When the news cycle feels unpredictable, interviews can be both an opportunity and a minefield. Whether you’re leading a company through change, addressing a sensitive issue, or positioning your brand for growth, what you say, and how you say it, matters more than ever. 

At Tipping Point, we’ve helped hundreds of executives and spokespeople prepare for high-stakes media moments. Here are our top 10 tips to help you make the most of every interview, even when the environment feels uncertain. 

1. Start with a clear objective

Before you ever step in front of a camera or pick up the phone, ask: What’s the one message I need my audience to remember? Focus on that point and let everything else support it. 

2. Know your audience, not just the outlet

Understanding who you’re really speaking to helps shape tone, detail, and emotion. Remember, you’re not just answering a reporter’s question; you’re connecting with the people who matter to your brand. 

3. Keep it human

Facts and data build credibility, but stories create connection. Share examples that bring your message to life. Especially in times of uncertainty, authenticity builds trust faster than perfection. 

4. Prepare for the hard questions

Avoid surprises by planning your answers to the tough ones. Write them down, practice saying them out loud, and work with your PR team to refine phrasing that feels both honest and on-message. 

5. Control what you can

You can’t control the questions, or the headlines, but you can control your tone, pacing, and clarity. Keep responses short, avoid jargon, and use pauses to stay grounded. 

6. Don’t speculate 

If you don’t know an answer, say so and promise to follow up. Guessing or filling silence with assumptions can easily turn into a headline you didn’t intend. 

7. Rehearse in real conditions

Lights, mics, and cameras change everything. A quick practice session with a PR coach helps you feel comfortable, adjust your body language, and find your natural rhythm. 

8. Stay calm when caught off-guard

If a question takes you by surprise, take a breath before responding. Use bridging phrases like “That’s an important question, and what’s most relevant here is…” to steer back to your message. 

9. Remember: nothing is truly “off the record”

Even casual pre- and post-interview chatter can end up shaping perception. Maintain professionalism from start to finish. 

10. Follow up with gratitude and clarity

After the interview, thank the reporter and share any follow-up materials promised. This small act strengthens relationships and helps ensure your message is accurately represented. 

Why media training matters now 

In an environment where narratives shift by the hour and public trust is fragile, preparation is power. Media training isn’t just about learning to talk. It’s about learning to connect, adapt, and represent your brand’s values under pressure. 

At Tipping Point, our PR experts help leaders build confidence, control their message, and communicate with purpose when it counts most.

Ready to turn uncertainty into opportunity?

Let’s talk about a customized media training session for your team. Contact us today!