In public relations, preparation is everything—especially when it comes to media interviews. An interview sheet is a simple yet powerful tool that helps spokespeople stay on message, respond confidently, and reinforce key talking points. It supports both the person being interviewed and the communications team ensuring a consistent, strategic message is delivered.
What Is an Interview Sheet?
An interview sheet (sometimes called a media briefing sheet or Q&A sheet) is a one- to two-page document prepared by a public relations professional to help a spokesperson prepare for a media interview. It typically includes anticipated questions, recommended responses, background context, and key talking points.
Interview sheets are internal documents—they are not shared with the media but used to guide and coach the person being interviewed.
While reduced for demonstration purposes, this is what an interview sheet might look like:
When Do Organizations Use Interview Sheets?
Interview sheets are used whenever a representative of the organization—such as an executive, subject-matter expert, or spokesperson—is scheduled to speak with the media or another public audience. Common situations include:
- Press interviews following a news release
- Event or campaign promotion
- Crisis communication or response scenarios
- Product launches or business announcements
- Panel discussions or speaking engagements
- Live or recorded media appearances
They are especially useful when the topic is sensitive, complex, or high-stakes and when the spokesperson may not be fully familiar with the media environment or expected questions.
What Should I Include in an Interview Sheet?
A well-prepared interview sheet includes:
- Interview Details: Date, time, format (e.g., live or recorded), reporter’s name, outlet, and topic.
- Spokesperson Name and Title
- Key Messages: 2–4 top-level points the spokesperson should emphasize.
- Anticipated Questions: A list of likely media questions.
- Suggested Responses: Short, aligned, and strategic talking points—not scripts.
- Bridging Phrases: Helpful transitions to steer the conversation back to key points (e.g., “What’s important to remember is…”).
- Background Information: Stats, data, or context that might be helpful.
- Do’s and Don’ts (Optional): Tips for tone, language, or topics to avoid.
Preparing an Interview Sheet: Step-by-Step Instructions
Here’s how to prepare an effective and PR-friendly interview sheet:
Step 1: Confirm the Interview Details
Start with the basics: Who is doing the interview? What’s the media outlet? When and where will it take place? Is it live, recorded, in-person, or virtual? Clarify the topic, format, and any advance questions or focus areas provided by the journalist.
Step 2: Identify the Spokesperson and Audience
Tailor the sheet to the person being interviewed. Consider their familiarity with the topic, their communication style, and the likely audience for the interview.
Step 3: Define 2–4 Key Messages
These should align with the organization’s PR objectives. Key messages should be concise, memorable, and repeatable. These are the ideas you want the audience to walk away with.
Step 4: Draft Anticipated Questions and Suggested Talking Points
Brainstorm the most likely questions—friendly, neutral, and challenging. For each, provide a suggested response, but avoid word-for-word scripting. Use bullets or short paragraphs with phrasing that sounds natural and confident.
Step 5: Include Supporting Facts and Stats
Add any background context, numbers, or brief history that can strengthen the spokesperson’s credibility. Be sure to fact-check and provide the most recent information available.
Step 6: Add Bridging Tips or Phrases
Help your spokesperson navigate unexpected or off-topic questions by suggesting phrases like:
- “That’s a great question, but what’s really important is…”
- “What I can say is…”
- “Let me give you some context that might help clarify…”
Step 7: Review, Personalize, and Practice
Before finalizing, review the tone and tailor the document to the spokesperson’s voice. If possible, hold a short prep session or mock interview to rehearse the flow and responses.
An effective interview sheet is like a compass—it doesn’t tell your spokesperson exactly what to say, but it keeps them oriented in the right direction. With the right preparation, your organization’s representatives can deliver clear, confident, and compelling interviews that reinforce your brand’s message.
*Content on this page was curated and edited by expert humans with the creative assistance of AI.