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Table of Contents: Looking And Sounding Your Best On Camera page 4 Preparing For The Interview: Message page 16 Answering Questions page 21 Sound Bites page 23 About The Author page 34 2
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There are four skills needed in order to ace any media interview: 1.How to look comfortable, confident and relaxed (if you are on TV or video). 2.How to create a simple, three-‐part, 30-‐second message. 3.How to answer questions in an interview. 4.How to create and speak in sound bites so that you can get the exact quote you want in the final story. Note: For purposes of discussion in this book, I will use “quote” and “sound bite” interchangeably anytime I am referring to any of your words that are edited and get used in a final text, audio or video news story. You will get sick and tired of reading me write this throughout this book but I cannot stress enough how important it is to record and watch each practice interview that you do. I have spent 30 years training people to appear in the media and I have found the following truth: the most important thing that sets people apart who simply get 3
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through a media interview without messing up from those who shine in their media interviews is that those who shine and excel spend time rehearsing and watching how they look and sound. Looking And Sounding Your Best On Camera: The techniques in this book are not meant to turn you into an actor when you are doing your media interview. Rather, I want to give you a toolbox of skills that you can use so that you will come across as a more confident and relaxed version of yourself. The following are some of the basic skills that you can use during your rehearsal process and during your actual interviews. 1.Prepare to go on TV by first practicing on video. (If you are not doing a TV or video interview, then please skip to the messaging section). You can easily record yourself using a cell phone or webcam. 2.Record yourself talking and then review the video. 4
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If this were twenty years ago when video cameras and recording equipment were expensive, then there might be some excuse for not being able to record yourself. Now, every new iPhone, Blackberry, and computer with a webcam is its own self-‐contained recording device. You can use these to record your mock interviews or rehearsal at any time and in any place. Advances in technology have left it virtually impossible to use the excuse that you were not able to record yourself 5
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numerous times. There are no excuses for not having seen multiple versions on video of what your messages and sound bites look and sound like. 3.Sitting Angles We have all heard the saying that the camera adds twenty pounds. It does if you sit the wrong way. Often times, it is how someone is sitting that does them in. Below are two examples of how NOT to sit during an interview and one example of the PROPER way to sit. 6
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What NOT to do: 1) Leaning back and slouching NO! This might be a comfortable way to sit at your desk during work hours but it is an awful way to sit during an interview. 7
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What do you notice about my appearance? Don’t be bashful. Let me help you out. You see rumpled clothes, my belly hanging out, and the start of a double chin. Save leaning back in your chair for when you are on a long conference call or thinking about your next million-‐dollar idea. 2. Sitting straight with perfect posture NO! 8
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This is how our mothers told us to sit. Proper posture means sitting straight up and stiff as a board. Does that look like someone who is comfortable on camera? What you SHOULD do: 1. Hold yourself up high, lean forward 15 degrees and look into the camera or at the person interviewing you. 9
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You no longer see a rumpled appearance, double chin, and your eyes do not immediately go to my midsection. The camera latches onto what is closest. 10
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As you can see from this angle, it is not a very natural or comfortable looking position but the alternative is to not look your best. When you do not look your best or are presenting a distracting image to the viewer, there is a higher likelihood that they will not be paying attention to the message you are trying to communicate. 11
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4.Eye Contact Your eyes are one of the most noticeable things on camera. If you are looking off to the side or looking at yourself in the monitor at the side of the camera you will come off as shifty eyed on camera. Shifty eyed individuals look untrustworthy or as if they are trying to hide something. 12
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Unless you are doing a satellite TV interview you should always look right at the reporter, the same way you would look right at someone whom you were having a conversation with. 13
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Skills 5 through 8 deal with body language techniques. 5.Record yourself with your face blank, and now record with a slight smile. You do not want to have a gigantic TV evangelist smile but you do want to have a slight upturn to the corners of your mouth. 6.Record with head frozen. Now record with your head and face moving. 7.Record with body stiff. And now record with body moving. 14
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Preparing For The Interview: MESSAGE 1.Write down every message on the particular topic of your interview. Make sure that each message contains no more than one idea. That means no “ands” “buts” or “however”. Try to limit each message to 10 words or less. 2.Take all of your general marketing messages from your website, brochure and advertising campaigns. 16
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Scrutinize them to make sure they are 100% relevant to the media interview topic at hand. If they aren’t 100% relevant, throw your marketing messages in the trashcan—you won't need them for this interview. 3.Create a Venn diagram with 3 circles. Place all of the messages that are important to you in one circle. Place all of the messages that would be interesting to the media in another circle. Finally, place all of the 17
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4.Isolate just the messages that fit in the overlap of the Venn diagram and are clearly of interest to all three constituencies: you, the media and the audience of that media outlet. 5.Narrow your final list of messages down to three. You should be able to say all three messages points in 30 to 45 seconds. 19
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6.Say your message points out loud and record on video using a webcam or any portable video camera. 7.Watch and listen to your video and judge your messages. 20
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