How to fix them before the cameras are on.
There are three interview behaviors that could derail even the most experienced spokespeople. And when they show up during an important interview, particularly during on-camera interviews, they can reflect poorly on the entire organization.
A recent Ragan Training session breaks these down bit by bit.
It’s important to remember that none of these are personality flaws. Spokespeople should lean into their natural tendencies, whether they’re outspoken or more reserved. These are preparation problems. And they’re fixable with some pointers.
- Overscripting: This is the executive who clings so tightly to talking points that they stop sounding like a person. Answers might feel a bit rehearsed or phrases and talking points get repeated. Off-the-cuff questions from an interviewer could get sidestepped in favor of what they already planned to say. This results in a disconnect. Audiences can tell when someone isn’t really engaging, and trust drops quickly.
- Under preparation: This is where credibility really starts to break down. If a spokesperson can’t speak to basic facts, numbers or context, the message loses weight. Think GameStop CEO’s “half cash, half stock” talking point when he couldn’t clearly explain the company’s proposal to buy eBay. Even strong talking points won’t land if the speaker can’t back it up in a way people understand. Reporters and audiences notice hesitation and obvious gaps immediately.
- Being evasive or off topic: This happens when a spokesperson avoids the question or pivots too aggressively to a safer message. It’s often done with good intentions, especially in high-risk situations or as an attempt to deflect. But it usually won’t work. Audiences can feel when someone is dodging, and it can create more of a magnifying glass on what you don’t know.
While these mistakes increase risk, there are some ways to mitigate this. Media training should be about building readiness, including the unexpected.
Communicators need to help spokespeople stay flexible. They should know the key messages, but also understand how to adapt them in a real conversation.
Not every executive is naturally a good fit for every media engagement. Strong communicators are those who can stay present, think clearly under pressure and connect with an audience while still delivering the message. If that’s not the CEO, that’s OK, too.
When something feels off in a media interview, it usually traces back to preparation. When communicators can help fix the preparation, they can also help fix the overall performance.
Visit here to watch this presentation and learn more about Ragan Training.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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