Ifg you’re in public relations you’ll be well aware that media interviews are a critical component of shaping a client’s public image and conveying key messages. Many PR companies engage media training specialists—like our team—to prepare their spokespeople for live interviews with journalists. The common concern? Fear of “winging it”—the worry that their CEO or key executive will stumble, ramble, or be caught unprepared on camera or microphone.
However, while poor preparation is definitely a problem, there’s a nuanced challenge that often goes unnoticed: overpreparation. Some executives are so accustomed to meticulously rehearsed responses and detailed briefs that they end up delivering their messages with robotic precision. This leads to an interview that feels less like a genuine conversation and more like a memorised monologue.
The Pitfalls of Overpreparedness
Colleagues in the public relations industry often come across this issue. An executive might know every key point inside out but struggles to vary their script. They have done no preparation for someone asking something not in their playbook. So when an unexpected question arises, they stumble or retreat into delivering their rehearsed lines, failing to engage authentically with the journalist or audience. This over-reliance on scripting can undermine credibility and diminish the impact of even the most compelling messages.
A Cautionary Tale – this spokesperson had done his preparation but…
To illustrate this, we recall a particularly extreme example from a media assignment our lead trainer Guy undertook. He was invited to interview a government minister in Portugal. Leading up to the interview, Ihehad met one of his colleagues—a personable and approachable individual who was straightforward without being overbearing. He was genuinely looking forward to the meeting.
When the official entered the room, he was flanked by soldiers—nothing threatening, but a striking visual. He took his seat between two flags, and then, quite unexpectedly, opened a folder and launched into a pre-written speech, reading aloud to me in full. His PR representative, sitting beside Guy, visibly shrank at the spectacle.
Guy attempted to ask a few questions without being rude, but the minister continued reading his script with a smile, nodding politely as if it were a conversational exchange. When he finished, he shook Guy’s hand and left. Later, his PR team admitted they were as baffled as we were about what it was all supposed to achieve. The minister’s English was excellent, so it wasn’t a matter of language barrier or discomfort.
While this was an extreme case, it underscores a key point: journalists—and in fact, any audience—are rarely satisfied with overtly scripted interviews. Even without the soldiers, a rigid delivery can come across as disingenuous or disengaged.
Mastering, Not Memorizing
At our media training sessions, we emphasise the importance of mastering your key messages rather than memorising answers. Actors, for example, spend years honing their craft to sound natural—even when reading lines—so their delivery resonates as authentic. Most of us don’t share that training, and attempting to produce a perfectly rehearsed performance during an interview can backfire.
When a client delivers a rehearsed, robotic response, journalists quickly perceive a lack of engagement. This perception ramps up the pressure, prompting them to ask more challenging, unexpected questions to test the interviewee’s spontaneity and authenticity.
The Key Takeaway
Preparation remains vital—but it should serve as a foundation for confidence, not a script to recite. A well-prepared spokesperson should be able to navigate interviews with authenticity, drawing on their knowledge and core messages, and adapting to unexpected questions with ease.
If your organization invests in media training—either through our sessions or others—you’ll find that empowering your team to speak naturally about your brand will deliver far better results than forcing them into a scripted performance. Authenticity builds trust and rapport, qualities that no rehearsed answer can truly convey.
Conclusion
Remember, the goal of a media interview is genuine communication, not performance. Preparation should enable your spokespeople to articulate their points clearly and confidently, without sounding like they’re reading from a script. Whether it’s a press conference, an interview, or a one-on-one dialogue, authenticity will always resonate more effectively than robotic recitation.
If you’re interested in helping your team master the art of authentic communication, contact us to learn more about our tailored media training programs. Let’s ensure your executives not only know what to say but also how to say it with confidence and sincerity.
