Effective TV Interviews

- Richard M. Nixon, 1952

APPEARANCE

• Do not wear a white shirt - it reflects too much stage lights
• Dress like an expert
• If you are doing a stand-up interview, keep your hands out of your pockets
  • this will force you to use your hands when talking
• If you are doing a sit-down interview, sit up straight
  • do not cross your legs
  • do not lean back (it looks defensive)
• When you sit, put your rear end as far back in the chair as you can
  • this will force your upper body forward, making you look engaged with the interviewer
  • it will also force you to use your hands
• Do not look at the camera; look at the interviewer when you are talking
  • the only exceptions to this rule are some programs on CNBC and CNNfn when you are being interviewed remotely within a studio

CONTENT

• Pretend you are having a conversation with your grandparents.
  • Do not use tech jargon
  • but no condescension
• Be concise
  • Only try to get 2-3 messages across in a TV interview
  • Speak in short sentences that are no longer than 15 seconds
• Be personal
  • Address the reporter by her first name
  • "Well, Linda, the first thing consumers should know is . . ."
• Don't criticize the competition
  • otherwise, the media story gets framed as "the battle" instead of the positive key messages about your company and products
  • let an industry analyst be the critic
• Do NOT talk "off the record" about sensitive information - you will never really know if the camera or microphones are off until you leave the building!

REHEARSE , REHEARSE, REHEARSE

"your interview will become your rehearsal"