When the hot lights shine on you, here’s how to ace the interview
I’ve spent time on both sides of the camera, both as a TV reporter and, for the past 20 years, as a public relations consultant, working closely with clients in Minnesota and across the country to prepare them for interviews.
I’m also an author, and recently I’ve put my own advice to work as an interviewee on broadcast outlets from KMSP’s “The Buzz” to NBC’s “Today,” talking about the two books I co-wrote about pop culture from the ‘70s, ‘80s and ‘90s.
And while I’m happy to say my well-worn tips held up, I’ve got to admit that getting dropped into local and national TV interviews was a fast-paced, first-hand reminder of exactly what our clients go through — including what those hot lights feel like against a (in my case) thinning-haired head.
In case you find yourself on the business end of a microphone soon, here are six tips to help you ace your TV interview:
1. Understand the interview format.
First, do some quick homework on the logistics of the segment. Will you be standing around a table, or sitting at a desk? Who will be conducting the interview?
Is it live or taped? Will you be in the studio for a face-to-face discussion, or will you be doing a “talkback” from a remote location with the anchor’s voice in your earpiece?
Try to tune in to the show a few days before your appearance to get a feel for how it may work. And make sure you get to the station or interview location in plenty of time so you can get a handle on exactly how it’s all going to unfold.
2. Prepare, prepare, prepare.
Mom was right: Practice does make perfect. Early on, identify the main points you want to communicate during your interview, including a call to action. What do you want the viewer to do?
While you need to have a solid handle on your messaging, don’t memorize what you’re going to say word for word. You’ll sound a lot more convincing if you internalize the concepts, and then communicate them in your own words as part of the conversation you’re having with the anchor.
And it may cause a few raised eyebrows in your office, but before you head to the studio, close your door and practice answering possible questions out loud. If you’ve got props, make sure everything’s in working order and ready to go.
When my co-author Gael Fashingbauer Cooper and I got to New York for our “Today” appearance, we realized we neglected to pack one of the props we’d mentioned in our pre-interview, so off I went to the Times Square Toys R Us to pick up a Barrel of Monkeys, plus some additional Pop Rocks — because you can never have too many Pop Rocks.
3. Make yourself comfortable.
Dressing the part can help get you in the right frame of mind, too. Just by choosing an outfit you’re comfortable in, you’ll come across as more relaxed and “you.”
To keep distractions to a minimum, pick solid colors instead of busy patterns, and leave the clunky — and loud — jewelry at home. Don’t forget to grab a quick drink of water if you need one, and take a couple of deep breaths before the red light goes on.
4. Chat with the anchor or reporter ahead of time.
If there’s time before the segment, don’t hesitate to engage in some off-air casual banter with the host to ease into the discussion.
They’re often looking for a refresher on the information you’re going to talk about, and there’s no better time to hit home some of the big messages you want to cover and start to build a rapport.
Before our segment on “Today,” Gael and I had a few minutes to chat with hosts Hoda Kotb and Kathie Lee Gifford about their favorite memories from decades gone by, and it made all the difference.
Kathie Lee instantly set a jokey, low-stress tone when she shook our hands and apologized for using hand sanitizer. “I was just petting a lemur,” she said. Of course she was.
“You’re trying to remember the ‘70s and ‘80s?” she continued. “I’m trying to forget them.” And Hoda expressed her undying love for Quisp cereal. Who knew?
That short back-and-forth went a long way toward breaking the ice and getting us more comfortable with the segment.
5. Drive and bridge.
When the interview gets underway, answer the reporter’s questions, but also feel free to redirect the conversation to make sure you cover your key messages.
A common tactic is to “bridge,” or transition to something you want to incorporate into the interview, regardless of whether the reporter brings it up.
You can use phrases like, “That’s true, but it’s also important to remember that…”, “That’s a great point, because…” or even something as simple as “I’d like to add that…”
6. Leverage your interview.
Afterwards, share the interview on your corporate and personal social media platforms, and don’t forget to drop the producer and anchor a note to say thanks.
If you keep these tips in mind, you’ll not only cut down on flop sweat and chest pains, you’ll nail the interview — and likely score an invitation to do it all again down the road. And, who knows: You might even get to pet a lemur.
