The Intrepid Group regularly conducts media training sessions for clients. We focus on teaching, training and preparing them to present key messages effectively and professionally to the media. There’s usually a large focus on crisis in our training, where we assist them in dealing with the media in high-stress, demanding and often the most critical environments. Training includes an overview of media outlets, a discussion on communication techniques and then delves into message preparation and interview simulations. It’s intense. Our clients hate us during the process; they love us when they put the training to use. 

I’ve been conducting media training sessions for about four years and have never been interviewed on camera – I’ve done plenty of print, radio and phone interviews, but have always stood behind the camera while my clients went on air. I prefer it that way. My expertise comes from my education, from my experience under the auspices of Ari Fleischer while at the White House, from watching countless media interviews, and from conducting these training situations. 

Today I found myself on the other side of media training when a local news producer that I work with regularly called and asked if I would be a source for a story she was working on. The issue was easy and uncontroversial – she simply wanted to talk to me, on camera, about how my family’s financial savings situation. It would be brief – 10 minutes at the most – and she would only be using one or two soundbites from the entire interview. Cake, right? I agreed. 

An hour before the interview I was surprised at how nervous I was. Not because of the interview, but because I was testing my own expertise. I regularly conduct these training sessions where I tell clients exactly what to do when talking to the media and today I found myself in this exact situation. I was nervous because I had such high expectations for myself. I turned to my mentor and boss, Chris Thomas. Chris has been interviewed countless situations and under the toughest circumstances. He has been a spokesperson on national TV such as The Today Show, Good Morning America and CNN, as well as local broadcast news. I couldn’t have had a better expert at my disposal. 

Chris simply revisited the key media training points I’ve given so many times before. Since they’re fresh in my mind, I thought I would share them with you in case you find yourself in front of a news camera in the near future: 

1. What’s your objective? What are you trying to accomplish with this interview? What are you trying to avoid? 

2. What are your key messages? Have two or three prepared, know them well, and keep them short. 

3. Brainstorm possible questions – what could the reporter ask you? How will you respond? How can you tie your key message into each question. 

4. Ask the reporter ahead of time for as much information as possible. Know what the reporter’s objective is so you can help them accomplish their goal for the story, but also figure out how your objective and messages tie in. 

5. Don’t go off the record. EVER. 

6. Practice outloud. 

7. Practice Some More. 

8. Speak in soundbites. The average television quote is 12 seconds or less, so keep your messages short and simple. 

9. Look the reporter in the eyes and talk to them as they’re a friend and an equal, not a stranger or an enemy. 

10. Breathe, have some water, and stay calm. 

The world’s best athletes have coaches or trainers who work with them consistently to improve their technique, learn new skills and maintain their game. It should be the same with media preparation. Just because you had a media training session three years ago (or conducted one last month) doesn’t mean you’ll be ready when called upon by the media for an interview, especially in a crisis situation. The game is constantly changing. We highly recommend our clients continuously refresh their techniques and practice their messaging so when they do get the chance to be on national or cable television, they use that opportunity to their advantage. 

My interview went fine, although I’m sure I’ll hate how I look when the story runs. Such is the life of being a woman. But today I understand better what it’s like to have that bright light in your eyes, a camera and microphone right in your face, and the solid gaze of a producer questioning you and only you. It’s nerve wracking even under the kindest of circumstances. Luckily, I was ready for it. Are you?