Don’t Be Scared: Top 3 Things to Know When Working with the Media

By Kristine Fife

Big Sky Public Relations Account Director

Did you know that as many as 75% of Americans have a shared fear?  It isn’t ghost or goblins striking terror into the hearts of the people, it’s a fear of public speaking. This intensifies when the media is involved. For most, media-related stress includes fear of being misquoted or information being taken out of context, saying the wrong thing, and lack of control over the interview.

I get it. No one wants to look dumb on tv! The good news is, with a little preparation, you can share your story clearly, confidently, and on your terms.

Here are my top three things to keep in mind:

Media coverage starts long before the interview. Reporters remember people who make their jobs easier, so be prompt, respectful, and helpful. A quick response, even if it’s just “I’ll get back to you by this afternoon” goes a long way. Reliability builds trust, and trust leads to better coverage.

You can’t control the questions, but you can control your answers. Go in with a few key points you want the audience to remember and bring the conversation back if it veers off track. Keep your language simple, avoid jargon, and don’t be afraid of a pause. Short, clear sound bites are what stick.

What you say without words matters too. Dress in a way that reflects your role. Choose solid colors over busy patterns and keep accessories simple. If it’s a video interview, pay attention to your background, lighting, and noise level. The way you show up visually can either strengthen or distract from your message.

Working with the media is more than just showing up for the interview, it’s about preparation, professionalism, and respect. Build relationships early, know your message, and present yourself well. Do these three things consistently, and you’ll be your organization’s media superhero!