Artificial intelligence is now everywhere in professional life, drafting reports, scanning trends, building comms strategies plans and even helping communications teams prepare for media engagement. It’s tempting to think tools like ChatGPT could prepare you for a media interview too.
AI certainly has a role to play. But relying on it too heavily can expose spokespeople and organisations to unnecessary risk. In media interviews, where accuracy, tone, and credibility are under the spotlight, the difference between AI’s polished text output and an authentic human delivery matters more than ever.
Where does AI fit into you media interview preparation?
Used smartly, AI is a powerful support tool:
- Summarises recent media coverage to spot likely angles
- Generates practice questions, including hostile ones
- Suggests first-pass talking points to refine into messages
- Provides quick ideas when deadlines are tight
- Works 24/7, useful for busy executives needing rapid prep
For comms teams, this makes AI a time-saver and a useful brainstorming partner. But it’s only the first step.
The new media risk: quoting AI without validation
One of the biggest pitfalls we now see is spokespeople going into interviews with lines or “facts” clearly lifted from AI tools, but not fact-checked or validated.
The risk?
- Journalists can challenge the claim on the spot
- The spokesperson can look unprepared or unreliable
- The organisation’s and individual’s credibility can suffers
AI isn’t built to guarantee truth; it’s built to generate plausible responses. And in a live interview setting, one unverified claim can undo months of careful communication planning.
Tone, language, and authenticity – AI vs Human
Another limitation is tone. AI answers often look fine on paper but can sound hollow when spoken aloud. Worse, they sometimes default to jargon-filled phrases that scream “algorithm,” such as:
“Unlocking the fast-paced world of dynamic communications strategies,”
Line like this don’t land well with journalists, or audiences. Media interviews demand clarity, plain English, and presence.
And most importantly: AI can’t replace your own intimate knowledge of your organisation and industry. Every script, plan, or holding statement must be sense-checked by the spokesperson: Is it accurate? Is the tone right? Does it reflect your organisation’s reality and values? Does it sound like something your spokesperson would say out loud?
Why preparation still needs human input
AI can generate content. But it can’t prepare you for:
- The pressure of a live setting with multiple cameras and journalists
- Body language, eye-line, and vocal tone that shape credibility
- Unpredictable questions that throw spokespeople off script
- Reputation stakes where one misstep can damage trust with stakeholders or markets
Here’s the key point: you’re using AI to prepare to speak to the media, aka humans. And humans instinctively pick up on tone, confidence, and authenticity. If your answers feel artificial, they’ll notice.
AI in crisis communication and stakeholder engagement
These risks multiply in high-stakes scenarios.
- In crisis communications, AI can help draft holding statements or map scenarios, but delivery must show empathy, authority, and discipline. One poorly judged or inaccurate AI-generated line can inflame the crisis.
- In stakeholder engagement, AI may draft updates or letters, but trust comes from leaders standing in front of shareholders, regulators, or communities with credibility and presence.
In both cases, AI is useful in preparation. But only people can deliver trust.
The smart way forward: blending AI with media training (from another human who also happens to be an experienced ex-journalist)
The choice isn’t AI or media training, it’s both.
- Use AI for research, brainstorming, and practice questions.
- Use professional training for realistic rehearsal, confronting playback, and constructive feedback from a journalist who knows how media really works.
Put simply: AI can give you answers. We prepare you for the questions.
About Luke Waters
Luke Waters is a communications consultant, media trainer, and former journalist with extensive experience preparing executives, subject matter experts, and emerging leaders for press conferences, live broadcasts, and high-stakes media interviews. He has completed specialist training in Crisis Communications at the University of Technology Sydney and holds a Certificate in Leadership and Strategy in Stakeholder Engagement from the Australian Institute of Management.
Luke’s programs are tailored to organisational needs and include:
- Media Training
- Media Spokesperson Training
- Crisis Communications Training
- Crisis Communications Spokesperson Training
- Incident Management Spokesperson Training
- Corporate Presentation Training
- Stakeholder Engagement Spokesperson Training
For a confidential, obligation-free discussion about broadening your media interview skills, contact us today.