Several years ago when I was a producer on a national primetime cable show, I was working on a last minute segment about some ads that played on one of people's worst fears. The new ads were for a major consumer product and slightly controversial because some people claimed they caused post-traumatic stress. I was charged with finding the best possible guest to address the issue and spent hours tracking down a woman who ran a small center at a prestigious university that studied the specific role of PTSD as it relates to this equally specific phobia. After a twenty minute pre-interview on the phone, there was not a doubt in my mind I had found the perfect guest. She was literally the most qualified credentialed guest on this topic in the world and her answers to my questions were exactly what I was looking for. Another hour was spent getting her a car, a studio, and a makeup artist. Everything seemed set for a great night of live TV. Three hours later in front of a million or so Americans she proved me wrong. Her charming anecdotes became longwinded confusing stories that disproved her point; her excitement at being on national television was expressed with nervous giggly laughter. We certainly got our money's worth from the makeup stylist because she couldn't stop looking at herself on the monitor to her right.
When it comes to communications perception is reality. We've all seen qualified people like my expert with something important to say who just can't get their message across. Communications is no different than any other area of business, to be effective you need to strategize, prioritize, and practice. Whether you're talking to one journalist, a crowd of one hundred, or millions of TV viewers the same basic principle applies: stay on message. While the above story does not appear to have a happy ending, I was able to follow up with my expert guest and give her a few pointers for her next interview. I call them the tips and tricks that every television producer wishes every guest knew.
Looking Your Best:
- ▪ Be careful not to look at yourself in a monitor. If it distracts you turn it off.
- ▪ If you're on live TV make sure you can't see a feed of it. The delay will distract you.
- ▪ Keep an "on-camera outfit" at the office. (solid colors, neatly pressed, no stains)
- ▪ Sit up straight. Leaning back will make you appear larger on-camera.
- ▪ A little bit of powder helps reduce shine.
- ▪ Always assume both your camera and microphone is on. The modern systems make it easy and cheap to record to a server and producers do. One slip up can and will live forever.
What You're Saying and How You're Saying It:
- ▪ Get right to the point. Don't bury the lead.
- ▪ Remember your Point of View. It is why you were asked for this interview.
- ▪ If your point of view has changed since the pre-interview tell producers before you are live.
- ▪ You want to add something to the conversation not just repeat what everyone else is saying.
- ▪ Make sure to listen. It's easy to get distracted by what you want to say.
- ▪ Keep your answers tight. If you find yourself rambling finish the thought.
- ▪ Be conversational. This means smiling and some natural movements.
- ▪ Explain jargon. Even sophisticated audiences may not know an acronym. And if they're trying to figure out what you mean they aren't able to concentrate on what you are saying.
- ▪ If you don't know an answer, do not get flustered or make something up. The best thing to say is "I don't have that information available right now but I'll look into it and it will be available on my website later today. Bonus: you get to plug your website!
- ▪ Audio Issues. Ever wonder why reporters sometimes pull their earpieces out? Most of the time it's because they don't have what is known as "mix-minus" or the proper audio feed. You should be able to hear the anchor, any other guests, as well as the director or producer in the control room. What you don't want to hear is yourself. If for some reason you do hear yourself there two ways of handling it. If you are sure you're not on the air, tell the producer. If you find out as you start speaking live, the best thing to do is pull your earpiece out as you speak in a slow controlled way. The control room will notice, tell the anchor and fix it. If possible finish your answer. Count to five and then put your earpiece back in.
- ▪ Why are you asking me this? Sometimes reporters will ask a question you don't want to answer. It's important to always be respectful but stress you won't be answering the question at this time. Sometimes reporters will ask a question that may see irrelevant. There could be a number of reasons for this, but the most common is they aren't prepared for the interview. If this happens answer the question quickly and try to steer the conversation back on track. Never make an anchor appear like they don't know what they are talking about or unprepared.
When Things Don't Go As Planned:
Final Thoughts:
At the end of the day, remember you have likely forgotten more about this topic than the journalists you are speaking to will ever know. Your expertise is the very reason they're talking to you. So be confident in what you know, honest about what you don't, and try to be as relaxed and natural as you can. I'm very excited to bring what I've learned in the television trenches to our media and presentation training programs here at Rasky Baerlein Strategic Communications. If you or someone in your organization is looking for training in the new year, please feel free to reach out to me to learn more about one-on-one training or our customized group programs.
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