Media Training Worldwide

Don’t Go Stale

Here is a common problem: a TV reporter comes out to interview you about your business or organization. While the camera crew is setting up, you tell the reporter all of your interesting insights and sound bites. Then, when the TV crew is set up and starts recording, you become bland and boring. What is happening here?

There are several factors in play: #1. Your nerves are getting the better of you. Because you are nervous, you can no longer think and talk in an interesting way. That TV camera and bright light are causing you to clam up. #2. You are being polite. Because you already told the reporter interesting tidbits with great sound bites, you feel awkward or embarrassed about repeating yourself. After all, it’s rude to repeat yourself, especially when you are tooting your own horn.

The problem, of course, is that it is useless to tell the reporter anything when the camera isn’t recording; your ideas will vanish into thin air. Additionally, you must find a way to keep your nerves from robbing you of all your best material.

There are two solutions: #1. Make a conscious decision NOT to say anything interesting in front of a reporter until the cameras are running and the interview is officially on. #2. Get over your obsession about being polite—shamelessly repeat your message to the reporter before, during and after the camera is turned on. Then, you will know you have communicated your message to the audience that counts—the home viewing audience.