The Challenge of Communicating in the Media
A familiar scene plays out regularly across airwaves. A company executive appears on a morning show to discuss a new service. The presenter asks a simple question: “So how does this help customers?” And the response comes loaded with phrases like, “We’re leveraging platform integration to optimise cross-sector value delivery.” The presenter nods politely. Viewers stare blankly. And somewhere, a potential customer switches channels.
The executive isn’t wrong. In fact, within their industry, the explanation makes perfect sense. The problem is that media audiences are not made up of industry insiders. They are ordinary people trying to understand how decisions, products, or policies affect their daily lives. Yet many interviewees forget this. They speak as if they are still inside boardrooms, conferences, or professional meetings. They use technical terms, industry shorthand, and internal jargon because that is the language they use every day at work.
Unfortunately, what sounds normal at the office sounds confusing on air. And confusion quickly turns into disinterest.
I once watched a telecom executive explain improvements to network coverage using technical engineering language. After three minutes, the interviewer interrupted and asked, “So does that mean dropped calls will reduce?” The executive paused and said, “Yes.” That single word was all viewers needed from the beginning.
The Misconception About Simplicity
Experts often worry that simplifying language will make them look less intelligent or less credible. The opposite is true. People trust leaders who can explain complex ideas in simple terms. It shows mastery, not weakness.
Think of how successful entrepreneurs across the continent pitch their ideas. They don’t begin with algorithms or backend architecture. They explain how their service saves time, reduces cost, or makes life easier. The audience understands immediately.
Media interviews work the same way. Remember who is watching or listening. A trader in Kumasi. A banker in Lagos. A student in Nairobi. A driver in Johannesburg. People with busy lives who want clear answers, not professional vocabulary tests.
The Risk of Insider Language
Another risk of insider language is that it creates distance. You start sounding like someone speaking at people instead of someone speaking with them. And distance weakens connection.
A useful test before any interview is simple: would someone outside your industry understand your explanation in one hearing? If not, simplify. Replace technical phrases with everyday examples. Instead of saying “liquidity challenges,” say “cash shortages.” Instead of “regulatory adjustments,” say “changes in the rules.”
Clarity doesn’t reduce authority. It increases influence. And here’s something experienced broadcasters know: when audiences understand you, they listen longer. When they listen longer, your message travels further.
The Purpose of Media Interviews
Good interviews are not about impressing peers. They are about informing the public. So next time the microphone is switched on, remember you are not addressing your colleagues. You are speaking to millions of people who simply want to understand what is happening and why it matters to them.
Speak their language. Because in media, the smartest voice in the room is usually the one everyone understands.
