Handling media interviews like an expert

Chris was nervous. He was getting ready for his first, long-form podcast interview. His job was simple: Promote his company and explain the value of working with financial advisors.

Chris could tell his own story well enough. He knew his clients and how he added value. He had the talking points down.

What if his interviewer tried to corner him with “gotcha” questions though? What if Chris said something he didn’t mean? In a world of viral clips, where your worst moment can live forever online, he imagined a minefield of mistakes.

Whether you’re prepping for a pitch or media appearance, here’s how to stay sharp and likeable under pressure.

Lesson 1: Know your North Star

Take command of the interview’s rhythm from the start. Know your North Star, which is your core value or guiding principle. If you can’t explain your stance in one sentence, you’re not ready. Rambling makes you sound unsure, even if you’re not.

When you prep for a high-stakes conversation, ask yourself: What’s the key point I need to make? Which risks am I willing to take to make it stick?

In any conversation, and especially difficult ones, clarity beats volume. You can’t filibuster your way to persuasion.

Lesson 2: Pre-emptively answer questions

Preemption is a powerful rhetorical move. Call out a tactic as it’s happening and you deflate its impact. Disarm with wit.

Furthermore, if you need to address false equivalencies — such as if the interviewer questions the value of insurance in financial planning — you can open with a disarming question and question the interviewer themselves.

Although, if you’re making what may be considered a controversial claim, expect pushback. Come armed with specific comparisons, clear reasoning and a simple answer to “Why this, not that?”

Lesson 3: Lean into insults

Embrace the insult or joke about life insurance agents, for example, and use it to prove your point. If someone’s trying to rattle you, let them reveal their own bad faith by keeping your cool.

You gain credibility by acknowledging tension and showing why your stance still holds. Don’t flinch. Own the trade-offs. If you don’t frame your story, the other person will.

The big picture

Before any interview, write down your North Star, the single message you want to leave behind. Say it early, say it clearly and say it often. This ensures that no matter where the conversation goes, your audience knows your purpose.

Remember

• Own the moment. A little humor or self-deprecation can take the sting out of a jab and win over skeptics.
• Write out the top five criticisms you could face. Practice your answers. If the host needles you or questions your motives, don’t dodge or deny. Lean in with clarity and confidence.

Here’s how this worked for Chris. He took a deep breath before the interview. When the microphone turned on and the questions started coming, Chris wasn’t perfect, but he wasn’t flustered either. He followed the rules above, and his clear, concise message stuck with the audience.

Iain Lampert is a speaker, executive communication coach and founder of Authentalk. He helps professionals, especially experts and executives, become persuasive leaders through strategic communication training so they can turn complex ideas into influential messages. To learn more, visit authentalk.org.

Visit MDRT member-exclusive content for more ideas at

• Watch “Gain clients through media exposure”
• Read “Marketing yourself as the expert”