EE and The Media Gazette,

15 Tips For Broadcast

Interviews

In this section...

Delivering the message through an interview is a crucial aspect of communicating with a target or general audience. Print and broadcast (i.e., radio and television) interviews are similar in terms of content but vastly different in terms of context. Additionally, because broadcast interviews require more understanding of the subtleties and sensitivity to the media, more preparation is needed for conducting effective radio or television interviews. The following guidelines are useful in preparation for broadcast interviews in particular; although, many of the techniques are applicable for print interviews as well.

Interview tips:

1: Define Your Message

2: Know The Interviewer

3: Simplify

4: Practice

5: You Are The Message

6: Control The Interview

7: Being Nervous is Normal

8: Create a Relationship With The Interviewer

9: It's OK Not to be the "Know It All"

10: Use Gestures With Care

11: Dress Conservatively for Television

12: Be Prepared

13: Anticipate

14: Remember

15: Learn From What You Do

(1) Define your message. When planning for an interview, map out the heart of the issue and think about the outcome first. What do you want to have happen as a result of the interview? By knowing in advance what you want to achieve through the interview, you can better shape the message and more appropriately prepare for it. Refer to the “Message Development” section for more information.

(2) Know the interviewer and the audience. Regarding the interviewer, consider these and other pertinent issues: What are the interests and perspectives of the interviewer on the issue? Can you watch or listen to her or his previous talk show or interview clips to learn about their interview style and technique? What is their political orientation: conservative, moderate or progressive? Do they tend to challenge, play the devil's advocate or follow the lead of the interviewee? Are they well prepared and know their subject? Do they seem to have “an agenda”? Regarding the audience, think about some of these issues: What is the general profile of the audience that will watch or hear the interview? How well are you prepared to speak to that audience? What’s the most effective way to communicate your message to the audience? For further information, refer to the “Know Your Audience” section.

(3) Simplify. Keep your message simple and clear, in both concept and context by focusing on one theme and two or three central, reinforcing points. Refer to the “Message Development” section.

(4) Practice. No one was born with a silver sound bite in his or her mouth! Even the best spin meisters practice and then practice some more. Practice the three “R’s”: rehearse, role-play, revise and then revise some more. Using video feedback seek out the volunteer services of a professional broadcaster or communications professor to provide constructive input.

(5) You are the message. Focus upon your words, voice tone, facial expressions, gestures and body language to ensure that these factors enhance rather than distract from your message. Dramatize, but not excessively.

(6) Control the Interview. Your job is to stay on message. If you do not adhere to the message, the likelihood is minimal that the reporter and editor will use the clip you want them to use from the interview. When asked an irrelevant question, shift the answer back to your central point. This technique is called “bridging.

(7) Being Nervous is normal. Consciously “reframe” any nervous energy or fear you may have into excitement and project enthusiasm for your message. Use breathing, centering and other relaxation techniques that work for you. For example, deep breathe, stretch and hum (to relax your vocal cords) just before the interview. Keeping an eye on your posture, stand flatfooted, roll your shoulders back and lift your chin to help open the air passage from the diaphragm, the power center of your voice.

(8) Create a relationship with the interviewer. Just prior to the interview, prepare the interviewer with the key points you want to cover during the interview and ask about the questions he or she will raise. Engaging in a dialogue with the reporter up to the beginning of the interview will keep your voice “warmed-up” and help to maintain a comfortable word flow. To help relax yourself and connect with the audience, occasionally use the interviewer’s first name at the beginning of your answers.

(9) It’s okay not to be the “Know It All.” If you do not know the answer to a question, say so, but in a way that respects the questioner and enhances your credibility instead of detracting from it. For example, rather than simply saying “I don’t know.” try another response like “That’s a good question. I don’t have the specific details now, but will get back to you with the answer.”

(10) Use gestures with care. Moderate gesturing on-camera contributes to making a point and it attracts attention, but remember this - the camera magnifies everything you do on the air. Consequently, too much arm, head or body movement can distract your audience from the message. However, on radio, gestures won’t help influence the audience but they may help you express yourself. In the context of radio, the focus is solely on the words so every “um” and “ah” or long pause is more apparent. Radio is considered an intimate medium for you are essentially “in” the listener’s living room or car. Therefore, be mindful not to shout, preach or give a speech, but instead, use a more conversational tone and style.

(11) Dress conservatively for television. Avoid bright colors such as whites, reds and stay away from shirts or jacket with narrow stripes. The stripes will appear as though they are vibrating. Pastel shirts, solid jackets and a colorful tie or scarf are the best bets for on-camera appearances. Remove or don’t wear bright, dangling jewelry that may reflect light and distract the viewer. The bright lights used in studios and other settings may make skin appear pale and blotchy, therefore, both males and females should use make-up.

(12) Be prepared. Make sure the technical equipment such as lighting and sound has been checked out and tested. Regarding personal preparation, repeat Step #4.

(13) Anticipate. Be ready for hostile questions and questioners. Refer to the discussion of Sinkers in the “Message Development” section.

(14) Remember. Your point of view is the most important thing at the moment. You are being interviewed because what you know and think is of value. Visualize yourself doing very well, staying centered and staying focused on your message during the interview.

(15) Learn from what you do. Improving performance through video feedback is easier than ever with the proliferation of personal video equipment. In addition, use radio talk call-in shows to practice segueing into your message and getting the message out. Developing effective interviewing skills and public speaking abilities are, in reality, leadership skills. Therefore, acquiring such skills is an excellent way to help bring on new leaders and spokespeople for your organization and the EE issue.