Inside Marketing: Be a Success in On-Camera Interviews
Be sure your PR person and senior managers read this article

By Jason Meyers

June 21, 2007

Credit Union Management magazine's Web-only "Inside Marketing" column runs the third Thursday of every month.

Here at Desert Schools Federal Credit Union, it's not unusual for a reporter or morning show host to request an on-camera interview. That's why we are currently developing an internal media training workshop to help senior managers effectively understand and practice effective on-camera speaking skills.

As PR manager for Desert Schools, one of my primary responsibilities is serving as the official "on-camera" spokesperson for the organization. Occasionally, however, it makes sense for other members of our senior team to make a statement, answer a series of questions for a feature story or speak about Desert Schools for an awards presentation or corporate video.  

Three Cs for Success
Most CU professionals are great at what they do—which usually does not include appearing on television. For the inexperienced or camera-shy, a TV interview ranks right up there with a fear of public speaking. Just the thought of appearing on television or video can be very unsettling. Our internal training workshop, which kicks off this summer and includes breakout sessions from working journalists, addresses those fears with Desert Schools FCU's "Three Cs for On-Camera Success"—appearing calm, conversational and credible at all times.

Calm: Remember to smile and speak to the interviewer, not the camera. Be ready for the unexpected, such as a difficult or controversial question or a distraction in your surroundings. Remain positive when answering questions and maintain your sense of humor. You want to appear comfortable. Never let a reporter upset you or force you to answer a question you do not want to answer. Remain in control.

Conversational: To ease your nerves, pretend you're talking to a trusted member or a client. Use your hands when speaking, make eye contact and appear friendly and approachable. Supplement your answers with real-world examples and stories that relate to the questions. Keep your responses under 30 seconds and guide the conversation by engaging the interviewer with additional questions of your own. For example, "We've opened five new branches this year alone ... that's an amazing amount of growth, don't you think?"

Credible: When possible, prepare in advance. Provide responses backed by data. Reporters like to publish quantifiable results. Keep your answers brief and if you don't know the answer, refer the reporter to your Web site for more information or simply say, "We're still in the planning stages on that initiative ... " or "We'll have more information on that in a few days." Never say, "No comment ... " or "That's none of your business ... " You never want to seem as if you are hiding something. Remember, if reporters can't get answers from you, they'll get them from someone else.

Getting Ready
It's always ideal if you can get ready in advance. From knowing where the interview will take place (outdoors, inside the CU or in a TV studio) to understanding what types of questions you'll be asked—preparation is the key to success.

On the other hand, I usually try not to over-prepare for an interview. Too much memorization can be detrimental because you will appear rigid and your answers will sound rehearsed. It's always best to answer a few questions off the cuff; remember to smile and focus on the interviewer. Be prepared for the unexpected, too.

For example, last month, I appeared on a live television morning show to discuss Desert Schools' community development programs. The segment before ours included the director of the Wildlife World Zoo. Suddenly, a wild bird escaped from its cage and flew around the studio while swooping down on the guests! The bird was so agitated it flew up into the rafters and kept squawking throughout the show. Luckily, when it was my time to appear, the bird was calm, but still hiding over the studio. There was nothing anyone could do, except smile, make light of the situation and have fun. Needless to say, it made for some very interesting television.

When You Don't Know the Answer
As mentioned briefly in the section about being credible, chances are good you will not know the answer to a question, or you will feel uncomfortable providing information, no matter how much you prepare. That's OK! Simply divert the question with a generic response.

For example, recently on live television, I was asked about our CU's rates. The host wanted to know what the exact rate was and I did not know the answer off the top of my head. So, my response was, "Well, yes, we do offer great rates which are always changing ... and you can get up-to-the-minute details right now on our Web site at desertschools.org."

Notice how I still answered the question, but diverted the answer and at the same time promoted our Web site. And always with a smile!

Have Fun
On-camera interviews can be fun if you remember the 3 Cs—just stay calm, be conversational and know enough about the subject matter to appear credible. The more you appear on camera, the more comfortable you will become.

Keep in mind that appearing on a morning show or doing a feature piece for the local news is much different than on-camera interviews during a crisis situation or media controversy.

Take a look at your own CU and decide who your on-camera spokesperson should be. Then, work on evaluating what your media relations capabilities are and put a plan into action. In no time at all, your CU will be ready for its close-up.   

Jason Meyers is public relations manager for Desert Schools Federal Credit Union in Phoenix. He can be reached at 602.433.4210.

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