How to Own the Room: The Executive’s Guide to Media Interviews
Master the art of media interviews with confidence, clarity, and control—turning every interaction into a leadership opportunity.
By Matthew Celestial, President & CEO, Statement Strategies
Perception shapes reality. Psychologists have found that people form first impressions within just 7 seconds. In media interviews, that impression can make or break your credibility. In behavioural psychology, academics argue that people trust confidence over competence, meaning the way you communicate is just as crucial as what you say. Your tone, body language and ability to control the conversation can determine whether your audience sees you as a thought leader or an uncertain figure dodging questions. This is critical whether you’re addressing a corporate milestone, managing a crisis or positioning yourself as an industry authority. Understanding human psychology can help you turn interviews into opportunities to reinforce your influence and reputation.
This guide will show you how to take charge of the conversation, shape public perception and leave a lasting impact.
WIN BEFORE YOU BEGIN: PREPARE, PREPARE, PREPARE.
The best executives don’t walk into an interview hoping for a good outcome. They engineer it.
Clarify Your Mission: What is the one thing you want your audience to remember? Reduce your key message to a single compelling sentence.
Know the Journalist’s Agenda: Research past interviews, their tone and any biases. This insight allows you to anticipate their angle and tailor your responses accordingly.
Prepare for the Curveballs: No executive wants to be blindsided. Conduct a pre-interview war game—brainstorm the toughest questions and craft responses that turn challenges into opportunities.
Master the Soundbite: The media thrives on brevity. Develop concise, compelling statements that are impossible to misquote.
SPEAK WITH AUTHORITY, NOT ANXIETY.
A great interview is driven by how it is delivered. As such, executive presence is the difference between a forgettable conversation and a defining moment.
Lead with Confidence: Behavioural studies show that confident speakers are perceived as more credible, regardless of content. Use strong posture, steady eye contact and an authoritative tone.
Control the Conversation: A skilled interviewer may try to derail you. Use bridging techniques to pivot back to your key messages. An example of this could be: “That’s an interesting perspective, but the real issue is…”
Avoid the Ramble Trap: The more you say, the more you risk misinterpretation. Keep your responses tight, impactful and memorable.
Silence is Your Ally: Journalists often pause to lure you into over-explaining. Resist the urge. A confident pause can be more powerful than words.
COMMAND THE NARRATIVE IN HIGH-STAKES MOMENTS.
When the stakes are high, the ability to stay composed under pressure is what separates good leaders from great ones.
Turn Tough Questions Into a Platform: When faced with controversy, don’t dodge. Start by reframing the problem with compassion. An example of this would be: “I understand the concern. Here’s what we’re doing about it…”
Address Misinformation Head-On: Correct falsehoods swiftly, but without hostility. This might look like: “Actually, that’s not accurate—here’s what’s actually happening…”
Maintain Emotional Discipline: Psychological research shows that people mirror the emotions of those they interact with. If you stay calm, your audience will, too.
Know When to Say ‘I Don’t Know’: Guesswork erodes credibility. If uncertain, commit to finding the answer. This looks like: “That’s a great question—I don’t have the answers for you right now on that but I’ll follow up with specifics.”
END WITH IMPACT.
A strong closing is your final opportunity to drive home your message and control how your words are remembered.
Seize the Last Word: Most interviews end with, “Anything else you’d like to add?” Use this as a springboard to reinforce your core message, not an afterthought.
Leave a Lasting Impression: Whether it’s a call to action, a powerful quote or an insight that lingers—make it unforgettable.
Thank the Journalist, Even If It Was Tough: Every interview, even the difficult ones, is an opportunity to shape your reputation. Express gratitude. It positions you as a leader who understands the game.
Interviews are not a risk. They’re opportunities. With preparation, control and composure, you can turn any interview into a defining moment for your leadership and your company’s reputation.
The executives who thrive in today’s relentless media cycle are those who see interviews not as a risk, but as an opportunity. By leveraging behavioral psychology, you can enhance your ability to connect, persuade, and influence. With preparation, control, and composure, you can turn any interview into a defining moment for your leadership and your company’s reputation.