The Client

At Editing Edge, Director Lesley Hussell provides frequent insights for media platforms and commentary for TV and radio through her role with Awards Intelligence. Here she describes the benefits … and the challenges!

Who are Awards Intelligence? The world-leading consultancy for personal Honours and business awards. They assist individuals in applying for:

  • The House of Lords
  • Knighthoods and Damehoods, CBEs and OBEs

They also help companies to find, enter and win prestigious business awards.

The Problem

Preparing for any media interview, live or recorded, can seem a daunting process. Interviews often take place at short notice yet take detailed preparation. When representing a brand this is an opportunity to get your key messages across in an engaging way. But it’s no easy task when you’re under pressure and having questions being fired at you on the spot!

The Solution

With my background as a journalist (including a stint as Daily Mail Foreign Editor), I have plenty of experience of interviews. There are several key aspects I always focus on:

  • Having a rapport with the presenter: a good relationship with the presenter will not only make the interview more enjoyable but will also make the conversation flow in a more natural way.
  • Being engaging and entertaining: as always, it is important to think about your audience – the audience of the media outlet as well as your own target audience. Using anecdotes and examples will bring a human factor to the conversation.
  • Considering tone of voice: a tone of voice is particularly important during a radio interview as the audience won’t see your mannerisms and expression. Considering target audience helps in adapting your tone of voice.
  • Mastering the facts about your subject: clarifying your goals and primary messaging is essential. You are the expert in the interview so being confident about your key stats and facts is vital to coming across well.
  • Balanced preparation: key to any interview format is being prepared – and being prepared for the unexpected. Think about tricky and critical questions that might be thrown at you but beware of being over-prepared. Answers that you’ve learned by heart can make the conversation disconnected.
  • Follow the astute politician’s lead: if you don’t like a question, feel free not to answer it but subtly swing the topic in a different direction. It’s better than floundering and potentially causing reputational damage.

The Result

Well structured, natural flowing and engaging interviews that provide insightful nuggets of information about a given subject.

Most of the interviews I do for Awards Intelligence are about the Honours Lists (New Year and King’s Birthday in June). Through honing key messages, such as “You have to be in it to win it”, and “We can help you get an OBE or Knighthood”, and weaving in relatable examples from topical news (for example, about Tom Daley, his Olympic medals and his charity work), you will bring your topic to life.

My interviews over the years have ranged from Sky TV to BBC local radio (as far afield as BBC Newcastle and BBC Cornwall) – they tell engaging stories that capture the attention of the audience. Importantly, they also throw a spotlight on my clients’ great achievements.