The Author’s Guide to Successful Media Interviews
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Your book tells your story, but the interviews you do to promote your book sell it. That’s why it’s so important for an author to put just as much research and preparation into promoting your book as you put in during the writing process. Once your book is complete, you need to convince your target audience that your book offers something that no other book does, whether that’s a unique and entertaining story or expert advice.
Books should be promoted across print, online, and broadcast media. Print and online outlets offer opportunities for authors to contribute a bylined guest article, while others may post a review of your book. Broadcast outlets (television, podcasts, and radio) will opt for interviews, but it’s common for a print or online outlet to request a phone call or Zoom with an author as well. In these cases, there’s no time to write, delete, rewrite, and carefully craft every word of your response like you were able to do for your manuscript. During a live interview, authors are put on the spot and must be at the top of their game.
A great media interview results when an author has time to prep, does research on the media outlet, decompresses beforehand, and goes into their interview with confidence — whether they’re nervous or not. Here’s how to get ready for your next media interview to ensure you (and your book) put your best foot forward.
Prepare for promotion by thinking like a publicist
Before you begin to promote your book, set yourself up to succeed by preparing your key messages and talking points:
Craft your “elevator pitch,” which should be one sentence that sums up your book and why someone should read it;
List the key messages or themes featured in your book;
What do you want people to know about your book? What do you want the people who hear your interview to tell others about? The answers to these questions will help you determine the most important messages to convey during interviews;
If you’ve authored a nonfiction book, show why you’re a leading expert by sharing facts pertaining to your content. Can you pull in any statistics or relevant research?
If possible, give the audience actionable takeaways relating to your book content. What will yours be? For example, let’s say you are speaking on ways to reduce stress. What are three things people can do in their lives to achieve this? Or, if you’re speaking about ways to lower cholesterol and one of the ways is to eat certain foods: what are the foods? Provide clear steps and/or information your audience can use to move forward.
Get acquainted with the media outlet
Once you have an interview booked, maximize the opportunity by learning as much as you can about the media outlet and reporter conducting the interview. You might find that you have something in common that you can discuss during the interview to build a more meaningful connection.
If possible, read the bio of the reporter. Find them on social media and learn their interests. It’s OK to follow their public accounts, too.
Notice if the outlet has a specific format for interviews. Do they always ask the same questions or have a particular focus?
Ask if it’s possible to get a list of questions in advance so you can prepare responses. It’s OK if you can’t get questions in advance, as many outlets lean towards organic conversation… but it doesn’t hurt to ask!
Schedule yourself for success
Your interview is a big deal, so be sure to schedule it during a timeframe when you don’t have a bunch of other obligations booked. Avoid squeezing it between a doctor’s appointment, conference call at your day job, or right after school pick-up for your kids.
TV interviews are especially stressful because they’re often live and authors must jam-pack their key messages into a 3-minute segment. So be sure to give yourself time to prepare and come into the interview fresh and at your best.
Give yourself at least a half hour of downtime before your interview so you can relax, prep, and get in the right mindset. You might even want to take some time to do a guided meditation from an app on your phone;
Eat so you’re not hungry — you’ll also think more clearly!
Fill a glass of water in case you need a sip during the interview.
Use the bathroom, just in case;
If your interview is on camera, touch up your appearance (hair, makeup, make sure no food is stuck in your teeth);
Choose a solid, camera-friendly shirt (avoid white, green, or busy patterns) that makes you feel confident;
Write a few sticky notes and affix them to your computer monitor to remind yourself of key points in case your mind goes blank during the interview.
Interview like a pro
It’s go time — and you’re ready! Even if you’re feeling nervous, be assured that those jittery vibes are natural and happen to everyone. You’ve taken all the steps for a successful interview. Now is the time to shine!
For video interviews, be sure to be seated in front of a clean, well-lit background. A blank wall, neat bookshelf, or poster featuring your book cover behind you make for nice backdrops;
Display your book in the background if you’re on a video interview or have a copy on hand to hold up;
Smile when you speak, even if you feel awkward;
Focus your eyes on the “camera”;
Sit up straight—no slouching;
Be aware of your hands;
Speak slowly and clearly — don’t rush because you’re nervous;
Be sure to work your book into your responses. You can say phrases like, “I discuss this in my book..,” “That’s why I wrote my book,” or “When writing my book, I…”
Plug your website and let people know where they can buy your book. Once you have their attention, keep it by asking them to connect with you online to learn more.
Every interview is a learning experience, so be sure to watch your interviews back after they air. Did you speak slowly? Were you nervously tapping your fingers? Did your eyes drift off camera? Take note on what can be improved during your next interview. Don’t worry too much if things didn’t go perfectly — be kind to yourself and chalk up any imperfections as learnings for next time.
The important thing to keep in mind about media interviews is that each one is a great opportunity because you’re raising awareness for your book. By discussing your story or sharing your expertise, you’re making an impact on someone’s life. Maybe you’re giving them a new entertaining novel to help them unwind after a long day, or perhaps once they learn about your memoir, they’ll realize they’re not alone. If your book shares expert tips on business, finances, self-help, or wellness, you’re providing audiences with a resource to improve their lives. That’s what makes your interview a success — even when the cameras stop rolling.
Joelle Speranza is a publicist at Smith Publicity, author, and lifestyle writer who knows how to get the media’s attention—and keep it. She has gained national coverage for her clients including The Today Show, Good Morning America, The New York Times, and many other media outlets. Relationships are the foundation of her work; throughout her 18+ years in PR, she has worked in the music/entertainment, healthcare, and consumer product sectors in addition to the publishing industry.
