Tips for better on-camera interviews
Speaking on camera is not as easy as it sometimes looks. Most people are not “naturals” at appearing “natural.” From small-business owners and their employees, to elected officials and leaders of large organizations, over the years, I’ve helped many people prepare for on-camera interviews. It doesn’t matter who you are, there’s a very good chance you will be nervous, you will be self-conscious and you are likely to get asked a question you don’t know how to answer. That’s why, to the extent that you have lead time (and, you usually have at least some lead time), you owe it to yourself and your organization to practice and prepare to ensure your interview is a success.
Below are my five best tips to help you convey your message while appearing poised, professional, knowledgeable and likeable:
1. Wear bold, bright or dark colors – no pastels!
This tip applies not only to on-camera interviews, but also to photographs or visuals of any kind. I personally learned this lesson the hard way when I was photographed for a newsletter during my college internship. I wore a pastel yellow sweater. As a result, I looked washed out and pale. Other interns looked sharp and crisp in navy blue or black suits, red, green or navy sweaters and even the professional version of a “little black dress.” I routinely suggest that folks wear navy blue, red, or black for video or photograph opportunities as these colors tend to show up against almost any background and they are almost universally flattering.
2. If you want to be taken seriously, dress seriously.
Mark Zuckerberg, with his T-shirts and hoodies, is the exception I know of to this rule (and, honestly, it probably wasn’t a wise move even for him). Ultimately, you want viewers to believe that you are a credible professional who is a respectable authority on the topic you are addressing. When you hear the words, “credible,” “professional,” “respectable” and “authority,” what sort of person comes to mind? Dress like that person. The fact of the matter is, you have a very brief on-camera opportunity (usually mere seconds!) to convey your points to the audience. You do NOT want your appearance to distract from your words. Comb your hair, iron your shirt, button up so that chest hair and cleavage aren’t visible, swap out patterns and prints for solid colors and tone down your jewelry and accessories. Sharp, crisp, clean lines will draw viewers’ eyes to you without distracting them from what you are saying.
3. Choose no more than three points you want to make and memorize them
Once you’ve fine-tuned your appearance, you need to have a solid handle on what you want to say. There are two aspects to any interview: what the interviewer wants to ask and what you want to say. These two things don’t always align. Regardless, your job in the interview is to keep saying the things you need to say. That’s why I always tell folks to write out no more than three points they want to convey in the interview. Make those points short and sweet and then memorize them. No matter what question the reporter asks, tie your answer back to one or more of those three main points. Remember, you may talk to the reporter for 10 minutes, but maybe only 20 seconds of that conversation will make it on air (and you have no control over which 20 seconds makes it). That’s why all of your answers have to revolve around at least one of your main points, if not all of them. The more you say about things that aren’t on your list of main points, the more likely the clip that gets used on air will not include your main points.
4. Omit crutch words or sounds (“like,” “you know,” “right,” “look,” “um,” “soooo,” etc.)
Consistent use of crutch words takes away from the message you’re trying to convey and it gives viewers the impression you are either not prepared or not informed. There’s no easy fix for omitting these words. You just have to practice. Put yourself in the reporter’s shoes and try to think about what questions you would ask if you were interviewing you. Then, come up with your best answers to those questions (remember to stick to the main points you already established for yourself in Tip #3). I suggest writing out your answers as it will help you remember them. Practice giving these answers out loud, preferably in front of a friendly audience. If you use a crutch word or sound, make yourself stop and start over from the very beginning.
5. Smile right before the camera starts rolling
I know, I know, the last thing you feel like doing when they first point the camera in your direction is to start cheesing. You’re nervous. I get it. But trust me, forcing a big smile on your face, even if only for a brief second or two, is a great way to put yourself at ease. And if the reporter sees you smiling, it can cause him or her to smile in response. Smiling is the best way I know of to set the stage for a relaxed, upbeat, on-air interaction. Besides, it’s not every day you get to be on TV. You might as well enjoy it!
Mandy Minick is the principal and founder of Minick Public Relations, LLC. She is the immediate past chief communications officer for the Ohio Department of Education and has 20 years of public relations and entrepreneurial experience. Find Minick Public Relations on LinkedIn.