Broadcast interviews remain the crème de la crème of PR. It’s quite possible that if you’re reading this, you either want to secure yourself one, or have, but fear the car crash interview.
Well, don’t worry, horrendously bad interviews are not as common as you might think. So long as you take the time to prepare.
As we tell all our clients, if you fail to prepare, you prepare to fail. So, don’t go into that studio blind.
Instead, read our step-by-step guide, where we share the top tips you need to know to perform well, secure a long-term relationship with producers, and thrive in the public eye.
Broadcast interviews are one of the best ways executives can spotlight their business and enhance their career prospects through thought leadership.
This is mostly because, by nature, broadcast TV is live and unedited, allowing an executive's true personality to shine on mainstream media.
Because it isn't controlled like social media or blogging, people trust broadcast more than any other platform. That includes key stakeholders, such as talent, partners, or potential investors.
At the same time, this has created a catch-22, where the pressure of performing well on broadcast has created anxieties among leaders who fear a bad interview nosediving their reputation.
With this in mind, we have created this article to alleviate those anxieties.
When deciding on a broadcast show to pitch yourself to, ask yourself, "is the show I'm pitching to covering a story I'm qualified to comment on?"
More importantly, "is it beneficial to me and my stakeholders if I comment on this story?"
If both answers are yes, then you've found the right show.
Make the wrong decision, and you risk being well out of your depth, making statements that upset customers, employees, or investors.
So, never pursue broadcast interviews for the sake of vanity.
Identify a story you want to comment on.
Think carefully about what you want to achieve.
Research different networks’ timetables.
Choose five high-value targets.
Find the right producer or guest-booker for each show.
Pitch to each producer, outlining your expertise and key talking points.
For any show you pitch, get to know their teams inside out.
You want to specifically know how long producers and presenters have been working on the show, what they’re interested in, and whether they like to ask testing questions.
Watch previous clips.
Follow them on LinkedIn.
Engage with the content they post to break the ice.
This will not only help you craft a better pitch but strike stronger relationships when you meet them in person.
Too often, guests make the mistake of envisaging exactly how their interview will play out.
They pressure themselves to regurgitate various phrases.
They don't leave room for unexpected questions.
They look silly on camera when they're caught off guard.
This is why we advise that you don't overprepare.
Make a note of five key messages and facts you need to substantiate your views and no more than that.
First appearances really do mean everything, and during broadcast interviews, they mean even more. So, don’t take the opportunity for granted.
There’s been so many instances where CEOs appear on camera with bags under their eyes, leaving viewers with the impression that their business isn’t performing well.
Don’t let that be you.
Besides, by ensuring that you’re well rested, you’ll also find that you manage your anxiety levels better, perform well under pressure, and enjoy the experience.
Failing to arrive on time will get you blacklisted from a show. It's as simple as that.
Any excuses won't cut it, particularly when most interviews now take place remotely.
In fact, you should give yourself at least 20 minutes to run through any final notes, compose yourself, or, if necessary, ensure your internet connection and equipment are working.
When your interview begins, keep your back straight and make eye contact with the presenter or your camera.
By having good posture, you show that you're confident and engaged in the conversation, rather than undergoing the interview because your marketing team told you to.
In addition to this, audiences will engage with what you have to say much better, increasing your influence on them.
This can be particularly crucial when you're a startup founder seeking investment or a politician advocating for change.
Any answers you give need to be brief and informative.
On one hand, your answers will be clearer, eliminating confusion.
On the other, rambling too much risks giving the impression of self-importance.
Besides this, the show's presenter will have more time to ask additional questions to you or another guest, fleshing out the conversation and bringing it to a more concrete conclusion.
There will also be times when a presenter or fellow guest challenges your ideas. They might disagree with your logic or have entirely opposing views.
Whatever the case may be, you need to defend your answers.
Reiterate your point.
Back it up with the data you prepared in your notes.
Explain why the producer or fellow guest is wrong.
If you don’t do this, you risk losing credibility and your entire argument falling apart on live television, which can be incredibly tough to come back from.
Having the ability to improvise during an interview is much better than being caught off guard or refusing to answer a question when you can’t.
If you do refuse an answer, producers will question why they invited you onto the show in the first place. So, you always need to have something up your sleeve.
Though it might sound silly, consider sitting down with a media professional or colleague to practice answering random questions once or twice a week.
By doing so, you’ll be able to answer questions under pressure and look confident doing so.
You want to reach a point where, even if you can't answer the most technical or political questions, you can still acknowledge your limits politely while offering a response that adds value and keeps the conversation going.
For instance, let's say someone quizzed you about AI.
"Will quantum computing revolutionise AI model training?"
You might say, "I'm not a quantum computing expert, but I do know researchers are exploring how it optimise complex calculations in ways that haven't been possible before. The fact Google and IBM are investing a lot in this space says a lot."
The best leaders answer questions like this all the time and never look out of control.
Whatever you do, though, stick to what you know. Any incorrect statement will only come back to bite you.
One of the most important outcomes of a broadcast interview is that you come across as likable.
This is the only way you’ll secure future slots on the show, enthral viewers, and give a good impression of your business.
So, don’t forget to smile. If you don’t, you’ll only appear as another corporate robot. Let your personality shine through.
After your interview, send the show’s producers a message to thank them. If they enjoyed hosting you, they’ll let you know.
But whatever you do, don’t be too eager to return.
It's common practice to avoid pitching to the network for a few months. Or better still, wait until they approach you.
That way, you avoid looking desperate, and you’ll have a better chance at preserving your relationship with the producers until there’s a story you particularly want to comment on.
Undertaking a broadcast interview is a big deal. It's crucial that you extract full value from the experience.
Upload the interview to you company's blog.
Share it on your LinkedIn or X.
Leverage the interview to secure future speaking opportunities at conferences, podcasts, or broadcast shows.
This gives audiences full visibility, improving your credibility, and helping you grow your following over time.