Lessons From Ryan Lochte on Interviewing

Ryan Lochte | BCBusiness
While Olympic swimmer Ryan Lochte is graceful in the pool, he drowns in interviews.

The London 2012 Olympic swimmer excels at many things, but public speaking isn’t one of them. Here’s how to avoid the same mistakes.

Ryan Lochte is one of the stars of the London 2012 Olympics. From beating Michael Phelps in the 400-metre individual medley to winning gold in the men’s 4×200-metre team relay race, Lochte has been a stunning performer.

With Olympic glory comes Olympic-sized attention — and in the case of Lochte, the media attention started even before the cauldron was lit in London. In the months leading to the Olympics, he has graced the cover of Men’s Journal, Men’s Health and Time magazines.

But alas, the pool star drowns in interviews. A video making the rounds on Facebook, Twitter and other social networks suggests that this star athlete needs to practise speaking — as well as swimming — if he wants to maintain his golden reputation. A Buzzfeed mash-up video shows Lochte struggling to put together coherent sentences or not answering questions at all. 

Business leaders can learn a few things from this video. Even if you don’t have to endure the high level of media scrutiny that Lochte does, keep the following tips in mind when preparing for your next media interview:

Prepare your key messages.

Preparation is critical. Think about your goals and identify key messages you would like to communicate, in advance of the interview.

Next, think content. Determine how to turn your key points into interesting and entertaining stories. Scan newspapers, blogs, TV and radio to see how the media craft their content. Why should the media and their audience care about what you have to say? Know your story and know how to tell it well.

Don’t just answer the question; tell your story.

News reporting is almost always about getting a good story. Develop an engaging storyline and drop the dull bits that are relevant only to you and your inner circle. Know your story (see tip No. 1) and reiterate this throughout your interview.

Anticipate all types of questions (including silly ones).

Brainstorm questions the media might ask. Go beyond the obvious.

You’re unlikely to be quizzed on multiplication (as was the case with Lochte), but depending on the media outlet, the reporter might throw in some lighthearted or unexpected questions.

Be armed with anecdotes and examples, and be quotable. With attention spans getting shorter in the digital world, media will likely only print one or two sentences. Practice those two sentences until you get it right.

Rehearse your key messages.

Like Olympic sports, practice makes perfect. Before your interview, rehearse in front of the mirror or with a colleague. Better yet, do a mock interview and record yourself in a video. When reviewing your recording, notice how you look and sound. Do you look relaxed but authoritative? Do you look indifferent? Are you making eye contact with the reporter?

Be genuine and be interested.

Have a real exchange with the reporter and really listen to their questions. Show enthusiasm for the topics you are discussing.

Remember that saying “I don’t know” or “I’ll get back to you on that” is much better than getting it wrong.

While an important part of building your company’s profile, an interview can be nerve-racking — and as Lochte illustrates, even Olympians aren’t immune to bad interviews. With preparation and focus, a gold medal interview is within reach. Consider hiring a media training professional or work with your PR firm if you need some extra help.