Start with three clear messages

Before you step into a radio studio – or dial into a remote interview – decide on the three things you want listeners to remember. Radio is a fast medium. If you try to say everything about your business, you will say nothing. A founder who runs a small Yorkshire bakery might choose: our sourdough is made with a 100-year-old starter; we now deliver across the dales; we are hiring two apprentices. Each message is simple, human and easy to repeat.

Write those three messages on a sticky note and keep them in front of you. Every answer you give should connect back to one of them. If the interviewer asks about your background, talk about how that background led to message one. If they ask about challenges, link to message two or three. This keeps you in control without sounding scripted.

Practise concise answers

Radio answers work best when they are 20 to 30 seconds long – roughly 50 to 70 words. That is short. Most founders ramble when nervous, adding caveats and backstory. The cure is rehearsal, not talent.

Try this exercise: record yourself answering five likely questions on your phone. Play them back and count the seconds. If an answer runs over 40 seconds, cut it. Remove phrases like “I think that”, “sort of”, “to be honest” and “at the end of the day”. Replace them with a direct opening: “The biggest change for us was…”, “What surprised me most was…”, “My advice to other founders is…”.

Then practise with a friend who interrupts you mid-sentence. Radio interviews rarely follow your plan. A good guest can stop, listen, and then answer the new question without losing their thread. That skill comes from repetition, not from reading notes.

Prepare friendly soundbites

A soundbite is a short, vivid sentence that a producer can lift and replay in a news bulletin. It should sound like you, not like a press release. Avoid jargon, acronyms and internal shorthand. If your mother would not understand it, rewrite it.

• “We started with one van and a borrowed kettle. Now we serve 300 customers a week.”
• “Our aim is simple: help small firms cut their energy bills by a fifth this year.”
• “The best part of my day is when a customer tells me we solved a problem they thought was impossible.”

Write three soundbites that match your key messages. Say them out loud until they feel natural. Do not memorise them word for word – that sounds robotic. Instead, memorise the shape of the sentence and the feeling behind it. A warm, specific story will always beat a perfect slogan.

Manage nerves before you go live

Nerves are normal. They mean you care. The goal is not to eliminate them but to stop them from hijacking your voice. Start with your breathing: place one hand on your belly and breathe in for four counts, out for six. Do this five times. It slows your heart rate and steadies your voice.

Arrive early – at least 15 minutes before a studio interview. Use that time to check the running order, ask where the microphone is, and sip water at room temperature. Cold water can tighten your throat. If you are interviewing remotely, test your headphones and find a quiet room with a soft surface (curtains, carpet, a sofa) to avoid echo.

During the interview, sit upright and lean slightly forward. Smile when you speak – listeners can hear it. If you fluff a sentence, do not apologise or freeze. Take a breath and start the sentence again. Presenters are used to it, and the audience rarely notices.

Handle tricky questions with grace

Every founder fears the awkward question: Why did you make a loss last year? What do you say to customers who complain? Is your industry damaging the environment? You cannot control the question, but you can control your response.

Use a bridging phrase to buy yourself a second and steer towards your message. For example: “That’s a fair point, and what I’d add is…” or “I can’t speak for the whole sector, but for us…” or “The bigger picture is…”. Then deliver one of your prepared messages. Never say “no comment” – it sounds evasive. If you genuinely cannot answer, say: “I don’t have those figures to hand, but I can tell you what we are doing right now.”

Also prepare for the personal question: “What keeps you up at night?” or “What’s your biggest mistake?” A short, honest answer builds trust. “I once hired too quickly and it nearly broke the team. Now we take three months to onboard every new person.” That is memorable and human.

Make the most of the moment afterwards

Once the red light goes off, ask the producer if there is a clip you can share. Many local stations will send you an audio file or a link to the interview. Post it on your social media channels with a short caption that repeats your main message. Thank the interviewer by email the same day – a brief note mentioning a specific question you enjoyed. That small gesture makes it far more likely they will invite you back.

Finally, review your own performance. Listen to the recording once. Note one thing you did well and one thing to improve next time. Did you speak in plain English? Did you land your soundbites? Did you sound like yourself? Radio interviews are a skill, and like any skill, they get easier with practise. Your first one will be the hardest. Your fifth will feel like a conversation with a friend.