Council Post: Seven Tips To Crush A TV Interview

By Evan Nierman, founder and CEO of crisis management firm Red Banyan, which provides crisis PR consulting to clients around the world. 

On-camera interviews can be intimidating, but they do not have to be difficult. Preparation is the key to success, and interviewees who do their homework ahead of time and know their subject matter should be able to answer questions with confidence and authority. It’s too late to plan your responses when the cameras begin to roll. You have to know what you are going to say and how you are going to say it well before you get started.

Here are seven essential tips you can utilize to ace an on-camera interview:

1. Know your audience.

Do your research ahead of time so you are familiar with the news outlet’s viewers, and speak to their interests. Keeping your audience engaged is the point of any interview, but if viewers have no stake in your subject matter, then you will lose them quickly. Who are you seeking an opportunity with, and how will an interview with a particular news outlet help you achieve that goal? Ask yourself these questions before you agree to an on-camera interview so you ensure the media outlet is the right venue for you.

2. Define your message.

Figure out your core messaging before you go to the interview, and plan what you are going to say ahead of time. TV interviews are usually very brief, so have three to five memorable and concise message points ready to go. Provide proof points to back up your message points so your interview is credible. Be punchy, bright and direct so your message resonates.

3. Be wary of the zinger.

As the saying goes, “prepare for the worst and hope for the best.” Anticipate the hard questions that you think are unlikely to come up. They often do, so don’t be caught off guard. Anticipate the tough stuff to avoid stumbling. Proper preparation will empower you to take all questions with confidence.

4. Practice beforehand.

The saying “practice makes perfect” exists for a reason. Do a Q&A session with someone beforehand so you can polish your answers. Make sure you are communicating clearly and that your responses are concise and your message points clear. You can also practice ways to steer the conversation back to your core message in case the interview veers off topic.

5. Look sharp.

TV interviews are visual, so it is important to look nice. Dress conservatively so your clothes are not a distraction. Do not wear anything too warm because you may sweat if you are nervous. Sit up straight, and gesture naturally. And don’t forget to smile.

6. Check the technology.

If you are conducting your interview virtually, check your internet connection and lighting before the interview starts. If you are doing a face-to-face interview in a studio, arrive early enough to do sound and light checks with the camera crews. If a home-based video chat is scheduled, ensure that you are in a quiet place, free from distractions.

7. Maximize the impact.

After your interview airs, your work is not over. You must promote the segment and share it on your social media channels to maximize the impact. Create social media posts and write blogs to spotlight your interview and further amplify the media coverage.

On-camera interviews are an excellent venue for sharing a message, but preparation is truly the key to success. Know your audience, become a subject matter expert and practice ahead of time for the best results. And if your confidence is still lagging, then on-camera media training experts can guide you through interview preparation so you know what to expect and are ready for anything.