As a former television news anchor and reporter, I can't tell you how many times I wanted to stop an interview and say, "Don't say that - you're making a mistake." It seemed most CEOs and company
spokespeople were completely unprepared to handle a television interview. Most made some basic, critical mistakes that can easily be prevented.
No Time to Waste
Being able to prepare for an interview in less than five minutes is key. The reason is that this is often all the time you will have if you want to be interviewed. One of the biggest mistakes CEOs and
spokespeople make is not understanding television news deadlines. Most TV news reporters will call and want to set up an interview time in the next couple of hours. If you're accommodating, the reporters
will remember. If you aren't, you probably won't be called again and won't be treated very fairly in the piece. I have one client who is the CEO of a Silicon Valley start-up who always, always makes
himself available for interviews. He is not the leader in his industry, yet he gets double the press of his competitors. Reporters appreciate his willingness to manipulate his schedule to suit them.
When you get that initial call, you should get as much information out of the reporter as you can. Ask about the subject of the interview, when and where it will air, who else is being interviewed for
the piece and potential interview questions. This is where the five minutes starts. Make a list of five questions the reporter might ask that you would like to answer. Then brainstorm five questions the
reporter might ask that you would not like to answer (but will likely have to). "No comment" is not a good strategy, as it will only antagonize the reporter. Practice answering your questions in sound
bites lasting no longer than 15 seconds. Speak your answers aloud.
Four Types of Interviews
In television interviews, the eyes have it. Our research shows that nearly 50% of television viewers decide whether or not the interviewee is credible based on visual cues. Knowing where to focus your
gaze is key. The rules differ, depending on the type of interview:
Remote. The interview scenario in which the most people make mistakes with their eyes is the remote interview. (This is when the interviewee is in a different city than the reporter or show
host.) In this case, you're seated in a chair and can hear, but not see, the reporter. During a remote interview, it is vital to look in the upper-third of the camera lens during the entire interview.
This will make it appear as if you are looking at the reporter.
Standard. The most common interviews are those conducted for a reporter's package. Most packages on a local newscast will not exceed two minutes and you will get no more than three sound bites
per package. Packages for network or magazine shows are much longer. In this case, you will be looking at the reporter who will either sit or stand to the left or right of the camera. Many spokesmen
assume they should look into the camera or shift their eyes from the reporter to the lens. Not so.
VO/SOT. The third type of interview is the VO/SOT, otherwise known as "voice-over, sound-on-tape." This is a shorter version of a package where you will only be allowed one sound bite. The
same rules as above apply, in terms of where to focus your eyes.
Studio. The fourth type of interview occurs on-set, in the studio with the reporter. This scenario is much more difficult to handle and usually requires extensive training. As a general rule,
on-set interviews work well if you look at the reporter. However, it sometimes helps to look into the camera lens for emphasis at various points during the interview.
A final word of advice: dressing the part matters. And being friendly and personable will make you more memorable to journalists. Think of every interview as an opportunity to
lay the groundwork for future appearances.
When to Decline an Interview
- If everyone who's ever dealt with the media at your company is unavailable.
- If you have no expertise in the subject. Reporters appreciate it if they are referred to someone more knowledgeable or more appropriate.
- If the subject could get you or your company in legal trouble.
- If you don't look the part (e.g., if your office is casual that day and the interview calls for a more polished appearance).
- If you and the reporter are already on bad terms. (This can later be corrected with some coaching)
Jennifer Rabin is a former television news anchor and the founder of Command Image, an image definition and communications consulting company serving CEOs, executives, company spokespeople, athletes
and politicians. She prepares clients for speeches, presentations, television interviews and public appearances. She can be reached at 650/620-9090 or [email protected]. http://www.CommandImage.com.
Got a burning media training question? Send it to Jennifer Rabin at the email address above. She'll tackle the topic in an upcoming issue of PR NEWS.