Four Common Pitfalls to Avoid in Media Interviews
Media interviews are not casual conversations – they are high-stakes communications moments. Every word is quotable, every pause is strategic, and every misstep can shape public perception of your organization and your leadership.
We’ve sat on every side of the interview table – as journalists, spokespeople, and senior advisors. And whether you’re a seasoned executive or a first-time media voice, the fundamentals haven’t changed.
The best spokespeople aren’t just informed – they’re disciplined. Below are three common traps that even experienced communicators can fall into, and how to avoid them.
1) Repeating Negative Language
Journalists often ask questions that frame an issue in the most provocative terms possible. “Wasn’t your project delayed because of poor planning?” “Are you admitting there was a lapse in safety protocols?” It’s natural to want to deny the premise. But repeating their negative language—even to refute it—puts damaging phrases into your own mouth, and into the journalist’s notebook.
Never repeat the negative. Reframe it. If asked about a “lapse in safety,” don’t say “there was no lapse in safety.” Instead, respond with: “On the contrary, we have rigorous safety protocols in place, and we’ve taken further steps to strengthen them.”
Journalists can’t quote what you don’t say. Give them accurate, affirmative language rooted in your messaging.
2) Filling the Silence
Many spokespeople are uncomfortable with silence and rush to fill it—often by going off-script. Skilled reporters will sometimes stay silent after a response just to see if the spokesperson keeps talking. That extra comment, anecdote, or clarification often becomes the quote.
Once you’ve made your point, stop. Silence is not your enemy—it’s your power. If the journalist doesn’t immediately follow up, maintain composure and ask, “Would you like me to expand on any part of that?” Staying on message means knowing when to stop as well as when to speak.
3) Answering Beyond Your Scope
Not every spokesperson is a technical expert – and they don’t need to be. The danger lies in feeling pressure to answer every question, especially on technical, legal, or operational specifics. Or just something outside the agree-upon scope of the interview. This is where good intentions can become misinformation.
Stay in your lane. If a journalist asks something beyond your scope, pivot professionally: “That’s a great question, and I want to make sure you get the most accurate information. I’ll connect you with someone who can walk you through the details.”
Credibility is built through accuracy, not improvisation.
4) Failing to Anchor to Key Messages
Even experienced spokespeople walk into interviews thinking it’s enough to “answer the questions.” But interviews aren’t pop quizzes. They’re an opportunity to drive a message. If you respond reactively, you surrender the narrative.
Before any interview, have 2–3 core messages you must land – regardless of the questions. Use steering phrases like:
- “What’s important to understand is…”
- “Let me put that in context…”
- “While that’s one perspective, what we’ve seen is…”
And pivot to the things you need to talk about. If you don’t take the initiative to land your key messages, another narrative will be the lead.
Strong media performance isn’t about charisma – it’s about control. The most effective spokespeople know their messages, anticipate the traps, and speak with intention. Whether you’re on the record, or just on background, avoiding these common pitfalls can mean the difference between a clean headline and an unwelcome surprise.
If you’re preparing for an interview or need a refresher on media best practices, StrategyCorp offers tailored training for executives, board members, and public-facing professionals. Let us help you get your message right – before the cameras roll.