How to prepare for a media interview without sounding scripted

Search for ‘media spokesperson training’ and you’ll find advice about memorising key messages.

That’s usually where things go wrong.

Journalists aren’t listening for perfectly-delivered lines. They’re listening for clarity, composure, and real-world credibility under high-pressure conditions.

Why scripts increase interview anxiety

When you memorise sentences, you raise the stakes. If one word slips, the whole structure can wobble.

Effective media training isn’t about word-for-word recall. It’s about message-structure.

Instead of scripting answers, prepare:

• Your core message (what do you REALLY need people to know?)
• A supporting proof point and/or story (bring it to life - why should they care about your point?)
• Likely high-risk questions
• Clear decision-boundaries around what you can and can’t say

This shift from script to structure lowers cognitive load and strengthens thinking under pressure.

This is central to executive spokesperson training that actually works.

Prepare for pressure, not polished responses

Most interview-anxiety isn’t about speaking. It’s about not knowing what’s coming next.

It’s tempting to craft perfectly worded answers in advance. But the moment the question shifts slightly, that polish can fall apart.

Instead, focus on likely challenge-areas.

Ask yourself:

• Where might I be pushed?
• What parts of this topic feel high-risk?
• What would a sceptical journalist ask?

Then, for each area, identify one clear, simple fact you could use in response.

Not a script.
Not a paragraph.
A fact.

A number.
A decision.
A real-world example.

When you prepare this way, you’re strengthening your thinking, not memorising lines.

Inside Brand Champion Bootcamp, we explore this step-by-step through what I call 'The Stepping Stone Technique'. It helps you move from a difficult question to a clear, grounded response without sounding defensive or rehearsed.

If handling challenging questions is where your confidence dips, you may also find How to Handle Difficult Questions in a Presentation or Interview helpful.

Practise under real-world conditions

The most effective media training simulates scrutiny.

Inside the Spokesperson Success modules, preparation is built around real-world interview scenarios, not theoretical checklists.

Want to know more about the Brand Champion Bootcamp? Visit the Spokesperson Success page.

Preparing well isn’t about performance-polish. It’s about thinking clearly when attention shifts towards you.