Does conducting media interviews give you anxiety? Get over it now!

In fact, one of the best ways to get a story in the news is to conduct a media appearance of some kind or offer someone to talk on the issue. Just thinking of doing an interview or conducting a press conference can be unnerving. What can possibly go wrong? Everything!  If an interviewer challenges them or they don’t know the answer to a question, they can look foolish and tarnish both their own and their company’s reputation. That is only one example and there are many. Just ask the seasoned professional. The bottom line is that you need to be prepared!  

Earning and maintaining public trust is an uphill battle these days, and the PR professional is never served well by avoiding opportunities for media appearances. The only way to gain trust these days is to be transparent. Step out there, be honest, and rather than avoiding interviews, look for reasons to conduct them!

Despite the public’s increasing level of distrust for traditional forms and figures of authority, including media and the government, people still have an innate desire to seek out experts and credible sources of information. When conducting a media appearance, it is possible, to at least some extent, to mitigate the public’s mistrust of the media. How? By doing the talking yourself. Comments may be  edited, but those on the frontlines are always the best source of the story.  The key is to convey the message authoritatively and do it well.

A recent Muck Rack report showed that journalists themselves find academic subject matter experts, CEOs, and company PR people to be the most credible sources for them. Building relationships with the media and earning theirtrust and respect will open the doors to opportunities for organizational leaders to be interviewed in ways that reflect positively on themselves and on the organizations they represent. In addition to being able to connect more directly with an audience, conducting interviews and media appearances offers several other benefits that are missed if you shy away from being in the spotlight!

Media appearances offer personal connection. The interviewee can demonstrate firsthand their honesty, authenticity, confidence, and transparency – all traits that help viewers, readers, or listeners develop trust in the person, the company, and the product or service.

Appearances can be tailored to accomplish specific corporate goals. Conducting interviews can help boost employee morale, clear up  public misconceptions, demonstrate accountability to the public and/or stockholders, and help develop future business for the company.

On a more personal level, media appearances can help develop your reputation as a thinker. They help show the speaker as someone who knows what they’re talking about which can compel others to them to express ideas on their behalf.

Interviews are perfect for developing skills as a speaker or presenter. With good coaching and practice there is remarkable improvement in  diction, mannerisms while speaking, grammar, and conversation skills. Skills that benefit everyone involved.

This is not to say that one should accept every interview or appearance opportunity that presents itself. If someone contacts you to speak outside of your area of expertise or is from an outlet that has little relevance to your industry, it is perfectly acceptable – and very wise – to decline the invitation. It is also unwise to speak in front of the media after a couple of alcoholic beverages, or when taking medication that can impair sharpness and clarity in any way. In these situations, it’s probably best to sit out. Find a colleague who can fill in. It is impossible to anticipate every problem that can arise, but if there is a chance that thinking or speaking clearly may be a problem it’s best to err on the side of the caution.

With the expansion of digital media there are more outlets than ever before. This means a greater number of – and more diverse – opportunities to appear before an audience to tell a story. Prepare for these opportunities and embrace them when they arrive. The exposure for company and brand (both professional and personal), and the potential to expand the audience and build credibility is worth it.

Chris Kuban started Chemistry PR and Multimedia with a vision to effectively formulate corporate and non-profit brands across the country. He is an expert in Media Relations, Event Management and video production. Working with a team of local and national suppliers, vendors, employees, and consultants has allowed him to coordinate more than 246 national events that help deliver the ROI his clients seek. Follow him on Twitter or connect with him on LinkedIn. Chris is proud that his firm is ranked one of the Best St. Louis Public Relations Firms in the region.