It's Not Just What You Say: Why Body Language Matters in Media Interviews

When people think about media interviews, they tend to focus on the words. They spend time preparing key messages, thinking about difficult questions and worrying about whether they'll remember all the facts and figures they want to share. While that's important, there's another part of communication that can have a huge impact on how you're perceived, and that's your body language.

As a former journalist, I've interviewed lots of people over the years. I've also trained leaders, CEOs, charity spokespeople and subject matter experts to handle media interviews with confidence. One thing I've seen time and again is that audiences don't just listen to what you say, they watch how you say it. Your posture, facial expressions, eye contact and gestures all influence how your message is received.

The reality is that people form impressions very quickly. Long before you've finished answering the first question, viewers are making subconscious judgements about whether you seem confident, credible and trustworthy. If your words are strong but your body language appears nervous or uncertain, your message can lose some of its impact. That's why body language matters. It helps reinforce your message and gives audiences confidence in what you're saying.

Many people assume that confident media performers are naturally polished or charismatic. In my experience, that's rarely the case. Confidence often looks much simpler than people think. It can be as straightforward as sitting comfortably, maintaining natural eye contact, speaking at a steady pace and looking engaged in the conversation. The goal isn't to look perfect. It's to look comfortable and authentic.

One of the biggest challenges for media spokespeople is managing nervous habits. Most of us have them, especially when cameras are involved. Some people fidget with their hands, tap their feet, play with jewellery or constantly shift position in their chair. These habits are completely normal, but they can distract the audience from what you're actually saying. During media training sessions, one of the most valuable exercises is watching recordings back. People are often surprised by the habits they weren't even aware they had.

Facial expressions also play an important role. Your face should match the tone of your message. If you're discussing a serious issue such as homelessness, domestic abuse or a service failure, smiling throughout the interview can create a disconnect for the audience. Equally, if you're sharing positive news but look tense or disengaged, viewers may struggle to connect with your enthusiasm. Consistency between your words and your expressions helps build trust.

Eye contact is another simple but powerful tool. In a face to face interview, maintaining natural eye contact with the journalist helps create connection and credibility. In online interviews or video recordings, looking directly into the camera when delivering key messages can have a similar effect. You don't need to stare intensely, but making eye contact shows confidence and helps audiences feel that you're speaking directly to them.

Your voice is equally important. Although it's not technically body language, it plays a significant role in how your message is received. When people are nervous, they often speak too quickly, rush through answers or allow their pitch to rise. Slowing down, pausing occasionally and taking time to breathe can make a dramatic difference. Some of the most effective spokespeople I've worked with aren't the loudest or most polished. They're simply calm, clear and comfortable with silence when they need a moment to think.

Perhaps the most important thing to remember is that media interviews are not performances. Too many people worry about looking perfect. They become so focused on how they appear that they forget the reason they're there in the first place. Audiences don't expect perfection. They want to hear from a real person who understands their subject and genuinely cares about what they're saying.

The strongest interviews happen when your words, voice and body language all work together. When they do, your message feels more authentic, more credible and more memorable. That's why body language matters. It's not about learning tricks or trying to become someone you're not. It's about making sure that everything about your communication supports the message you're trying to get across.

So the next time you're preparing for a media interview, don't just think about what you're going to say. Spend some time thinking about how you're going to show up. Because sometimes the message people remember most isn't just in your words. It's in the confidence, credibility and authenticity behind them.