Appearing

“Appearing on Television”

The medium of television provides a forum for communicating with an audience unlike any other form of communication available to our industry. If the opportunity arises to appear on television, it is essential that you are properly prepared.

Overall, the key to portraying a positive image on television is confidence. If you appear that you are not confident in the subject matter or with the answers that you are giving, your message will be lost. Anticipate as many questions as possible and answer them immediately. When asked an uncomfortable question, many people use a process known as “bridging” where they answer the questions quickly and then immediately mention a positive point regarding the subject. In order to use this technique effectively, it may be necessary to prepare a simple list of the negative questions you may be asked and then develop a positive aspect of the subject which you can highlight. Afterwards, think about how you can bridge from the negative to the positive. It is important to remember that while using the bridging technique, you should always answer the question posed prior to moving on to your positive statement. If you do not answer the question, you are inviting the interviewer to ask the question again or to have them point out that you avoided the issue. The following are some simple techniques to ensure that you are prepared for your television appearance.

Set you objectives – Develop a few mini-speeches which you can bridge into if the opportunity presents itself.
Rehearse – Rehearse your remarks but do not rehearse them too much or they will sound canned. Try developing a list of keywords to use that will help make your point.
Visuals – If you choose to use visuals, check with the show’s producer and director beforehand to ensure that you bring the appropriate size image and that the color and tone contrast is in line with the show.
Study your audience – The channel that you appear on, the time of day that the show will be aired, and the attitude of the audience all have a major impact on the reception that you will receive. Consider your audience carefully and be certain that your remarks are planned accordingly.
Be specific – Do not make general overviews. Determine specific examples ahead of time and use them to illustrate your major points. Use any available statistics, but only if you can make them meaningful to the audience.
Determine the topics to be covered – If possible, determine if the interviewer is interested in an opinion from the “industry” or on specific policies or philosophies regarding your company. Through discussions with the show’s producer and director, you should be able to get a good grasp on the direction of the interview and the major topics to be covered.
Watch other television interviews to become familiar with how questions are asked by interviewers and what answers are effective.

During the interview, it is essential that you conduct yourself properly. The following tips will help you to ensure that you present your message in the most effective manner possible.

Appear as natural as possible
Be lively and animated
Sit or stand up straight
Look directly at the reporter asking the question (not the monitor, cameraman, or director)
Do not cross your arms or fidget
Never smoke or chew gum during an interview
Smile only at humor, never at a serious question
Stay calm. Do not get angry or challenge the interviewer
Relax
Refer to the interviewer by name
Typically, short answers are more effective than long answers
Never respond to a question with “no comment”. Explain the reason why you cannot answer (i.e., the incident is still under investigation).
Never assume that you are finished until told by the production staff.
Be prepared when the show begins. You should not consider the first part of the interview as a warm-up; be prepared immediately for the first question.
Be on time for your interview. Allowing yourself enough time will let you prepare mentally and physically for the interview and will improve your presentation considerably.
Be confident, not scared.