How to Handle TV Interviews

-- Convey information, especially in the tough points. The natural inclination is to try to change the subject of the question so that you don't have to answer the tough ones. But all that does is make your interviewer focus even more sharply on the point, and ask it again and again until you look like a fool. Come prepared with ideal answers for both the positive and negative questions you may be asked.

Sometimes you will be prohibited by law from answering certain questions, like when you are a defendant in a court case, or during corporate quiet periods between earnings announcement. If the question fits those circumstances, say so and explain why. Then freely answer the ones you can answer to make up for your silence.

-- Always tell the truth! You are not obligated to answer every question. But if you lie, someone will find out, and it will damage you! It's better to give no answer than to lie.

-- State your message, even if it's different than the interviewer's objective. Try to get the message out early enough in the interview so that you don't forget and so that the interview doesn't become totally derailed before you are able to make your point. Try to state your point often, in different ways, to ensure that they know your position. Repetition helps the message really sink in.

-- Don't come tired or otherwise impaired to an interview. Mistakes happen when you're tired, stressed, or suffering impairments to your normal judgment (read: under the influence). Certainly there will be times when a crisis puts you in front of a camera after 2 hours of sleep, but in a "normal" situation, do everything you can to avoid it. If you're on the west coast and have to do a morning show, plan to hit the bed at 6:00 PM to get plenty of rest. (One of my favorite recent studies showed that it's more important to get 8 hours sleep before a final than to spend 1/2 of that studying - it's too bad that I didn't know that when it counted!) Avoid alcohol in any form before your interview, it will do a better job of dulling your senses than calming your nerves, and meditate before going to the station to get yourself focused.

-- Don't speculate. Predicting the future is messy at best and will certainly come back and haunt you. If you predict bad times, and they happen, you're in trouble. If you predict good times, and they happen, everyone wants to know if you did something illegal to achieve it. Stick to what you know! There is nothing wrong with the answer, "We don't speculate on future events." Otherwise, you're heating the hot water that you'll eventually be boiled in.

-- Smile! Unless some terrible tragedy has happened.

-- Don't stare at the camera. It makes you look like a shameless, self-focused media glutton with an ego the size of Saturn. Keep your attention fixed on the interviewer and have a conversation with them. Look them in the eye. Remember the term "shifty-eyed"? It will apply to you if you let yourself get distracted and look around the room too much.

There is one exception to this. You may want to focus on the camera once during your interview as you state your key point. By doing it once, it stands out and creates a feeling of sincerity.

-- Tape the interview, both as it occurs and as it is broadcast. You may need the former to defend yourself, and both are for analysis and coaching.

-- Practice 20-30 second answers Most people can't make a point in less than 2 minutes, but the media wants quick, punchy answers. I remember the day that my speech teacher pulled me aside after a legislative forum competition and showed me his two stopwatches - one showing how much of my question/answer time was wasted, and how much was valuable. It was shocking to say the least. You won't get this unless you practice, just like learning the lines in a play. Find 3-10 ways to make your point, each in 20 seconds, and you'll have a great arsenal you can use whenever you get a question.

-- If you can, get interviewed on your premises If you're powerful enough, or can create a good enough case to have the interview on your premises rather than at a station, do it. You'll be more comfortable and less likely to make mistakes. Plus, this gives you an opportunity to take the cameras and interviewee on a tour - a great way to show off your company and to portray you as relaxed.

-- Get coached. One of the best things you can do to score points on air is to get some professional media coaching. There are many good coaches available. One of our favorites is Judy Jernudd
< http://www.judyjernudd.com > from California. (310) 306-6999, Judy@JudyJernudd.com Tell her you heard about her from us and she'll probably throw in an extra bonus. She's excellent at helping you to structure answers to tough questions, to reveal things you didn't even know you were doing, to teach you the skills you need to make a great impression, and to help you produce business results.

Still not sure you know how to handle the interview? There are lots of resources out there. If you'd like to see what we have, you can try these links:

Special Report #2: Questions You Can Expect Reporters to Ask During an Interview

How to Become An Expert Spokesperson That the Media Will Love

Tags: TV Interviews