Eventually, if you do things well marketing and PR-wise, the time for that big interview will come. And they can be a game-changer for your company. Nail them, and you can boost credibility, gain exposure, and position yourself as a go-to expert in your industry. But let’s be real. It’s not the place to be sales-y, uptight, fake, or phoney. Over-rehearsing is just as bad as being underprepared. The best interviews feel effortless. But, behind the scenes, there’s a solid strategy at play. So, whether you’re chatting with a journalist for the first time or gearing up for a major broadcast appearance, here’s how to ensure your next media interview is a win (or win-win).
Preparation: The Not-So-Secret Sauce
The best way to handle tough questions is to know they’re coming. Anticipate the hard hitters, whether it’s about your funding, competition, business model, or even past controversies. You don’t need to script every response, but having a few key points prepared will save you from awkward silences or defensive reactions.
And while we’re on the subject of preparation. Know your limits. If there are sensitive areas you can’t discuss in the media interview, be clear about what you can and can’t say. While it’s tempting to go around in circles and not answer directly, consider being honest, “I can’t talk about that yet.” Being transparent often looks better than beating around the bush.
One of the most underrated prep tactics? Mock interviews. Get someone to grill you with rapid-fire questions so you can practice thinking on your feet. Let’s be honest, very few people are naturally great at interviews without some practice.
KYJ & KYA (Know Your Journalist, Know Your Audience)
Before the media interview, spend at least 10 to 20 minutes researching the journalist. What topics do they usually cover? Are they more analytical, critical, or casual in their tone? Do they prefer deep-dive discussions or quickfire soundbites?
If you’re speaking to a general business publication, your messaging should be high-level and accessible. You can go deeper into the technical details if it’s a niche industry outlet. The same goes for audience preferences. For B2B publications, readers want insights, while consumer audiences often engage more with relatable stories and examples. Try to make yourself a picture of the audience of the publication.
Every journalist has their own style. If they’ve done previous interviews with people in your industry, watch or read them. It’ll give you a sense of what to expect.
Be Concise, But Don’t Sound Like a Robot
One of the fastest ways to lose a journalist’s interest? Rambling. Surprise, surprise, media interviews are not the Joe Rogan podcast. Get to the point quickly. If a journalist asks, “What makes your product different?” don’t launch into a three-minute monologue. Give them a punchy answer, then pause. If they want more details, they’ll ask.
And if you don’t know the answer? It’s okay to say so. It is always better to own up to a not-so-bad truth than guessing or saying something misleading. But it has to be navigated smoothly. A simple “I don’t know” might not quite cut it. A better response could involve highlighting someone from the team: “That’s a question that our CTO or CPO could answer in more detail, and we’ll soon update the public, but I can tell you we’re working on two great new features in the coming months.”
While you want to be natural, you also need to be strategic. Have two to three key messages in mind and find ways to incorporate them naturally. Just don’t force them into every answer. There’s a fine line between staying on message and sounding like a corporate chatbot. For more on how to incorporate your messages into the media interview, keep your eyes on our blog and social media. We’ll be diving deeper into that super soon!
Mastering the Non-Verbal Game
If your interview is on video, body language matters. Keep eye contact, sit up straight, and avoid excessive hand gestures (relatively speaking, let’s just say they should feel natural to how you usually communicate).
Your facial expressions should match your message. Sound excited about your product? Look excited. Talking about a serious industry issue? Keep it composed. If you’re unsure how you come across, practice in front of a mirror or record yourself. You’d be surprised at how much you can pick up from watching yourself on screen. Extra points if you can record mock interviews. Want even more extra points? Just like you scale your startup from small to large, don’t shy away from smaller interviews and speaking opportunities. Every experience helps.
Your voice is also important. Avoid monotone responses. Vary your tone slightly to keep things engaging. Stand up while speaking. It naturally adds more energy to your voice. Speaking of voice, remember that podcasts tend to be slightly different from media interviews. Keep your eyes peeled on our blog for that topic as well!
Handling Mistakes & Tough Questions Like a Pro
Messed up a word? Keep going. The worst thing you can do is panic. Just correct yourself and move on. Most of the time, no one will notice.
Journalists will sometimes push on difficult topics. Instead of dodging, acknowledge the question and provide a clear, calm response. If you don’t have a perfect answer, pivot to what you can talk about. But don’t beat around the bush too much or dig yourself into a hole. As always, keep it concise.
For example, “I can’t go into specifics on that deal, what I can say is…” is better than, “I can’t discuss that.” See the difference? It keeps you in control of the conversation.
Checklist: Small But Important Details
A few seemingly minor things can make a huge difference:
✅ Know the format. Is it live or pre-recorded? Is it a quick Q&A or an in-depth conversation?
✅ Check the logistics. Is it on Zoom, Teams, or Google Meet? If in-person, is it filmed?
✅ Be on time (aka a bit early). If this one isn’t self-explanatory, we’ve got bigger problems on our hands 😉
✅ Stay updated. Know what’s happening within your company and industry, so you’re not caught off guard. That means some of the latest key metrics, facts and case studies.
✅ Reflect afterwards. Take five minutes post-interview to think about what went well and what could be improved for next time. It’s a continuous process!
Final Thoughts: Be Prepared, But Stay Human
The best media interviews aren’t about being perfect. They’re about being prepared, authentic, and adaptable. A journalist isn’t there to trip you up (most of the time). They might ask tough questions, but they’re there to tell a good story. Your job is to help them tell it in a way that benefits you and your company.
Do media interviews still make you nervous? The more you do them, the better you’ll get. Start with smaller opportunities. Local media, niche industry interviews, or small podcasts to build confidence. Over time, you’ll go from dreading interviews to actually enjoying them.
Now go ace it! You got it!
Can’t get enough of the BUPR blog? Check out these articles:
How to Write a Tech PR Agency Brief That Actually Works
DIY, Freelancer, In-House, or Agency? Figuring Out Your Next PR Move
How to get the most value out of your tech PR agency
You don’t say? Rethinking the role of quotes in press releases
