How to handle a TV interview like a natural

It was always going to be explosive. But perhaps not even the most ardent Donald Trump watcher could have predicted that his long-awaited interview with one-time pal Piers Morgan would end up with quite so many fireworks.

In a clear case of ego overload (when was it going to be anything but?!), a promo for the one on one saw the former US president hit out at the controversial presenter, dubbing him a ‘fool’ before calling for an end to the interview and shouting for the cameras to be turned off.

Clearly, much of this was a case of good editing in order to create a sense of anticipation and drama, with Trump – a combustible character at the best of times – denying he stormed off but no doubt happy with the pre-publicity as he looks to keep his profile super charged following his spell at the White House.

With the aired version including some well-timed baiting from former Good Morning Britain presenter Morgan who, let’s remember, was keen to boost ratings for the first instalment of his new Piers Morgan Uncensored show on TalkTV, it still made for fascinating viewing and a potent, unpredictable cocktail.

If nothing else, his recent interview disaster proves that Trump is a master example of how not to handle TV interviews.

So, how should one go about getting the best out of a TV opportunity? After all, when handled correctly, positive coverage from an on-screen interview is a powerful tool for influencing key audiences.

Having helped dozens of clients prepare for TV interviews, from positive local news pieces to more ‘challenging’ one-to-ones on national current affairs programmes, through our expert media training and coaching, we know that, when it comes to getting the best out of a TV interview, good preparation is essential.

Here are some top tips for both preparing for, and positively taking part in, a TV interview.

Asking the right questions:

Before agreeing to take part in a TV interview, consider the following questions. This will help you to determine whether it’s the right opportunity for you, will help to reach your target audiences and land that all-important key messaging.

• Do you know why you’ve been approached?
• What programme it is for? Is it for a standalone story on you or for a wider piece with other interviews taking place?
• What ‘angle’ is planned to be taken?
• Do they want a short ‘soundbite’ or something more substantial?
• Who will be doing the interview? What’s their interviewing style?
• When will it be broadcast?
• Will it be live or pre-recorded Where will the interview take place – in a studio or on location?

Being prepared:

For any interview, good preparation is key. Not only will you come across as more knowledgeable about your subject matter, you’ll also appear more relaxed and engaging.

• Central to preparation is knowing your key messages. Within a given interview, you should aim to formulate and deliver three key messages.
• Consider media training ahead of any interview – it takes practice for someone to become a good interviewee and if you’re speaking publicly on behalf of your organisation, you become its representative.
• If you have the opportunity, ask what the first question will be. You may have chance to think about your answer and gain vital control.

Handling the interview itself:

As you approach the interview itself, there are a few helpful tips that can help you appear like a natural, even if you’re panicking internally.

• Take account of your surroundings. If you’re outside, check out the position of the sun (to avoid squints!), and consider if you want your organisation’s logo, offices or people to be in shot.
• On TV, appearance and body language are key, so make sure you’re dressed appropriately.
• If the interview is in person, maintain eye contact. If it’s a ‘down the line’ interview, focus on the centre of the camera lens. Otherwise, you can appear nervous or shifty.
• Similarly with body movement, keep it to a minimum as the camera will accentuate it and your audience will be focused on that, rather than your message.
• And don’t forget facial expression. Smiles and nods are good if it’s a positive story, or as an acknowledgement. But you don’t want to be smiling if you’re delivering bad news.
• Once finished, wait for a signal that the camera’s no longer rolling before you ‘switch off’. Until then, keep focused, maintain your eye contact and minimise body movement.

Finally, remember that TV interviews are rarely about humiliating the interviewee. The journalist wants a good interview just as much as you do.

Those are some quick tips for how you can master the art of interviewing on TV, but if you would like more substantial support, or would like to enquire about our media training offer, please get in touch at hello@aberfield.com.