‘Don’t Look at the Camera’ and Other Interview Tips

We’ve all been there: We have the perfect story, the timely hook, and we’ve identified a member of the media we think would eat the story up. Now what? Below is some of our team’s collective advice to help spokespeople nail the landing:

Ask the Right Questions 

There are a number of questions that we always try to ask our media contacts before an interview. Will the story be live or taped? Who else are they planning to speak to? Can they share questions in advance so our spokesperson is prepared to address the information their viewers care about most? All of this helps make the process more predictable, and more likely to end in a positive result for all involved parties.

Practice Makes Permanent

We are big believers in key message and FAQ development. Once you have those nailed, you have a roadmap to anchor your interview. Where we’ve seen many spokespeople falter is when they read the messaging and think they have it down without practicing. It is a completely different skill-set to read, comprehend and then deliver your messages out loud. Record yourself asking the interview question on a voice memo, then look in the mirror and answer it. Through practice, you will likely find a more natural way to phrase your answers that is also easier for your end audience to understand.  

If Possible, Record Yourself 

In our half-day training sessions with executives, we will record them on video and instantly analyze the playback. This is everyone’s least favorite moment, and also the most impactful. We have had clients who did not realize that they were nodding in agreement while stating a dissenting opinion. We’ve had clients who are wringing their hands or moving side to side when they thought they were completely still. Video does not lie. 

Talk, Then Stop

Oftentimes in interviews, people get nervous and feel that they need to fill the space. This is simply not the case. You are not there to make friends; you are there to deliver your message. Answer succinctly, then stop and wait for the next question.  

Know When to Not Answer a Question

Have you ever been asked a question that you don’t want to answer, that you don’t know the answer to or that wouldn’t serve your best interests? Well, guess what … you do not have to answer it! We teach our clients techniques for side-stepping questions and getting out of sticky interview situations. One of the easiest is a bridge technique that goes something like this:

Interviewer: How many pieces of pizza did you eat last night?

Spokesperson: While I’ve been a lifelong fan of pizza, what I’m really here to talk about is the spin class I did yesterday.