Prepare for the Story. Then the Questions.

Most people prepare for media interviews by thinking about questions.

What will they ask?
How should I answer?
What if something unexpected comes up?

Those are reasonable things to think about, but they’re only part of the picture.

The strongest spokespeople don’t just prepare for questions.
They prepare for the story.

From a journalist’s perspective, the questions are just one piece. What really shapes the interview is everything around them: the angle of the story, why it’s happening now, who else is being interviewed, and what the audience is expected to take away.

When you don’t understand that context, you’re reacting in the moment.

When you do understand it, you’re responding with purpose.

Before any interview, it’s worth stepping back and asking a few key questions:

• Why is this story happening right now? What triggered it?
• Who is the reporter and what is the outlet?
• What’s the likely angle or focus?
• What’s the format—live, recorded, virtual, on-site?
• How quickly is this moving?
• Who else is being interviewed, and what perspectives might they bring?

These answers shape how you show up. They influence your tone, your level of detail, and what you prioritize in your responses.

Without that context, even strong answers can feel misaligned. You may say something accurate, but not necessarily what the moment requires.

Preparation is about understanding what you’re stepping into, so your answers land the way they’re intended.