Well done you – you've pitched perfectly and your spokesperson has secured a live broadcast interview. Now it's your job to set them up for success, deliver on the day, and get invited back.
Our free, downloadable Roxhill eBook – “How to prepare your spokesperson for television and radio” – is packed with expert tips to help your spokesperson show up prepared, polished, and ready to deliver on TV and radio.
We’ll walk you through the three key stages of a live broadcast interview: how to set up the perfect tech environment, how to make sure you hit your talking points, and what to do if things go wrong.
Here’s a preview of what’s inside…
Before the interview
Even the smallest detail can make or break a media opportunity, so preparation is key.
You don’t have to spend a fortune, but good gear matters – investing in a decent camera, lighting, and microphone will pay off. Test everything in advance and have backup phone numbers (for someone in the same room) ready in case tech fails.
Media training is essential, but sounding too rehearsed and doggedly sticking to your talking points can strip away the authenticity that makes your spokesperson engaging. They should be able to deliver key messages clearly and naturally, while knowing how to gently steer a conversation if needed. Producers and audiences want genuine answers, not promotional soundbites.
And don’t forget the bigger picture. With politics increasingly intertwined with business, spokespeople should understand how government policies impact their sector. They don’t need to take sides, but being able to articulate the broader context can elevate the interview.
Finally, consider diversity. Producers receive an overwhelming number of male-dominated pitches, and they value varied representation. Offering female or minority experts can help your pitch stand out and engage a wider audience.
During the interview
Once the camera’s rolling or the microphone’s live, it’s game time.
Clarity is key. Ditch the jargon and explain ideas simply. If your mom wouldn’t understand it, neither will most of the audience.
And remember – to stand out, your spokesperson needs to add something fresh to the conversation. That means offering new data, expert opinions, or personal insight.
Aim for three interesting takeaways per interview. Those “aha” moments are what keeps the audience engaged and get you invited back.
What to do if things go wrong
Even with perfect prep, things can go sideways.
Disasters happen to everyone. The crucial thing is to stay calm and have a backup plan. Keep devices charged and ready, and only promise what you can deliver. If a high-profile guest is scheduled, make sure they show up – don’t promise anything you’re not 100% sure of, or you risk damaging relationships with producers.
If certain topics are off limits, flag that before going live. A well-trained spokesperson should know how to pivot gracefully when asked something unexpected. They can have a stable of phrases to rely on, like, “You’re right to raise that, but I’d also highlight…” or “One thing I’d add is…”
And if the interview gets cancelled or bumped because of breaking news? Don’t take it personally. Handle it with grace, offer an alternative slot or pre-recorded segment, and stay flexible and understanding. That professionalism is what earns repeat invitations.
Why download the guide?
Pulling off a great media appearance isn’t luck – a great PR professional knows it’s all about preparation.
Our free Roxhill eBook, “How to prepare your spokesperson for television and radio,” dives deeper into each stage of the process – from tech setup and media training to mastering the art of the graceful pivot.
If you want your spokesperson to deliver clear, confident, and memorable interviews that leave producers wanting them back, this guide is your new essential resource.
Free pitching guide: How to prepare your spokesperson for television and radio
Want to master the art of broadcast interviews? Expert tips to help you show up prepared, polished and ready to deliver.
Free pitching guide: How to prepare your spokesperson for television and radio
Want to master the art of broadcast interviews? Expert tips to help you show up prepared, polished and ready to deliver.
