Preventing messaging missteps: Landing your key points with clarity and impact
That moment you catch part of a live interview that is not going so well…
Overly long and meandering answers to the host’s questions, apparent unfamiliarity with key parts of the issue at hand, and a defensive tone creeping in as the hot-topic interview stretches out.
It’s a stark reminder of how a high-stakes conversation - a valuable opportunity to make key points, provide balance or share an update - can very quickly slip away.
The good news is there are key ways to prevent messaging missteps, and help ensure your key points land with clarity - even when the pressure is high:
Pin down your key points - and stick to them
Before heading into the studio, picking up the phone to the producer or stepping in front of the TV camera, equip yourself with three to five key points - the takeaways you really need to convey during the interview.
Utilise your key points as your anchor, bringing the discussion back to these core reference points whenever relevant to do so.
Know when to pause
It’s easy to keep talking, particularly when nerves strike. But part of being an effective communicator is knowing how to answer the question and make your key point clearly, and then stop.
This gives your message room to breathe, helps ensure your point lands neatly, and prevents you from potentially rambling off topic.
It’s ok not to know the answers (sometimes)
Remember, the interviewer can ask a wide range of questions while you are in the hot seat - that’s their job - but it’s ok if you don’t have all of the answers at your fingertips, particularly during breaking news or when a new development is introduced live on air.
If you don’t have all the details, acknowledge the question, note that you will revert with an update, and ensure you (or your comms team) follow up.
Keep your cool to deliver your message with confidence
Treat probing questions as you would any other question: calmly, succinctly and equipped with the key facts. Composed and steady responses are the key to building trust, and also to preventing potential escalation.
Nerves creeping in? That’s absolutely normal. Take a breath before speaking, keep your pace steady, and avoid rushing to fill the silence.
Media training: It’s not a case of ‘set and forget’
These tips can apply for most external speaking engagements - whether it’s a media appearance or a panel session at a conference, particularly if there’s an audience Q&A component with plenty of potentially curly questions in the mix.
Regular practice in low-stakes environments can help ensure that when a high-stakes interview hits, your preparation takes over - helping you land your key messages with clarity, authority and influence.
How WordLab can help:
Trying to pin down your key points? WordLab distills complex issues into tight takeaways, equipping you with key messaging and Q&A packs that anticipate likely issues and angles.
External engagement approaching fast? WordLab provides practical refresher training for experienced spokespeople, as well as starter sessions for those just entering the fray.
Reach out to WordLab to find out how we can sharpen your messaging toolkit or tailor an external engagement training session to you or your organisation.
