Why Senior Leaders Struggle in Media Interviews (And What Works in Media Training)

Difficult questions?

Senior leaders rarely struggle in interviews because of difficult questions.

They struggle because their answers don’t land clearly enough.

After years in newsrooms, you start to see the same patterns again and again.

It’s not a lack of expertise.

It’s how that expertise is communicated under pressure.

The problem: trying to say too much

One of the most common mistakes is trying to be complete.

Leaders want to:

• cover every angle

• anticipate every follow-up

• avoid being misunderstood

The result?

Answers become too long, too complex, and harder to follow.

And the key message gets lost.

What journalists are actually looking for

Journalists aren’t trying to catch you out.

They’re trying to get something clear and usable for their audience.

That means:

• a straightforward answer

• a clear point

• something that can be understood quickly

If that doesn’t happen, the question comes again.

Not because it’s difficult - but because the answer hasn’t landed.

What tends to go wrong

Hesitation

Even a short pause can be interpreted as uncertainty.

Over-explaining

The more you try to include, the less people retain.

Trying to sound polished

Over-rehearsed answers can feel evasive.

How Media Training for Senior Leaders Improves Interview Performance

Start with your main point

Don’t build up to it. Say it first.

Keep answers short

One clear idea. One supporting point. Then stop.

Be comfortable with silence

A brief pause is fine. Overthinking isn’t.

Focus on what needs to land

Ask:👉 What does the audience actually need to understand?

Not:👉 What else could I include?

The shift that matters

The difference isn’t knowledge.

It’s discipline.

Moving from:

“How do I say everything?”

to:

“What actually needs to be heard?”

Done well, an interview isn’t something to get through.

It’s a platform.

But that only works if your message lands clearly.

If you’re preparing for an interview, or want to sharpen how you and your team communicate under pressure, take a look at my media training for senior leaders.