The document outlines 7 steps to successful media interviews: 1. Look the part by dressing appropriately for the situation and avoiding visual distractions. 2. Be brief since people have short attention spans and may be distracted. Keep answers concise. 3. Be simple by avoiding jargon and making explanations easy to understand for general audiences. 4. Avoid numbers when possible as they are difficult to understand when spoken. Use few simple statistics. 5. Be easy to edit by crafting short, pithy summaries, or soundbites, that are easy for journalists to select clips from. 6. Be relevant by relating topics to how they affect the audience's lives to engage their attention.

1. successful
7 steps
interviews
to
media

2. Step 1
Look the part

3. How you look is more
important than what you
say.
LOOK THE PART

4. People get 70% of their
information visually, not
verbally
LOOK THE PART

5. Dress appropriately for the
situation – smart or casual
Avoid distractions:
• Messy hair
• Loud ties or blouses
• Dangling earrings
LOOK THE PART

6. Step 2
Be brief

7. People have very short
attention spans.
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Be brief

8. They are probably only half
watching you.
87% of people use their
phones while watching TV
Be brief

9. Keep your answers short
Be brief

10. Step 3
Be simple

11. be simple
People have little knowledge of
your specialist subject

12. Avoid jargon, acronyms
and initials
be simple

13. Step 4
Avoid numbers

14. Numbers stated verbally are
hard to understand
Avoid numbers

15. Use few statistics
Make them as simple as
you can
Avoid numbers

16. Step 5
Be easy to edit

17. Even live interviews will be
edited to make clips for later
news bulletins
Whatever you say will be edited
before most people see or hear it
Be easy to edit

18. In the US it is seven seconds
The usual length of a soundbite
on UK TV or radio is 30 seconds
Be easy to edit

19. Craft your own soundbites:
pithy summaries of your
position
Use these appropriately in
your answers
Help the journalist choose
which clips to use
Be easy to edit

20. Step 6
Be relevant

21. People listen more
closely to things
relating to their own
lives
Be relevant

22. Evolution has hardwired
us to give more attention
to matters affecting
ourselves, our family and
broader ‘tribe’
Be relevant

23. Take the trouble to
explain why it affects
them
Relate your issue to
people’s everyday lives
Be relevant

24. Step 7
Be likeable

25. be likeable
People listen more to
people they like

26. Express understanding
and concern
Be empathetic
Don’t be hostile or
defensive
be likeable

27. Cheat sheet
• Look the part
• Be brief
• Be simple
• Avoid numbers
• Be easy to edit
• Be relevant
• Be likeable

28. For professional help preparing for a media
interview, contact us.
info@thamesadvisors.com
www.thamesadvisors.com
Based London, UK