Welcome to Group Thread, where our Method Specialist Group experts tackle the questions we hear most from clients, at conferences, and around the industry. First up is a question for our collection of media training experts: What is the biggest mistake spokespeople make in media interviews?
One of the biggest mistakes I’ve seen in media interviews isn’t always what a spokesperson says, but what their body language screams while they say it. The nonverbal cues you send can and will sabotage even the smartest answer. As a former news anchor who has interviewed countless spokespeople in my career, I’ve seen this disconnect play out time and time again.
The executive will have strong talking points, but they are quickly undermined by fidgeting hands, wandering eyes or a nervous sway. Yes, your message and your answer are crucial, but remember: when your face says one thing and your words say another, people will believe your face every time. In video interviews, where every movement is magnified, your nonverbal communication can overshadow even your best message. In non-video interviews, your nonverbal cues send a message to the reporter about who you are.
The bottom line? When you align your body language with your message, you don’t just sound credible, you look it, too.
The biggest mistake a spokesperson can make is reciting company talking points verbatim. While self-serving, jargon-heavy messaging might have a place in marketing, it sticks out like a sore thumb in PR.
Reporters are looking for authenticity. They want an expert who speaks in layman’s terms and demystifies complex topics with relatable examples. Because journalists pride themselves on objectivity, an interview that feels like a sales pitch will immediately turn them off—and they rarely use quotes that sound robotic or corporate.
During my time as a local news reporter, our stories were geared toward a broad audience. We used conversational language to ensure our reporting resonated with everyone, regardless of their background. My advice for executives? Take a page from the broadcast playbook: ditch the script and speak as colloquially as possible.
I’ve interviewed many hundreds of sources during my 25-year career as a business and tech reporter for a variety of outlets. One thing that always stuck out to me is how well versed an interviewee is to discuss a variety of topics related to the news being covered.
The best spokespeople will be able to discuss more than just a new product or service or a revenue model. They are able to tie their work into the broader news of the day and how it might affect their customers. A reporter may not always be writing a trend story, but they will appreciate the context if it’s offered. This may help cement the relationship with that reporter so they will come back if they need commentary in the future.
(By the way, spokespeople get bonus points in my book if they’re able to understand how their business might impact the workforce, because every story has a workplace angle if you look hard enough.)
The biggest interview mistakes I see aren’t personality issues – they are preparation issues.
Too many spokespeople overindex on what not to say. They treat interviews like something to survive, not an opportunity to win. Walk in thinking, “Don’t mess this up,” and it shows. You tense up. You cling to talking points. You start answering the question you wish you’d been asked.
And you forget the most important thing. You are there because you’re the expert.
After media training hundreds of executives, I’ve seen the real shift happen when we change the goal of prep to ask: What does the reporter need to know? What will actually inform their audience? What perspective can only I offer?
When prep centers on how to succeed instead of how not to fail, everything loosens up. The conversation flows. Your personality shows up. Your expertise has room to breathe. And everyone gets more value out of the exchange.