Neil McKeown

The most important thing you can do before any interview is prepare properly — both yourself and your client.

Start by asking the journalist what sort of thing they're after. You're not requesting questions in advance (that's usually a non-starter), but a general steer. What angle are they going for? Is it a news piece, a feature, a comment slot? Getting that context helps your client prepare, and it speeds the whole thing up for the journalist too.

Then look at what's happening in the news right now that's relevant to your client's area. Journalists will often bring in current events and your client should be able to respond to them. A quick brief on the landscape goes a long way.

Run through practice questions — especially the difficult ones. The tricky question in a rehearsal is far better than a surprise during the actual interview.

Also find out if anyone else is on the interview. A panel format is very different from a one-to-one, and knowing in advance means your client can prepare accordingly.

These are the tips I give to clients before interviews. They're mainly aimed at radio and podcasts but apply more broadly, and assume your client is already comfortable with the show, the interviewer and the general angle.

• Have a drink of water handy
• Same with a notepad and pen
• Note everyone's name — but only use them if you're certain
• Don't fill the silence. Journalists do this deliberately, knowing the other person will generally speak first. If it goes on for ages, politely ask if there was anything else
• Speak slowly. The adrenaline means you'll think you're speaking normally, but you'll be racing
• Don't guess. If you don't know something, it's better to say you'll get back to them than to blunder on
• Have some figures handy — so many politicians get caught out by not knowing basic numbers
• Know your stuff: key points, facts, key messages. It's fine to check figures (see above)
• For recorded interviews, repeating key messages gives you more chance of making the edit — but don't overdo it (remember Theresa May's "strong and stable"?)
• Smile — people really can hear it. Vernon Kay and football commentator John Murray are great examples
• Don't make a joke. They rarely work

The goal isn't to turn your client into a media professional overnight. It's to give them enough structure that they feel confident walking in — and enough practical tools that they can recover if something doesn't go to plan.