Media training checklist: how to sound prepared, not rehearsed
As you’re reading this, we’ll go on and assume you’ve already got some media interest. Congratulations! Now’s the perfect time to ask yourself whether you’re actually ready to talk to journalists.
Kirjoittanut
Samuli Stelander
20.10.2025
Media interviews aren’t presentations or TED talks. They’re short, focused, and unpredictable. Even experienced professionals can lose their message with one vague answer or one offhand remark that shifts the tone entirely.
Here’s a checklist to help you stay calm, credible, and clear. Whether you’re a CEO, specialist, or communications lead, these are the basics that keep your story on track.
1. Know the story you’re telling
You’re not selling, you’re informing.
Journalists want to understand why your work matters, not just what you do. Start from the problem you’re solving, the change you’re driving, or the broader trend behind it. Then explain your role in that story. That’s what makes the interview worth reading.
2. Have three key messages
You can’t control the questions, but you can decide what you want people to remember.
Keep it to three main points and weave them naturally into your answers. The goal is clarity, not quantity. People remember clear, focused messages far better than long lists of details.
3. Anticipate the tricky stuff
Every interview has questions you’d rather not get.
Expect topics like financials, competition, or internal challenges. Decide in advance what’s public and what isn’t. Align internally on how to handle sensitive areas so that the message stays consistent. Surprises rarely end well.
4. Rehearse like you mean it
Say your key points out loud. You’ll hear what doesn’t sound right or natural.
The goal isn’t to memorise lines but to sound confident and conversational. Keep your language simple and natural. Replace filler words with short pauses, as they make you sound more thoughtful and in control.
5. Watch how you sound and look
If the interview is on Zoom, treat it like an in-person one.
Keep your camera at eye level, use good lighting, and avoid distractions in the background. Notes are fine for structure, but don’t read them word for word. The best spokespeople come across as prepared yet natural.
6. Follow up and reflect
Once the interview wraps up, follow up briefly. Thank the journalist, offer to clarify details if needed, and make sure they have what they need to finalise the story.
Afterwards, take a few minutes to review how it went. Note what felt strong, what didn’t, and what you might do differently next time. Every interview is an opportunity to learn for the next one.
The takeaway
Good interviews don’t happen by chance. They happen because you’ve done the work: you know your story, you’ve prepared your answers, and you stay calm when the questions get tricky.
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Introduction
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Conclusion
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Kirjoittanut
Samuli Stelander
PR & Comms
Samuli tukee Bamlan teknologia-alan asiakkaita päivittäisessä mediaviestinnässä ja sisältöjen kirjoittamisessa.
samuli@bamla.agency
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