By: Kaylin Dunnett, senior account manager at Evolve PR and Marketing –
Participating in a live, televised interview can be an impactful moment in a client’s PR campaign, and allows for a brand or expert to add a personal touch to products or services. Whether you’re a seasoned spokesperson or getting in front of the camera for the first time to grow your publicity, I recommend the following three tips and PR strategizes to ensure each televised interview is equally informative, natural and captivating.

Tip One: It’s a Conversation – Speak Like It
While the setting may be live in a broadcast studio or remote at your workplace, the intention behind an interview is to have a conversation with the reporter about whatever topic it is they chose. Make eye contact with the reporter, not the camera, and orient your body towards the person interviewing you unless you are performing a demonstration. If standing, ensure that you do not lock your knees. If sitting, appear engaged by leaning towards the interviewer with hands on your knees or in your lap. Minor hand gestures are acceptable if they feel illustrative and natural to your communication style and is preferable to arms and hands being rigidly posed at your sides. While this may be easier said than done, carry yourself as if there is not a camera focused on you, and remain engaged with who is speaking.
If on Zoom, position your camera at eye level and conduct the interview in a well-lit, quiet space. Look into the camera while speaking instead of at the screen, as from a viewer’s perspective, you will be looking away from the interviewer.
Tip Two: Practice, But Don’t Memorize
If working with a PR professional, such as the account managers from Evolve, your publicist is likely to write up talking points that address anticipated questions from the reporter. This is to ensure your answers are organic and true to sentiment on an issue or situation. Generally speaking, media wants to know the ‘who’, ‘what’, ‘when’, ‘where’ and ‘how’ of the subject matter, but most important is the ‘why’ – the reason why the audience should care about the subject being discussed, and how it applies to their lives.
In a typical interview, the reporter will likely not throw any curveballs, but rather ask basic, introductory-level questions. I recommend practicing by answering the who, what, when, where, why, and sometimes how, of a conversation while keeping in mind the average segment length is four minutes. Avoid writing out answers on notecards and reciting a response word-for-word as this can lead to sounding robotic during the segment itself or panicking if and when a reporter asks a question you did not prepare for. Use simple language and avoid industry jargon that may be difficult for the average viewer to understand. If you must use an unfamiliar term, be prepared to explain what it means.
Tip Three: When You Don’t Know the Answer, Redirect
If a reporter asks a question on-air that you do not know the answer to, I recommend reframing with phrases such as, “The situation is more like this…” or “You may instead want to consider…” You can also reference a website where viewers might find more information with statements such as “Viewers/Listeners can find out more about that by visiting our website.” This can serve as a cue to the interviewer to not pursue this line of questioning. These responses are highly preferable to responding “no comment”, which can be quoted on the record and generally appears secretive or guarded to viewers and listeners.
Bringing people together through our relationships to promote and enhance their message to the world. Evolve PR and Marketing is a results-driven, full-service public relations firm that has been proudly ranked the number one public relations agency by Arizona Business Magazine for two years running. Located in the greater Phoenix area of Arizona, and expanding across the country, we’re here to elevate your brand, enhance your visibility, and create meaningful connections that make an impact.