Political interviews are about more than TV ratings. When candidates, campaigns, or thought leaders prepare for an interview, it is easy to focus on how many people will be watching. A prime-time appearance on a major cable news network may attract millions of viewers, while an interview with a smaller outlet may reach a more targeted audience. But today, ratings only tell part of the story. The real value of a political interview comes from the message, the audience, and how that moment is used long after the cameras stop rolling.
A successful interview begins long before the cameras start rolling. Communications teams spend considerable time building relationships with producers, bookers, reporters, and hosts in the weeks, months, and years leading up to these interviews. They develop relationships with members of the media to help their clients, thought leaders, and political candidates secure media opportunities in front of the audiences that matter most.
After an interview is booked and added to the calendar, preparation begins, which is a critical component of the process. Political communicators begin by analyzing the network’s audience, the host’s interview style, and recent news developments that could shape the conversation. From there, communicators develop key messages, topline talking points, supporting facts which may include recent data and analysis, and anticipated responses to difficult questions. At the end of it all, the goal is not simply to answer questions to the best of your ability and knowledge, but to consistently reinforce a strategic message or story.Â
Perhaps the most significant change in political communications over the past decade is that the live television audience is no longer the primary audience. Today, interviews serve as content generators. Immediately following any interview, campaigns and organizations clip key soundbites and memorable moments, distribute them on social media channels, share them with supporters and donors, and pitch them to reporters for continued coverage and interview opportunities. A compelling 30 or 60-second exchange between a host and a candidate or thought leader can often reach far more people online than the original broadcast audience.
However, it doesn’t end there. The work continues long after the interview has aired and the clips have been shared across a client’s social media channels. Communications teams monitor engagement, media coverage, website traffic, and social media performance to see how the interview and its message are performing, and how audiences are responding.Â
So remember: the most successful political interviews are not judged solely by ratings. They are measured by impact. Did the interview shape the conversation? Did it mobilize supporters or attract new audiences?
Before putting a candidate or thought leader on television or stepping in front of the camera yourself, remember that an interview is more than a media appearance. It is an opportunity to shape a narrative, reinforce key messages, reach target audiences, and drive meaningful engagement long after the cameras stop rolling.
-Brittany Yanick, Vice President of Political Communications
