Conducting successful media interviews is a challenge during “normal” times. But in the age of COVID-19, how do you prepare for virtual interviews, which often happen “on the fly” from your kitchen table?

Violet PR’s president, April Mason, recently conducted a webinar with a national network producer; they shared the following tips to help you prepare for virtual media interviews:

1. How to set up your computer, camera and lighting

Download Zoom, Skype, or whatever platform the network is using, several days in advance. Sometimes technology acts up, so you want to get comfortable with it and make sure it works. If possible, test out your Skype/Zoom connection with a friend.

Make sure your camera is lifted to eye level (use books, etc., to prop up). The light in the room should always be facing you, not behind you – this will avoid awkward shadows or dark lighting on camera.

2. How you should dress for a remote media interview

Just like any networking event, in-person interview or conference, seek to look professional! Dress like you would for an in-person interview; no PJs or T-shirts. Make sure you wear pants as well, even if you don’t think they will be shown on camera.

Next, it is important to dress for your industry or profession. If you are a doctor, wear scrubs. If you are an architect, wear what you would wear to work. Make sure you avoid wearing something pleated, as it will “bleed” on TV.

What about the background?

Your environment speaks volumes – make it something that speaks to your profession.

If you have a library shelf behind you, make sure that you have books on display that relate to your profession. The wall behind you also shouldn’t be too crowded, distracting or inappropriate.

During these uncertain economic times, it is also important to be sensitive: for example, don’t do an interview with your large swimming pool, high end artwork or fancy chandeliers in the background.

3. Preparing to get your point across

Practice makes perfect: practicing before speaking with a reporter can significantly change the outcome of your interview. So, prior to the interview, quickly run through your talking points with anyone who is available.

This is an opportunity to get your message to the masses. Develop several key points that you want to convey during the interview and refer to them when answering every question. Prioritizing talking points is even more crucial during a virtual media interview, as it could end early due to an internet crash or schedule shuffling. The more often you say it, the less likely the reporter will leave it out.

If there is a question you don’t understand, ask the reporter to expand on their question or clarify what they’re looking for before you answer. Remember that it is OK to say you don’t have the information right now. Don’t say “no comment” and “I don’t know” – this is perceived as negative. Instead, say, “This is what I do know…”

4. Anticipating questions that you will be asked

Keep in mind nearly every interview will focus on a COVID-19, economic recovery or race relations angle right now. Ask the producer what types of questions to anticipate – you may not get specific questions, but you will get a general direction.

Here are some frequently asked questions that may come up during an interview.
How are you helping employees manage during the pandemic?
How are you providing economic relief as your office opens up?
What safety protocols are you putting into place?
What are you doing about the employees who may still be afraid to come back to work?
What are your plans in case there is an outbreak in your office?
What’s the possibility this crisis will place a long-lasting financial burden on your company?

Remember that it’s OK to ask a reporter to repeat the question. Your answer time should be 30-45 seconds maximum (each segment is about 4 minutes, so expect about the same number of questions). No matter what, always finish your sentence even if you are interrupted – if you hear the anchor talking, think of it as a “soft wrap.”

For more helpful tips on remote interviews and other communication strategies, head to www.VioletPR.com.

About Violet PR

Whether it's rebranding a city, drawing attention to a revitalized neighborhood, or promoting a new sustainable development, Violet PR helps clients make a difference. Through a combination of news stories, social media and compelling content, our N.J.-based boutique public relations firm helps clients attract more dollars and supporters. www.VioletPR.com

‘How to Nail Your Next Media Interview’ – Webinar Recap