Whether it’s a local community radio show or an appearance on national prime-time television, if you’re planning to be interviewed by media outlets to amplify your brand, the team at Springboard PR & Marketing would encourage you to first invest in media training. By doing so, you will become aware of the common live media interview mistakes people can make and learn how to avoid them.

Below are five possible pitfalls of live media interviews that can be easily navigated, with a little help.

Dead Air

Listen to any radio programme and you will often hear somebody being asked a question which they need a little time to prepare their answer for. Some interviewees have a habit of using filler words while they think in order to fill the dreaded dead air. However, phrases such as: “It’s kind of…” or “It’s, um, sort of like...” can make it sound like you’re not fully prepared. They can also be used verbatim by reporters in written quotes and this language can send a non-committal message to your audience.

To combat this, Springboard PR & Marketing recommends preparing and practicing your key messages before your interview. We also work with our clients on developing key interview skills to ensure they are relaxed, confident, and always stay on message.

That Question

It is the journalist’s job to ask you tough questions, and sometimes, it may be something you would prefer not to discuss. It’s important to know how to respond to these gracefully, without revealing too much, and turn the conversation back to your preferred topic.

Springboard will work with you to anticipate these tricky questions and craft go-to answers that will transition the conversation to one of your key messages in a natural, conversational way

Avoid Jargon

The interviewer wants to find out more detail about you and your brand, not the facts and figures they already know regurgitated back to them. Avoid inserting sales or marketing language and instead offer a fresh straight-forward perspective on how your company stands out from the crowd.

We can help you phrase interesting and thoughtful insights into concise and to-the-point answers.

Taking a Passive Role

You may be experienced in public speaking but there is a difference between standing in front of a crowd and being on camera. Body language is everything. For example, if you are on an interview panel and somebody else is speaking, you may think the camera isn’t on you and begin to relax and look at the ground. When you are on camera, this come across as if you are not engaged.

Springboard will advise you on what positive body language to use, and what to avoid.

Dressing Inappropriately

When it comes to appearing on television, you don’t want your appearance to overshadow or distract from the message you want to convey.

To help you navigate this sometimes tricky task, Springboard has put together our Top Tips for Dressing for Television.


If you would like more information on how you can prepare for a media interview, please contact the team at Springboard PR & Marketing by emailing info@springboardpr.ie.

Post by
Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles within Ronan Daly Jermyn Solicitors, Bank of Ireland, Murray Consultants and global PR and communications leader, Weber Shandwick. She was named Cork Businesswoman of the Year in 2017.

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