When it comes to media interviews, even seasoned professionals can stumble under pressure. One poorly worded sentence or nervous slip can overshadow your key message and shape headlines for all the wrong reasons. The good news?
Most of these mistakes are avoidable with the right preparation. Professional media training services are highly recommended if you need to polish up your interview skills.
Here are seven of the most common interview pitfalls, and how to avoid them.
Saying “No Comment”
It’s one of the most infamous phrases in media relations, and one of the most damaging. Saying “no comment” gives the impression of guilt, secrecy, or avoidance, even when you’re simply not ready to respond.
Avoid it: Instead, use bridging language that redirects the conversation. Try, “I can’t go into that detail right now, but what I can tell you is…” this keeps the dialogue open while maintaining control of your message.
Winging It Without Preparation
Confidence is valuable, but overconfidence is costly. Walking into an interview without anticipating questions can leave you scrambling for words or accidentally revealing too much.
Avoid it: Always prepare three key points you want the audience to remember. Rehearse your talking points and review likely questions, including the tough ones. Preparation isn’t just about memorising answers, it’s about being able to pivot gracefully when caught off guard.
Overloading on Jargon
Industry buzzwords might sound professional in meetings, but they alienate general audiences. Terms like “synergise operational efficiencies” or “leverage vertical integration” make you sound detached, not knowledgeable.
Avoid it: Translate complex ideas into clear, conversational language. Think of explaining your message to a curious friend, not a technical peer. Simplicity equals accessibility, and accessibility builds trust.
Talking Too Much (and Saying Too Little)
Many executives fall into the trap of rambling, hoping that more words equal more authority. In reality, it often dilutes your message and gives journalists more opportunities to take quotes out of context.
Avoid it: Keep your answers short, around 20-30 seconds each, and finish with a clear point. Pauses are powerful. Silence gives your audience time to absorb your words and makes you sound calm and confident.
Getting Defensive
Tough questions are part of the media landscape. Responding emotionally or defensively can make a small issue look like a scandal.
Avoid it: Maintain composure and empathy. Acknowledge the concern behind the question, then bring the focus back to facts or action. For example: “That’s a fair question. What we’ve done to address that is…”. Staying steady under pressure demonstrates professionalism and leadership.
Ignoring Non-Verbal Cues
Your words matter, but your body language speaks louder. Crossed arms, shifting eyes, or a stiff posture can make you seem nervous or insincere. Even if your words are perfect.
Avoid it: Practise open, relaxed posture and maintain steady eye contact. Smile naturally and use hand gestures to emphasize key points. In televised interviews, your body language often becomes the headline, so make sure it aligns with your message.
Forgetting the Audience
The biggest sin of all is focusing on the journalist instead of the audience. Remember: the goal isn’t to impress the interviewer, it’s to connect with the people watching, reading, or listening.
Avoid it: Speak with clarity, authenticity, and relevance. What’s in it for them? Why should they care? The best communicators always tie their answers back to audience impact and value.
The Bottom Line
Mastering media interviews isn’t about being perfect, it’s about being prepared, purposeful, and relatable. Avoiding these seven pitfalls allows you to deliver your message with confidence and credibility, no matter how challenging the questions get.
With the right preparation and professional media training programs, any spokesperson can transform interviews into opportunities for genuine connection and positive exposure. Media Success helps executives master the art of media communication; staying calm, composed, and in control every time the camera rolls.
