11 Feb Hints for a standard ‘friendly’ television interview, not the prickly current affairs style (we’ll deal with those later)

Let me preface all of this by saying that AKA Creative has a combined national network television experience of 50 years. What this means is aside from all our grey hair, we know what we’re talking about when it comes to nailing a television interview. Honestly the stuff below is gold and will make you a darling of the news circuit.

So a television network has just contacted your business chasing an interview for an upcoming story or project. You’re excited, probably nervous and also instead of thinking of answers, you’ve probably got a hundred questions in your head regarding what is about to happen. As a rule when it comes to news, you won’t get much notice of a television interview, the churn is fast and furious. So grab the opportunity with both hands to promote your business, take a deep breath and keep all the tips below in mind.

• Know your subject, duh I know right? But as Einstein said, “If you can’t explain something simply, it means you don’t understand it well enough”. If its not your area of expertise, decline, but offer an alternative if you can. Journalists work to the tightest of deadlines and will love a tip for a good contact. You’ll stay in their good books.
• If you’ve asked for questions in advance, and been given them (this won’t always happen – trust me) please, please, please don’t write out your answers and attempt to memorise them. Most people end up sounding like a robot, they’re too busy trying to remember an answer and don’t connect with the interviewer which means they don’t connect with the audience.
• Unless it’s an industry specific program keep it simple – if it’s a broad audience don’t use jargon or get bogged down in specifics. The best you can hope for is to create awareness. Don’t be patronising, but at the same time, understand most people watching won’t have the knowledge you do of the subject.
• Short and sweet – always! 10seconds is a long grab these days in news stories, at 3 words per second that gives you 30 words to say what you’ve got to say.
• Incorporate the journalist/producers question in the start of your answer.  It’s a small thing but makes the world of difference.
• Essentially all journalists/producers will want to know the following things, who, what, when, where, why and how. It you want to know what you’re going to be asked, run through these as a starting point.
• A video interview isn’t for information, it’s for grabs or sound bites. The journalist/producer will get the information they need usually before the camera rolls; they’re chasing grabs from you for the story.
• Key messages, urgh! I don’t know where to start with these, so I’ll just say this, continuing to answer every question you’re asked with the same key message is a sure fire way to p*ss off a journalist, and end up looking like a politician. I’m guessing this is unlikely to be considered a success, unless of course you’re a politician, and then if so, well done!
• And be nice to the woman/man behind the camera, honestly they hold all the power! Bad lighting makes a huge difference.

If you need help preparing for an upcoming television appearance [email protected]