Many executives believe they’re being helpful by offering lengthy, detailed answers during media interviews. They think they’re providing maximum value, demonstrating their expertise, and being polite to the journalist.
But here’s the truth: what journalists actually want is clarity, not quantity.
The Mindset Shift Spokespeople Need
A tight, disciplined answer serves everyone better. It helps the journalist understand the story quickly, demonstrates confidence, keeps the interview moving, and — crucially — keeps your spokesperson in control of the message.
Long answers hand narrative control to the journalist, who’ll extract whatever fits their angle. Short answers keep control firmly with the spokesperson.
What to Tell Your Spokespeople
If you’re preparing someone for an interview, try this simple reframe:
“They probably won’t take in absolutely everything — just tell them the thing that matters.”
It’s remarkably liberating for executives. It stops them trying to impress through volume and leads to far stronger coverage. As a bonus, it makes the journalist’s life easier too.
This Is What Media Training Fixes
We spend considerable time showing spokespeople how to give shorter, sharper, more useful answers — without sounding curt or evasive. It’s one of the fastest improvements organisations notice after training.
If your spokespeople tend to over-answer, wander off-topic, or bury their strongest point under layers of context, this is absolutely coachable. The transformation is rapid.
If you’d like your next interview to be cleaner, clearer and far more journalist-friendly, get in touch at Guy@Clapperton.co.uk.
