 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
Looking and sounding good in TV interviews
Puget Sound Business Journal (Seattle) -
by Candace Kovner BelAir"Never pick fights with people who buy their ink by the barrel," cautioned Mark Twain a century ago. Back then, when newspapers were the source of news, Twain's advice was well worth heeding.
How times have changed. Today, most of us get our news primarily from television: 59 percent, according to a TIME/CNN poll, vs. 23 percent from newspapers.
Nevertheless, Twain's warning still holds. To succeed in a television interview, the operative word is cooperate. Understand that a TV reporter or talk-show host has nothing to lose by interviewing you. The opposite, alas, is not true.
Because so much is riding on how you look and sound (often mercilessly reduced to a 15-second "sound bite"), here are some success secrets from my 18 years in television news and public relations.
Have a topic outline. Here's a useful exercise: Write down all the key points you'd like to convey to the viewing audience. No doubt you'll fill several pages. Now the hard part: choose three, and only three, of those points. Not easy to do, but that's all you may have time for during your TV interview.
Keep it simple. I've seen business executives lose their audience by overusing shop talk and technical jargon. To keep your audience tuned in, use language they understand. Similarly, keep numbers simple. Instead of saying, "542,000 people in Washington state use our product," say "About one out of every five people use it."
Know the show. Before you agree to appear on a talk show, you should know the format and the host(s). Is it a live show? Is there a studio audience? Will you be part of a panel? Are you expected to debate an issue? Just because you are invited to appear on a show doesn't mean it's an appropriate forum for you. My advice: tape and review the show before you make your decision.
Arrive early. "The show must go on ..." with or without you. I've seen shows where the guest fails to appear on time, and the host keeps promising the guest will show up ... eventually. Nothing makes a worse impression than arriving late for your scheduled on-air interview.
Acknowledge the host by name. When you occasionally preface your response with "Dick, that's a good question," or "Susan, I'm glad you asked ...," you'll sound at-ease and friendly.
Tell a story. The more human interest stories, case studies, and real-life examples you give, the more your audience will connect with you.
Be aware of your body language. I've seen CEOs tap their fingers or swivel in their chairs -- nervous habits that are distracting. I've seen high-level executives touch their face, pat their hair, or fidget with a their glasses or a pencil -- all signs of insecurity. Sit up straight, with your legs crossed or planted on the floor and keep your hands folded in your lap.
Assume the camera is on you at all times. Recently a business owner (Guest # 1) was interviewed on a local talk show. When the host turned to speak to another guest (Guest # 2), it was clear that Guest # 1 assumed he was off camera, and could relax. However, as Guest # 2 was speaking, the camera returned to Guest # 1, to get his reaction to what was being said. As soon as Guest # 1 saw himself on the television monitor in the studio, he started straightening his tie and smoothing his hair; in other words, he started preening. And that's exactly what everyone watching at home saw, too: this man preening! I was mortified for him.
Watch what you wear. Avoid all black, all white, all red, and busy patterns. Solid colors with a colorful accessory (tie, blouse, scarf) work best on camera. Avoid shiny or noisy jewelry. Wear glasses if you do so normally.
Look directly at the interviewer. Don't be concerned about "finding" the camera; the camera will find YOU. Just look straight at the host.
It ain't over till it's over. When your interview segment is finished, assume your microphone is still ON. I hosted a talk show in which I interviewed a prominent chief operating officer for a 30-minute segment. When the interview ended, I thanked him for coming; then the music faded up and the credits started to roll. The show was over, right? Not quite. The guest leaned over to me and said, "That wasn't so bad after all!" There was only one problem: His microphone was still on!
Some final tips for any interview situation, including television:
Take control. When first contacted by a reporter, ask: Who are they, and what media do they represent? How did they get YOUR name? What is the focus of the story? What kind of information would be most helpful? Who else are they interviewing? What is their deadline?
Bridge to your point. If a question is off the track, answer it briefly, and then quickly bridge to a phrase such as, "It's also important to point out ..." or "I understand why you think that; however, the real issue here is ..." or "Your audience should also be aware that ..."and then make your point.
Record your interview. I advise my clients to tell the reporter it's company policy to record every interview. This makes it much less likely you will be misquoted, or quoted out of context.
If you don't know an answer, admit it. And offer to find someone who does. You might say, "Because I'm not entirely sure about that, I wouldn't want to say something that would mislead your audience," or "That's interesting, Bob, but that's not my area of expertise. I'm more familiar with the subject of ..."
Expect the unexpected. One of my clients was recently scheduled to appear on a local talk show. Upon arriving at the studio, he was ushered to the anchor desk, where a microphone was clipped to his lapel, powder was dusted on his face, and the host introduced him on-camera to the audience just before a commercial break. However, during that break, word suddenly came in that an earthquake had just hit Columbia, South America. The show producer made a split-second decision to drop the interview, and broadcast pictures of the disaster (being fed into the newsroom via satellite) instead. As soon the host reappeared on camera, she began with "This just in ..." My client never did get interviewed that day. But, he was invited back. Moral of the story: News is always breaking; go with the flow.
Watch out for the red herring. A reporter said to a company president, "So, I hear you're laying off 20 percent of your work force." The president quickly replied, "No, no, it's only 10 percent ." Only then did he realize he hadn't intended to reveal even that number. The reporter set the trap; the company president got caught.
Never badmouth anyone. If you do, you can be sure THAT is what will lead the news!
Show your appreciation. If the reporter did a fair job, let them know it. Hardly anyone writes thank you notes anymore; you'll set yourself apart if you do. And such a note increases the likelihood that the next time the reporter needs a "source" for a story on your industry, you will get the call.
The bottom line on TV interviews: At best, your television appearance will enhance your own and your company's reputation. As one CFO recently told me, "That favorable report on the news last night gave us the kind of credibility money can't buy." At worst, your television appearance can deteriorate into a public relations nightmare.
It all depends on how prepared you are.
Client
Testimonials | Contact Candace
| Crisis Communications
Introduction | Media
Skills Training | Getting Great
PR
Presentation Skills Training |
Speaking Topics
Who is Candace BelAir?