Since launching my first book Apprentice to Business ACE, I
have been consistently profiled in the media. It's been a
fantastic vehicle to raise my profile, enhance my
credibility and build my brand. Just recently I was invited
on to Sky Business News and had the opportunity to answer
viewer's questions on branding and PR for small business.
So I would like to share some lessons I learned from my TV
appearance.
You Know Your stuff
TV hosts and producers don't want to give you too much
information about the questions. Why? Because they don't
want you to sound stilted and rehearsed when you give
answers. You are generally there because you are the expert
(or say you are) on that particular subject and because you
do know your subject better than anyone else you will be
able to answer questions spontaneously.
But you should think about some possible questions they may
ask and prepare answers beforehand. Ask your partner or a
friend to ask you a few questions and have a rehearsal '
practice. You can find out what angle are they taking? What
are they expecting from you ' what are the question areas?
Research
Watch the program beforehand to get a feel for the type of
show it is if you can. At least look up the website and
perhaps view a video clip or listen to a podcast. Find out
as much as you can about the program on which you're being
asked to appear ' is it live or pre-recorded? Is the
audience completely general, or is it targeted at
housewives or business people? Think about the points you
could make which are most interesting, useful and relevant
to that particular audience.
Arrive early so you can meet and chat with other guests,
hosts, producers to feel a bit more comfortable and
familiarise yourself with the surroundings.
Get to the Point
Do try and get to the main point of your answer quickly
without wafting on. A short, sharp, interesting point works
best in the media especially for television and will be
easier for viewers to remember. If you don't give enough
information the interviewer will simply ask a follow-up
question.
If you have something to promote (such as a book) keep it
in mind and look for an opportunity to get your point
across. All well and good being great media "talent" but
you could use the opportunity to at least promote your
business name. Try and be in control and use every
opportunity to get your message across.
Have Something to Say
Be aware of the latest news, gossip or current affairs
stories particularly that relate to your topic. Read the
papers, listen to radio and be as informed as you can
because you never know what might come up during the
interview. If there are controversial issues in your area
of expertise, work out where you stand, and what you should
say. It is better to respond rather than say "no comment".
Don't be afraid to put your point of view across. If you
don't know the answer, say so.
Make It Interesting and Descriptive
Make your answers more memorable by using real stories and
descriptive words. Cut through the clutter with words that
paint a picture in the mind of the listener. As an example
in a radio interview I did, I told a story about a young
journalist interviewing a well know media personality and
used the word "hyper-bowl", the media identity kindly
corrected her and said the word is pronounced
"hyper-bo-lee". We made it a fun, interesting reference to
the issue being discussed.
Friendly and Attentive
Remember that what you're really doing is having a
conversation. Listen to the interviewer's questions. The
host will appreciate your attentiveness. Use the
interviewer's name to make it more personable when
answering questions.
If you're doing an interview face-to-face use eye contact
and try and interest the interviewer in what you're talking
about rather than thinking ' do I sound OK ' do I look
alright on TV. If your eyes flicker around during a TV
interview, you look uncomfortable, and possibly a bit
shifty. If you keep your eye-line focused on the
interviewer, you will come over as being in command of your
subject. Just try and relax and take your time. And
remember to smile, you will look and sound a lot friendlier.
Animation and Gestures
Be bright and buoyant in your answers. You need to be
slightly more animated and larger than life. Pep up your
delivery so that it is energetic and enthusiastic, rather
than dull and low-key. Television is entertainment after
all and broadcasting is a performance! The more engaging
you appear the more interested and involved the audience
will feel. It's perfectly okay to move, rather than
sitting stiffly and looking unnatural. Just be aware of
exaggerated movements or unconscious movements such as
flicking your hair or tapping your fingers. If you always
'talk' with your hands, like I do, that's okay; just don't
over do it. Also be aware of knocking your microphone,
movement or other sounds that may interfere. Look & Sound
Good
Always take time to warm up your voice. You will come
across as more articulate and authoritative. It will help
prevent a "frog in the throat" during the interview. Sip
room temperature water before and during the interview.
Never drink anything too hot or cold and nothing with milk
in it otherwise you'll be constantly clearing your throat.
Dress well and look your best.
Take your cue from the presenters on the show you're
appearing on. Perhaps it's business casual for a morning
show or more business corporate for a news show. Wear
make-up. Ok guys maybe just a touch of powder to eliminate
shine.
If you stumble, or slip-up, or use the wrong persons name
like I did during my interview, just forget about it and
move on. Even top TV presenters make mistakes.
Did I manage all of the above in my interview? Probably
not. But the key is to relax and enjoy the interview as
much as possible ' after all it is your opportunity to
promote your business, product or service and hopefully
raise your profile and profits.
----------------------------------------------------
Sue Currie, the director of Shine Communications
Consultancy and author of Apprentice to Business Ace ' your
inside-out guide to personal branding, is a business
educator and speaker on personal branding through image and
media. To learn more about how you can achieve recognition,
enhance your image and shine, sign up for free monthly tips
at http://www.shinecomms.com.au/subscriber.html
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