Speaking on screen or on air is a great opportunity to strengthen your company’s brand value or position yourself as an expert in your field. Your physical appearance and tone of voice are just as important as what you actually say, so we recommend you prepare thoroughly.
When the journalist calls, ask for the questions to be sent to you so you can prepare. This is often possible – if your company hasn’t ended up in a breaking news shitstorm.
We spoke to Kristian Koch, an expert in oral presentations and body language. He gives you some tips on what you can do to optimize your presentation in your TV or radio interview.
If you’re contacted to respond to rumors about creative bookkeeping, we recommend you get media training and help with your specific case from a PR agency.
Tips for TV:
If you’re being interviewed on TV, viewers don’t just hear what you say – they also read your body language. Get your message across by preparing how you present yourself on screen.
1) Think about the camera setting
Ask before the interview how much of your body will be in the picture.
The parts of your body that are out of the picture you don’t need to worry about.
If the camera cuts you off at the shoulders so that your arms and hands are not included, focus your energy on your facial expressions.
2) Get a grip on your handiwork
Many people don’t know what to do with their hands when they’re live on TV – some are even nervous about shaking hands.
Prepare three positions for your hands to relax in and return to when you’re not gesturing.
Which hand positions feel – and therefore look – natural and relaxed is individual.
Bonus info: Although many people are afraid to shake hands, very few actually do it.
3) Move your arms away from your body
Your body language needs to connect with what you’re talking about – don’t exude enthusiasm if you’re in the studio to talk about mass layoffs.
A good rule is to keep your body open.
Make sure to relax your shoulders and use your arms when you speak instead of crossing them.
Kristian Koch gives a lecture on presentations.
Advice for radio:
Live radio interviews can take place in a studio with hosts or over the phone. When you only have your voice to get through, use it wisely.
4) Smile at the microphone
Put on a big smile even before you open your mouth.
When we speak with a smile, we pronounce the sound further forward in the mouth.
This gives a clear pronunciation.
The change in your pronunciation also makes listeners perceive you as more likeable, giving your message a better chance of getting through.
5) Stand and walk when you speak
The abdominal muscles that you tighten by standing and walking give your voice more energy than sitting down.
Therefore: If you’re giving an interview over the phone, walk around – but do it quietly.
Listeners shouldn’t hear you sauntering across a creaky wooden floor – it looks sloppy.
If you are passing by the radio studio, stand up during the interview.
6) Reduce noise on the line
If you’re interviewing over the phone, get a wind cap for your headset – for example from Phoamy.
It minimizes puffing and wind noise so your voice can come through more clearly.
Bonus tips for a credible appearance
Good interview performance takes practice. Use these four quick tips for your interview preparation:
7) Practice verbally
Practicing the words in your head is not enough.
You need to say them out loud when practicing your answers.
8) Practice the body
You can’t just plan your posture – practice the positions physically.
9) Practice cues
Don’t write a script for the interview – you risk sounding mechanical.
Practice with cues and make your points differently each time.
10) Practice enough
5 minutes before is not enough time – if possible, practice 30 minutes a day for 30 days.
Media training: how and when
Use Kristian Koch’s tips for interviews about your company’s growth success or new product line.
If you’re in the middle of a media storm and your company’s future depends on your credibility in the interview, contact a PR agency.
If you want to boost your performance or fend off a scandal with targeted media training, write to Mark and Jakob.
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