The Biggest Mistakes People Make in Media Interviews – And How to Avoid Them
1. Failing to Stay on Message
One of the most critical errors in media interviews is drifting off topic or providing excessive detail. Many speakers, eager to demonstrate knowledge, tend to elaborate too much, which dilutes the clarity of their message.
How to fix it: Before any interview, define three key messages you want to communicate and make sure every response reinforces at least one of them. When tempted to add extra details, pause and ask yourself: Does this strengthen my key message? If not, leave it out.
2. Using Unclear or Jargon-Heavy Language
A common mistake, especially among industry experts, is using technical terms or corporate jargon that the general public (and even some journalists) might not understand.
How to fix it: Replace jargon with clear, relatable explanations. For example, instead of saying, “We’re launching a flagship store” say, “We’re opening our main store, where customers will have access to all our collections and other special services.”
3. Rambling Instead of Giving Concise Answers
Many professionals struggle with long-winded responses, particularly when faced with unexpected or difficult questions. Rambling not only confuses the audience but also increases the risk of saying something that can be misinterpreted.
How to fix it: Train yourself to deliver short, structured answers. Use the Message Sandwich technique:
- Start with a strong statement (your key message).
- Provide one or two supporting facts or examples.
- Conclude by reinforcing the key message.
This ensures your response is concise, clear, and impactful—ideally within 30-45 seconds.
4. Failing to Control the Narrative in a Crisis
In crisis situations, many spokespeople fall into the trap of being defensive or reactive, allowing journalists to control the conversation. This can make the company look unprepared or guilty.
How to fix it: Take control of the narrative by leading with your company’s strengths. Instead of responding directly to accusations, pivot to a positive statement:
🚫 “We reject those allegations.”
✅ “Our company prioritizes ethical sourcing and conducts regular audits to maintain international labor standards.”
Using bridging statements like “That’s an important question, and what I’d like to emphasize is…” helps steer the conversation back to your key messages.
5. Lack of Vocal Variety and Engagement
A monotonous or flat delivery makes even the most well-prepared message sound unconvincing. Without vocal modulation, important points lose impact.
How to fix it:
✔ Use vocal variety—emphasize key words and adjust your pitch and speed to maintain interest.
✔ Pause intentionally to create emphasis instead of using filler words like “ehhh” or “umm”.
✔ Practice reading aloud with different intonations to make your speech more dynamic.
6. Ineffective Body Language
Your words aren’t the only thing that matters—your posture, gestures, and facial expressions play a huge role in how your message is received. Common mistakes include:
❌ Avoiding eye contact (which signals insecurity).
❌ Fidgeting or excessive hand movements (which distract from your message).
❌ Slouching (which diminishes authority).
How to fix it:
✔ Maintain strong, natural eye contact—look at the journalist, not the camera.
✔ Use controlled hand gestures to reinforce, not overshadow, your message.
✔ Adopt a confident, open posture to project credibility.
7. Letting Journalists Control the Interview
Many interviewees feel pressured to answer every question as asked, even when it leads into speculative or sensitive areas. This can result in unintended headlines or off-message discussions.
How to fix it:
✔ Redirect tricky questions to your key messages. If asked, “Will your company be expanding to France?”, instead of speculating, respond: “We continuously evaluate opportunities, but our current focus is on strengthening existing locations.”
✔ Don’t be afraid to repeat your key message if the interviewer tries to push in a different direction.
Final Thoughts
Media interviews can be high-stakes moments, but with the right preparation, anyone can communicate effectively, stay on message, and project confidence.
By focusing on concise responses, clear language, assertive correction of misinformation, vocal variety, strong body language, and proactive narrative control, you’ll not only avoid common pitfalls but also turn media appearances into strategic advantages.
Want to master your media presence? Our CIR Method media training equips professionals with the skills needed to deliver impactful, controlled, and persuasive interviews. Contact us today to elevate your communication game!
