In today’s fast-paced media landscape, one interview can make a lasting impression on how investors, partners, and the market perceive your company, for better or worse. With shrinking newsrooms and fewer reporters covering more ground than ever, it’s important to be strategic and make the most out of every interview opportunity.

Whether your goal is to be featured in a national outlet or to speak with a niche trade publication, how you present yourself matters. Reporters aren’t just looking for catchy quotes; they’re looking for clarity, relevance, and real industry insight and perspective. To build lasting media relationships, it’s important to have the right mindset and approach to make the media interviews with your while. 

Here are some practical tips to help you show up prepared, confident, and ready to connect.

Know who you’re talking to

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Not all reporters are the same. A feature writer at a lifestyle magazine is looking for something totally different than a business reporter or a tech trade journalist. Before every interview, take a few minutes to understand who the reporter is, what they cover, and who their audience is. Then adjust your message accordingly. Instead of recycling the same pitch every time, highlight the parts of your story and company that will actually matter to that reporter and that outlet. It makes the conversation more relevant and way more impactful.

Answer the question

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This one’s simple, but it matters. Reporters can become frustrated when it seems an executive is ignoring their questions to push their own agenda. Start by answering what they asked, or at least acknowledging it, then transition to the points you want to make. It’s a conversation; it’s essential to have dialogue, rather than viewing the engagement as a verbal press release.

Lead with the most important point

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Don’t wait until the end of the interview to get to your big idea. Start with it. Lead with the most important thing you want them to remember, then fill in the context and background. It helps the reporter follow your train of thought and gives your message a better shot at making it into the final story.

Break it down, don’t assume they know your world

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Most reporters are covering multiple beats with limited time and resources. They’re not going to know your business or industry as well as you do, and that’s okay. The best thing you can do is explain things clearly, using real examples, stories, and perhaps a few useful statistics to help paint the picture.

Be clear and present

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Speak in a way that’s easy to follow. Don’t rush or ramble. Give the reporter space to ask questions, and don’t be afraid to ask them to clarify if something isn’t clear. And if you need time to check on something, it’s completely fine to say, “Let me follow up on that.” Better to be accurate than unsure.

Build a real connection

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One of the most overlooked parts of media training? Relationship building. Reporters aren’t just a channel or portal to push your agenda through; they’re people. Take the time to read a few of their recent stories before the interview. Mention one. Ask a question. If they feel like you respect their work, they’ll be more open to yours. And remember: good interviews aren’t just about your company. Talk about trends, shifts you’re seeing in the market, or other insights that show you’re engaged in the bigger picture.

At the end of the day, media is about storytelling, and the best storytellers know how to connect, not just broadcast. So next time you sit down for an interview, remember: know your audience, be clear, be real, and treat it like the start of a relationship, not a transaction.

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