How to Authentically Represent a Brand in Media Interviews?
A well-executed media interview is a multi-faceted process.
When a representative from your company speaks with the press, they will need to present themselves as poised and professional and clearly convey your brand values.
By doing this, they’ll ensure the audience understands what you do or sell, increase awareness of your brand, and hopefully boost your sales and reputation.
With all of this in mind, it’s sensible to prepare your spokesperson or people well in advance and get them comfortable with the interview process. Media training and branded workshops can help spokespeople feel comfortable partaking in interviews and ensure they know what to expect. These workshops and training courses will equip them to represent the brand successfully.
So, what are the tips and tricks to successfully promote a brand?
This article will look at some ways to represent a brand in interviews. We’ll explore how to prepare a spokesperson to achieve the best results from interviews and make the most of each press opportunity.
Key Tips to Successfully Represent Brand in Interviews
Staying focused and engaged is key to maximising your interview opportunities and successfully representing the brand. Tips to achieve this include:
- Keep on track with the conversation and answer the questions while maintaining open and engaged body language.
- Be clear on crucial messaging, limiting yourself to three essential points: tell the audience something new, use insight to back this up, and clarify what you are doing or what you would like the audience to do with a call to action.
- Stay consistent with your other marketing communications. The answers given should be on-brand with the personality and messages of other channels, such as social media and advertising.
- Be prepared for difficult questions that might throw you off-brand. Avoid using negative language in response and do your best to stay composed.
- Embody the personality of the brand. If the brand you represent targets a younger audience and aims to be fun, your answers should be vibrant, energetic, and playful.
- Bring the brand’s values to life. Whether your brand represents honesty, entrepreneurship, straightforwardness, or open-mindedness, ensure that the way you act and speak is a living representation of those values.
In addition to these pointers, you can also do more specific work to ensure your spokespeople are well prepared for interviews and comfortable promoting great PR for the brand. This may take the form of individual media training or a branded workshop, which will equip them to deliver on the points above successfully.
Individual Media Training
Ahead of broadcast interviews, it’s advisable to provide your spokespeople with media training to ensure they are well equipped for the stresses of the situation. While part of this is a primer on the interview process, it is primarily a form of communications training designed to help individuals prepare for interviews and other appearances. The techniques they learn should ensure that they stay on-brand, deliver your key messages, and act as a paragon of your brand’s identity and values.
This type of training is relevant for many situations and may extend beyond typical brand spokespeople. For instance, it may be useful for CEOs who are new to the business or media interviews. Similarly, for senior executives who feel they need a refresher course.
Media training can also be offered to other spokespeople outside of the business. For example, you have a case study, celebrity endorser, or other third-party organisation, all of which you partner with for PR activity. You will still want to ensure that the representative has one-on-one media training in these cases. This is so that they can effectively deliver the brand’s key messaging and better embody its identity and values.
In a typical media training session, the spokesperson will be provided with:
- An overview of key broadcast media.
- Insights into different programmes and presenter styles, key topics the programmes like to cover, and typical ‘watch-outs.’
- Advice and guidance on dealing with complex lines of questioning.
- Techniques to ensure positive key messaging comes through.
- Practice interviews – both TV and radio – recorded for spokespeople to watch/listen back to.
- Recorded practice interviews for playback and feedback.
- Logistics and key things to be mindful of when conducting interviews remotely, down the line, or in a studio.
A branded workshop is essentially an in-studio media training session and is often treated as a practice run. In these workshops, future spokespeople can receive real-life experience in front of a TV camera or radio microphone, ensuring on-brand delivery. Media training handlers will put together a few different questions for the spokesperson, or the client will provide pointers that they would like their speaker to be tested on.
In a good, branded workshop, trainees will be able to sit in a proper TV or radio studio, so they gain experience being questioned by the presenter face-to-face and feel familiar with the surroundings. Cameras can be used in a TV studio-style so that the spokesperson feels comfortable with the logistics of TV interviews before doing it live.
It helps to record the sessions so that the trainees can watch their practice interviews back and work through any feedback from the media trainer.
Some workshops will be offered one-to-one while others might be carried out in a group. The other benefit of these workshops is that the workshop leaders sometimes offer a pre-interview briefing call, ensuring that they are well prepared. Post-interview, they might also offer feedback in preparation for the next one, which is helpful for personal development and improvement.
A successful media interview can be incredibly valuable in delivering significant brand value. With the right training course for your spokesperson, you can ensure they are fully prepped and ready for whatever the interviewer might throw at them.
If you need help supporting your spokesperson ahead of media interviews, consider using a broadcast PR agency for professional support.