(San Bernardino, Calif.) Any company’s success is still often dictated by its portrayal in the traditional media.
“For a company to really take off, it needs to be accessible to members of the press. So, instead of just sending out a press release every week, a company should be ready to reach out for interviews and provide quotes and soundbites to the media,” said Carl M. Dameron founder of Dameron Commercials.
Establishing a face of the company is also a critical step in becoming media friendly. Whether it’s the CEO or an upper-level manager, the person representing the company should know the ins and outs of the industry and much more.
Here are the five tips that everyone needs to follow when appearing on-camera. Most of it is good advice if we have lined up a print media interview for you as well, or even a phone interview.
It might sound shallow, but people generally judge others based on how they look. So, decide how you want your company to be perceived by the audience and dress accordingly.
For men, a suit and tie is the safest route to go. For women, it’s best to avoid vibrant clothing, excessive make up, and bulky jewelry as to not distract the viewers’ attention.
Don’t come in with hair that’s too disheveled and covering your face – to be the face of a company, you need to proudly show off your face.
In general, a clean, professional look should always work in most on-camera interview situations.
Do Your Homework
Once you get an opportunity to appear on camera (or on radio or print), you should portray yourself as an expert in not just your company, but in the industry as well.
We will check to see if you can get the questions ahead of time, or at the least, find out what topics will be covered within the interview. We will submit recommended questions when you have a broadcast interview, but it is up to the interviewer what questions are asked. The more prepared you are, the less likely it is that the words “Uh,” “Um,” and “You know” will make up your diction.
Ignore the Bright Lights and Production Crew
If you’re on TV there will probably be bright lights shining on you throughout the interview and there might even be a production team moving around in your line of vision. However, the cameras don’t pick up all the chaos going on behind the scenes.
If you’re taking part in a one-on-one interview, your eyes and focus should be on the person conducting the interview. Averting your attention away from the interviewer for even a few seconds makes it seem like you’re disinterested, zoning out and lost.
Avoid Industry Jargon
When speaking about your business or industry, it’s best to use terms that everyone can understand, and take the time to explain industry terms in simple language. That way, people who are first learning about your company or industry will have an easier time of knowing what the heck you’re talking about.
Be A Professional
If you’re ever confronted by the interviewer with a question you’re uncomfortable answering, stay collected and take some time to craft a response. Simply saying “no comment” in a calm tone is much better than getting into a potential shouting match with the person in control of the interview. Plus, you don’t want to be on the wrong end of what could become a viral video in this day and age of YouTube.