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Whether you go to their studio or the camera crew simply arrives at your front door there is nothing that fully prepares an executive for the TV interview.

You’re so busy today running the company, planning new products/services and struggling to win sales; it is difficult to perform with grace and poise when a television reporter shoves a microphone in your face to ask about your stock performance, an environmental issue, layoffs or other “news” item.

As transparent as this business has become, every senior manager today should have interview and media training. In the meantime though, here are some easy to remember and follow steps to use to present the company and yourself as favorably as possible.

       
More Than Talking Head
Study people who are interviewed on TV. They are seldom just talking heads. The camera usually captures the person from the waist up.

The worst thing you can do is let your arms fall straight down to your side. You look stiff, insecure, anxious. Bend your elbows so your hands are waist high. Let them float against your body or loosely clasp them. This may not feel natural but on screen it looks very natural. Or to help you relax, casually grab something with your elbows bent. It does wonders in controlling the jitters.

Just don’t cross your arms in front of you. This sends a message that you are going to be confrontational and evasive.

          
Smile, Relax
This sounds simple but it is easier said than done. Before you step before the camera close your eyes, take 5-10 very deep breaths and focus. The extra oxygen to the brain aids thinking and calms you. People use all sorts of tricks to get past anxiety including looking right thru the camera to mentally picture friends and family on the other side.

If a reporter is interviewing you, give him or her 100% of your attention and ignore the camera. Look into his, her eyes and give the reporter your undivided attention. You’ll come off looking natural, confident and credible.

       
Body Language, Voice
The TV camera does an excellent job of capturing body language. Practice good posture and be expressive with your hands. Being stiff or slumped with the arms at your side sends a totally negative message.

Speak in a strong, measured rhythm and avoid stammering. Mumbling or hesitation makes you come across as weak or indecisive. The person who is practiced and knowledgeable can deliver a powerful, positive message to the audience.

Keep your body language and your vocal presence in tune.

     
Control Timing
Don’t rush the interview and don’t let the reporter rush you. Control the situation by speaking slowly, pleasantly, clearly and concisely. People who rush often find they have talked before they thought. What was said (and captured) isn’t what was meant.

Think in terms of strong, positive and active sound bytes. Control your timing…don’t let the reporter control you.

      
Time Message
Even if the camera crew and reporter simply show up at your front door you don’t have to immediately respond. If this is a scheduled interview then you should have prepared and committed to memory your 2-3 key messages. Covering any more simply means you dilute, confuse or even lose your key message.

When you are asked a question, answer it but keep focusing on your key points.

If the interview is unplanned – an accident, product recall or disaster – you still don’t have to respond immediately. Quickly confer with other executives and experts and prepare your key points/messages in real-time. Having the interviewer wait for five-ten minutes while you become properly prepared enables you to ensure that the news crew leaves with the right message.

When you begin, give the camera (and reporter) your undivided attention and remember it isn’t over until the mike and camera are safely packed away. Don’t think the interview is over and then make an off-the-cuff comment or big sigh of relief. It could come back to haunt you.

Even a little preparation will help you ensure your company and you look good.

Home Court Advantage
Unless you’ve had exhaustive television training, a TV interview is going to be a little uncomfortable but you should still control the situation.

You can.

It’s your offices so you have home court advantage. You can choose the background and seating area that best presents the company and makes you feel most comfortable. Just remember you are in the conference room, your office or your lobby all of the time so don’t let them “suggest” the right location.

Own the situation.

Before the camera crew marches into your lobby do some rehearsal with fellow executives. Your organization (or one of your team) has a camera, camcorder and if nothing else even a camphone will work in a pinch. Set aside a few hours to prepare for the unexpected with all of your senior people and yourself. Do some mock interviews then grab some popcorn and do an informal critique. Three or four sessions like this and the team – and you – are prepared for your few minutes in front of the camera.

With a little practice you’ll be prepared for the expected…and the unexpected.