How to prepare for an interview with a Journalist: A Startup Founder’s Guide
Preparing for an interview with a journalist is one of the most important parts of your startup’s PR strategy. Whether it’s over the phone, via Zoom, or in person, your responses will directly shape how your company is portrayed to the public.
Unlike email interviews, where you have time to perfect your responses, live interviews test your ability to think on your feet. A strong preparation plan helps you stay on message, communicate your brand clearly, and avoid PR mistakes that could harm your reputation.
According to Cision, 38% of journalists want PR professionals to help secure interviews with industry experts, making preparation a crucial competitive advantage.
(If you haven’t already, read our post on 10 PR Mistakes for Startups to Avoid to avoid common pitfalls.)
1. Ask the Journalist for more information
Before anything else, gather context. Don’t be afraid to ask the journalist for details about the interview.
You can ask:
- What’s the angle or main topic of the story?
- What kind of audience is the piece aimed at?
- Will my quotes be used for background or direct publication?
- Can I see sample questions or previous stories for context?
Most journalists appreciate transparency and will share some context, even if they won’t send exact questions.
Pro tip: If the interview is “off the record,” confirm that agreement in writing. Remember — unless both sides agree, anything you say can be published.
2. Research the Journalist and their publication
Next, spend time understanding who you’ll be speaking with.
Look at the journalist’s recent work on platforms like LinkedIn, Google News, or X (Twitter). Pay attention to:
- Tone: Is their writing formal, conversational, or investigative?
- Themes: Do they focus on startup success stories, funding, or founder lessons?
- Sources: Who do they usually quote — CEOs, investors, analysts?
Research the publication as well. Knowing its audience and editorial slant helps you tailor your message. For example, a story for TechCrunch will differ in tone from one for The Guardian or Wired.
Studies show that 35% of journalists say an ideal pitch includes direct access to an expert (Cision), so positioning yourself as the go-to expert increases your chances of being featured.
If the journalist is freelance, check their personal website or Substack to see who else they write for.
(If you’re new to understanding the media landscape, see our post on Who Are the Traditional Media?)
3. Use AI Tools to practice and prepare
AI can be a game-changer when preparing for interviews. Use it to simulate interviews, refine answers, and reduce nerves.
Here’s how:
- ChatGPT or Claude: Create a mock journalist scenario. Ask AI to role-play as a reporter from a specific publication and generate likely questions.
- Grammarly or Jasper: Use AI writing tools to polish your talking points for clarity and tone.
- Descript or Otter.ai: Record your mock interviews and use AI transcription to analyse pacing, tone, and filler words.
With 70% of consumers saying authenticity matters most when choosing brands (Gitnux), using AI to refine your message — without over-polishing — ensures your answers feel genuine and trustworthy.
These tools help you sound confident and consistent while staying authentic.
4. Draft core talking points
After researching, create a short list (about five key points) that you want to communicate during the interview. These might include:
- Your company’s mission and impact
- Key milestones or metrics you can share publicly
- A simple explanation of your product
- Market insights or challenges you’re solving
- A closing takeaway that aligns with your PR goals
Discuss with your team what you’re comfortable sharing. If the journalist asks about financials, decide in advance whether to use exact figures or percentages.
(For more on shaping your brand message, see PR Strategy for Startups).
5. Prepare for tough questions
Even the friendliest interview can include a few difficult questions. That’s not a bad thing — journalists are doing their job. The key is to stay calm and consistent.
Anticipate questions around:
- Controversial industry topics
- Funding rounds or competition
- Market setbacks or missed goals
According to Clutch, 71% of PR professionals expect earned media to be harder to secure over the next five years, highlighting why preparation is critical.
Write down potential challenges and create short, honest responses that redirect focus to your company’s progress or mission.
(Read our post on How to Handle Media Requests for a step-by-step approach.)
6. Rehearse — But don’t sound scripted
Run through your talking points several times, ideally with a PR consultant or trusted teammate. If possible, record yourself and review how you come across.
Avoid memorizing exact phrases — instead, focus on clarity, brevity, and authenticity. The goal is to sound natural while staying on message.
If you’re working with a startup PR agency, they can conduct mock interviews and provide feedback.
(Not sure if you’re ready to hire one? Read How to Know You’re Ready to Work with a Startup PR Agency).
7. Follow up after the interview
After your interview, send a quick thank you note. You can also ask when the article will be published or if they need any follow-up materials (like photos or company details).
If something is misquoted after publication, reach out politely and provide clarification. Building long-term relationships with journalists is far more valuable than one-time coverage.
Expert insights
“When preparing for an interview, make sure you plan the three main points you want to get across. These key messages should be the answers you keep coming back to again and again during your interview.”— Sarah Gullo.
Source: PR Academy “This week in PR”
Final thoughts
A media interview is a huge opportunity to share your startup’s story, but it’s also a moment of public accountability. With a bit of research, structured prep, and smart use of AI tools, you can turn every interview into a brand-building moment that reflects your company’s mission and credibility.
If you want to deepen your PR knowledge and learn more actionable strategies for growing your startup, explore the full range of resources in our Startup School. From mastering media interviews to building buzz around funding milestones, it’s everything you need to take your PR to the next level.
Frequently Asked Questions
1. How can I prepare for a journalist interview if I’m new to media?
Start small. Practice with mock interviews using AI tools like ChatGPT. Read the journalist’s work and create 3–5 key talking points you want to communicate.
2. Should I ask to approve the article before it’s published?
Most journalists won’t allow pre-approval. You can, however, request to fact-check quotes for accuracy.
3. What if I say something I regret?
If it’s “on the record,” it can be published. Always think before speaking and confirm what’s off the record in writing beforehand.
4. Can AI really help me prepare for interviews?
Absolutely. AI tools can simulate interviews, analyse your tone, and help you refine answers — making them a valuable supplement to traditional PR coaching.
5. What’s the biggest mistake founders make in interviews?
Over-selling. Journalists value honesty and transparency over hype. Keep your responses grounded in facts and real experiences.
