We’ve all seen interviews, debates or press conferences gone wrong. More often than not, the thought of speaking to journalists can be more terrifying than it actually is. Elections in the EU and US give us more than enough interview material to wince at, but also to learn from. When talking to media, these are some ground rules to follow…
Stand your ground
US Transport Secretary Pete Buttigieg, once also a presidential hopeful, has increasingly been known as the Fox News whisperer. As the conservative network brings in more Democratic appearances (which pays off, according to the ratings), Buttigieg has turned out to be a real star thanks to his relentless interview style.
He’s the master of the pivot, answering journalists’ questions but always returning his talking points. You can spot techniques like block and bridge, but most importantly, Buttigieg takes control of the interview. He doesn’t let himself be rushed and doesn’t get caught up in a rapid-fire way of questioning, which can be tricky to navigate due to a heightened sense of urgency.
Takeaway: Use your messaging as the foundation to stay calm and retain control – don’t let the interviewer sweep you away with a tornado of questions!
Prepare to seem effortless
Turning our attention to this other side of the Atlantic, former EU Commissioner Thierry Breton was one of the more controversial members of the outgoing mandate. He doesn’t mince words either online or in interviews, often engaging in provocative stunts – such as slamming another Parliamentary group on social media, wagging his finger at Elon Musk in a public letter, or most recently announcing his resignation with a blast.
Breton uses these qualities to his advantage in interviews, where he communicates effectively through juicy soundbites (“We need to have rules – if you don’t have rules, it’s a Far West”). Those statements are short yet memorable, make headlines write themselves (“The EU is not anti-tech, it just has rules”), and land messages in a way that stays with the audience. Sure, it can be tricky to say something memorable but not oversimplified, though with preparation and solid messaging the balance can be found.
Takeaways: Sometimes, a punchy sentence says more than a drawn-out monologue. Prepare those beforehand, so you don’t have to think “I should’ve said that” in the shower for the rest of your life.
Simple & sweet
Going back to the US, VP candidate Tim Walz is another politician making headlines. Previously little-known Governor of Minnesota, his performance on the media circuit is cited as one of the reasons for securing the spot on the Democratic ballot alongside Kamala Harris. He was the first to call his political opponents simply “weird”, which has become one of the key Democratic messages in the last weeks of electoral cycle.
Walz’s straightforward way of speaking is suited for his audience. Addressing supporters and potential voters on a Democrat-friendly network like MSNBC, he uses simple language and emphasises things he has in common with them to increase relatability. While seeming relatable is unlikely to be necessary in Brussels bubble media engagements, there’s definitely a lesson in trying to not overcomplicate things with jargon.
Takeaway: Think who you are talking to before going into the interview. The same message can be conveyed in different ways depending on the audience.
Reach out to our team of former journalists and media relations experts if you want to end up on the list of good interview examples.