T I P S A N D R E M I N D E R S

Preparing for Broadcast Interviews

Establish clear goalsDefine the purpose of the interview and make sure you have a firm grasp on the message(s) you wish to express. With goals outlined beforehand, you are giving yourself a plan of attack and a better chance to succeed.

Know your messageCome up with responses to questions you will likely be asked based on the topic you are discussing. This also means thinking of the tough questions that you would normally wish to avoid, but may likely be asked anyway. Consider the message you are trying to convey to your audience. Plan out the key messages and information you wish to share. Identify areas in which to weave in your company value proposition. Determine how you can best turn a negative question into a positive opportunity to tell your story.

Before the interview

Practice makes perfect Review your materials and speaking points multiple times prior to the interview. Role play with a team member and rehearse saying these messages out loud. Revise any language that you seem to stumble over. Practice also helps smooth out any verbal tics you may naturally possess (ums, ya knows, likes, etc.) and helps you to sound less robotic.

Keep it simpleAvoid jargon and industry specific terms. Keep your discussion at a high level, unless prompted otherwise. Consider what information would be most practical and beneficial to your audience.

Confirm contact informationThere’s nothing worse than having your name or company misspelled. Confirm with the producers that they have the correct spelling of your first and last name, company and company website.

Before the interview

Dress for the cameraComplex or busy patterns are often distracting on camera. Choose a contrasting color to your skin tone. Dark suits with hints of bright colors like yellows, blues and purples often translate well onscreen.

Sit stillFidgeting can be distracting to viewers and make you seem less confident about your subject matter. Avoid touching your face, hair, clothing, etc. Use proper posture and keep your hands in your lap. If you’re a hand-gesturer, allow yourself to make the movements, but below the camera’s line of sight and with your shoulders remaining in place. If you are standing, keep your feet still.

During the interview

Watch your facial expressionsSmiling as you speak is one of the most effective ways to highlight your personality. If you’re speaking about a more somber topic, however, your expression should remain neutral. Practice in the mirror a few times until you get the desired effect. When not speaking, show interest in what others are saying.

Say more than “yes” or “no”Every question asked is an opportunity to convey your message. Even if the question only requires a simple, one word answer, do your best to build upon your response so the audience is able to get a better understanding of the information you wish to provide.

During the interview

If you don’t know, don’t make it upIf the interviewer asks a question you simply do not know the answer to, do not try to answer by guessing on the fly. Instead, take the opportunity to say something to the effect of “I’m not sure about that, but what I do know is…” and fill in the blanks with a message you have not already conveyed. This will keep the interview running smoothly without jeopardizing your reputation.

Eye contactFor most broadcast interviews, it is best to make direct eye contact with the person interviewing you, rather than the camera. Have you ever noticed how uncomfortable it is when an interviewee stares straight at the camera during the newscasts you watch at home? It often feels unnatural. If the interview requires a close up of your face, however, look directly at the camera. Do your best to avoid looking up, down or away from the camera in general.

During the interview

Speak to your audienceWhile you will technically be speaking to the person interviewing you, picture them as your target audience and the viewers you wish to reach and respond to interview questions accordingly. How would you respond if it was your ideal customer asking the question?

Stay on messageStick to your talking points and key themes. Answer the questions that are asked as succinctly as possible. Rambling and explanatory tangents may result in the interviewee needing to cut you off. Your responses should be no longer than 45 seconds in length and should be packaged in sound bites or “quotable quotes.”

During the interview

After the interview

Assess your performanceWere you able to hit all of your key messages? Did you stumble over some talking points? Debrief with a team member and ask for constructive criticism to help you decide which areas you have room to approve upon.

Share itShow your excitement and gratitude for the opportunity by sharing the news clip with friends, clients and colleagues. Post the clip to your website and share through social media. The more exposure, the better!

Make a connection Exchange contact information with the producers if you’ve just done an in-person interview. This relationship building step is key to additional opportunities and repeat appearances.