By implementing these strategies, an agency can help a client portray compelling interviews that effectively communicate key messages, engage the audience and contribute to a positive brand image:

FOR SPOKEN INTERVIEWS (E.G., MEDIA INTERVIEWS, PODCASTS, VIDEO INTERVIEWS):

• Media Training: providing media training to the client, covering key aspects such as message framing, effective communication and handling challenging questions
• Message Development: collaborating with the client to develop clear and concise key messages that align with the interview’s purpose and the client’s brand
• Storytelling Techniques: coaching the client on storytelling techniques to make their narrative more engaging. Encouraging the use of anecdotes, examples and relatable experiences
• Mock Interviews: conducting mock interviews to simulate the actual interview environment. Providing constructive feedback on delivery, tone and content
• Body Language and Non-Verbal Communication: guiding the client on effective body language, eye contact and other non-verbal cues that contribute to a confident and credible presence
• Anticipate Questions: helping the client anticipate potential interview questions. Preparing responses that align with key messages and project a positive image
• Media Protocol: introducing a media protocol that outlines guidelines for interacting with journalists, respecting interview formats and handling post-interview follow-ups
• Tailored Responses: tailoring responses to suit the specific audience of the interview. Considering the level of technical detail, language and tone that resonates with the intended listeners
• Promotion of Key Messages: emphasizing the consistent promotion of key messages throughout the interview. Reinforcing the core themes that align with the client’s objectives
• Post-Interview Debrief: conducting a post-interview debrief with the client to discuss strengths, areas for improvement and insights for future interviews

FOR WRITTEN INTERVIEWS (E.G., Q&A FEATURES, ARTICLES):

• Interview Questionnaire: developing a comprehensive questionnaire for written interviews. Ensuring that questions are well-crafted to elicit insightful and engaging responses
• Message Mapping: guiding the client in mapping key messages to specific questions. This ensures that the interview responses align with the overarching communication strategy
• Story Crafting: assisting the client in crafting compelling stories or narratives that can be woven into the interview responses. Stories add a personal and relatable touch
• Clarity and Simplicity: emphasizing the importance of clarity and simplicity in written responses. Ensuring that complex concepts are communicated in an accessible manner
• Editorial Guidance: providing editorial guidance to enhance the structure, flow and coherence of written responses. Reviewing drafts for clarity, grammar and overall impact
• Incorporate Brand Voice: ensuring that the client’s brand voice is consistently reflected in written responses. Maintaining a tone that aligns with the brand’s personality
• Highlight Achievements: encouraging the client to highlight key achievements, milestones or success stories in the interview responses. This adds substance and credibility
• Authenticity: emphasizing the importance of authenticity in written interviews. Encouraging the client to share genuine insights and perspectives
• Crisis Communication Considerations: integrating crisis communication considerations, preparing the client to address challenging topics or potential sensitive issues in a diplomatic manner
• Review and Revisions: collaborating on multiple review rounds to refine and revise written responses. Ensuring that the final content aligns with the client’s vision and goals

GENERAL TIPS FOR BOTH SPOKEN AND WRITTEN INTERVIEWS:

• Audience-Centric Approach: reminding the client to adopt an audience-centric approach, considering the interests and needs of the intended audience
• Rehearsals: conducting rehearsals before the actual interview to enhance the client’s confidence and delivery
• Feedback Loop: establishing a continuous feedback loop, allowing the client to receive input and make adjustments throughout the interview preparation process
• Arrange authorization: emphasizing the importance of obtaining authorization from the client before publishing or airing any interview content. This step ensures that the client has reviewed and approved the final material, aligning with brand guidelines and legal considerations
• Multichannel Consistency: ensuring consistency in messaging across various channels, aligning spoken and written interviews with other communication efforts
• Post-Interview Engagement: guiding the client on engaging with the audience post-interview, such as through social media or follow-up communications