During my twenty years in Chicago television news, working as both a writer and director, I’ve conducted hundreds  of interviews, taking “sound-bites” from those interviews and weaving them into news stories.    And in all the film and tape I’ve seen as I’ve searched for that perfect sound-bite, there’s nothing worse than coming across an interviewee who stumbles and stammers and sweats through an interview.  I’m sure they feel foolish, neither speaking with authority nor eloquence about a subject for which they are presumably an expert.  If you are approached for an interview, here are some pointers to consider before going in front of a camera.

First and foremost, relax.  Don’t be intimidated by the camera or the interviewer.  If you have access to a home video camera, consider staging a “pretend” interview.  Have someone ask you questions, then watch the tape to see how you come across.  When it’s time for the real interview, remember that the reporter is a person just like you.  If you’re nervous, say so.  Chances are the reporter will try to put you at ease.  After all, a good interview benefits the reporter as much as you.  The reporter can put together a good story and you’ll look good in the process.

Try to find out in advance the type of questions the reporter will ask, but keep in mind that they’re looking for spontaneity.  They will often discuss in general what they’re looking for, but they probably won’t share the exact questions.  An spontaneous interview will look and sound better, and journalistically, it’s ethical. 

Once the interview starts, present your information in an organized way, but most importantly, keep your answers brief!  Remember that television in a medium comprised of sound and pictures.  People view the images while listening to the sound and it’s difficult for the listener to follow complex answers.  Journalism school teaches us to write one thought per sentence.  And the same hold true for interviews.  The more thoughts per sentence, the harder it is for the listener to follow.  In print, the reader has the luxury to go back and reread the passage.  Not so in television - once the sound goes by, it’s gone.

When being interviewed, listen carefully to the entire question before answering.  And answer that question completely before introducing a new idea.  Have your facts straight and your numbers accurate. 

Be conversational.  If you’re discussing a complicated issue, pretend you’re explaining it to your mom or to a child.  Don’t talk down to the viewers, but don’t expect them to understand all the nuances of your business. 

It’s okay to give the reporter additional information before or after the interview which can be very useful when they compile the final story.  Any printed information you can give the reporter is useful, too, and very much appreciated.

Unless it’s a live interview, don’t address the reporter by name.  Sometimes you will be interviewed by a producer who will then pass the tape of your interview to the person who will write the story.  Look at the person asking the questions and not the camera.  You’ll look natural, like you’re simply having a conversation with someone.

Watch your gestures.  Don’t let your head bob or your arms wave wildly.  The camera will usually be on a tight “head shot” and you don’t want to be moving in and out of frame.  If you’re sitting in a swivel chair, don’t swivel! 

As TV is a visual medium, you’ll want to look good.  Solid color clothing plays well on television.  Avoid wild patterned neckties and tight patterns on jackets, especially small checks.  They can cause the picture to shimmer which is very distracting.  Shades of blue look great on camera and will often enhance skin tones. 

If you’re a woman, apply makeup a bit heavier than usual and powder well to avoid looking “shiny”.  Television lights  can be hot, so keep a tissue nearby to blot away perspiration.  If you’re a man, consider using face powder or thoroughly wipe off your face with a tissue before the interview to get rid of any shine.  If you’re bald or thinning on top, use powder or a tissue there, too. 

Some final tips -- If you can get along without your eyeglasses, consider removing them for your interview.  The glass reflects the camera light which can be distracting.  And make sure there’s nothing stuck in your teeth and your breath is fresh! 

By keeping these tips in mind, you’re sure to give a good TV interview!