Live broadcast interviews can be nerve-wracking at the best of times and can also be a minefield if not taken seriously.
At the other end of the scale, there are the hidden traps that regular media commentators can fall in to – mainly, familiarity breeding contempt. As Sainsbury’s CEO, Mike Coupe, illustrated recently, if you have several interviews lined up one after the other, the problem can be not so much nerves as tedium:
But he’s not alone in falling into the trap of thinking you can let your guard down near a camera or microphone, even if you think the interview hasn’t started yet or has finished. From John Major’s infamous “bastards” comment 25 years ago, to former England Rugby Captain, Will Carling, colourfully describing the game’s ruling body “57 old farts” – and being sacked shortly afterwards – the lesson to remember is that the camera is always on, the microphone is always ‘hot’.
Live broadcast interviews – beware the sound check
Even the obligatory sound check can also be a potential disaster if you don’t act professionally, as Ronald Reagan discovered when he decided to joke that “We begin bombing Russia in five minutes” and it was later leaked to the media. (Bonus tip – humour and sarcasm hardly ever work in interviews so play it straight at all times. It is so easy to misspeak, particularly in live broadcast interviews, as we have written about before.)
So here are three other tips for live interviews:
1. Preparation, preparation, preparation
At The Media Coach, our training sessions hammer home the importance of preparing thoroughly with three carefully crafted messages and ‘sizzle’ (media-friendly soundbites, metaphors or alliteration to make them stand out). And for a live interview, preparation AND rehearsal are absolutely vital when you may have at most a couple of minutes to make your points. A live interview is no time for original thought! Nor do you want to waste those valuable seconds waffling while you get to the point.
2. Interviews need substance AND style
While a broadcasting studio can feel quite intimate don’t forget you need to deliver your messages with a bit of ‘oomph’: passion, energy and animation. But try not to nod during a question – it’s a natural body language which signals understanding and a willingness to engage. However, unfortunately, if the question is hostile or negative, it can look to the audience like you agree with it, even if you then go on to disagree. On TV, don’t forget you may still be visible to the audience when the presenter is speaking so don’t react physically during a question, for example grimacing, shifting in your chair or rolling your eyes. And remember, you may still be in shot after your last answer so don’t rip off the microphone, leap out of your chair, turn and walk off or joke about how awful that was until you are sure you are off air or are directed to do so.
3. Keep calm and carry on
While this may not want to hear this, you need to bear in mind that live broadcasting is often controlled chaos – and sometimes not even that controlled! Things can and do go wrong so keep your wits about you. And this goes for TV professionals too as BBC Sports presenter Mike Bushell demonstrated when he took an unexpected swim during a recent live interview:
So, if you have done your preparation, act professionally at all times and expect the unexpected, live broadcast interviews should hold no fears!
- Interview soundbites: prepare in advance or journalists will feed you theirs! - October 11, 2019
- Why critics of media training miss the point - August 6, 2018
- Live broadcast interviews: Keep calm and stay sharp - May 21, 2018
- Beast from the East – Wrestling with the Comms - March 4, 2018
- Media interview traps – how to avoid two of them - January 15, 2018
- Media interviews: is fear of failure leading to missed opportunities? - November 27, 2017
- Crisis Management Uber style: keep quiet and cover it up - November 22, 2017
- Misrepresented in the media? Why it may not be the journalist’s fault - October 24, 2017
- What not to do in a crisis? Follow Ryanair’s example of crisis management! - September 20, 2017
- Developing messages: Are you guilty of navel-gazing? - August 29, 2017