Comedian Bob Newhart -- in his TV sitcom ages ago -- did
what I consider to be the best routine ever about a hapless
guy being interviewed on TV for the first time.
Before the interview, the female host assures him that
he'll get softball questions about how he helps people as a
psychiatrist. They joke around and make small talk before
the show. But once the cameras are on, the interviewer
fires off one blistering question after another, leaving
Newhart confused, defensive, blushing and, finally,
speechless.
It's hilarious when Newhart does it. Not so funny if it
happens to you. Executives who want exposure on television
-- but who have not had much experience in front of the
camera -- should first consider landing a radio interview
or two as a way to hone their voices and practice answering
questions effectively live on the air. Radio should be
part of your public relations activities.
There are two reasons. First, of course, radio is great
exposure. Nothing has diminished the impact of radio as a
means of delivering message. Particularly in drive time
(radiospeak for "traffic jams), you have a captive audience.
Give them a reason to listen and they'll stick with you.
Also, radio is an intimate medium that allows you to speak
directly to the listener -- and paint a picture in their
imagination about your issue, product or service -- with
little distraction from visual images.
Second, it is a great way to build your media chops doing
live, on-air interviews without the distractions of the
television studio. They include lights, makeup, the stare
of the camera, your posture and clothing, floor-manager
signals and the need to appear rested and physically
engaged -- even if it is 8 p.m. after a 12-hour workday.
Appearance counts for a lot on television. The way your
clothing "reads" on camera, the size of the bags under your
eyes, razor stubble, body language and the distractions of
jewelry are a few pitfalls. And if you're like me, with a
great face for radio, you'll especially welcome the
opportunity to do an interview in shirtsleeves, late in the
afternoon, and not worry that you look like Richard Nixon
at the first televised presidential debate.
You should consider a few basic things before and during
the interview:
Listen to the interviewer's program a few times before it's
your day in the studio. Know the host's style -- and
whether it is confrontational or supportive.
Call the interviewer to find out generally what kinds of
questions you'll get.
Nail down your messages. Be prepared with three "must-say"
messages, the things you will convey during the interview
under any circumstances. Practice "bridging" to those
messages.
Arrive a few minutes early so you are not running into the
studio huffing and puffing. Get comfortable in the green
room, practice your messages.
Relax. It will show in your voice at the interview.
Keep these guidelines in mind during the interview:
-- Radio provides a number of natural advantages for the
interviewee. One of the most important is the freedom to
look at detailed notes while on the air, something that
would be a no-no on TV. Nothing takes the place of
preparation -- knowing exactly what you want to say and
having your key messages nailed down. But having notes in
front of you -- as long as you don't read them verbatim --
ensures that you will not forget any of your key points.
-- Be interesting. Explain why what you have to say is of
consequence to the listener. Use figures sparingly. Save
the jargon and the reams of data for your next staff
meeting.
-- Remember that the silence belongs to the interviewer,
who will do whatever it takes to avoid "dead air." Listen
carefully to the question, answer it succinctly and then
shut up. Don't get trapped embellishing your answer
unnecessarily -- or worse, boring the listeners by being
windy -- just because the interviewer is silent for a few
beats. This is much harder to do on television. When the
interviewer is not talking, the camera is on you and,
unless you're good at this stuff, you end up shifting
around. Very awkward. Watch what anchors do before they go
to commercial -- they just look straight into the camera
and wait! Do the same.
-- If your schedule is tight, suggest a telephone
interview. You can do a phoner from just about any quiet
spot -- your home, office or hotel room on the road. Forget
using the cell phone. Most radio programs will not let you
use them because of the invariable poor reception.
Good luck!
----------------------------------------------------
Robert Deigh is president of RDC Communication/PR and
author of the upcoming PR book "How Come No One Knows About
Us?"(WBusinessBooks, May '08). For a free full chapter, "16
Ways to Come Up With Story Ideas That Will Attract Press,"
contact rdeigh1@aol.com http://www.rdccommunication.com
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