Written by Rylie Miller

Published May 23, 2024

Let’s face it – spokespeople are busy. 

Between investment calls and board meetings, their schedules are tighter than the jeans we rocked in middle school. 

They need their preparation to be seamless so they can exude confidence and handle the (sometimes tough) questions that come their way. 

So, when it comes to getting your media spokesperson up to speed for an interview, you need a digestible, yet thorough prep document. 

Enter the glue that holds media interviews together…the media brief. 

What is a Media Brief? 

“Sorry if this is a dumb question, but what is a media brief?”

👆This was something one of our media spokespeople asked during a meeting when we told them we’d send one their way before their upcoming interview. 

Chances are, they’re not the only ones who have wondered the same thing.

A media brief is a document that outlines the most important logistical details and the high-level objectives and messaging for a spokesperson’s media interview. Think of them like an interview cheat sheet.

“The number one priority for a media brief is that it prepares your spokesperson to walk into an interview feeling ready and confident,” said Carver Peyton Kelgard. “You want your spokesperson to feel comfortable but not overwhelmed.” 

Preparation is the main ingredient to success with interviews. Your spokesperson may be an expert but is notorious for going on lengthy tangents derailing the conversation. Or, they may tense up when the spotlight is on them.

Keep in mind media training and a brief are not interchangeable. A brief is a supplementary, written tool tied to specific interviews. Media training tends to be more all-encompassing – covering broader media tips and tricks like how to pivot on reporter questions with live role-playing. 

PRO TIP: We recommend scheduling media training when: you start with a new spokesperson and they haven’t had much experience with reporters; you have a tough interview or a different format coming up (ie, someone has never done broadcast before); or there is important new messaging to nail before a slew of interviews.

How to Write a Media Brief

You sent the perfect pitch. Patiently waited (and manifested). Got a yes from the reporter and now there’s an interview on the books. Do that little happy dance – time to shut the laptop and celebrate. 

*Que the record scratch*

Not so fast. Now it’s time to start writing a media brief. 

By the time you’ve mastered the art – you’ll be cranking them out like nobody's business. But, until then, here’s your media brief breakdown. 

PRO TIP: Keep your media brief…well, brief. One or two pages will suffice. Keep everything focused and digestible. Add links, images, and resources that will provide context and make responses timely. 

The Logistics 

Level-set your media brief with the basics. Starting with the where and the when.

If the interview is happening in person, provide the exact location with specific directions so nobody ends up at the wrong coffee shop or wandering through the halls of a crowded expo center. 

But nowadays, the interview is likely happening over Zoom in the comfort of our own homes, or offices. Keep the Zoom link at the top of the media brief, along with the exact time AND timezone (kind of awkward showing up three hours early to a West Coast interview). 

In the case of a broadcast interview, let your spokesperson know if it’s going to be live or pre-recorded – this is a game-changer. Live interviews have no room for errors while pre-recorded ones give a little bit of wiggle room. 

Drop that calendar hold ASAP. Dragging your feet on sending the invitation could make or break the interview if they double book themselves or add last-minute OOO plans to the docket. 

PRO TIP: We’re all pretty much ingrained in the world of Zoom best practices and etiquette. But, when preparing for an interview always remind your media spokespeople to make sure their wifi connection is stable, the environment is quiet, and the background is tidy and professional. The last thing anyone wants is the call dropping mid-hot take or live on air. 

Messaging 

What on Earth are we going to be talking about? Your spokesperson has an arsenal of experience and topics to speak to. But they need to reign them in for the sake of creating the right narrative. 

The goal of most media interviews is to position your brand in the best possible light and try to influence stakeholders to feel or act a certain way. Good messaging accomplishes this. 

Start by outlining your main objective at the top of your media brief. Keep it succinct and simple. What is the core message you want the reporter to walk away with? Are they discussing the benefits of eco-friendly HVAC systems in households? Or sharing the implications on trucking routes and carriers after breaking news of a national bridge collapse? This should not only align with the topic agreed upon with the reporter but with the audience on the receiving end. 

Consider the following elements to support your main message:

• One-to-two statistics that support your case – this asserts you as an expert and helps the reporter out with data to amp up the story.

• Examples or anecdotes that bring messages to life – are there any customers out there using your product or service? What is the origin story of your product?

• Any visual assets to show the reporter at the moment – is it difficult to explain an idea, framework, or process? An image/video can help. 

• Potential questions/topics – not every reporter will provide questions in advance. Instead of asking them to send the list upfront, a good alternative is to say: “If you have any specific questions you’d like addressed, send them my way. Otherwise, I’ll see you when we meet.” And of course, always draft some potential questions that you think could come up in the conversation.

“If it's the first time the spokesperson has spoken with a reporter I will add a few basic ‘About the Brand’ questions since there is a good chance the reporter might want a quick rundown on the company and its history,” Kelgard said. “Then we need to get in the mind of the reporter. I remove myself from the situation, pretend like I know nothing, and think of what I would want to ask.”

PRO TIP: Don’t overstuff your messaging. Most brands have several messages that are core to their value proposition. You’ll rarely get a chance to see all of them in one story. Why? Because reporters have an angle, and they are not all of your angles at once. Plus, when you overstuff your spokesperson comes off as a walking infomercial versus a trustworthy human. Choose the messages that are most salient to the topic at hand and create the brief with that in mind.

Get to Know the Reporter

Who exactly is your spokesperson speaking with? What is their — and the publication’s — bent? Who is their target audience?

Your media spokesperson needs to know more than just the name of the outlet they’re interviewing with. These factors influence the messaging points that will be woven in. 

“We’re constantly researching publications and reporters. Our spokespersons likely aren’t, so they don't have all this information at the top of their heads. It helps build relationships with journalists when our spokespeople are also knowledgeable about the reporter and what they cover,” Scuderi said. 

Include the reporter’s beat and details like:

• What is their expertise in? What topics do they typically cover?

• Have they recently published a story about a competitor?

• What exactly are they looking to cover in this particular story?

• What are their interests?

“If we can find anything that the client and reporter have in common, like where they graduated college from, where they currently live if they’ve recently had a baby, etc., this can help break the ice at the beginning and make the conversation feel more natural,” Kelgard said. “Even the smallest details in common can create relatability.”

When nailing down recent coverage, avoid making a laundry list of every piece they’ve ever written. Stick to those that align with the topic at hand or with the topic the reporter plans to cover. You don’t want your spokesperson going into the interview unaware of the fact that the reporter just covered something that relates to them. 

PRO TIP: “Muckrack is one of the main places to find information about reporters, but not every reporter's profile is up to date. It’s important to check LinkedIn, X, the websites of the publications they write for, or if they have their own website or newsletter, to cover all your bases” Scuderi said.

If the Interview Starts to Shift…

Sometimes, no matter how much you prepare or emphasize to the reporter what topics are off-limits, the interview may proceed in that direction anyway. The brief becomes even more important in these instances.

Don’t shy away from including any potential negative questions or topics when preparing your spokesperson for an interview. A good media brief will prepare your media spokesperson for the best and the worst.  

“We often include ‘Do's and Don'ts’ when writing a media brief to guide our spokesperson in the right direction, including not mentioning competition by name/brand and not mentioning anything negative about anyone,” Carver Emily Scuderi said. 

It’s also smart to include some “watch-outs” that are tied to the reporter and the topic at hand. For example, arm your spokesperson with callouts like: 

• This reporter is new to the beat and your company so provide an introduction at the start of the call

• Based on past coverage, this reporter’s POV on X topic leans this way so avoid mentioning Y 

• Our last two national placements have leaned X way, let’s try to avoid Y 

• This reporter covered our top competitor two weeks ago

• This reporter likes to get really personal with her questions so we recommend…

Reflect

So, how did the interview go? 

Did they pass with flying colors and let their personality shine? Or did they trip up on some answers or share overly complicated examples? 

Post-interview stay on the line to check in with your media spokesperson on how it went. Use this time to provide them with honest feedback. Your response should be more than “nice job!” – and the notes you took while listening in can offer new pitching angles, areas to brush up on, and more. Be sure to ask them or let them know things like:  

• Did they feel prepared based on the media brief you provided? If you staffed the interview, be sure to listen the entire time and take notes. 

• Are there things that they could have articulated better?

• Did they miss the mark on mentioning the company’s latest announcement? 

When you’re preparing for the next media interview, refine from there. Adapt your media brief to fit your spokesperson's preferences or to avoid the same mistakes from happening. 

The interview process doesn’t end once the last word is said. There are always going to be action items post-conversation like sending (or resending) headshots, bios, case studies, and other data. 

In your follow-up, be sure to thank the reporter for their time and encourage them to reach out if there’s anything they may need. Reinforce a point or two from the interview to assert you were fully tuned in. 

PRO TIP: Don’t pass along your media brief 10 minutes before your spokesperson sits down with the reporter – trust us, it’ll show. We recommend sending it three to five days before an interview. You don’t want to send it too far in advance when the interview isn’t top of mind but you also want to give your spokesperson enough time to prepare. Use your best judgment based on how your spokesperson likes to work and how much time you have from an interview booked to a live interview. 

And That’s How to Write a Media Brief

The ultimate goal of a media brief is to empower your spokesperson with what they need to succeed. In an always-on PR world, writing media briefs helps get your story told – a win/win all around.