Live broadcast TV or radio briefings can be nerve-wracking, not just for the spokesperson, but also for the PR person who secured it. But they can also be really exciting. They present a great opportunity to get your message across to a larger, and often, broader audience.
However, those nerves can have a big impact. Spokespeople who are usually brilliant in a face-to-face situation with a journalist may freeze up, or struggle to get their point across.
Here are a few top tips for making the most of any broadcast opportunities you secure for your spokespeople:
- Prepare, prepare and then prepare some more
The key reason for this is that news anchors or producers generally don’t have time to. Shows like Bloomberg and CNBC can have up to 20 guests on a show – none of whom talking about the same thing. If you want to get the most out of the briefing, then you need to do the preparation for both your client and the producer.
Send the producer a couple of key talking points a day or two ahead of the interview. He or she is likely to share them with the anchors. This means that the points your spokesperson is most comfortable talking about will probably be weaved into their questioning.
Read up on recent news, as there’s a chance your spokesperson will be asked about it on a news-based programme. Have any interesting stories broken that day? If so, you and your spokesperson should be aware of them, and have a viewpoint on them. Being prepared encourages producers to invite you on again, and it makes for a more compelling interview.
- Be concise
Broadcast is a different playing field to traditional media. Your spokesperson needs to come across as exciting and knowledgeable, but also to the point. Slots usually last around two to three minutes, and that time will fly by. Practice the key sound bites you want to get across with your client ahead of time, so they’re confident they can slip them into conversation.
This also includes the elevator pitch. They need to be able to describe exactly what their company does in one sentence, so if they get the opportunity to include it in the interview, they know exactly what to say. Anchors won’t often let you get away with talking about your company too much, so if you can keep it short and sweet, there’s a chance they’ll leave it in the edited version.
- Think about the visuals
There’s a couple of different elements to this. Firstly – think about b-roll. Too many companies simply don’t have b-roll footage of their office or product – film some! It really brings a story to life and helps prolong the segment. It’s also a good opportunity to get some more branding or product information/visuals in to the segment.
Secondly – your spokesperson should think about what they look like. This seems like common sense, but too many people forget about it. They should wear something that makes them comfortable, but looks good on camera. If their clothes make them feel uncomfortable (i.e. if they wear a suit but don’t usually wear one) – that will come across on screen. But do make an effort – scruffy doesn’t look good on TV.
- Eye contact and gestures
The key here is to not overthink it and just act naturally. Your spokesperson should look at the camera and look at the anchors, ensuring they don’t look up to the ceiling or gaze into the distance when thinking about their answer. It’s off-putting for the anchors, and clear to the viewer they are struggling with their words.
People look more confident and relaxed when they gesture and use their hands in the same way that they would in normal conversation. Any gesture that makes them feel more relaxed will ultimately help them.
Live TV is nerve-wracking, even for the most confident of spokespeople. But practice does make perfect. If it’s a particularly big interview, or something that’s going to happen regularly, then it’s worth investing in some sessions with a media trainer, as well as practicing in front of the camera. This will help you make the most out of the opportunities you secure for your spokespeople.
Check out my colleague Juliane’s post for more on how the broadcast media landscape is evolving.
