How to Give a Confident Media Interview: TV, Radio & Print

The media can build or destroy an organisation — and a career. South Africa's active, competitive media landscape means that business leaders, government officials, spokespeople and public figures need to be prepared at any moment to face cameras, microphones and reporters' notebooks.

Yet most people receive no training whatsoever in how to handle media interviews. They stumble into press conferences unprepared, say things they regret, or — equally damaging — project such obvious nervousness that their credibility collapses before they have even said anything substantive.

This guide draws on over twenty years of professional media training to give you the essential skills for facing any media interview with confidence and control.

The Fundamental Rule: There Is No Such Thing as "Off the Record"

Before we discuss technique, let us address the most dangerous misconception in media relations. There is no reliably enforceable "off the record." If you say something to a journalist — before the interview, during a comfort break, in the elevator afterwards — it is potentially publishable.

Professional communicators treat every interaction with a journalist as on record. This is not paranoia; it is discipline. It means you never have to fear your unguarded moments, because you simply do not have them around members of the press.

"The media can be a positive marketing tool or a nightmare. The choice often comes down to preparation and discipline."

Preparing for a Media Interview

Know Your Three Key Messages

Before any media interview, identify the three messages you want the audience to take away. Not ten messages, not fifteen — three. Research shows that audiences retain, on average, three points from any communication. Everything else you say should support, illustrate or lead back to one of those three core messages.

Write them down. Practise saying them out loud until they come naturally. These are your anchor points — you will return to them regardless of what the interviewer asks.

Anticipate the Difficult Questions

Ask yourself: what is the worst question a hostile journalist could ask me? What would embarrass the organisation? What is the information you are most anxious about? Prepare specific, honest answers to those questions before the interview. The worst time to think about how to handle a difficult question is when a camera is pointing at your face.

Know What You Cannot Comment On

Sometimes there are topics you genuinely cannot address — for legal reasons, because information is confidential, or because an investigation is underway. Know in advance what these are and have a clear, professional response ready: "That matter is before the courts and it would be inappropriate for me to comment at this stage." Then bridge to something you can speak to.

TV Interview Technique

Television is simultaneously the most powerful and most demanding medium. Your body language, appearance, voice and words must all align under studio lights, with cameras, producers and time pressure all competing for your attention.

Body Language for Camera

• Sit up straight — slumping reads poorly on camera and suggests discomfort
• Look at the interviewer, not the camera (unless you are doing a piece to camera directly)
• Keep hands visible but controlled — avoid excessive gesticulation that distracts from your message
• Lean slightly forward — it signals engagement and gives you an attentive, interested appearance
• Control your face — cameras catch micro-expressions; practise maintaining a composed expression even when a difficult question lands

Dress and Appearance

Wear solid colours — stripes and checks can cause visual interference ("moiré effect") on camera. Avoid white close to your face, which can flare under studio lighting. Avoid shiny jewellery that catches light. Dress at least one level more formally than you think necessary.

The "Bridge" Technique

The bridging technique is one of the most valuable tools in media training. It allows you to answer a question you do not want to answer directly, while pivoting to the message you do want to deliver. The structure is:

Radio Interview Technique

Radio is entirely about voice. With no visual channel to rely on, every element of your vocal delivery — pace, tone, energy, clarity — carries double the weight.

Voice is Everything

• Speak at a measured pace — faster than your natural conversational pace, because radio energy needs to be slightly elevated, but not so fast that you sacrifice clarity
• Vary your tone — monotone delivery loses radio audiences within seconds
• Smile while you speak — it genuinely changes the quality of your voice and makes you sound warmer and more engaging
• Breathe from your diaphragm to give your voice depth and resonance

Be Concise

Radio interviews are typically shorter than TV interviews. Sound bites of 10-20 seconds are ideal — these are the clips producers select for news bulletins. If you cannot say it in 20 seconds, practise until you can. Long, meandering answers get edited down in ways you cannot control.

Print and Online Interview Technique

Print journalists typically have more time and space to probe than broadcast journalists. A 30-minute print interview can produce a 2000-word article. This gives you both opportunity and risk.

Speak in Quotable Language

Journalists are looking for strong quotes. Use vivid, clear, specific language. Avoid corporate jargon and passive voice. "We are committed to stakeholder engagement processes" will not be quoted. "We are building this community, and here is how we are doing it" might well be.

The Right to Silence and Clarification

Unlike broadcast interviews, you do not need to fill every silence in a print interview. Take a moment to think. If a question is unclear, ask for clarification. Most journalists respect this — a thoughtful answer is more useful to them than a rushed one.

Request to Check Direct Quotes

It is entirely reasonable to ask a journalist to check any direct quotes attributed to you before publication. Not the whole article — journalists are rightly protective of editorial independence — but confirming that you said what you are reported to have said is a professional safeguard.

Surviving Tough Questions

Every media trained professional will face questions designed to provoke, destabilise or generate a controversial headline. Here is how to handle them:

• Pause before answering. A brief pause looks thoughtful, not evasive. It also prevents you from saying the first thing that comes to mind, which is rarely the best thing.
• Do not repeat loaded language from the question. If a journalist says "critics say your company is corrupt," do not respond "We are not corrupt." Repeat the negative framing and it is your voice that delivers it.
• Correct inaccurate premises. If a question contains a false assumption, address it directly: "I want to correct a factual point before I answer that..."
• You do not have to answer hypothetical questions. "I'm not going to speculate on hypothetical scenarios. What I can tell you is..." then bridge to your message.
• Stay calm. Anger, defensiveness or visible frustration are exactly what adversarial journalists are looking for. A composed, confident response to a hostile question is far more effective and more difficult to edit into a damaging clip.

After the Interview

Your media interaction does not end when the camera turns off. Post-interview discipline includes:

• Do not make any additional comments as you walk out — these can be picked up
• Debrief with your communications team about what went well and what could be improved
• Monitor coverage and respond through appropriate channels if there are factual errors
• Build the relationship — journalists who trust you as a reliable, honest source are media assets

The Golden Rules Summary

1. There is no such thing as off the record
2. Prepare three key messages before every interview
3. Anticipate and prepare for difficult questions
4. Use bridging to steer towards your messages
5. Never repeat negative language from questions
6. Stay calm — always
7. Dress and present yourself appropriately for the medium
8. Know what you cannot comment on, and say so professionally

The South African leaders who handle media interviews most effectively are not those who are naturally unflappable — they are those who have prepared, practised and built genuine media skills over time. With the right training and consistent practice, you can do the same.