TV Interviews

Rules of Engagment:

Skeleton plan:

• You may have a vast knowledge of the subject you are going to be interviewed about but the requirement is to condense all this knowledge into a basic message.  At best the speaker will get 3 points over and in any case the viewers or listeners won’t remember more than 2 or 3 points.
• These points should be the basis of everything said during the interview.  Whatever the questions, whatever the angle, these points should be stressed.
• There should be a maximum of 3 main points each supported by some sub points. 

Brevity:

• On TV there is little time so the punchline must come at the beginning.

Simplicity:

• The message must be simple.

Repetition:

• It is better to say the same thing several times (in different ways) than to say several things once.  Words and sentences should be short so that everyone knows what is being said.

Familiarity:

• Another effective way of communicating is to ring a bell in the other person’s mind with something with which he or she is already familiar.  In talking about a new factory, describing it as ‘about the size of 8000 square metres’ is difficult to grasp.  Put it into everyday terms – ‘about the size of two football fields’ is more readily understood.
• Does a reservoir contain 123,455,200 gallons of water or does it hold three weeks supply for the town?  Does a refinery have an unpleasant aroma of sulphur dioxide or does it smell like bad eggs?

Relevance:

• Finally, go back through everything you intend to say and subject it to the ‘so what?’ test.  It may be very important to you but what about the viewer?

Learn the brief:

• Why are you going on the programme
• What is to be said
• How to say it
• Practice saying the key messages out loud.  There is a big difference between knowing the message and actually saying it.  Be clear about the message then prepare responses to certain questions.

What questions are likely to be asked?

A brainstorming session with colleagues will probably give rise to most possible angles.  Remember:  who?  What?  Where?  How?  Why?

If the programme is a positive one the questions will be aimed at extracting the good news.  Others, especially investigative programmes, will be looking for the negatives.

Likely questions should be listed so that the interviewee is not thrown by the unexpected during the interview.  But remember you are not going to answer the questions you are going to use them to put your points across.

By watching TV analytically you can work out for yourself what makes a good interview.  Ask yourself the following questions:

• How did he or she get on the programme?
• Are they doing a good job?
• What are the programme-makers looking for?
• Could I get on that programme?
• How would I set about it?

Check List

1.  Decide whether to do it or not
   1. Who is doing the interview?
   2. When?
   3. Where?
   4. How long will it last?
       
2. Decide
   1. Is someone available?
   2. Is it worth doing?
       
3.  If so ask
   1. Why are they doing this programme?
   2. Why choose this company?
   3. What is the context?
   4. Will it be live or recorded?
   5. Any films or props needed?
   6. Who else will be on the programme?
   7. What questions will they ask?
       
4.  Prepare – at least an hour
   1. Plan the message – a maximum of 3 points and make them short supported by some sub-points
   2. Learn the brief
       
5. Anticipate the angle and likely questions

Winning the Interview

Preparation

1. Let them do all the fussing
   1. Show you to your seat
   2. Fix microphone etc
   3. Ask them questions

2.  Last check on clothing

3.  Voice test – same value as in the interview

Appearance and Manner

1. Sit up
2. Look at the interviewer throughout
3. Speak clearly and distinctly
4. Use hands, and do not be afraid of mannerisms but avoid fussy or nervous movements
5. Have notes, but do not read from them
6. Be sincere and enthusiastic throughout

Handling the Interview

Platinum rule

Get the key points of the viewer, regardless of the questions and other distractions.

Golden rules

1. Do not let the interviewer butt in without a fight
2. Refute any incorrect statements
3. Stay off the defensive
4. Do not get side-tracked
5. Be positive

Silver rules

1. Look alert
2. Try to anticipate surprises
3. Let the viewer know about surprises
4. Do not address the interviewer by name
5. If the interviewer rephrases your statements, make sure he or she has got them right
6. Do not use jargon or slang
7. Remember there is only one viewer
8. Avoid too many ‘wells…..’
9. Do not fill embarrassing silences.  That is the interviewer’s job
10. Stay off the ‘ums’ and ‘ers’
11. Do not tail off and ‘and so on’, ‘and so forth’
12. Only hesitate if it is deliberate
13. Know the facts
14. Do not get angry
15. Do not volunteer irrelevant information
16. Watch for the interviewer getting in a harmful last word