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Media Interview Success

sue@shinecomms.

By Sue Currie Category: 0

Submit your Articles Here!

sue@shinecomms.com.au.

Best regards

Sue Currie
http://www.shinecomms.com.au

Media Interview Success
The first thing you should do when asked to do a radio or
television interview is say, yes, then control the panic
that may set in.

A lot of people unfamiliar with doing an on-air interview
are daunted by the prospect and get very nervous. This fear
can stop us moving ahead and saying no to the chance of
promoting our businesses. You need to put this fear into
its right perspective ? what is the worst thing that is
going to happen to you?

You might think you are going to die or pass out and faint
once a microphone is put in front of you but it is highly
unlikely. The knocking knees and shaky voice you might
think will give you away but generally nerves are pretty
normal and not noticed so much by other people even though
you may be feeling it strongly.

Nerves can be used as a source of enthusiasm to show your
commitment to the subject you are talking about. So let's
look at how we might eliminate unnecessary fears from an
interview situation.

Prepare

You only have one chance to get it right with live radio or
television. You know your subject better than anyone else
so think about some possible questions they may ask and
prepare your answers. Ask your partner or a friend to ask
you a few questions and have a rehearsal ? practice. Find
out as much as you can about the program on which you're
being asked to appear ? is it live or pre-recorded? What
angle are they taking? What are they expecting from you ?
what are the question areas? Is the audience completely
general, or is targeted at housewives or business people?
Think about the points you could make which are most
interesting, useful and relevant to the appropriate
audience.

Stick to the Point

What's really useful is to prepare three or four main
points which you wish to convey. Write them down on a
sticky note and refer to it. Most radio interviews are less
than four minutes long so always keep to the point and
avoid being drawn into side issues. Always try and take
control and use every opportunity to get your message
across. Don't wait to be asked the appropriate question.

Give Yourself Time To Think About It

The phone rings, and out of the blue a journalist is on the
line asking you some tricky questions about your company's
activities. How do you handle it? Your company's reputation
may depend on the answers you give. Don't be afraid to call
the journalist back rather than talking straight away off
the top of your head ? but find out when their deadline is
and don't leave it too late. Use the time to think through
what you should be putting across, particularly in response
to any controversial issues that are likely to be raised.

Have Something To Say

If there are controversial issues in your area of
expertise, work out where you stand, and what you should
say. It is better to respond rather than say "no comment".
Don't be afraid to put your point of view across.

Make It Interesting and Relevant

Make your message more memorable by using real stories and
examples. Use word pictures. Cut through the clutter with
words that paint a picture in the mind of the listener.
When you have facts and specifics to back yourself up, you
will come over as more authoritative. Remember to stress
the points that are likely to interest the listeners or
viewers rather than just your own internal messages.

Make it Personable

Use the interviewer's name to make it more personable when
answering questions. If you're doing an interview
face-to-face use eye contact and try and interest the
interviewer in what you're talking about rather than
thinking ? do I sound OK ? do I look alright on TV. If your
eyes flicker around during a TV interview, you look
uncomfortable, and possibly a bit shifty. If you keep your
eye-line focused on the interviewer, you will come over as
being in command of your subject. Focus on getting those
main points across.

Be Buoyant & Enthusiastic

Be bright and buoyant in your answers ? boring answers will
probably be edited out and boring interviews will be
dropped altogether. You need to be slightly more animated
and larger than life. Pep up your delivery so that it is
bright and enthusiastic, rather than dull and low-key.
Remember broadcasting is a performance! If you do not hold
the audience's attention, there are plenty of rival
channels people can switch over to.

Mind Your Language

Think about the way you talk in your work life ? is your
conversation peppered with abbreviations, technical terms
and other jargon? For the outside world, this will just not
do. Imagine instead that you are chatting to someone who is
perfectly intelligent, but who simply doesn't know anything
about the subject. People often make the mistake of
addressing their remarks to the interviewer (who may be
well informed) rather than the audience.

Keep Your Comments Concise

Catchy short answers work best in the media especially for
television news. They're known as "grabs" and can be
slotted in to a news story. If you watch the news, or
listen to radio news, you'll notice that the grabs or
"sound bites" are about 5-7 seconds long. If you don't give
enough information the journalist will simply ask a
follow-up question.

Be Available

Always make yourself available for radio interviews. Be
available to go into the studio for better quality than
over the phone. If you're on talkback radio use a landline
not a mobile phone and be aware of external noise. When you
do radio interviews make sure the background is as quiet as
possible.

Warm Up Your Voice

Always take time to warm up your voice so you sound more
articulate, intelligent and authoritative. This will give
you more confidence.

Call to Action

Most people will remember the opening and closing of a
radio interview. Always have a strong closing with a call
to action, something you want listeners to do i.e. attend
the event or buy the product. And finally remember to smile
? when you smile you feel and sound much friendlier ? and
enjoy it!

----------------------------------------------------
Sue Currie, the director of Shine Communications
Consultancy and author of Apprentice to Business Ace ? your
inside-out guide to personal branding, is a business
educator and speaker on personal branding through image and
media. Sign up for free monthly tips on personal and
professional PR at
http://www.shinecomms.com.au/contactmanager/default.cfm
and learn more about how you can achieve recognition,
enhance your image and shine.

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