How do you prepare a CEO for a media interview?
The short answer
Pick no more than three things the CEO must say, write down the questions they hope nobody asks, and rehearse those out loud, on camera, with someone playing a tough reporter. Then watch it back, fix what didn't land and go again, so the first time they hear the hard question isn't on the record.
Eight steps
Learn the reporter and the format.
Read the reporter's last few stories. Ask what the story is about, who else they're talking to and how long it'll run. Live TV, a taped interview, print, a podcast and a press conference each reward different habits.
Pick three messages, no more.
Write each one as a sentence the CEO would actually say out loud. Back each one with a fact or a short story. Past three, they blur together.
Write the worst questions first.
Start with the one the CEO hopes won't come up. Then the opener, because a hard first question sets the tone. Who knew, and when did they know it? Why should anyone trust you now? What do you say to the people affected?
Answer, then bridge.
Answer the question that was asked, briefly and truthfully, then get back to the message. A dodge becomes the story.
Rehearse out loud, on camera.
Someone plays the reporter and pushes: follow-ups, interruptions, silence. Talking points on paper fall apart the first time someone interrupts.
Watch it back and go again.
Look for answers that ran long, filler words, jargon and the moment the face said more than the words. Fix one thing, then run the question again.
Draft the holding statement.
If the interview is about something that went wrong, have a short statement ready: what happened, what you're doing about it and when you'll say more. Your lawyer reviews it before it goes anywhere.
Debrief after.
Write down what you decided, what to fix and what to practice before the next one.
If it's a press conference
- Decide who speaks, in what order, and who ends it.
- Open with a short statement, then take questions. Say when you'll update next.
- Expect questions fast, from several reporters, sometimes over each other.
- Don't guess. "I don't know yet, and here's when we'll know" is an answer.
- Stay at the podium only as long as you planned.
Mistakes that become the clip
- "No comment." It reads like you're hiding something. Say what you can, why you can't say more and when you'll know.
- Guessing at facts you don't have yet.
- Answering a hypothetical.
- Arguing with the reporter.
- Assuming anything is off the record.
- Jargon. If your customers wouldn't say it, don't.
What media training costs
Most firms don't publish prices. A cost guide from one speakers bureau puts one-on-one executive media training at about $2,500 to $5,000 for a half day and $4,000 to $8,000 for a full day. Expect the price to move with the trainer's experience, the length of the session and whether it's recorded and played back.
Where Catalyst19 fits
That rehearsal is what a Hot Seat is. I play the reporter. You answer on camera, with your communications lead sitting in, then watch it back and go again. One session runs 60 to 90 minutes for $3,500, by video or in person at the same fee plus travel at cost. You leave with a draft holding statement for your lawyer to review and a written debrief.
Book 20 minutesQuick answers
How far ahead should a CEO prepare for a media interview?
Start when the interview is booked. One real rehearsal a few days out does more than a skim of talking points the morning of.
How many key messages should a CEO have?
Three at most. Past three, they blur together.
Should a CEO ever say no comment?
Rarely. It reads like you're hiding something. Say what you can, say why you can't say more, and say when you'll know.
What is a holding statement?
A short statement you can release before you have all the facts: what happened, what you're doing about it and when you'll say more. Have your lawyer review it first.
How much does executive media training cost?
Published guides put one-on-one training at about $2,500 to $5,000 for a half day. A Catalyst19 Hot Seat is $3,500 for a 60- to 90-minute session.
Can media training be done by video?
Yes. A Hot Seat runs by video, or in person at the same fee plus travel at cost.
Sources
- FuturistSpeakers.com, "Media Training Costs, Prices and Fees: Consulting Firm and Consultant Expenses Explained," a speakers bureau cost guide (no date shown). www.futuristsspeakers.com
