All Good Talkers media coaching sessions include simulated interviews that let spokespeople practice their skills. Here’s what I look for when providing feedback.

  • Did you convey your most important messages?

    An effective interview starts with having a plan. Before you even say hello, know your key messages and be ready to drive the discussion.

  • Did you have a clear and concise narrative?

    Did you spit out a jumble of wordy ideas or did you convey thoughts with clarity and structure? Being brief and clear is all part of the prep.

  • Did you get too much into the weeds?

    If you answered a simple question by going down a superfluous rabbit hole, you may need to better calibrate to the audience you’re trying to reach.

  • Did you use good examples and anecdotes?

    Put your point into practical terms. Tell a story that drives understanding, offer a quick case study, help make it real.

  • Did you use memorable soundbites?

    There’s nothing worse than spending 30 minutes with a reporter and not getting quoted. Chances are you needed more colorful, evocative language.

  • Were you natural or an automaton?

    Reporters can smell rehearsed, perfunctory messages from a mile away. The best interviews feel like authentic conversations.

  • Was your body language appropriate?

    How you present yourself is just as important as what you say. Where you look, what your hands do, how energetic you are… it all matters.

  • Did you control the interview?

    Your spokesperson role isn’t just to hit the ping-pong ball back and forth. You have a story to tell, and you should guide the discussion.

  • Did you avoid confusing, vague jargon?

    Is your scalable intuitive bleeding-edge platform disrupting and optimizing for win-win KPIs? Or should you just say that in English?

  • Did you bridge effectively out of a tight spot?

    There is an art to answering difficult questions. It starts with acknowledging the question and then heading to safer territory.

  • Did you personalize your storytelling as appropriate?

    Building your credibility or passion for a topic often means revealing something about yourself. Be personal, be interesting, be humble.

  • Did you have the right facts and figures ready?

    Reporters love a good data point. Head into an interview having all the right stats on hand. But never wing it; you can always follow up later.

  • Did you say anything you might regret?

    Anything you say can and will be used against you. Avoid revealing too much or saying something you don’t want to see in black and white.

  • Did you avoid crutch words?

    When people get nervous, they often use gap-filler words — e.g. “absolutely,” “definitely,” “um,” “like,” “the fact of the matter is.” Be aware and avoid.

  • Did you say, “That’s a great question”?

    That line is strictly reserved for genuine amazement at an insightful question. Alas, it’s often overused as a stall tactic and reporters know it.

  • Was your background distracting?

    Your virtual setup is synonymous with credibility, whether a camera is rolling or not. Good lighting and a clutter-free background are a must.