What to Say When the Media Calls

Getting Ready Before the Phone Rings

When a reporter calls, the first instinct that jumps up in most business owners is the same one that appears at the thought of standing in front of a camera or a microphone: fear. That fear usually stems from the idea that the interview will become a live or taped broadcast, a feature in a glossy magazine, or a segment on a morning show. In a recent small‑business conference held in Paris, the question on everyone’s mind was simple: “What do you say when the media calls?” The answer is almost as simple as the first rule of survival in any emergency: be prepared. The preparation process is not a series of random tasks but a well‑defined routine that turns the unknown into a known, giving you control over the narrative. Below is a step‑by‑step guide that covers everything you need to know before that phone call lands on your line.

Clarify the purpose. Ask the reporter to spell out the story angle. Is the piece about a new product, a business milestone, or a community initiative? Knowing the angle lets you tailor your answers and ensures that the story stays on point. If the angle is unclear, request clarification immediately. It’s better to spend a minute on the phone than to answer a question that drifts from the original intent.

Identify the medium. Media outlets differ in tone, format, and audience. Is the interview for a local radio show, a national television network, a print publication, or an online blog? The medium dictates the pacing, the level of detail you can give, and how you should frame your statements. For example, a radio interview relies heavily on vocal inflection, whereas a print interview will be read after the fact and therefore demands crisp, unambiguous sentences.

Pin down logistics. Find out the date, time, and location of the interview. Will it be a quick call, a series of questions, or a full‑length feature? Knowing the timeline also lets you plan the appropriate preparation time and coordinate with other stakeholders who might need to weigh in. Confirm whether you’ll need to travel, provide visual aids, or record the conversation for later editing.

Know the deadline. Every piece of journalism has a deadline that often precedes the publication date by days or even weeks. Ask when the reporter needs the final interview. This will help you schedule follow‑up questions, research, or fact‑checking sessions. If the deadline is tight, request a buffer so that you can deliver quality content rather than rushed answers.

Study the reporter. A quick Google search or a look at the outlet’s website often reveals past stories written by the journalist. Pay attention to tone, style, and the types of questions they favor. If the reporter writes a lot of human‑interest pieces, they’ll likely ask about your personal journey. If they cover industry news, they’ll focus on data and market trends. Understanding their style means you can anticipate the questions and tailor your responses accordingly.

Draft talking points. A talking point is not a script but a concise statement that you want to make at least once. For each point, include the main idea, supporting facts, and a short story or anecdote that illustrates it. Example: “Our new app reduced onboarding time by 40 percent, saving customers an average of two hours per week.” Keep each point to a sentence or two. These are the anchors that keep you on track and allow you to shift smoothly between topics.

Anticipate common questions. Once you know the angle and the medium, you can predict the lines of inquiry. Common questions include: Why did you start this business? What makes your product different? What challenges did you face? What’s next? Draft truthful answers that stay within the boundaries of your talking points but remain flexible enough to adapt to follow‑ups.

Stay mindful of what you say. Every word you speak can become part of the story, whether it’s quoted verbatim or paraphrased. This rule applies even to jokes or off‑hand comments. If a remark could be misinterpreted, it is safer to hold back. It is better to be precise than to leave room for ambiguity that might later be taken out of context.

Avoid speculation. Speaking in hypotheticals invites the reporter to ask “What if?” and can quickly derail the conversation. Stick to facts, data, and proven outcomes. If a question goes beyond your knowledge, say “I don’t have that data right now, but I can find it and get back to you” instead of spinning a narrative that may not be accurate.

Admit uncertainty. The most professional interviewees are honest about what they do not know. Admitting a lack of information demonstrates credibility. Then follow through: send the missing data, arrange a callback, or offer a follow‑up interview. The key is to turn uncertainty into action.

Keep language simple. Avoid industry jargon or acronyms unless you are sure the audience will understand them. Even if the reporter is from a niche publication, the wider public might read the piece. Use clear, everyday language to describe processes, benefits, or data. This approach broadens the appeal of your story and reduces the risk of misinterpretation.

Take notes. During the call, jot down the questions, the reporter’s reactions, and any new ideas that arise. These notes will be valuable when you send a summary or a written version of the interview. They also help you remember what you promised to follow up on and avoid forgetting details.

Ask your own questions. An interview is a two‑way conversation. Asking about the audience, the outlet’s objectives, or how you can help tailor the story shows professionalism and helps you steer the narrative. It also gives you a chance to learn more about how your story will be received.

Offer availability for follow‑up. Conclude the call by confirming how the reporter will reach you - by phone, email, or messaging app - and when they’ll need additional information. This reassurance builds trust and demonstrates your willingness to collaborate.

End on gratitude. Thank the reporter for choosing you as a source. A simple “Thank you for the opportunity; I appreciate it” leaves a positive impression and sets the tone for a productive relationship.

By following these steps, you transform the nervous anticipation of a media call into a confident dialogue that highlights your strengths and keeps your brand narrative in your hands.

Delivering Your Message When the Interview Begins

Once the call connects, the real test starts. The first few seconds are crucial because they set the tone for the entire conversation. A calm voice, a steady breathing rhythm, and a friendly smile - described by reporters as “warm” and “authoritative” - can immediately signal competence. Start by repeating the reporter’s name and the outlet’s name to show you’re listening and that you value their time. A small, authentic touch that humanizes the exchange.

Body language remains silent while you speak; it still speaks volumes. Even in a phone interview, how you hold yourself - upright shoulders, relaxed jaw - translates into a more confident tone. When you pause to think, let the silence be deliberate; it signals that you are considering the question thoughtfully. If the reporter is on a live call, keep the pacing moderate; rush can lead to errors while slowness can make the interview feel stale.

Use your talking points as anchors but let the conversation flow naturally. The key is to weave each point into the dialogue, not to read from a list. For example, if a reporter asks why you chose the current location for your headquarters, you might say, “We wanted a place that reflects our commitment to community and sustainability, and this city gives us both access to local talent and the cultural vibrancy we value.” Notice how the point is embedded in a narrative rather than a bullet.

Responding to questions with the “5‑W” formula - who, what, when, where, why - provides structure without sounding rehearsed. If a question is vague, paraphrase it back to the reporter before answering: “You’re asking whether we anticipate market growth in the next year, correct?” This confirms understanding and buys you a moment to shape your response.

When dealing with tough or technical questions, avoid jargon and back up your claims with data or anecdotes. A simple example: “We saw a 15% increase in customer satisfaction after launching the new dashboard, and our support tickets dropped by 25%.” Numbers give weight to the story and prevent speculation.

Handling misdirected or difficult questions requires tact. If the question veers off track, redirect it politely. For instance, “That’s an interesting point. While I don’t have that data now, I can look into it and get back to you.” This keeps the conversation on your terms while preserving credibility. If the reporter pushes back or insists, stay calm and stay true to your prepared facts. Avoid getting defensive; a confident, composed demeanor often earns more respect than a heated rebuttal.

In a live interview, the audience might react in real time. Keep your answers concise, ideally under 30–45 seconds, while still covering the main point. If a story needs depth, ask the reporter if you can expand in a follow‑up email or a written statement. This approach gives you control over detail and prevents the interview from going off on tangents.

Use storytelling where appropriate. Human readers remember stories more than statistics. When the opportunity arises, sprinkle a quick anecdote to illustrate a point: “When our founder met a local farmer, he realized that traditional irrigation was wasteful. That conversation sparked the design of our water‑saving system.” Stories add personality and make the interview memorable.

Mind the emotional rhythm of the interview. If the reporter seems excited, match that energy. If they appear calm or methodical, maintain a steady pace. Adapting to the reporter’s mood keeps the dialogue engaging and ensures that you don't appear robotic or rehearsed.

Remember to ask for confirmation or clarification. If you’re unsure whether the reporter wants a full answer or just a quick comment, ask: “Would you like a brief overview, or should I dive deeper?” This small courtesy demonstrates professionalism and respects the reporter’s time.

When the interview concludes, thank the reporter again and confirm the next steps: “I’ll send you a summary of our discussion, and I’ll reach out by Friday with the data you requested.” By reiterating what will happen, you keep the relationship open and give the reporter confidence that you will deliver.

In many cases, the interview may lead to future opportunities. A single well‑handled conversation can open the door to more features, speaking engagements, or partnerships. So treat every call as a chance to showcase not only your business but your personal brand as a credible, approachable, and insightful leader.

Approaching a media interview with preparation, confidence, and respect turns a potentially stressful moment into a strategic communication win. By following these principles, you can ensure that your story is told accurately, your brand message is amplified, and your reputation is strengthened.

Carolyn Davenport‑Moncel is the president and founder of Mondave Communications, a global marketing and communications firm headquartered in Chicago and Paris, and a subsidiary of MotionTemps, LLC. For media inquiries, contact her at carolyn@motiontemps.com or call the United States office at 877‑815‑0167 or the French office at +33‑1‑499‑7‑9059.