| Being asked to do a radio or television interview can | | | | Make It Interesting and Relevant |
| be a daunting prospect. But if you prepare well and | | | | Make your message more memorable by using real |
| are aware of how the media works, the process will | | | | stories and examples. Use word pictures. Cut through |
| go quite smoothly. | | | | the clutter with words that paint a picture in the mind |
| The first thing you should do when asked to do a | | | | of the listener. When you have facts and specifics to |
| radio or television interview is say, yes, then control | | | | back yourself up, you will come over as more |
| the panic that may set in. | | | | authoritative. Remember to stress the points that |
| A lot of people unfamiliar with doing an on-air | | | | are likely to interest the listeners or viewers rather |
| interview are daunted by the prospect and get very | | | | than just your own internal messages. |
| nervous. This fear can stop us moving ahead and | | | | Make it Personable |
| saying no to the chance of promoting our businesses. | | | | Use the interviewer's name to make it more |
| You need to put this fear into its right perspective | | | | personable when answering questions. If you're doing |
| — what is the worst thing that is going to | | | | an interview face-to-face use eye contact and try |
| happen to you? | | | | and interest the interviewer in what you're talking |
| You might think you are going to die or pass out and | | | | about rather than thinking — do I sound OK |
| faint once a microphone is put in front of you but it | | | | — do I look alright on TV. If your eyes flicker |
| is highly unlikely. The knocking knees and shaky voice | | | | around during a TV interview, you look |
| you might think will give you away but generally | | | | uncomfortable, and possibly a bit shifty. If you keep |
| nerves are pretty normal and not noticed so much | | | | your eye-line focused on the interviewer, you will |
| by other people even though you may be feeling it | | | | come over as being in command of your subject. |
| strongly. | | | | Focus on getting those main points across. |
| Nerves can be used as a source of enthusiasm to | | | | Be Buoyant & Enthusiastic |
| show your commitment to the subject you are | | | | Be bright and buoyant in your answers — |
| talking about. So let's look at how we might eliminate | | | | boring answers will probably be edited out and boring |
| unnecessary fears from an interview situation. | | | | interviews will be dropped altogether. You need to be |
| Prepare | | | | slightly more animated and larger than life. Pep up |
| You only have one chance to get it right with live | | | | your delivery so that it is bright and enthusiastic, |
| radio or television. You know your subject better | | | | rather than dull and low-key. Remember broadcasting |
| than anyone else so think about some possible | | | | is a performance! If you do not hold the audience's |
| questions they may ask and prepare your answers. | | | | attention, there are plenty of rival channels people |
| Ask your partner or a friend to ask you a few | | | | can switch over to. |
| questions and have a rehearsal — practice. Find | | | | Mind Your Language |
| out as much as you can about the program on which | | | | Think about the way you talk in your work life |
| you're being asked to appear — is it live or | | | | — is your conversation peppered with |
| pre-recorded? What angle are they taking? What are | | | | abbreviations, technical terms and other jargon? For |
| they expecting from you — what are the | | | | the outside world, this will just not do. Imagine |
| question areas? Is the audience completely general, | | | | instead that you are chatting to someone who is |
| or is targeted at housewives or business people? | | | | perfectly intelligent, but who simply doesn't know |
| Think about the points you could make which are | | | | anything about the subject. People often make the |
| most interesting, useful and relevant to the | | | | mistake of addressing their remarks to the |
| appropriate audience. | | | | interviewer (who may be well informed) rather than |
| Stick to the Point | | | | the audience. |
| What's really useful is to prepare three or four main | | | | Keep Your Comments Concise |
| points which you wish to convey. Write them down | | | | Catchy short answers work best in the media |
| on a sticky note and refer to it. Most radio interviews | | | | especially for television news. They're known as |
| are less than four minutes long so always keep to | | | | "grabs" and can be slotted in to a news story. If you |
| the point and avoid being drawn into side issues. | | | | watch the news, or listen to radio news, you'll notice |
| Always try and take control and use every | | | | that the grabs or "sound bites" are about 5-7 |
| opportunity to get your message across. Don't wait | | | | seconds long. If you don't give enough information |
| to be asked the appropriate question. | | | | the journalist will simply ask a follow-up question. |
| Give Yourself Time To Think About It | | | | Be Available |
| The phone rings, and out of the blue a journalist is on | | | | Always make yourself available for radio interviews. |
| the line asking you some tricky questions about your | | | | Be available to go into the studio for better quality |
| company's activities. How do you handle it? Your | | | | than over the phone. If you're on talkback radio use |
| company's reputation may depend on the answers | | | | a landline not a mobile phone and be aware of |
| you give. Don't be afraid to call the journalist back | | | | external noise. When you do radio interviews make |
| rather than talking straight away off the top of your | | | | sure the background is as quiet as possible. |
| head — but find out when their deadline is and | | | | Warm Up Your Voice |
| don't leave it too late. Use the time to think through | | | | Always take time to warm up your voice so you |
| what you should be putting across, particularly in | | | | sound more articulate, intelligent and authoritative. |
| response to any controversial issues that are likely to | | | | This will give you more confidence. |
| be raised. | | | | Call to Action |
| Have Something To Say | | | | Most people will remember the opening and closing of |
| If there are controversial issues in your area of | | | | a radio interview. Always have a strong closing with a |
| expertise, work out where you stand, and what you | | | | call to action, something you want listeners to do i.e. |
| should say. It is better to respond rather than say | | | | attend the event or buy the product. And finally |
| "no comment". Don't be afraid to put your point of | | | | remember to smile — when you smile you feel |
| view across. | | | | and sound much friendlier — and enjoy it! |