Want to be the media’s go-to expert in your field? Do these 3 things.
Have you noticed how often the same ‘experts’ are interviewed across different media outlets?
They’re quoted in the newspaper. Then you hear them on the radio. They’re all over your social feed. And at the end of the day, there they are sharing their perspective on the evening news bulletin.
Why? Why do some people become the media’s go-to experts, while others who are just as knowledgeable are overlooked?
As a breakfast radio producer, I spent every morning chasing subject-matter experts to be interviewed at short notice. From a social housing expert responding to new homelessness figures, to a political analyst to talk us through a leadership spill.
The experts I had on speed dial weren't necessarily the most knowledgeable or most-awarded. But they did three things consistently in our interviews that kept me going back to them for comment time and again.
In this article, I explore those three simple interview skills, and how they can help you earn your reputation as a reliable and valuable interviewee.
What are the benefits of being an expert commentator in the media?
By sharing information, ideas and opinions on topical issues in the media, you gain visibility, credibility and valuable relationships with journalists. These all help you build a reputation as a respected thought leader and expert in your field.
Visibility
Speaking to the media creates powerful visibility for you as an individual, and for your business or organistion.
You can gain free exposure for a product or service. Or use media appearances to raise issues you're passionate about, or advocate for change.
And if you do a great job in one interview, you’ll be called upon again and again - not only by that journalist but by other media outlets as well. This gives you further opportunities to talk about the issues and causes that matter to you.
Credibility and Authority
By speaking to the media, you position yourself as a trusted expert in your field.
This credibility and authority can open up further opportunities to grow your profile as a guest speaker or panel member at a conference or event.
Relationship-building
Relationships with journalists are incredibly valuable. If you have an existing relationship with a reporter, it makes it much easier to approach them when you have an event or issue you want covered. They already know and trust you, so they'll be more willing to consider your story.
This might lead to your own column in a newspaper or online news site, or a talkback radio segment where you take calls on your area of expertise.
Do these 3 things to become great media talent.
The 24/7 news cycle is a relentless master, hungrily devouring stories from journalists who are expected to deliver more content, more often, with fewer resources.
Journalists have to move quickly to lock in talent and complete the story. There’s no time to waste time on a dud interview. So they have to know they can rely on the person they choose to interview.
So how do you make sure you’re the expert that journalists call when they want quality content?
Here are my top tips for becoming a sought-after interviewee.
Avoid jargon (speak like a human!)
Journalists seek out experts who make an issue or topic relatable and engaging for their audience. As an expert commentator, one of the most valuable things you can bring to a conversation is the ability to take something complex and make it easily understood.
That doesn’t mean dumbing it down. It means using language that regular people can understand. Why is Dr Karl Kruszelnicki Australia’s favourite science communicator? Because he takes complicated scientific concepts and explains them using everyday examples. With plenty of humour and enthusiasm thrown in!
In my media training sessions with clients, I ask them to imagine a dinner party. How would you talk about this issue with a friend outside your field? What examples and anecdotes might you share to help them understand your point? What relatable terms and phrases would you use instead of industry-specific jargon?
Engage in your interview in the same warm and conversational way you would a dinner party conversation. Drop the jargon, speak with passion, and remember you’re a person talking to another person.
EXPERT TIP: When speaking to a journalist - or sometimes just to a camera - you can't see the audience and it can be easy to forget who you’re actually talking to. Always keep the audience front of mind.
I interviewed thousands of experts in my 15 years with ABC radio. My favourites were those who quickly understood how to clearly communicate their ideas and opinions with my audience.
Give good soundbites
You might have heard people in broadcast media talk about the importance of a good soundbite (sometimes referred to as a ‘grab’).
These are the short (10 to 15 seconds) clips of audio taken from a longer interview that you hear included in a TV or radio news story.
The soundbite conveys the main point of the news story and is used to capture the audience’s attention. Without a succinct and powerful soundbite, a journalist’s story won’t cut through and may not be included in the bulletin.
As a result, a strong soundbite is the most important thing to deliver in your interview. If you consistently provide concise, compelling grabs for the journalist to use in their stories, they are more likely to choose you.
Remember, a good soundbite:
Makes an emotional impact
Clearly conveys the essence of your message
Is catchy/memorable
Has a point of difference
EXPERT TIP: Before your interview, identify no more than three key messages you want to convey. Then make sure you can explain each key message in around 10 seconds. Use emotive language. Avoid providing the same perspective or commentary as everyone else. And make it memorable!
Have an opinion
Nothing is more boring than a guest with nothing interesting or unique to say. Why bother? You won’t add value to a story if you have nothing powerful to add to the debate!
Sometimes it's difficult to take a clear position on an issue.
You may not have enough information to give an informed opinion. (Journalists are notorious for asking people to go live to air with only a few minutes to gather their thoughts!)
Or you may be reluctant to get involved in a contentious debate, or appear to be taking a political position.
That doesn’t necessarily mean you have to decline the interview.
Perhaps you can help the journalist take the story in a new, more interesting direction? Maybe there’s an angle the reporter has overlooked that you do have a strong opinion about?
Instead of saying "I can't comment on that", outline what you can comment on, and you may still find yourself quoted.
Ready to become an expert commentator?
Being a trusted go-to talent for journalists builds your credibility and authority as a subject-matter expert.
It can help you raise your profile and share your message with a wider audience. You also develop beneficial relationships with journalists that can help you secure coverage on an event or issue you want to promote.
But to be that trusted commentator you must know what journalists need from an interview - and deliver every time.
By avoiding jargon, conveying your points in compelling soundbites, and having a strong opinion on an issue, you can become a valuable asset to a reporter.
Keen to grow your skills as a go-to expert in the media? StoryUp provides tailored media coaching to help regionally-based experts become trusted commentators. The sessions are full of practical tips and expert insights, completely customised to you.