Keys to Successful TV Interviews
by Ed Barks
Article from Associations Now, the flagship publication of the American Society of Association Executives (ASAE)
The TV news crew arrives at your annual meeting. The reporter puts her microphone in your face while the camera operator zooms in on you. Now is your time to shine. Successful media interviews revolve around your association’s message and your ability to deliver it. A magnetic message carries the day while a weak message sags under questioning. Use this model to improve your performance on television and achieve your communication goals the next time you meet the media.
- Do your research. Ask questions of colleagues about reporters who plan to interview you.
- Practice! Practice! Practice! Stage plenty of mock interviews to prepare for the real thing.
- Quotable quotes. Brevity equals quotability, so develop engaging stories, analogies, and topics du jour if you want to earn air time. Jargon and dry facts don’t get the job done.
- Welcome your opportunity. Remember, every media interview gives you the opportunity to reach members, potential members, and other vital audiences with your message.
- Media training. Participate in regular workshops to brush up on your skills and your message.
- Anticipate questions. Prepare for the routine, the friendly, and the third degree.
- It’s a conversation. Look at your interviewer. Maintain eye contact with her throughout and ignore the cameras (unless you are interviewed via satellite).
- Show some emotion. If you can’t demonstrate passion about your issues, why should viewers care?
- Watch your wardrobe. Stay away from herringbones and tight, checked patterns that give you the aura of a shimmering alien just beamed to Earth.
- Audio tools. Vary the pitch, volume, and rate of your speech. This makes you sound more interesting.
- Video tools. Use your actions, gestures, facial expressions, and eye contact for maximum visual impact.
- Post-game analysis. One oft-neglected aspect of sharpening your media relations skills is your post-interview education. Communication pros embrace lifelong learning. No matter your skill level as a communicator, there is always room for upgrading.
- Find a mirror. Check your look before your interview. Viewers are easily distracted by one wispy strand of hair or off-center tie.
Continue to sharpen your communication strengths for quick improvement and address your challenges as part of your long-term plan. Devote the time needed to find the learning methods that work best for you. Also remember to assess feedback. Review the video of your interview. Ask your public relations advisor what worked and what needs improvement. And be frank about critiquing yourself.
Ed Barks is the president of Barks Communications and author of The Truth About Public Speaking: The Three Keys to Great Presentations. Barks Communications works with corporate and association executives to sharpen their communications edge. Barks can be reached at www.barkscomm.com
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One Response to “Keys to Successful TV Interviews”
Adalia
July 14th, 2009
These are powerful tips and i will refer back to them as I get out of my comfort zone and put myself before groups of people with my message. I used my coach and hypnosis to slay my dragon (fear of public speaking).