How would you or your organisation’s spokesperson feel about being asked to appear on BBC Breakfast?
The programme attracts millions of viewers and presents a brilliant opportunity to catapult your organisation and its story into the spotlight.
But a high-profile interview like this can also feel daunting. The interviews are almost always live.
And they are often requested at short notice – as one of our recent media training delegates found out.
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David Parry, a senior parliamentary and public affairs officer at the Chartered Institute of Building (CIOB), was interviewed by Charlie Stayt and Naga Munchetty about the organisation’s report on mental health in the built environment.
“The interview came about as a bit of an accident for me,” David said.
“The BBC approached us on Friday lunchtime to speak about a report we had published on understanding mental health in the built environment.
“It is a report one of my colleagues wrote, but they had just gone on maternity leave and were unable to do it.
“We were asked if anyone wanted to do the interview. I’d done a few bits and pieces on the radio before and a regional television piece, and I said I would be happy to do it.
“This interview was a big opportunity for us as an organisation. It is not something that comes about that often.
“I’m not the most senior person in the team. But CIOB trusts people with the opportunity.”
How did David prepare for an interview on the UK's most-watched morning programme?
“It felt nerve-wracking,” he said. “It is by far and away the most high-profile interview I have done.
“But our media officers helped me navigate the key points to drive our argument and draw attention to such a crucial subject.
“And this is where the Media First media training came in for me.
“Before the training, I was guilty of being an over-preparer. I’d give myself too much information, which clouds the message and can add to the nerves as I feel I have a lot to get through.
“I used the message preparation guide I was given during the training to narrow down what I wanted to say and feel confident to get the key message across straight away because I probably would not have time to get back to it.
“So, that helped me prepare massively.
“There were also some excellent tips around tone, intonation and how to speak to a TV audience, which I had not thought about before.”
There are no signs of nerves in David’s interview. I was struck by how composed and relaxed he seemed.
He said: “On the day, I was extremely nervous. A large part of my role is talking to people, and it is something I am comfortable doing.
“But I’ve never felt as nervous as I did in that moment before the call.
“The BBC was helpful in terms of giving information on what to expect and cover, which helped ease the nerves.
“And there was advice on cameras and the volume of my voice.
“The Media First training took us through TV and radio interviews, difficult questions, and grilled us on knowing how to deal with circumstances like this.
“Without the training, I think I would have been much more nervous and a lot less prepared on what to do if the nerves kick in.
“Underneath the desk, my hands were shaking. So, the nerves didn’t go. But I was able to manage them.”
Another feature of the interview that stood out was how David included a human example in his first answer – something we always stress during our media skills training courses.
“Mental health is a human subject,” he said.
“To give a case study of someone who had suffered significantly with their mental health and found a positive way through it by talking to their employer showed how employers can help people get through difficult times and demonstrates the best practice we should really see throughout the whole industry.
“Without a case study, our story would have had so much less impact.”
David appeared in control throughout the interview.
But there was an aspect that surprised him about the remote format, as he spoke to the presenters in the studio from his home.
“I kind of expected to see Charlie and Naga, and it was a surprise to be staring at a BBC logo that was talking to me,” he said.
“And I think that is a good thing for other people to know about for these interviews as you don’t have the same human interaction you would if the interview was in person.
“It also means you can’t read the reaction from the interviewers to what you are saying.”
It was an excellent performance. So, how did David feel after?
He said: “The adrenaline afterwards was quite extraordinary. I hadn’t anticipated how much of an impact it would have on me.
“It was an enjoyable experience. Charlie and Naga were good to speak to. We were well prepared for what might come up.
“I spoke for about four or five minutes and was able to get across the key message, a case study and some examples of the great work being done in the construction industry to help people struggling with their mental health and wellbeing.
“Everyone has been kind about the interview and shared it over social media. It’s been a nice moment, and I’d like to it do again.”
Do you want to shine in the media spotlight like David? Find out more about our media training course options.
Media First are media and communications training specialists with nearly 40 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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