Comedian Bob Newhart -- in his Tv sitcom ages ago -- did what I reconsider to be the best habit ever about a hapless guy being interviewed on Tv for the first time.
Before the interview, the female host assures him that he'll get softball questions about how he helps habitancy as a psychiatrist. They joke nearby and make small talk before the show. But once the cameras are on, the interviewer fires off one blistering quiz, after another, leaving Newhart confused, defensive, blushing and, finally, speechless.
It's hilarious when Newhart does it. Not so funny if it happens to you. Executives who want exposure on television -- but who have not had much feel in front of the camera -- should first reconsider landing a radio interview or two as a way to hone their voices and practice answering questions effectively live on the air. Radio should be part of your collective relations activities.
There are two reasons. First, of course, radio is great exposure. Nothing has diminished the impact of radio as a means of delivering message. Particularly in drive time (radiospeak for "traffic jams), you have a captive audience.
Give them a imagine to listen and they'll stick with you. Also, radio is an intimate medium that allows you to speak directly to the listener -- and paint a photo in their imagination about your issue, stock or service -- with petite distraction from visual images.
Second, it is a great way to build your media chops doing live, on-air interviews without the distractions of the television studio. They consist of lights, makeup, the stare of the camera, your posture and clothing, floor-manager signals and the need to appear rested and physically engaged -- even if it is 8 p.m. After a 12-hour workday.
Appearance counts for too much on television if you're not prepared. The way your clothing "reads" on camera, the size of the bags under your eyes, razor stubble, body language and the distractions of jewelry are a few pitfalls. And if you're like me, with a great face for radio, you'll especially welcome the chance to do an interview in shirtsleeves, late in the afternoon, and not worry that you look like Richard Nixon at the first televised presidential debate.
You should reconsider a few basic things before and while the interview:
Listen to the interviewer's agenda a few times before it's your day in the studio. Know the host's style -- and either it is confrontational or supportive.
Call the interviewer to find out generally what kinds of questions you'll get.
Nail down your messages. Be prepared with three "must-say" messages, the things you will convey while the interview under any circumstances. practice "bridging" to those messages.
Arrive a few minutes early so you are not running into the studio huffing and puffing. Get comfortable in the green room, practice your messages.
Relax. It will show in your voice at the interview.
Keep these guidelines in mind while the interview:
Radio provides a amount of natural advantages for the interviewee. One of the most leading is the leisure to look at detailed notes while on the air, something that would be a no-no on Tv. Nothing takes the place of establishment -- knowing exactly what you want to say and having your key messages nailed down. But having notes in front of you -- as long as you don't read them verbatim -- ensures that you will not forget any of your key points.
Be interesting. justify why what you have to say is of consequence to the listener. Use figures sparingly. Save the jargon and the reams of data for your next staff meeting.
Remember that the silence belongs to the interviewer, who will do anyone it takes to avoid "dead air." Listen carefully to the question, retort it succinctly and then shut up. Don't get trapped embellishing your retort unnecessarily -- or worse, boring the listeners by being windy -- just because the interviewer is silent for a few beats. This is much harder to do on television. When the interviewer is not talking, the camera is on you and, unless you're good at this stuff, you end up shifting around. Very awkward. Watch what anchors do before they go to industrial -- they just look straight into the camera and wait! Do the same.
If your agenda is tight, recommend a telephone interview. You can do a phoner from just about any quiet spot -- your home, office or hotel room on the road. Forget using the cell phone. Most radio programs will not let you use them because of the invariable poor reception.
Radio is the Most Intimate Medium - Use It to Boost your Pr
