Practice Makes Perfect

Now that you’re in the right frame of mind, the next step before you go on that debut interview is to prep yourself. Know exactly what message you want to deliver, and focus on getting it out there as much, as quickly, and as solidly as anyone could. And your laundry list of messages should be a short one. Don’t dither, ramble, or use long, convoluted sentences. Use basic words in the English language, and spit it right out.

We also tell our clients to stay focused. One-on-one time with journalists is scarce, and time on TV is even shorter. Getting caught up in small talk will bring whatever momentum you might have achieved to a grinding halt. You could equate an interview to a service at a gospel church. The line of questioning is like call and response, and you need to be the caller, not the responder.

Here’s what we mean. Just like a first date, a journalist sitting across from you at a local Starbucks is going to break the ice with some offhand remark about the weather, or critique of the public transportation or highway that got her there. It sounds banal, but a simple opening question like “How’s it going?” is the gateway to success or failure in an interview, because it is the first test of your ability to focus on creating buzz for your product.

So … how is it going? In 2002, LookSmart, one of the biggest marketers on the Web, purchased WiseNut, a super-hot search engine primed to take down Google, another popular search engine. If a journalist were to ask Evan Thornley, LookSmart’s jolly chairman, how things were going at that point in time, he would immediately declare, “Great! We just purchased the technology needed to make a Google search look like a random selector machine.” If Thornley made a general reply, such as “Everything is going fine,” or merely joined in on everyone’s favorite mass transit gripe, he would forfeit an opportunity to “be calling,” which in this case means turning the conversation in the direction he wanted to take it, to LookSmart’s dynamic new deal. Instead, he would be responding.

Tips for Radio and TV Interviews

Any good PR person can tell you that TV is easy. But for many people, this is something they have to learn for themselves. You are the star, and even if you’re nervous, remember that this is something you can do well, because you’re talking about your all-time favorite subject: your product or company.

The host or producer will usually conduct a “pre-interview” for a few minutes before you go on the air. The pre-interview is important because it establishes what is expected of you on the air and the direction the interview will take. It is also your chance to tell the interviewer what you would like to discuss.

For radio and television, you should know beforehand when the interview will take place and how long it will last. Since there are often last-minute changes, ask the interviewer to tell you when the interview will begin. Shows have begun without the guest being aware of it, and off-the-cuff remarks, never intended for public consumption, have reached the ears of listeners, with embarrassing and damaging results.

Everything on radio and television is timed. Keep your answers

short and concise, or the interviewer will interrupt you before you are able to make your point. Most answers should be no longer than three or four sentences. Here are some other tips:

• Wear conservative clothing for television interviews. (Okay, sometimes it is about the color of your shirt.) A white shirt and navy-blue or gray suit are favorites for men in the news business. Women should wear solid colors and subtle makeup and jewelry.

• Remember that the camera may be on you during a television interview even if you’re not talking. Make a special effort to control your gestures and expressions.

• Sit still and erect but relaxed, especially in a studio interview. A slight lean forward conveys energy and a positive attitude. Don’t swivel, rock, lean, slump, or swing your legs. Don’t clasp your hands or grip your chair, and don’t grind your teeth or tighten and loosen your jaw. That’s tough when you’re angry or worried about something, so make up with your colleagues and loved ones before interviews, and try to put yourself in an upbeat state of mind, even if it’s only for the duration of the interview.

Taking control requires the confidence needed to succeed, but it generates even more confidence, giving you even more poise for future interviews: It’s a symbiotic relationship. Keeping the conversation revolving around your topic and your message gives you the edge, and the familiar ground should support your self-assurance.