You have just secured an interview with a prominent TV or radio station. The opportunity to market yourself, your company brand, product or service could catapult you and your business to the next stage of growth. So now what? How do you prepare to prevent a PR nightmare?
Preparing for the interview
Whilst your brand, product or service has its own unique story, you need to be able to align your brand message to that of the show you are being invited to. Prior to the interview, conduct some research into the show’s format, style and nature of audience so that you can tailor your message accordingly.
Interview questions for a job can be tough, but an interview on live TV or radio is even more pressurising, since the public at large will be listening to every word you utter. To give yourself an edge, gain clarity on the story angle (why did they choose to invite you and how do you align to their overall strategy). Find out in advance what potential questions you might be asked so that you can align your responses. Be clear on your three key messages you want to deliver and make sure you can say them succinctly, with illustrations and facts. If you suspect you might waffle under pressure, time your response to questions using a stopwatch and focus on delivering a concise message.
Work with your PR team to ensure that the interview avoids and possible conflicts to help you prepare better. Make a list of uncomfortable questions and practise your responses.
During the interview
Focus on having a conversation. Yes, there are lights, cameras and microphones in your face, it is not a usual conversation – but there is still a person in front of you that you focus your attention to. The more relatable you are, the more your audience will like and trust you. Keep your answers short, and use soundbites and familiar terms.
Enunciation is crucial. Speak slowly and clearly using short but complete phrases. Pause between transitions. This allows the show’s editors to cut sound bites as needed.
Control the narrative
Don’t let anyone put words in your mouth. Lead with your most compelling fact. Listen to the reporter’s question and then align to your key message. Your task is to find the shortest way to move from their question to your key message. If you are unable to answer a question, politely say, ‘this is outside my area of focus’, or ‘I am unable to answer that question’.
Look and sound your best
Avoid white, black, red, yellow or orange. Blue and pastels look best on camera. Take care with clothing and ensure it’s wrinkle-free, neat and comfortable. Avoid large, jangling or reflective jewellery (unless it’s the focus of your conversation). Remember to wear a shirt or jacket with lapels so the microphone can attach easily. Accept make-up if offered. If not offered, make sure your own make-up is slightly more striking than usually.
How to improve your media interview
- If your interview is virtual, avoid blurry backgrounds and instead think of placement of key props and items (flags, banners, books) to complement your talk.
- Leverage the interview by sharing it on your company’s website, social media, internal communication to staff members, and communication to your clients.
- Post the interview – send a thank-you note to the reporter and offer to be a resource for future stories.
Build ongoing relationships with reporters and producers so that you become a go-to source for commentary on your area of expertise.
Author
Dineshrie Pillay CA(SA)
Business owner and public speaking trainer
