Ask any journalist about interviews that were memorable for all the wrong reasons and they’ll probably mention guests who were underprepared, or who got into a muddle after contradicting themselves. Small mistakes slide under the radar, but luck runs out when they’re glaringly obvious. Take Peter Ward, the former Chairman of the British Dental Association, whose interview about mercury fillings was so laughably toe‑curling it made Jeremy Paxman’s grilling of ex-Home Secretary Michael Howard look civilised.
For those who haven’t seen it, here’s a summary. Ward was supposed to calm public fears about the use of mercury in dental fillings, but lost his way when faced with research which suggested the concerns were justified. Rather than pointing to the treatment’s successes, he accused the reporter of tricking him – despite being given the questions in advance – offered vague, contradictory or monosyllabic responses, and even waved his hands in front of the camera to stop the filming. Comedy gold? Yes. PR disaster? One‑hundred percent, which is why Ward’s interview is now used in media‑training.
A botched interview might make good radio or TV, but journalists want answers – and as the interviewee, it’s your job to deliver them. These 7 basic rules will show you how to do it.
Know the Journalist’s Agenda
Most people assume journalists want to “trip – up” interviewees and while that may be true for some it’s not true for all. Interviewers want clarity, honesty, or even revelations from their guests – not waffle and evasion. There’s nothing more irritating than trying to get an answer to a simple question because the guest either can’t or won’t deliver.
Every conversation has a purpose and as the interviewee your role is to ensure that anyone listening or watching can walk away with a better understanding of your message. That means knowing what the journalist wants, assessing the questions (a luxury if you get them beforehand), and feeling sufficiently confident to know how much information you can give or – hold back.
Speak in Headlines, Not Paragraphs
One of the golden rules of journalism is to capture the story in the opening lines of a paragraph – the background stuff comes later. It’s the same for speech. When answering a question, the opening statement should include the key point you’re trying to make, giving the interviewer a natural follow-up. Answering questions this way gives you a measure of control over the interview’s potential direction.
Don’t bury your message in verbosity and endless sentences otherwise it’ll end up on the cutting-room floor. To avoid that make sure your speech is tight (more on that later) and – while you’re at it – throw in a line that’s quotable and works as a standalone. In newsrooms, they’re the equivalent of gold dust.
Answer the Question – Then Stop Talking
Ever fallen asleep during a rambling response to a question that could have been answered in 30 seconds? If you have, you’re not alone. When I was a young radio journalist (in the days when everything was recorded on reels), I was unlucky enough to interview an artist about his inspiration for a carnival float design. It took three reels to get the answer!
It’s not good being known as an interviewee who talks forever and misses the point of a question. Programme producers aren’t likely to invite you onto their shows and that’s unhelpful if you’re trying to get out a message. The trick is to speak concisely, as it signals authority and confidence. It’s an acquired skill that takes practice and patience, but once you’ve cracked it there’s no looking back.
People will listen when you speak concisely and – another bonus – journalists are more likely to “clip” your words into neat sound bites.
Don’t Fight the Facts — Reframe Them
It’s human nature to fight back when under attack but in some situations it might not work. Some interviewees go into “strike back mode” when they’re challenged and – as Peter Ward discovered – it can backfire. As he was already aware of the new research he should have pushed back with a strong, counter argument, but instead he melted down.
In those circumstances the first rule of thumb is not to panic. Acknowledge the research, contextualise it, and pivot the conversation to facts that can be comfortably defended. Sir David Attenborough does this brilliantly. When the world-renowned TV presenter and conservationist is challenged about climate change or accused of being alarmist, he neither panics or acts defensively. Instead, he calmly acknowledges the concern (lowering the debating temperature in the process), gently reframes the premise, “…but the scientific consensus is clear”, before pivoting the conversation to solid ground “…the real issue here is…”. Compare Attenborough’s elegant approach to Ward’s, who became a laughing stock.
Audiences are more likely to trust the word of an interviewee who’s clear, calm, and assured rather than one who’s defensive.
Drop the Jargon and Speak Human
Does this make sense to you?
“Following a comprehensive cross‑sector review, the Department confirmed that the proposed operational realignment will be implemented in a phased capacity to ensure continuity of service delivery. Stakeholder engagement has highlighted the need for enhanced cross‑functional integration, with particular emphasis on optimising legacy infrastructure to support future‑proof scalability. The Minister reiterated that the initiative represents a strategic pivot designed to leverage existing synergies while mitigating downstream risk.”
Here’s what it means:
“We’re changing how the department works, and we’ll do it gradually so services aren’t disrupted. People we spoke to said different teams need to work together better, especially because our older systems need updating. The Minister said this change is meant to make the organisation run more smoothly and avoid problems later.”
There’s nothing more irritating than a jargon riddled statement that only the person who wrote it understands. Press releases are notorious for this but verbal jargon is just as bad. Once, when I was a radio reporter, I had to restart an interview four times because the guest spoke more jargon than plain English. If nobody can understand what you’re saying there’s a fair chance the audience won’t either. If you don’t want them to mentally switch off, then keep your speech simple and jargon free that way you’ll sound more credible.
Tell Stories, Not Sales Pitches
We all love a good story especially if it’s about beating the odds to succeed. Human interest stories will always pull the heart strings unlike ones that are nothing more than shameless spin. Audiences hate being manipulated like that and who can blame them? One of the reasons the public has a deep dislike of politicians is because they sound inauthentic, which is why they’re often compared to smooth-talking double-glazing salesmen. Speakers are more likely to be listened to – and respected – if they talk straight from the heart.
After the murder of her son in 1993, Baroness Doreen Lawrence became a passionate and effective anti-racism campaigner. She speaks with a clarity that frames her experience in the current landscape, allowing her to move discussions into areas where policy changes might be necessary. Baroness Lawrence is neither rehearsed nor PR-managed. Her truth comes from a place of honesty and the position of someone who understands the unbearable weight of suffering, which is why we can’t help but listen to her.
The bottom line is that authenticity is more persuasive than perfection. Remember, you’re telling a story not selling a product or service.
Be Yourself — But the Edited Version
Regardless of whether you’re being interviewed for radio or television, it pays to be yourself. No-one’s expecting you to be more-slick than James Bond, you just need to be intentional. Remember why you’ve agreed to give an interview and make sure you adopt the right tone, give tight, steady answers and that your reactions are measured. If an interviewer tries to get under your skin to provoke a reaction, stay calm and push back using your knowledge of the subject to take control of the conversation.
A good interviewee is one who can make a discussion so naturally compelling, that it feels as if they’re speaking to individual audience members.
In Conclusion
Broadcast interviews can feel daunting, which is hardly surprising since they’re conversations with higher- than- average stakes. But when you strip away the lights, the microphone, and the pressure all that matters is your ability to communicate with honesty, clarity, and intent. The seven rules aren’t tricks – they’re habits that will help you show the most grounded version of yourself while earning the trust of both journalists and audiences.
