camera to one side where the interviewer might be standing. For remote Zoom interviews, look directly into the camera.

By understanding the technical and logistical considerations, as well as effective message delivery techniques for both live and recorded TV interviews, you can ensure that your key messages are communicated clearly and effectively to the audience.

Live Radio Interviews

Live radio interviews can be an exciting opportunity to engage with a large audience in real-time. They are usually conducted either in-studio, by phone or remotely via the internet or other audio links. Here’s what you need to know:

Technical and Logistical Considerations

In-Studio

Arrival time: Arrive at the studio at least 15-20 minutes before the scheduled time to get familiar with the environment and equipment.
Sound check: Participate in a sound check to ensure audio levels are optimal.
Microphone technique: Speak clearly into the microphone, maintaining a consistent distance to avoid audio fluctuations.

By Phone

Quiet location: Choose a quiet location free from background noise to ensure clear audio.
Landline vs. mobile: Use a landline if possible, as it provides better audio quality and reduces the risk of disconnection. If using a mobile phone, ensure you are in an area with strong reception.
Silencing devices: Silence other electronic devices to prevent interruptions.

Remote (via Internet or Other Audio Links):

Stable connection: Ensure a stable internet connection to avoid audio dropouts.
Headset: Use a high-quality headset with a built-in microphone for the best audio quality.
Backup plan: Have a backup plan in case of technical difficulties, such as a secondary internet connection or phone line.

Effective Message Delivery

Energy and enthusiasm: Inject energy into your voice as if projecting from a theatre stage. This helps maintain listener interest.
Concise statements: Deliver your key messages early and concisely. Time is limited, and you want to ensure your main points are heard.
Stay on topic: Focus on the topic at hand and avoid long-winded answers. The host may need to move quickly from one point to the next.
Engage with the host: Treat the interview as a conversation with the host, responding naturally and engagingly.

Recorded Radio Interviews

Recorded radio interviews give the news outlets the option of editing your comments. They are usually conducted in-studio, by phone or remotely via the internet or other audio links.

Technical and Logistical Considerations

Technical and logistical considerations for recorded radio interviews are really no different than they are for live radio interviews, so follow the same advice provided above. When it comes to message delivery, however, there are some extra things to think about.

Effective Message Delivery

Soundbites: Develop your key messages into concise, high-impact statements (soundbites). Pause when you’ve finished delivering them, so that they can be easily edited into the final piece.
Natural delivery: Deliver your messages confidently and naturally, as if speaking in a live conversation.
Flexible responses: Be prepared to answer follow-up questions and provide additional context, as the interview may be edited for clarity and coherence. Ideally, each sentence you deliver will be a ‘building block’—capable of standing on its own, or being combined smoothly with an earlier answer.

Energy and enthusiasm: Maintain energy and enthusiasm in your voice to keep the audience engaged, even though the interview is pre-recorded.

Print Interviews

Print and web journalists usually interview their sources by phone, but in-person and email interviews are also common. These interviews tend to be longer and more in-depth, as the journalist needs comprehensive background information to accurately report the story.

In-Person

Technical and Logistical Considerations

Meeting location: Choose a quiet, comfortable location for the interview. This could be your office, a meeting room or a quiet café.
Preparation: Bring any relevant documents or materials that might help illustrate your points. This could include research papers, charts, or other visual aids.
Recording: Be prepared for the journalist to use a recording device. Confirm with them if they plan to record the conversation and ensure you are comfortable with this. Also find out whether they plan to post any of the recording publicly, as many print journalists these days work in multiple meetings. If that is in their plans, you’ll want to be mindful of your radio interviewing techniques as well.

Effective Message Delivery

Comprehensive answers: Be prepared to provide detailed answers and background information. Print journalists often need more context and depth than broadcast journalists.
Key messages: Have your key messages ready and try to weave them into your answers. Strong key messages make good quotes and are likely to be included in the final article.
Conversationality: Professional spokespeople addressing a contentious topic should stick closely to the key messages, but a softer topic might allow you to engage in a more open and helpful conversation, so that the journalist can fully understand the story. Your level of messaging discipline really depends on the topic of the interview.

Phone

Technical and Logistical Considerations

Quiet location: Ensure you are in a quiet location free from background noise. This will help maintain clarity and focus during the conversation.
Preparation: Have any relevant documents or materials at hand. This can help you provide detailed and accurate information.
Call quality: Use a landline if possible for better call quality. If using a mobile phone, make sure you have good reception and a charged battery.

Effective message delivery

Clear communication: Speak clearly and at a moderate pace. Ensure your answers are well-structured and concise.
Key messages: Deliver your key messages early in the conversation. Repeat them as necessary to ensure they are understood and remembered.
Engagement: Stay engaged and responsive throughout the call. The journalist may need to ask follow-up questions to clarify certain points.

Email

Technical and Logistical Considerations

Timely response: Respond to email interview questions promptly. This shows professionalism and respect for the journalist’s deadlines.

Effective Message Delivery

Thorough answers: Take your time to craft thorough and thoughtful responses. Ensure your answers are well-organized and easy to understand. Unlike verbal interviews, you have the advantage of being able to review and refine your answers.
Key messages: Integrate your key messages into your responses. Highlight these points to make them stand out.
Review: Proofread your responses before sending them. Check for clarity, coherence and any grammatical or typographical errors.

Online Media Interviews

Online media interviews can take various formats, including live streaming, podcasts, and social media live sessions. Each has its own requirements.

Live Streaming

Technical and Logistical Considerations

Equipment: Use a high-quality webcam and microphone for clear audio and video. Ensure your internet connection is stable and fast to avoid buffering or interruptions.
Lighting: Ensure you have good lighting. Natural light works well, but if unavailable, use ring lights or other lighting equipment to ensure your face is well-lit.
Background: Choose a clean and professional background. Avoid clutter and distractions that could divert attention from your message.

Effective Message Delivery

Engaging presentation: Maintain a high level of energy and engagement. Speak clearly and with enthusiasm to keep the audience interested.
Interaction: Engage with the audience through comments and questions. Live streaming allows for real-time interaction, so be prepared to respond to audience input.
Key messages: Deliver your key messages early and reiterate them throughout the session. This ensures they are heard and remembered.

Podcasts

Technical and Logistical Considerations

Audio quality: Use a high-quality microphone and ensure you are in a quiet environment free from background noise. Headphones can help reduce echo and improve sound quality.
Preparation: Familiarize yourself with the podcast format and the host’s style. Prepare your key messages and any supporting information in advance.
Recording platform: Test the recording platform (e.g., Zoom, Skype) beforehand to ensure everything works smoothly.

Effective Message Delivery

Conversational tone: Maintain a conversational tone. Podcasts are often more informal than other interview formats, so relax and speak naturally. Again, the degree to which you can relax will depend on the contentiousness of the topic, but these are usually ‘curiosity’ interviews rather than harsh grillings.
Storytelling: Use storytelling techniques to make your points more engaging. Anecdotes and examples can help illustrate your key messages.
Pacing: Speak at a moderate pace, and be mindful of the podcast’s typical length. Avoid long-winded answers and keep your points concise.

Social Media Live Sessions (e.g., Facebook Live, Instagram Live)

Technical and Logistical Considerations

Device setup: Use a smartphone or webcam with a stable internet connection. Ensure your device is securely positioned to avoid shaky footage.
Lighting and background: As with live streaming, ensure good lighting and a clean, professional background.
Promotion: Help your hosts promote the live session in advance to maximize audience participation. Use your social media channels to inform your followers about the upcoming session.

Effective Message Delivery

Audience engagement: Engage with viewers by responding to comments and questions in real time. Acknowledge viewers by name to make the interaction more personal.
Energy and enthusiasm: Maintain a high level of energy and enthusiasm to keep viewers interested. Use facial expressions and gestures to convey your message effectively.
Key messages: Clearly communicate your key messages and repeat them throughout the session. Use visual aids or props if they help illustrate your points.

Press Conferences

Press conferences remain the best way to deliver important information locally to multiple media outlets at the same time. They can be conducted in-person or virtually, and each has its own set of considerations and strategies for effective communication.

In-Person

Technical and Logistical Considerations

Venue selection: Choose a venue that is easily accessible for journalists and equipped with necessary amenities such as seating, sound systems, and visual aids.
Timing: Schedule the press conference at a time that maximizes media attendance. Mid-morning or early afternoon are often ideal, because this gives newsrooms a chance to consider your invitation at their morning meeting, then assign a journalist who will be able to make deadline.
Setup: Arrange the seating and podium to ensure good visibility and acoustics. Test microphones, projectors and other equipment beforehand.
Press kits: Prepare press kits with relevant materials such as press releases, fact sheets and contact information. Provide both digital and printed versions.

Effective Message Delivery

Opening statement: Begin with a clear and concise opening statement that outlines the main points. This sets the stage for the rest of the conference.
Key messages: Clearly articulate your key messages and repeat them throughout the press conference. Use soundbites that are easy to quote.
Visual aids: Use slides, charts or videos to support your points. Ensure they are clear and easily visible to the entire audience.
Q&A session: Allocate time for a Q&A session. Listen carefully to questions and provide concise, direct answers. If you don’t know an answer, commit to following up with the necessary information.

Virtual

Technical and Logistical Considerations

Platform selection: Choose a reliable virtual platform (e.g., Zoom, Microsoft Teams) that can handle the expected number of participants. Ensure it has features like screen sharing and Q&A functionality.
Stable connection: Ensure you have a stable and high-speed internet connection to avoid disruptions.
Test run: Conduct a test run to familiarize yourself with the platform’s features and to troubleshoot any technical issues.
Digital press kits: Provide digital press kits via email or as downloadable links during the conference.

Effective Message Delivery

Deliver your message as you would at a live press conference. Look directly at the camera to engage your audience, and take advantage of screen sharing to present any visual aids. Most platforms include Q&A functionality—acknowledge questioners by name as you take on their questions.

Ready for Any Medium

To ensure you are well-prepared for your next media appearance, take the time to review these key points and tailor your preparation to the specific interview format you’ll be facing. Whether it’s a live TV interview, a recorded radio segment or a print interview over the phone, understanding these nuances will boost your confidence and increase the impact of your message.

Each interview format offers unique opportunities to connect with your audience. By adapting your delivery to the format at hand, you’ll not only present yourself more effectively but also ensure that your key messages resonate. Approach each interview with the assurance that you are equipped to communicate clearly and compellingly, regardless of the medium.