Appearing on television can be scary and even experienced media spokespeople are known to get nervous.
On our media training courses it is often the part people worry about the most.
But it is not just the thought of appearing in front of the cameras that causes this anxiety.
Some of the biggest concerns can be things such as knowing what to wear on television and doubts about body language.
So we have put together a list of five things we think spokespeople should focus on before their TV interviews to ease those nerves and ensure they deliver their messages effectively.
1. What you are wearing
You may feel the key is to simply ensure you are dressed smartly. But it is equally important to avoid anything that will distract the viewer from the messages you are delivering. So, shiny or long, dangly earrings should be avoided and hair should be tidy so that it does not have to be regularly flicked from the eyes.
Men should stay clear of shiny suits and those with little hair should use powder on their heads.
Narrow stripes, checks and small patterns should also be avoided as they can cause a strobe effect and look to the viewer as if they are moving.
The most important thing is to wear something which makes you feel comfortable and confident.
2. Your body language
Viewers judge a person in the first 30 seconds of watching a programme and body language is a crucial factor in making a positive impression.
Maintaining eye contact with the reporter throughout the interview is incredibly important – it illustrates trust and credibility, while looking away may make you come across as being untrustworthy.
Smiling will help make you look confident but should be avoided if you are being interviewed as part of a crisis media management situation.
Avoid slouching in the chair and keep your feet on the ground.
If you naturally use gestures when talking then use them to emphasise points but avoid them becoming a distraction for viewers.
It is also important to avoid sitting with your arms folded – as it looks defensive – and fidgeting with your hands and glasses can be a distraction.
Finally, a nodding head suggest you agree with what the reporter is saying and should be avoided unless it is appropriate.
3. Your language
The aim is to try to create a natural sounding conversation with the reporter and this means using language that everyone can understand.
Pointlessly complex language, jargon and acronyms all alienate audiences, cause them to switch off or misunderstand what you are trying to say.
They can also make to spokesperson sound aloof and out of touch.
The key is to think about you would tell the story to a friend or relative and use that language.
4. Your tone
You will hopefully have a strong message to get across in your interview, but delivering it in a dull, flat, monotone way will ensure the audience is unlikely to hear it.
You need to inject passion, enthusiasm and energy into your voice to engage viewers.
Different interview scenarios require different tones. An interview during a crisis requires a warm, authoritative tone, while a message designed to excite requires a lighter tone.
Emphasise the key words in your message by taking a slight pause.
Particularly nervous spokespeople tend to speed through their messages. Taking a deep breath before you start talking will help your to control your pace.
5. Your preparation
The key to a successful media interview is good preparation. Make sure you know the key message you want to get across and how you illustrate it with human examples and anecdotes.
You also need to think about the negative questions the reporter is likely to ask and plan how you will respond. It is also important to consider what else is in the media agenda which you could potentially get asked about.
Realistic and practical media training is a must but you should also practice mock interviews with a colleague, friend or family member. Often, the best sparing partners are teenage children as it will help use inclusive language.
Part of your preparation should also involve familiarising yourself with the news programme and journalist so you have more of an idea of what to expect.
Media First are media and communications training specialists with over 30 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
Click here to find out more about our highly practical Media training courses.
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