How AI leaders can master media interviews

In a crowded marketplace, a great media interview can help set an AI leader and their company apart. These interviews can be high-stakes and daunting, as one soundbite can define public perception. However, many technical leaders come to press meetings unprepared, over-jargonized, or unsure of what the journalist actually needs. Here’s how to change that and succeed with every media interview. 

Research the reporter and know their work

Each journalist has specific topics they like to cover, angles they like to explore, and audiences they speak to. Instead of assuming that all journalists covering tech are looking for the same information, research the journalist you’ll be meeting with and explore what drives their writing. Pick out elements of your work that might most appeal to them and their readers. Note down some talking points that align with their interests. This will make it easier for the journalist to write a great article following the interview. 

Translate, don’t dumb down, your tech

Those working in technical fields like AI often default to jargon that may lose wider audiences. However, over-simplification isn’t the answer. Instead, find concrete analogies and work-world impact statements to bring your work to life. Practice explaining your company and product to someone outside your industry to make sure your message is easily understood. 

Prepare for the uncomfortable questions

In the end, journalists are here for a good story and will ask hard questions. Common AI concerns like bias, job displacement, safety, and regulation are always on the table. Don’t try to evade these questions, as this can come across as deceptive and insincere. Instead, have thoughtful, well-rehearsed responses that answer hard questions with honesty. Approach difficult topics with confidence to build credibility and trust with the media and their audiences.

Lead with the impact, not the method

Leaders are (and should be) proud of their technology, but can often be caught up in the “how” of their work, over-explaining the nitty-gritty details and functions. Open instead with the human outcome or business problem you are solving, then loop back to how it’s done. The “so what” of your tech is what the media cares about, and starting with this keeps the narrative interesting and relevant. 

Know your three soundbites

Every interview should leave the journalist with three key messages, no matter what questions were asked. Prepare these concise, quotable messages ahead of time and practice how to naturally bridge back to them regardless of the direction of the interview. Don’t rely on the journalist asking the right questions to share your most important points. 

Becoming a reliable voice

While an interview may feel like a performance, it should be about thriving under pressure. Preparing and mastering interview techniques can be daunting, which is why many AI leaders rely on PR agencies like SlicedBrand to research, brief, and coach for key interviews. Preparation, understanding of a journalist’s word, and confidence are what separate forgettable sources from go-to voices in the AI space.