PR Interviews: 5 Mistakes Derailing Pros in 2026

Securing impactful coverage hinges on flawless execution when it comes to expert interviews with PR professionals. Yet, I’ve seen countless marketing teams stumble, turning golden opportunities into missed connections. Mastering the art of preparing your expert for media engagements isn’t just about sounding good; it’s about delivering authentic value and building lasting media relationships. So, what critical mistakes are still derailing even seasoned PR pros in 2026?

1. Skipping the Deep Dive on the Journalist and Publication

This is where most PR pros fall flat. You get a media request, you confirm, and then you just brief your expert on the topic. That’s a huge error. Before your expert even thinks about what they’ll say, you must fully understand who they’re talking to and where their words will land. I always tell my team, “Know your audience better than you know your own expert’s talking points.”

Pro Tip: Create a Comprehensive Journalist Dossier

For every interview, I mandate a “Journalist Dossier.” This isn’t just a LinkedIn profile peek. We dig into their last 10 articles, looking for recurring themes, their typical tone, and any controversial stances. We check their social media (X, formerly Twitter, and LinkedIn are goldmines) for recent engagement and interests. Is this journalist known for deep dives or quick takes? Do they tend to challenge sources or offer a more narrative approach? This intelligence informs everything.

Common Mistake: Focusing Only on the Topic, Not the Narrative

Many PR professionals brief their experts solely on the subject matter, like “We’re talking about AI in healthcare.” But a good journalist isn’t just reporting on AI; they’re crafting a story. Your expert needs to understand the likely narrative arc the journalist is pursuing. Are they exploring benefits, risks, ethical concerns, or a market trend? Without this context, your expert’s answers might be technically correct but entirely miss the story’s emotional or analytical core.

For example, last year, we had an expert from a cybersecurity firm lined up for an interview with a reporter from TechCrunch. My initial briefing focused on our new quantum-resistant encryption product. However, after reviewing the reporter’s recent work, I realized she was deeply interested in the human element of cybersecurity breaches and the psychological impact on consumers. We pivoted our expert’s talking points to include more anecdotes about consumer trust and the evolving threat landscape, rather than just product specs. The resulting article highlighted our expert’s empathy and strategic vision, not just technical prowess, leading to significantly higher engagement metrics for us.

2. Neglecting Rigorous Message Development and Rehearsal

You can’t just hand your expert a bulleted list of talking points and expect magic. That’s like giving a chef a recipe and no ingredients. True success comes from developing core messages that are concise, memorable, and backed by irrefutable proof points, then rehearsing them until they feel natural, not robotic.

Pro Tip: The Rule of Three and the “So What?” Test

I insist on the “Rule of Three” for core messages. Your expert should have no more than three primary messages they want to convey, regardless of the question. Each message must pass the “So What?” test. For example, instead of “Our new software increases efficiency,” ask “So what?” The answer might be, “It reduces operational costs by 30% for small businesses, freeing up capital for growth.” That’s a much stronger message. We use Google Meet for all our mock interviews, recording every session. This allows for immediate, objective playback and feedback, which is invaluable. I’ve found that seeing themselves on camera helps experts identify filler words, nervous habits, and areas where their message loses clarity.

Common Mistake: Overloading with Jargon and Undefined Acronyms

Experts are experts for a reason; they live and breathe their subject. But that deep knowledge can be a detriment if they can’t translate it for a general audience. I’ve seen countless interviews where an expert rattled off acronyms like “API,” “SaaS,” or “ROI” without context, assuming everyone understands. The journalist, trying to keep up, often just lets it slide, and the audience ends up confused. Your job as a PR pro is to be the translator. Always remind your experts: if your grandmother wouldn’t understand it, rephrase it.

3. Failing to Anticipate and Strategize for Difficult Questions

Every interview, especially with a sharp journalist, will have curveballs. Preparing for these isn’t about avoiding tough questions; it’s about reframing them or providing a thoughtful, transparent response that reinforces your core messages. Ignoring this aspect is PR malpractice.

Pro Tip: The “Bridge and Pivot” Technique

We train our experts extensively on the “Bridge and Pivot” technique. When faced with a challenging or off-topic question, acknowledge it briefly, then “bridge” back to one of your core messages, and “pivot” to a point you want to make. For instance, if asked about a competitor’s recent product launch, an expert might say, “That’s an interesting development in the market, and it underscores the critical need for innovation. What we’ve focused on, however, is [core message about your unique value proposition].” This keeps the conversation on your terms. We also use a shared Google Docs document to collaboratively brainstorm potential difficult questions and approved responses, updating it before every major media push.

Common Mistake: Getting Defensive or Speculative

There’s nothing worse than an expert who gets defensive, argumentative, or, even worse, starts speculating on things they don’t have concrete information about. This erodes credibility instantly. I recall an interview where an expert, asked about a hypothetical regulatory change, started guessing about its impact. The journalist, sensing uncertainty, pressed harder, and the expert dug themselves into a hole. It’s always better to say, “That’s a complex issue, and we’re closely monitoring any potential developments. Our current focus remains on [core message],” than to offer an uninformed opinion. Transparency, even when it means admitting you don’t know something definitively, builds trust.

4. Overlooking the Technical and Logistical Details

In 2026, most interviews are still remote. A poor internet connection, bad lighting, or distracting background can undermine even the most articulate expert. These seemingly minor details can have a major impact on how your expert is perceived and how their message is received. Don’t leave this to chance.

Pro Tip: The “Interview Go-Bag” and Pre-Call Check

For any remote interview, I recommend an “Interview Go-Bag” (even if it’s just a checklist). This includes a reliable headset with a microphone (like the Jabra Evolve2 65 Flex), a ring light for optimal illumination, and a clean, neutral background. Crucially, we always schedule a 15-minute tech check with the expert 30 minutes before the actual interview. This isn’t just for sound and video; it’s to ensure they’re in a quiet environment, have closed unnecessary tabs, and have a glass of water handy. I also encourage experts to hardwire their internet connection if possible, to avoid Wi-Fi drops.

Common Mistake: Assuming Technical Competence

It’s easy to assume that because someone is an expert in their field, they’re also an expert in video conferencing software or basic troubleshooting. That’s rarely the case. I once had an expert join a live interview with their laptop mic on, while wearing AirPods connected to their phone, creating a terrible echo. We had to scramble mid-interview to fix it, which was incredibly distracting for both the expert and the journalist. Never assume. Always walk them through the specific settings for Zoom, Google Meet, or whatever platform the journalist is using. Ensure their microphone input is selected correctly, and their camera angle is flattering.

5. Failing to Provide a Concise, Actionable Briefing Document

A lengthy, wordy briefing document is as useless as no briefing document at all. Your expert is busy. They need information that is easily digestible, highlights the most critical points, and can be reviewed quickly in the minutes before an interview. I’m a firm believer in quality over quantity here.

Pro Tip: The Two-Page Power Brief

My agency, based in Atlanta, Georgia, has refined what we call the “Two-Page Power Brief.” Page one covers the journalist’s background (their last three articles, their beat, any relevant social posts), the publication’s audience, and the interview’s confirmed topic and angle. Page two contains the three core messages with their proof points, two to three anticipated difficult questions with approved responses, and any specific calls to action or data points we want to emphasize. We also include a reminder of the expert’s bio points the journalist received. This format is designed for quick consumption and maximum retention. We send this via email at least 24 hours in advance.

Common Mistake: Overwhelming with Irrelevant Details or Just Copy-Pasting

I’ve seen PR pros just copy-paste sections of press releases or internal documents into a briefing, thinking more information is better. It’s not. An expert doesn’t need to know the entire history of your company for a 15-minute interview about market trends. They need specific, relevant data points that support their narrative. Irrelevant details create clutter and distract from the essential information. The goal is clarity and conciseness, not an information dump.

Consider a case study from a client, “InnovateTech Solutions,” a B2B SaaS company. Their CEO was scheduled for an interview with eMarketer regarding trends in marketing automation. Initially, their internal PR team provided a 10-page document. We condensed it into our Two-Page Power Brief, focusing on three key messages: 1) AI-driven personalization is now a must-have, not a nice-to-have, 2) Data privacy regulations (like the California Consumer Privacy Act, CCPA, and similar state-level laws) are reshaping automation strategies, and 3) Integrated customer journeys are outperforming siloed campaigns. We included a specific data point: “According to a HubSpot report, companies using AI for personalization saw a 27% increase in conversion rates in 2025.” We also prepared for questions about the ethical use of AI. The CEO felt much more prepared, delivered a clear, impactful message, and the resulting article cited InnovateTech Solutions prominently as a thought leader, generating a 15% increase in qualified leads over the next quarter.

6. Failing to Secure and Review Interview Context

This is a major blind spot for many. You’ve prepared your expert, but what has the journalist already been told? What materials did they receive? What’s the agreed-upon angle? Without this, you’re flying blind, and your expert might inadvertently contradict or repeat information already provided.

Pro Tip: Always Request the Journalist’s Backgrounder or Embargoed Release

Whenever possible, ask the journalist if they have a background document, an embargoed press release, or even just a detailed outline of their story that they can share. Many reputable journalists will provide this as it helps ensure accuracy and alignment. If they can’t, ask for a confirmation of the key points they’ve already gathered. This isn’t about controlling the narrative; it’s about making sure your expert is adding value and not just reiterating what’s already known. This step is non-negotiable for me.

Common Mistake: Assuming the Journalist Has All Necessary Information

Journalists are busy people, and sometimes they’re juggling multiple stories. They might have received an initial pitch, but not all the detailed supporting documents. Or, they might have spoken to multiple sources and have a slightly different understanding of the topic than you do. Assuming they have everything they need, or that their understanding perfectly aligns with yours, is a recipe for miscommunication. Always clarify what they’re working with and what specific information they’re hoping to glean from your expert.

Mastering expert interviews with PR professionals isn’t about luck; it’s about meticulous preparation, strategic messaging, and anticipating every possible scenario. By avoiding these common pitfalls, you won’t just secure media placements; you’ll build your expert’s reputation as a trusted authority and ensure every interview contributes meaningfully to your marketing objectives. This strategic approach is vital for maximizing your marketing ROI.