By Jordan Baker, founder of Fair Public Relations and former UK national journalist
A journalist has emailed asking whether you can speak this afternoon. They want your view on a story connected to your professional expertise. You know your subject, but you've never spoken to the press.
Do you need to prepare a speech?
Can you ask to see the questions?
What happens if you're quoted out of context — or asked something you simply can't answer?
A media interview is not an advertising presentation. The reporter may be looking for one short explanation in a larger story. They may want to understand a problem, check a claim, ask about your experience or hear a useful perspective that differs from another source.
Good preparation is about being accurate, relevant and responsive. You should know what you can speak about, have evidence to hand and be honest about your limitations. You do not need to turn every answer into a slogan.
As a former UK national journalist, I would rather speak to a genuine specialist who answers the question clearly than someone determined to repeat a marketing message. Here is a practical framework you can use before, during and after an interview.
What happens when a journalist contacts you?
An enquiry might come by email, phone, through your business or via a PR agency.
The journalist may be working to a deadline and need a quick written quote, a short telephone conversation or a longer interview.
They may ask for:
a photograph
a professional biography
evidence supporting a particular point
Your first job is to establish whether you are an appropriate source.
Read the question and consider whether you have direct knowledge, credible experience or relevant qualifications. Someone can be an excellent founder and still be unsuitable to give clinical or legal advice. You can decline a request or recommend another qualified person when the topic falls outside your expertise.
Remember that agreeing to speak does not guarantee a quote or final published article. Reporters gather more material than they can use, and the scope of a story can change during editing.
Ten questions to ask before accepting an interview
You don't need to interrogate the reporter. A concise clarification can help both of you.
1. Which publication, broadcaster or programme is this for?
2. What is the story primarily about?
3. Which aspects would you like me to explain?
4. What audience is the story intended for?
5. Is the conversation for a written story, audio, video or live broadcast?
6. What is the deadline and expected duration?
7. Will the interview be recorded?
8. Is this a request for professional expertise, a personal experience or company information?
9. Do you need supporting research, photographs or a background biography?
10. Are there any professional, confidentiality or commercial matters that need clarifying first?
The answers may help you decide whether you can contribute responsibly. A journalist might not share an exact list of questions or their final editorial angle, and you should not demand that they do.
Research the subject, not the journalist's personal life
Read the reporter's relevant recent work to understand their beat, audience and usual depth of reporting.
If the enquiry refers to a new study or announcement, find the original material. Check figures, dates, source methodology and important caveats.
Prepare a short factual note rather than a script.
Include the details you are confident about, what you have checked and which questions remain uncertain.
If the issue is developing quickly, mark the time at which information was verified.
You are not trying to discover a way to manipulate the reporter. You are making sure you understand the context and can answer useful questions accurately.
The journalist may challenge an assumption or bring in another viewpoint. That is part of independent reporting.
Prepare three talking points — not thirty slogans
A talking point should be something useful you can explain when it fits the question.
For each point, write a core fact or view, explain why it matters and prepare an example that makes it understandable.
For a fictional small-business founder asked about changing customer behaviour, the points might be:
One: What the business has actually observed, with an accurate time period and no claim that its experience represents the whole country.
Two: Why customers may be making different decisions, distinguishing evidence from the founder's interpretation.
Three: What the founder has changed in response, without suggesting their solution works for every business.
Do not use these to avoid the interviewer's actual question. If they ask something different, answer that directly. Good preparation makes you more flexible, not less.
Turn jargon into an explanation a reader can follow
A specialist can be entirely correct and still be impossible to understand. A useful answer begins with what the topic means, then adds the detail necessary to avoid distortion.
Imagine a hypothetical consultant describing “multi-variable optimisation of operational resource utilisation”.
A more useful explanation might be: “We examined where teams were spending time and found parts of the process they were repeating unnecessarily.”
If the claimed improvement has not been measured, don't attach a percentage simply to make the quotation exciting.
Use plain English, relevant examples and defined terms.
Make clear when something is a possibility rather than a prediction. Avoid presenting your company's product as the only solution to a problem unless evidence genuinely supports that claim.
A short quotation that explains a complicated issue may be more useful to a reporter than a long description of your career.
What to say when you don't know
“I don't know” is often the correct answer.
You can also say, “I would need to check the original source,” or “That is outside my specialism.”
If you can verify the information by the deadline, offer to follow up. If you cannot, don't guess.
This is particularly important with statistics, health matters, financial claims and technical questions. A confident but unsupported answer can turn into a misleading public quotation, even when it was given spontaneously.
Sometimes the reporter wants a view rather than a fact. You can provide a professional opinion while identifying it clearly as such and explaining the experience or evidence behind it.
Avoid making a sweeping prediction merely because the interview feels time-pressured.
How to handle challenging questions directly
A journalist may question your assumptions, ask about a criticism or raise evidence that doesn't fit your preferred narrative. Listen to the full question and address its substance.
A weak response might be: “Our company is passionate about innovation and we are recognised leaders in our sector.” That tells the reporter nothing if they asked about a potential product limitation.
A stronger answer would begin: “Yes, that limitation exists in the circumstances you've described. Here is what the system does and doesn't do, and this is the evidence we currently have.” Where you disagree with the question's premise, explain why calmly and supply a source.
You can correct inaccuracies and refuse to disclose confidential information.
You should not fabricate an answer, attack the interviewer or deliberately evade every difficult issue with an unrelated promotional message.
What does ‘off the record’ mean?
People use “off the record”, “on background” and “not for attribution” in different ways, and there can be significant differences between how publications and jurisdictions treat them.
Do not assume the terms automatically have the meaning you expect.
If something is sensitive, clarify the proposed conditions before discussing it.
Do not say “that was off the record” afterwards and assume the material cannot be used.
If you are subject to contractual, professional or legal confidentiality duties, a private conversation with a reporter does not automatically free you of those obligations.
The safest approach is to avoid disclosing material you are not entitled to share. Where an interview involves a sensitive investigation or legal issue, obtain the appropriate professional advice.
Written questions versus a phone conversation
Written questions allow time to review the source material, verify numbers and formulate a concise answer. They can be useful for a highly technical topic, but they also make it tempting to send lengthy promotional paragraphs that do not answer the actual question.
A phone conversation lets the journalist ask a follow-up and often reveals what explanation is most helpful. Keep the verified information to hand, speak in complete thoughts and offer to email a specific reference afterwards.
A reporter may edit for length and clarity while retaining the intended meaning.
Do not assume you can approve a published piece simply because you answered by email.
You can ask for clarification if a question is ambiguous, but the journalist controls the editorial process.
Getting ready for video, radio or television
Broadcast formats introduce practical considerations. Confirm whether the conversation is live or recorded. Check whether you're joining a video platform, going to a studio or speaking by phone.
For an online interview, test the microphone and camera, choose a quiet place, check the connection and remove distracting notifications. Frame the camera comfortably and keep essential source notes nearby without reading an obvious script.
For radio, focus on explaining the subject through words alone. An image or chart that can't be seen needs a verbal explanation. For television, concise answers, comfortable pacing and simple language matter because viewers may not have time to interpret technical details.
A live programme can move quickly; a recorded segment may use only a short extract. Neither format guarantees that everything you say will appear. Confirm any relevant professional restrictions on speaking publicly before accepting the request.
Should you practise answers?
A short rehearsal can help identify confusing phrases or unsupported assumptions.
Ask a colleague to question you as someone unfamiliar with the field. Have them challenge the evidence and request a real example.
Practise sounding natural, not memorised.
If the actual question differs, a rehearsed speech can become a distraction. Try to answer in one useful sentence first, then expand if the journalist asks.
If you become nervous, slow your pace, listen and ask for the question to be repeated. Silence for a second while you think is generally better than inventing a fact.
Prepare evidence you can actually explain
If you plan to cite a statistic, know who produced it, what it measured, its period and its limitations. Keep a link or document ready to share. Never use a percentage because you remember seeing it on social media.
For example, a hypothetical founder might say, “We had twice as many enquiries last month.”
A reporter could reasonably ask what the underlying counts were. If there were two enquiries one month and four the next, the context changes how a reader interprets that claim.
Anecdotes can illustrate experience but cannot always support a population-level conclusion. Explain whether a statement reflects your direct observations, a published source or your opinion.
What founders should avoid saying
Avoid claiming to be a “leading expert” without support; asserting that a product is perfectly safe; quoting invented customer outcomes; describing confidential clients; or implying that a particular newspaper endorses your company simply because it quoted you.
Don't pretend to know what regulators, doctors, investors or other specialists think if you lack a reliable source. Keep the claims within your actual competence.
Be careful with jokes, exaggeration or speculative statements that could be misunderstood in isolation. You can be engaging and human without turning every answer into a slogan.
If you are discussing your business's commercial interests, do not conceal relationships that materially affect the credibility of a statement.
Can you see the article before publication?
Some journalists may check a technical detail or quotation with a source; others will not share drafts. Fact checking and editorial approval are different things. A reporter is not obliged to let a company rewrite the article as a marketing document.
If you discover a factual error in information you supplied, contact the journalist promptly with the corrected source. If the finished article later includes something inaccurate, raise the specific issue respectfully and explain what evidence supports a correction.
Avoid demanding a backlink, favourable headline or publication date as a condition of being interviewed. Independent editorial decisions are what distinguish earned media from bought promotion.
A fictional six-question interview
The following example is entirely illustrative. Maya is a fictional founder of a company that helps small retailers organise inventory records.
Journalist: What are small shops struggling with?
Maya: In our own work we have noticed that some teams struggle to keep records consistent across sales channels. That is an observation from our clients, not a claim about every retailer in the country.
Journalist: Do you have evidence this is becoming more common?
Maya: Not enough to make that national claim. We can explain what we have encountered and point you toward independent sector research if that would be helpful.
Journalist: Isn't your software just another product trying to sell itself?
Maya: We are commercially interested, and I don't want to hide that. I can explain the administrative problem and how the tools work, including where people still have to check the results.
Journalist: What happens when the system makes a mistake?
Maya: Staff need to review the records. The software isn't designed to remove human responsibility, and I wouldn't claim it prevents every error.
Journalist: Would you recommend every shop buy a tool like yours?
Maya: No. It depends on their size, systems and the problem they're facing. Some businesses may be able to improve their manual process without paying for additional software.
Journalist: What do you think happens next?
Maya: I would distinguish what we know from what we expect. Businesses will continue considering automation, but whether a particular tool is useful depends on measured results and how it is implemented.
Notice the first and second answers: Maya distinguishes her own experience from independent population evidence. The third answer acknowledges a material commercial interest without avoiding the question. Those qualities can make an interview more useful than promotional certainty.
A quick checklist for the day before — or the hour before
You may have a day's notice or only a few minutes. Use the time you have.
Before: Confirm the reporter, publication, topic, deadline and interview format. Re-read the central source. Check figures and dates. Clarify your professional boundaries. Prepare three useful explanations and one real example. Ensure you can be reached promptly.
During: Listen, answer directly, explain specialist terms, qualify uncertainty and keep confidentiality in mind. Offer an evidence link if useful. Correct a mistaken premise politely. Do not guess.
After: Send promised material, make any necessary factual correction, thank the journalist and keep a record of the conversation and follow-up. Check published coverage when available and don't present a syndication copy as another independent interview.
This isn't a magic formula for coverage. It's a way to make a real opportunity more useful to the reporter and less stressful for the person contributing.
What if the enquiry arrives at very short notice?
First assess whether you really are the appropriate expert. If the question requires research you cannot complete in the available time, decline politely or offer a narrower, verified contribution.
If you can answer, prioritise three things:
accurate identification of your role
the actual question
the evidence supporting your central point
A short, reliable explanation is often preferable to an elaborate but unverified response.
A PR agency may help coordinate quick queries, clarify the requested topic and prepare an appropriate short comment where it is within the service scope. It should not invent expertise or pressure a source to give an answer outside their competence.
Turning a single interview into a reliable media relationship
If a reporter found your explanation useful, they may contact you again — but that is their decision, and no agency can guarantee it. Keep your professional biography up to date, record the subjects you are qualified to discuss and maintain accurate background information.
After an interview, reflect on which questions you answered well and where your explanations became complicated. Check whether supporting research or clearer examples would help next time.
Do not assume that being quoted once automatically makes you a recognised national expert.
The goal is to be a credible, responsive person whose knowledge is valuable to journalism.
Visibility is a possible result of that work, not a substitute for genuine expertise.
How Fair PR supports relevant media opportunities
At Fair Public Relations we identify suitable story opportunities and help qualified people prepare accurate material for journalist outreach.
Expert Commentary PR is for media-ready specialists contributing relevant comments.
Standard PR covers broader company, founder and appropriate earned-media stories.
The agency can coordinate journalist enquiries within the agreed scope, but formal media training should not be assumed to be included. Ask what your particular service covers. Neither an interview nor publication can be guaranteed.
Media interview formats at a glance
| Format | What to confirm | Main preparation | Common challenge |
|---|---|---|---|
| Written Q&A | Deadline, intended topic, attribution | Check facts, keep answers concise | Sending long promotional paragraphs |
| Phone interview | Duration, recording status | Clear examples and accurate notes | Answering before fully hearing the question |
| Video interview | Platform, whether recorded or live | Audio, lighting, quiet setting, source notes | Distraction or poor connection |
| Radio | Live or recorded, timing | Short verbal explanations without visual references | Speaking too quickly or using jargon |
| Television | Live/recorded, studio/remote | Concise responses, camera and microphone checks | Overcomplicated answers under time pressure |
Frequently asked questions
Should I ask the journalist for their interview questions in advance?
It is reasonable to ask for the general topic, intended audience and areas they hope to cover. Some journalists may share specific questions, particularly for complex written or technical interviews, but many will not. A refusal to provide exact questions does not mean the interview is inappropriate. Prepare the underlying evidence and your relevant expertise rather than memorising a script. If the request covers something you cannot discuss accurately or lawfully, explain that boundary before agreeing. Good preparation should make it easier to respond to questions as they arise.
Can I approve my quotes before an article is published?
You can ask whether the reporter would like clarification or verification of a technical statement, but you should not assume a right to review or approve the article. Publications have independent editorial processes, and the practices around checking quotations vary. If you know that you supplied an incorrect fact, notify the journalist as quickly as possible and provide the accurate source. After publication, address a material inaccuracy with a specific, evidence-based correction request. Trying to rewrite the whole article as advertising is not the same as fact checking.
What should I say if I don't know the answer?
Say so. You might explain that the question is outside your expertise, that a number needs checking or that you can return with a source if the deadline permits. Distinguish factual uncertainty from professional opinion and avoid inventing figures or guessing about sensitive subjects. A journalist may prefer a clear limit to a confident answer they cannot substantiate. If the information is confidential, you can say you cannot share it without giving a misleading alternative. The objective is to help readers understand the story accurately, not to look all-knowing.
What if a journalist gives me only an hour to respond?
Establish the question, deadline and format immediately. Check whether your knowledge is genuinely relevant, confirm key facts and identify any important caveats. A concise written comment backed by a reliable source can be helpful when a full interview is impractical. Don't offer a detailed medical, financial or legal view outside your qualifications just to meet the deadline. If you cannot produce an accurate contribution in time, decline respectfully. Some stories require speed, but speed does not reduce the importance of accuracy, confidentiality and honest representation of expertise.
Prepare to share genuine expertise, not a sales pitch
A useful interview is an opportunity to clarify an issue and help a journalist tell an accurate story. Fair PR can help suitable founders and specialists identify relevant earned-media opportunities and prepare appropriate background material.
Compare Expert Commentary PR and Standard PR, or contact Fair PR to discuss suitability.
About the author
Jordan Baker is the founder of Fair Public Relations, a journalist-led boutique agency serving suitable founders, specialists and businesses in the UK and US. Jordan is a former UK national journalist who brings an editorial perspective to earned-media campaigns.
View Jordan Baker’s media expert profile
