7 Tips: Prepping for Press Interviews
Sometimes I start my public speaking workshops with photos of a broccoli stalk and tofu cubes. “Oops,” I say. “Wrong class!” Breaks the ice.
Such healthful ingredients, right? But if we serve them up raw, our guests might not feel inclined to consume them.
Now, imagine the ingredients are the multitude of thoughts and ideas you want to share about your creative practice. And that your guest is a writer, podcaster, producer, or other member of the media.
High stakes, high nerves. Even normally chatty people can freeze when that recorder turns on and they realize their forthcoming words will be published, not to mention potentially misunderstood or misinterpreted. Or, they go on autopilot, serving up a monologue in a Q&A setting.
That’s where the prep comes in.
As a longtime culture writer, I’ve interviewed hundreds of creative professionals for publications around the world, from practiced veterans like Rauschenberg, Stella, and Carrie Mae Weems to emerging artists just finding their voice.
Here are some tips to make the most of your media opportunity:
Check out the media person’s work
This isn’t a suggestion to flatter the journalist by saying you did your homework. Rather, use this research to gain insight into their perspective, method, familiarity with certain subjects or cultures. Many interviewers have a signature final question that may reveal a different side of you. Not all of them tell you beforehand.
Don’t expect them to know about yours
Understand that their own prep time may have been limited. Hopefully, you provided promotional materials that helped, and you have relevant info and facts on your website.
Identify five main talking points
Practice concise summaries of the essential information you need to share: Who are you, what is the project, how did you do it, why did you do it, what makes it distinctive or interesting (in other words, why their audience should care). If too many of your five revolve around one topic like process or intention, it’s time to recalibrate.
Back to that broccoli: Think about articulating your points in a way that the interviewer can not only digest, but share, accurately and convincingly, in their own content. The clearer your language, the more chance your meaning will be conveyed effectively to the audience.
Prepare specific examples to prove each point
Imagine the interviewer saying “like what?” after every statement you make. Be ready with specific details of your artwork or project that convey your main themes. Is there provocative or thematic content you might be challenged on? Craft thoughtful and respectful responses. Practice them out loud.
Rehearse brief answers to interviewer FAQs
Where did you grow up and what did your family do? What was your first exposure to art? When did you decide to become an artist or art professional? Who were your main influences and teachers? What do you do outside your art career–hobbies, sports, musical and literary tastes, passions and causes, etc. What are your plans for the future and long-term goals?
Let interviewer drive convo
Keep answers short and on point. Make sure to breathe and pause after each response. Don’t feel the need to fill quiet moments, and use your emotional intelligence before you elaborate. Most interviewers bring questions related to their specific assignment and format, so make sure you allow space for them to get through their list.
Manage expectations
That half-hour interview you prepped two weeks for? They may use one sentence. Well, it’s all good–that practice will be invaluable in your next press encounter! Not to mention studio visits, panel discussions, and your social life.
