The rapid pace of growth in broadband technologies and the popularity of online video sites such as YouTube means that having a video camera shoved in your face is more likely that ever before. Video is everywhere and because it is so powerful, it will continue to be a dominant medium for communication.

The moment the camera starts rolling can be a daunting one. Much the same as public speaking (which, incidentally, is one of the highest rated fears amongst adults – so you are not alone), the moment the camera starts your mind can go blank, your palms start sweating, and your speech turns to gibberish – or at least you think it does. But it doesn’t have to be this way and, also like public speaking, the solution is in the preparation.

There is a lot that you can do to prepare for broadcast interviews, and we can’t stress the value of detailed media training enough. This guide is intended to supplement media training and should by no means be taken as a replacement for it.

Some of the suggestions given here for preparing for a broadcast interview are to help overcome anxieties about the experience, while others are practical suggestions to make the filming process more successful like what to wear. Your red and white chequered jacket might be the favoured piece in your wardrobe, but you can guarantee that the camera will hate it!

Why am I doing this?

Before you agree to do any broadcast interview, and even when you have agreed to do it, you should understand exactly why you are doing it. What is the purpose of this? Am I being interviewed for a television programme that is interested in something I have to say, am I being asked to feature in a corporate video to help promote something, am I the spokesperson on a training video? Understanding why you are being asked to do this is one of the first steps of your broadcast interview. A television channel or news programme might want to interview you because you are considered to be an expert on a particular subject, you might be asked to feature in a corporate video because your employer considers you to be a good face of the organisation – the majority of broadcast interviews will come about for reasons positive to you, and most of the time you should feel flattered by their request and confident in your approach. If the reason that you have been asked is a flattering one, then that’s the first step to feeling more confident and relaxed in your approach.

Where and when am I doing this?

It sounds daft, doesn’t it? However, knowing exactly when your interview will take place and where can make a big difference. Make sure you arrive on time as this will generally give you the time needed with the crew to talk through questions that they might ask, and to make sure that you are comfortable in your surroundings. You might also have a degree of control over the location. Locations are important in terms of relevant and interesting backgrounds (a colleague recently expressed his surprise to me that when he watched a play-back of a media training interview he had, he only noticed at the play-back stage that the trainer had positioned him in front of an ugly skip for the interview), lighting and sound is important too. Studios are good for sound and lighting, but rarely good for interesting backdrops, and not likely to be comfortable for you either. Being interviewed in a location that you are familiar with can help to make you feel more comfortable (unless, of course, it is directly in front of your colleagues or friends!) and might just provide that relevant backdrop necessary for this – seeing scientists interviewed in laboratories is a good example of this. 

What should I expect?

Will there be a satellite truck? Will there be a 30-person crew with director’s chairs and clapper boards? Or will it (most likely the case) just be a cameraman and reporter/director? Knowing who is coming to interview you, how many people there will be, and what to expect will help to put you at ease. Most interviews will only ever involve 2-3 people, although for a television interview you might also want your organisation’s public relations officer to attend the shoot too (and they might insist on it).

What will I be asked?

This is crucial. From the perspective of an organisation’s public relations department, or the interviewee themselves, knowing what the questions will be sometimes seems essential before the crew even arrive on site. This is often true for television interviews, and particularly helpful if you are being interviewed for a news story when schedules are often tight and the shoot is likely to be very quick. Planning your answers can make you feel more comfortable, and can ensure that you get your point across. If the interview is likely to be contentious, knowing the questions in advance and having them signed off and agreed between the reporter and your public relations office can also help.

However, planning your answers can be just what the producer doesn’t want: planned answers can sound scripted and too well thought-out. If you’re being interviewed for a corporate video or something similar, a planned or scripted answer just isn’t convincing and sometimes a producer will hold back on telling you all the questions beforehand for this very reason. Natural, off-the-cuff answers almost always sound better – unless you are a really talented actor! Besides, for most interviews if your answer isn’t sounding quite right to you, you can always stop, pause, take a breath and start-over. It doesn’t all have to be done in one take and if you’ve arrived on time for your interview, there should be enough time allowed to repeat questions if necessary.

Try to keep your answers short and concise. For almost all types of video, snappy sound bites work best and this is what the producer will be looking for, not long-winded answers. Also, if you are an expert on something, make sure you explain yourself in a manner that a lay-person can understand. Your audience is unlikely to be as well-informed as you (that’s why you’re being interviewed after all!).

What should I wear?

An interviewee’s clothes and appearance can make or break an interview. Someone might offer the most wonderful, usable sound bite of the day, but if their comb-over hair is blowing in the wind to reveal a shiny bald patch as they say it, the clip just won’t be usable. You’ve all seen the kind of thing on out-take shows.

Most important is to wear something that you are comfortable in. If you don’t ordinarily wear a suit, then don’t feel the need to put one on for your interview. Be smart, but be smart-casual if that’s how you are most comfortable. Wearing the snowman jumper that your great aunt knitted you for Christmas probably isn’t advisable. If you wear something that you are not comfortable in, you are more likely to fidget – besides, you have enough to think about with what to say without worrying about your tie (only ever worn for weddings) restricting your airway.

Try to avoid bright colours or fussy patterns. Red is particularly bad on camera, and small chequered patterns are hard on the eye. Try to keep patterns and colours plain. If you wear something too “loud” then it will drown out what you are trying to say and distract the audience.

For the ladies, avoid wearing cumbersome or particularly sparkly jewellery: these might look beautiful in the flesh, but very distracting if your diamond necklace keeps reflecting the lights around you or your “Pat Butcher” earrings keep swinging and clattering every time you shake your head as you speak. Also avoid wearing too much make-up – use powder on any shiny patches and keep the rest of your make-up natural. Don’t expect there to be a make-up artist!

Be prepared for the cameraman or other member of crew to pull you about a little bit (just a little bit though). Please don't think they're being rude (most have impeccable manners!) - they're just doing their job to make you look the best you can! They might have to fix a lapel microphone to you, for example. Just go with it and feed the wires where they tell you to. And any crew really doing their job properly will politely adjust, or suggest you adjust, an item of clothing if it looks odd (if it's inside-out, your buttons are buttoned up wrong, or something is hanging awkwardly), or point out to you if you have remnants of your lunch stuck in your teeth or beard.

Most of all ... relax
Easier said than done, right? However, our experience tells us that most people, while they might seem nervous, anxious and concerned about their interview always actually a) sound much better than they think they sound, a b) enjoy it.  Most interviewees tend to have a little wry smile of enjoyment on their face as the interview is concluded, and, let's face it, most people like to have the spotlight on them every once in a while!

If you'd like further information or wish to discuss opportunities for media training and introductions to broadcast media sessions, please do not hesitate to contact us. We'd be happy to advise or help.