3 questions to ask before agreeing to a media interview

I’ve found people have one of two reactions when they’re asked to speak to the media -- clam up with fright or get stars in their eyes. How do you know if you should accept a media interview (even if it makes you uncomfortable), and how do you know if you should decline an interview (even if you really want publicity)?

Here are three questions to ask yourself before saying “yes” to a media interview:

1. Am I the right person for the interview? In essence, do you have the expertise to talk intelligently on the topic or should the reporter speak with someone else? I write this with caution because some experts – even if it’s their field of study for decades – have such great imposter syndrome that they don’t believe they are worthy of speaking to the media. However, if the topic at hand is completely outside your expertise, it’s best to defer. Put the reporter in touch with colleagues who have greater knowledge on the topic, yet don’t end your conversation with the reporter without communicating your areas of expertise. That way the reporter will keep your name in mind when those topics are in the news.

2. Do I have time to prepare? Reporters can have incredibly short deadlines, and the digital age doesn’t help. Know how much time you’ll need to prepare before a media interview. Will you need time to create talking points or research the latest scientific studies? Don’t walk into an interview unprepared, but also be realistic. Understand that most – but not all – TV interviews air the same day, and the newspaper or magazine reporter may have a quick digital deadline. Ask the reporter if you can talk in 30 minutes or an hour, if that’s enough time for you. If there’s push back, state that you want to make sure the information you share is most up-to-date. Most reporters are reasonable but remember that news is only news if it’s “new.” See if you can find a win-win situation with the reporter.

3. Can I trust this media outlet and reporter? Levels of trust with the media can vary from person to person. While there are no guarantees with any media interview, use discretion when receiving interview requests from media outlets and reporters that are known to have a strong bias, or issues with accuracy or credibility. While no media outlet is perfect, know that you do have the right to decline an interview. Always use that right with discretion. A reputation of turning down media interviews will result in reporters choosing other sources.

Need some help preparing for a media interview – or landing one in the first place? Find out how you can get a PR expert in your corner.

Hi, I'm Allison Sit, TV reporter turned PR consultant. I help motivated small business owners gain visibility and media exposure for their companies.

Follow me on Instagram at @allisonsitpr.