Preparing Execs for the Always-On World of Social Media Training


With the emergence of social media, executives have to be ready to face cameras and microphones at all times when they are in public. It is not enough to be prepared for a face-to-face interview across a desk or a table with a journalist who is taking notes on paper or on a laptop or PDA. These days the journalists or bloggers may want to podcast the interview or audiotape it to use in a blog post. They also may be carrying a video camera and could ask to tape the executive on the fly while he or she is answering questions. Broadcast training is great for planned studio opportunities, but it doesn't cover all contingencies in this new world. Once they have their general content ready, here are some general tips to make your spokespeople comfortable with the new types of interviews in the social media world: *Always be ready for your close-up: Even if there has been no suggestion of the inclusion of any multimedia, an executive should always be dressed and groomed for a photograph or video clip. Just as executives dress well for their customer meetings, they should do the same for interviews. *Ask for what you need to make you comfortable during an interview: If PR is with you, they will handle getting you a glass of water for a lengthy podcast interview so your voice is not strained. If you are alone, feel free to ask for water, or even hot tea, if warm liquid will help you be more comfortable while speaking. If someone does bring out a camera, ask for time to check your appearance. Interviews may be somewhat stressful, but they are not intended to be painful surprise attacks. *Remember the "do-over": Unless a podcast, videocast or videoblog is live, it is always acceptable to stop and start over. Sometimes a spokesperson answers a question and then realizes there is a better or more concise or colorful way to phrase something. Maybe you had a great sound bite and you forgot to use it. It is fine to ask the interviewer to do a second take. They can edit it later and make it seamless. This "right" should not be abused, but it can be invoked when it is really needed. The interviewer typically reviews this approach with the spokesperson in advance. *Be natural on camera, but limit gesturing: Good body language--erect, but not stiff-- is always good in any type of interview, filmed or otherwise. The speaker always projects more energy when sitting upright. The same holds true for a calm, but positive expression. You don't want to say, "We're pleased with our results" while your face looks as if you are being led to your execution. *Confirm where the interviewer would like you to look --at them or at the camera: We've found that the more natural approach is to engage the interviewer directly and ignore the camera, but you want to make sure you won't seem like you have your side to the audience when the video is shown. *If you naturally use your hands when you talk, be aware that this may seem exaggerated on camera: Natural but muted gestures on camera are best; the camera typically is focused on your face anyway. *If the interview is being taped, do not play to the tape recorder: Try an experiment. Lean your elbows on the table in front of your speaker, cup your face with your hands and call one of your colleagues to tell them something you are excited about. Then check to see if they have caught your excitement. Chances are they have not, as your energy level automatically goes down when you slouch and speak to the phone this way. *It is always best to have the same erect posture regardless of whether the interviewer is across from you or across the country: If a podcast is being taped remotely, have a colleague sit in the room with you and talk to him or her as you answer questions. If you are being filmed remotely while the interviewer is on the phone, talk to the cameraperson or a colleague in the room as they film you. You will come across more natural and with more energy than if you just focus on the camera and talk to the disembodied voice of the interviewer. *Warm up the audience before you proceed: If someone wants to tape or film you, buy yourself the time you need to center yourself by engaging them socially in conversation. They want the podcast or video to be good, so it helps them to get a sense of you before they turn their equipment on. Another trick we have recommended over the years is to do a minute or so of deep breathing before interviews. This naturally relaxes you and also slows you down when you begin speaking. Faced with these new social media interview opportunities, the executive spokespeople who will reap the most rewards are the ones who have taken these steps to prepare and have added one more skill to their kit bag--flexibility. PRN CONTACT: This article was excerpted from the forthcoming PR News 2008 Media Training Guidebook. It was written by Michael Parker, senior manager, Lois Paul & Partners. To order this or any PR News guidebook, visit http://www.prnewsonline.com/store/. What To Do If It's A Podcast Interview Make it an interesting conversation: The best podcasts are short, informative and sound like an interesting conversation between individuals you would like to learn more about. Before your first meeting [to prepare an executive for an interview], listened to a podcast he/she has done. In addition to learning his/her views about business and competitive positions, you'll get a sense of who he/she is as a person, including if he/she has a great sense of humor. Create word pictures: Think of good anecdotes or analogies that will make the podcast interesting and help listeners create word pictures in their heads as they tune into the interview. Prepare in advance with the interviewer as national talk show guests do. Tell them what stories you can share and get their feedback, as well as requests for areas they want to cover. Keep it short and punchy: Don't use one-word answers, but also be conscious not to hog the microphone. Overly long answers will be edited down. Self-editing and conciseness will make sure your points are conveyed clearly, as you presented them. Know your facts: Have facts and figures available to you, in case you'll need them, along with any data or customer references you are able to cite. This way you can provide valuable proof points while you keep the conversation moving. What To Do If You Know You'll Be On Camera Be ready: In addition to being well-groomed, plan in advance for sound bites--short, pithy statements that show passion or "net it out" for the viewer--that will be great on camera. As in a podcast, be sure to speak at a normal conversational pace. This is not a race. Slow down so you are articulate and clear. Relax your face before the video begins: You don't have to smile the whole time. Depending on the subject, a too-ready smile can seem fake or even inappropriate. Smiling with your eyes makes you more approachable on camera. It helps you project confidence, candor, energy and a real passion for your subject. Think about the best cocktail party conversation you have had recently and recreate the business version of that for the camera. Get comfortable before filming begins: If the interview is being filmed on a trade show floor, for example, and you are not sitting, assume a comfortable stance so you are not shifting your weight or swaying while you talk. If possible, use a chair or trade show booth counter to brace yourself while you are chatting (but no white knuckles, please). Don't step too close to the camera. Some of the worst videos look like the person is about to attack the videographer. Do a test run: Prep for an on-the-fly video interview by doing a mock interview that simulates this type of scenario. For example, a reporter recognizes you in a cab line at a trade show by your name tag or logo on your briefcase and asks you about your company. The way you would speak with this person, convey concise information and leave them asking for a follow-up sit-down interview is the way you want to handle this type of video Q&A.

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