Media panels: from key messages to real issues
A client of mine was recently invited to a media panel. She was excited, but also knew she was walking into the unpredictable. Here’s what we worked through to get her comfortable and ready.
Media panels are not the same as interviews. Success is less about how you deliver your messages and more about how you show up in the debate.
Think of a panel as an iceberg. The questions you hear are just the tip. What’s really on the moderator’s mind – and where other panelists might take the conversation – lies beneath the surface. Experienced journalists often go straight for what I call “whales:” the hidden issues few want to wrestle with.
The best spokespeople aren’t afraid to dive below the ice. Panels thrive on friction rather than everyone nodding in agreement. So come prepared with a clear point of view.
One simple tool I recommend is “steer the waves.” At the top of the page, write your anchor message. That’s your POV tied to the bigger issue you want to zoom in on. Don’t shy away from some colour. Yes, facts build credibility, but it’s the short, memorable sound bites that drive your point home.
On the left, list the tough questions that may come up. Think of them as waves to steer through. On the right, jot down short response frames. Not full sentences, just cues for how you’ll handle what comes your way. In the middle, add bridging phrases. These are your paddles to steer the waves, big and small:
Here’s what I think our audience really wants to know.
That’s a great point, and I’d add…
I see it slightly differently. Let me give you an example.
Mastery is about balancing what you say, what the host asks, what other panelists bring up and what the audience cares about. In the end, candor and courage win the day. You don’t need to hit every point on your prep sheet. If you tackle the real questions on everyone’s mind, even if it means diving below the ice, bravo! Your job is done.
NBAU helps organizations build resilience before, during and after adverse events with a unique crisis planning and training model that broadens the understanding of crises and enables positive action in an uncertain world. Our media training programs equip participants with the tools and confidence to tell their story in a variety of scenarios. They are a safe space where spokespeople reflect on their experience, explore different messaging and interviewing techniques, challenge themselves and elevate their impact. Blending practical and theoretical learning, interactive exercises, interview simulations, personalized feedback and playback, training programs empower communicators to navigate any interview with confidence, comfort and control. Ready to start your media training journey? Email nsmalyuk@nbau.ca.
Other media and crisis training resources:
Putting the lesson before the test: building resilience through crisis training
Beneath the surface: dealing with whale-size problems in media interviews
No news is not good news: interview tips to connect with a weary audience