Preparing for a broadcast interview

If your business has a proactive marketing communications drive, it’s highly possible that at some point you will be called on to offer up a member of staff for a broadcast interview.

This might be with a member of the media or increasingly, as video becomes a major part of any marketing programme, with an in-house or agency team like the Freshfield video service.

We’ve already blogged about how to prepare for an interview with a journalist planning a print article, so what is the best way to prepare for a broadcast interview? With increasing convergence of different types of media, it’s very possible even a print journalist might bring a video camera along when they visit.

I’m going to assume you have already been briefed on the topic, understand the best way to talk to a journalist and won’t be too nervous on camera. Even so, television or video interviews, and those with radio journalists, present their own challenges.

Wearing the right clothing

You don’t necessarily have to look smart when you meet a print journalist (although we’d recommend it), but visual presentation is everything when that record button is pressed on a video camera.

Careful thought should be given to what to wear – a suit and tie might be the obvious choice. However, there’s nothing wrong with a hard hat if you’re filming near a production line, or a branded t-shirt if that’s the ‘uniform’ of the workplace.

There is another reason for choosing the correct clothing – news crews may wish to pin a lapel mic onto a shirt or t-shirt, and perhaps cover a cable with a jacket. Check with them first to ensure you and any fellow interviewees are dressed appropriately.

Camera operators will not thank you if you’re wearing stripes or certain patterns, which can cause a visual distortion on camera. This is known as moiré and is easily avoided by wearing plain colours.

Pay attention to background sights and sounds

Also consider the surroundings. How do you want the filming location to come across? If an office space, it’s usually a good idea to tidy up, remove personal possessions from the area and make sure nothing offensive is on show well ahead of the filming.

More industrial, lived-in locations may not seem ideal to you, but for a journalist who wishes to understand, and wishes their audience to understand what your business does, it may be ideal.

Many factory floors are immaculate with clearly marked out walkways and free of obstructions, but many are not. As long as everything is as it should be – staff wearing the correct PPE for instance, these locations can add ‘colour’ to a background.

Radio journalists will often need some background, ambient sound for their broadcasts. This may be as simple as recording the everyday hustle-and-bustle of a workplace, but there may be something more you can do to help – have a think about what would work best – the clanking of bottles on a production line for instance, or the whirring of robotic arms.

Keep background branding subtle

Consider branding for video interviews. Some branding which would be relevant in context such as a logo on a t-shirt or in the background is fine, but don’t push it as it can get in the way of the message and most journalists won’t allow ostentatious branding either. Also it may not be appropriate in certain situations, such as when the interview is about a sensitive issue or you’re responding to a crisis.

That said, agreeing to a broadcast interview can and should be a mutually beneficial experience, so if it’s appropriate be up front with the journalist about what you want to get out of it.

Be considerate and helpful

Finally, is there anything you can do to help the video team or journalists? Perhaps a few bottles of water available, or a scout around ahead of time to ensure you know where power points are in case they’re needed for lighting or to charge batteries.

Welcome a broadcast team into your business and the experience can be rewarding and interesting. After all, if it goes well, a journalist is more likely to want to come back.