Interviews are not conversations. You need to know exactly what you want to communicate to the reporter and hence, to the readers/listeners. To make sure you stay on point, decide what the three key messages are that you want to get across. Keep each short—about 30 words—and simple. Maximize your “quote-ability” with complete, impactful sentences, and don’t use workplace jargon or industry-speak.

For example, your company is announcing new software that will help customers save time and money. Three key points that you want communicated are: 1) new technology; 2) cost-effective; and 3) “glitch-free.”

To flesh out these key messages:

  • 1. We’ve anticipated our customers’ needs and built upon our world class technological solutions to develop a unique software technology. Our new XYZ software is the first—and only—of its kind.
  • 2. Our new XYZ software offers a practical, cost-effective solution to help customers successfully compete. In fact, nearly one-quarter of Fortune 500 companies have already placed orders for it.
  • 3. Our new software product, with its solid R&D behind it, is technologically proven and will work just as promised.

    • Once you’ve got your key messages, support each with a few supporting facts and/or stats. If you can, cite a study result or third party validation.

    Of course, whenever you have a media interview, there is always the risk that the reporter will not understand your key points. To make sure this doesn’t happen to you, answer the reporter’s question and then transition to your key message. To make sure that the most important thing you want to communicate is underscored, use one of these simple 10 phrases:

  • “The key point is…”
  • “The bottom line is…”
  • “The one thing people need to realize…”
  • “Let me repeat that, because it’s such a critical point…”
  • “The single, most important thing is…”
  • “What is especially exciting/surprising/unexpected…”
  • “This is really important…”
  • “The takeaway for this is…”
  • “The important thing to remember is…”
  • “One trend we see…”

    • One final note: reporters frequently wrap-up interviews by asking if there’s anything you want to add. Take advantage of this opportunity to drive your key message home one last time.

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