You spend your professional life working in front of some pretty tough audiences: Challenging business prospects, speaking engagements, and the like. It can be even more intimidating to sit down for a television news interview.
But with a dose of preparation, as well as observing a few do’s and don’ts, you can put your misgivings aside and seize a great opportunity to jump into the spotlight.
While many of the same interviewing skills are needed for print and TV news interviews, sources for broadcast media need to be more aware of their appearance and have the ability to quickly connect with viewers visually and verbally.
Before the interview, brainstorm likely questions, as well as the tricky ones you hope the reporter doesn’t ask. You should be able to anticipate 90 percent of the questions before the camera starts rolling. If possible, speak with the reporter by phone before the interview for the questions in advance, but remember there’s still a chance the reporter will ask other ones.
Keep in mind that some reporters ask questions over and over to get different and more interesting responses. Stick to your message. Answer each question as if it’s the only answer that will be used in the report.
Dress for your audience and the camera:
- Dress conservatively, just like you would in a courtroom or when meeting with a client.
- Dark clothes look best on television. Avoid checks, stripes, plaids, or other designs, as they can look awkward on television.
- Don’t wear accessories or jewelry that are too large, move too much, or might cause a glare.
- Don’t wear exaggerated makeup. Keep your hairstyle simple. In short, don’t wear anything that will take viewers’ attention away from your message.
- Use positive body language. Show open arms and hands and avoid crossed arms. If you’re asked to “chat” while the camera shoots “B-roll” (non-interview footage including cutaway shots) be sure your body language and comments are appropriate.
The camera sees all:
- Take the time to look in the mirror. Straighten your hair, tie or scarf. You don’t want viewers to be distracted.
- Television observes everything, especially posture and facial expressions.
- Use natural gestures. Speak with energy. Make and hold eye contact.
- Talk to the reporter, not the camera. Losing eye contact can indicate evasion, dishonesty or anxiety. The more your eyes move around, the more uncomfortable your audience will become.
- If you’re standing, look comfortable and alert, with your hands by your sides. If you’re seated, sit forward and erect. If you’re sitting at a desk, keep your hands above the desk. Sit on the back of your suit to make it straight and wrinkle-free during the interview. If you’re sitting on a couch or in a casual chair, don’t clasp your hands in your lap.
The quality sound bite:
- The interview with you and the reporter should sound like a conversation, not scripted.
- Avoid memorizing responses word for word. You have just a few seconds to tell the story. Speak clearly and in short phrases. Try to keep your answers brief. A typical sound bite is 8 to 15 seconds.
- Acknowledge all questions you’re asked, but always bridge back to your key messages during the interview.
The interview is over. The lights dim. You thank the reporter for the opportunity. The news report is broadcast. The response from your colleagues is outstanding. You’ll obtain a copy of the news report to critique your performance.
