At Canela, we believe that good communication can make the difference between going unnoticed and making a real impact. That’s why we support the spokespeople of purpose-driven organisations, brands and projects in developing their communication skills.
In the last months, we’ve had the opportunity to run a media training workshop for B Corp companies in Lisbon, aimed at strengthening their spokespeople’s communication abilities, as well as to launch Training for Change, a programme created as part of our Working for Change campaign. This latter initiative, designed exclusively for women, has already held two sessions – in Barcelona and Madrid – and will continue next year. During these sessions, we explore the main challenges spokespeople face when preparing for media interviews: from how to structure their messages to how to convey them clearly, confidently and consistently.
Our goal was simple: to provide practical tools for communicating with confidence, authenticity and effectiveness when engaging with the portuguese media. Here we share some of the key insights covered in the workshop, which we hope you’ll find useful:
1. Understanding the media landscape
Before giving an interview, it’s essential to know the outlet you’re speaking to. Portugal and Spain both have diverse media ecosystems, though the Spanish landscape is considerably broader.
Did you know that Spain has six national general newspapers, over 90 regional papers and more than 600 specialist magazines? Portugal’s media scene is smaller, with around 11 national outlets, over 30 regionally newspapers, many of them based on commercial relationships and around 100 specialist magazines.
Knowledge is power. Knowing whether you’re speaking to a general-interest outlet or one focused on economics, technology, sustainability or lifestyle helps you adapt your message, tone and examples. Speaking to a journalist from a financial daily is not the same as talking to a lifestyle magazine.
2. The five essential questions
Before any interview, you should have absolute clarity on five key points:
What? The main topic or core message you want to communicate.
Who? The type of publication, its audience and the journalist’s profile.
How? The format: whether it’s a written article, a TV interview, a podcast or a live broadcast.
When? The date, time and expected duration of the interview.
Where? Whether it will take place in person, via video call or over the phone.
Understanding these aspects helps you prepare specific examples, adapt your language and anticipate potential questions. For example, a five-minute live TV interview requires a completely different approach from a written feature in a specialist magazine.
3. Define your 3-4 key messages
Don’t try to say everything in one interview. Instead, choose three or four messages that sum up your organisation’s main goals, such as:
- A one-line description of your company
- What it does and why it matters in the market
- Its direction and vision for the future
- What sets it apart from competitors
These messages should provide context and highlight your company’s relevance to current trends or social and environmental issues. Having this clarity will help you stay in control of the conversation, even if the journalist tries to steer it elsewhere.
4. Master non-verbal communication
Studies in linguistics show that your credibility depends more on how you say something than on what you say. Non-verbal communication accounts for around 93% of your overall message. This can be broken down as follows:
- 55% from your image (posture, appearance, gestures)
- 38% from your voice (tone, volume, pace, fluency)
- 7% from your actual words.
This doesn’t mean content isn’t important, but it does mean you need to pay attention to details such as (note that I am making a generalisation!):
Facial expression: Convey calmness, tranquillity and interest. Avoid gestures that show impatience, like rubbing your hands or touching your hair or ears.
Gestures: Show open palms (a sign of honesty) and avoid crossing your arms (which can seem defensive).
Posture: Stand or sit upright with relaxed shoulders. Avoid crossing your arms or legs, as this can appear like a barrier.
Appearance: Clothing, colours and patterns matter. Choose a professional look that fits the outlet and the context.
Voice: Volume, tone, pace and fluency are key to conveying confidence. Speak clearly, without rushing, and with conviction to back up your message.
In short, a successful interview involves three key phases:
- Before: Research the outlet and journalist. Rehearse your messages and goals. Prepare memorable phrases that summarise your points clearly.
- During: Avoid overly technical language. Never assume something is “off the record” – anything you say could be published. Be aware of your body language.
- After: Follow up once the piece is published. Share it on social media, comment positively and use the opportunity to strengthen your relationship with the journalist, paving the way for future collaboration.
Ready to master your next media interview? Media training isn’t a luxury: it’s an investment in your company’s credibility and visibility. With preparation, an understanding of the media landscape and awareness of both verbal and non-verbal communication, every interview can become an opportunity to expand your impact.
Want to take your media communication to the next level? Get in touch to learn more about our tailored media training programmes.
