I’ll be honest with you. MANY components determine what makes for a compelling on-camera interview, and I can’t cover all of them here. However, I can share some of the top things you can do to improve your on-camera performance.
But before we do, it’s essential to define a “great TV interview.” We’ve been working in the media for a long time so we will determine that based on our experiences. In the simplest of definitions, a great TV interview gets your attention and holds it. That’s it. It is that simple. There is so much competition for messages in our limitless digital universe that nothing else matters unless your message is heard.
So, what things should you focus on when taking part in an on-camera interview?
Energy/Animation
You can have the most exciting and vital messages to share, but unless you deliver them with energy and passion, no one will hear them. Why? Is the viewing audience really that shallow? Yes, they are. Not intentionally, but human connection is a critical component to holding your audience’s attention. A flat, lifeless, or monotone delivery will lose an audience before you start.
The Ability to Speak in Soundbites
I will quote one of my favorite movies, Office Space. There is a scene where the consultants interview employees to determine their worth and whether they should be terminated.
Besides the hilarity of this scene, there’s an important message: GET. TO. THE. POINT. And do it quickly. Your audience is not patient. In the TV world, this skill set is critical, and you must be able to compress your key messages for a format that moves quickly. Be warned: This takes reps and effort, but the people who are the kings of the soundbite are always heard.
Authenticity
The ability to reveal your authentic self to the audience can be a rough learning curve for some. This can be done in several ways: your audience sees your smile, self-deprecating humor, sharing an anecdotal story, etc. Don’t confuse the presence of a video camera, meaning you need to perform like an actor. While you must bring your best self, remaining authentic to your true self is an often overlooked component of what makes a great on-camera interview.
Rich Dubek is an Emmy award-winning TV news reporter and President of the Dubek Media Group, based in Tempe, Arizona. The Dubek Media Group specializes in video production, media training, and on-camera coaching.