Lights, Camera, Preparation!

Television interviews are a great media opportunity for attorneys to take part in. Before heading to the studio though, there are many points to remember to ensure successful exposure for you and your firm. Preparation is the key factor and includes ex-pressions, clothing, attitude, and presentation, all of which has a large impact on the interview. If these items are not properly thought out in advance, the interview could quickly become a small disaster. There are certain steps to take prior to an on-air appearance to prepare for an in-terview that enhances your firm's awareness and your expertise.

Once a broadcast outlet has confirmed the on-air interview, the producer will want a phone interview first, to discuss the topic in depth, and to measure potential on-air performance and expertise. You should call a producer as soon as possible, as time is vital, and they can find others if you do not respond right away. Second, the date/time and location will be ironed out, as a national cable program such as CNN has many satellite studios all over the world, so you will go to the one nearest to your office. The average length of a television interview ranges between 2 minutes and 12 minutes, however this is another question to ask the producer. A live show may not be able to determine the actual length ' it will depend on how many other guests, etc., but a one on one interview should be an easily answered “how long” question.

The producer will provide an over-view of potential questions you may be asked to give you time to prepare your responses and your message points. After determining the style and formality of the segment, you can begin to plan accordingly.

There are preplanned interviews and the urgent or crisis driven interview. When presented with an urgent interview opportunity, you will not have a lot of time to prepare, so utilize your marketing team to help you get your key message points quickly. If you don't feel confident, it's best to offer the interview to another member. Additionally, make sure you are made aware of any additional resources the reporter is using and any other guest you may be positioned with while conducting the interview. This way, you can be best prepared.

When offered an on-air interview and when time allows, watch the program in advance to uncover the interview style of the host and watch for items such as:

1. Are the interviewees asked controversial questions?

2. Is the interviewee expected to give a long response or to respond quickly and succinctly?

3. Will firm affiliation be listed in the bottom third of the screen or will it need to be stated aloud?

To highlight your key messaging, prepare with your marketing team to determine and rank the three main things you would like the audience to learn. It is best to provide answers in 10-second sound bites, using them as bridge points during answers. Practice your message many times prior to the interview to avoid over answering. Furthermore, if possible, provide the interviewer, editor, or station with a short summary of what you'll be talking about. If you can prep the interviewer beforehand, you are giving them an opportunity to have prepared questions tailored to you.

As the interview begins, be yourself. An interview is not the time to change your style or become theatrical. Take a deep breath before you begin speaking to help get rid of any nervousness in your voice. During a live in studio interview, do not look at the camera, but maintain eye contact with the reporter. When providing a satellite interview, you will look at the camera, which substitutes for live contact with interviewer.

Sum Up

As the interview is nearing an end, many interviewers will ask if there is anything else that you might want to add. Instead of silence or fumbling, be sure to go to one of your key points. If possible, summarize your main points for the reporter.

Furthermore, clothing and appearance play a large part in how you will be perceived. Stripes, patterns, and bold colors, such as red and white should be avoided. A dark, solid suit will not compete with what is being said and will convey a professional look. If these simple steps are followed, a television interview can be a huge success and an incredible public relations opportunity.

Some Additional Tips

Here are some additional tips to make the on-air interview successful.

1. Speak at a moderate pace and be conscious of the potential to speed up.

2. Listen to the question in its entirety before beginning an answer.

3. Smile when making your points.

4. Speak to and look at the interviewer as if you are having a conversation.

5. Lean forward slightly.

6. Do not fidget or get distracted.

7. If asked several questions at once, focus on one question at a time.

8. If a question contains negative verbiage, do not acknowledge it in your answer.

9. Always be sure of the topic you are being interviewed for and never embellish or skirt the topic.10. If on a panel with other guests, always remain cordial and calm, even if things become heated.

11. Avoid using too much industry verbiage.

12. Make sure your marketing team is taping the interview. Most broadcast outlets will provide a tape for a fee or one may be obtained from a monitoring service.

13. After the interview, your marketing team should get a copy of the transcript and post on your Web site, so clients, colleagues and potential clients can view.

Television interviews are a great media opportunity for attorneys to take part in. Before heading to the studio though, there are many points to remember to ensure successful exposure for you and your firm. Preparation is the key factor and includes ex-pressions, clothing, attitude, and presentation, all of which has a large impact on the interview. If these items are not properly thought out in advance, the interview could quickly become a small disaster. There are certain steps to take prior to an on-air appearance to prepare for an in-terview that enhances your firm's awareness and your expertise.

Once a broadcast outlet has confirmed the on-air interview, the producer will want a phone interview first, to discuss the topic in depth, and to measure potential on-air performance and expertise. You should call a producer as soon as possible, as time is vital, and they can find others if you do not respond right away. Second, the date/time and location will be ironed out, as a national cable program such as CNN has many satellite studios all over the world, so you will go to the one nearest to your office. The average length of a television interview ranges between 2 minutes and 12 minutes, however this is another question to ask the producer. A live show may not be able to determine the actual length ' it will depend on how many other guests, etc., but a one on one interview should be an easily answered “how long” question.

The producer will provide an over-view of potential questions you may be asked to give you time to prepare your responses and your message points. After determining the style and formality of the segment, you can begin to plan accordingly.

There are preplanned interviews and the urgent or crisis driven interview. When presented with an urgent interview opportunity, you will not have a lot of time to prepare, so utilize your marketing team to help you get your key message points quickly. If you don't feel confident, it's best to offer the interview to another member. Additionally, make sure you are made aware of any additional resources the reporter is using and any other guest you may be positioned with while conducting the interview. This way, you can be best prepared.

When offered an on-air interview and when time allows, watch the program in advance to uncover the interview style of the host and watch for items such as:

1. Are the interviewees asked controversial questions?

2. Is the interviewee expected to give a long response or to respond quickly and succinctly?

3. Will firm affiliation be listed in the bottom third of the screen or will it need to be stated aloud?

To highlight your key messaging, prepare with your marketing team to determine and rank the three main things you would like the audience to learn. It is best to provide answers in 10-second sound bites, using them as bridge points during answers. Practice your message many times prior to the interview to avoid over answering. Furthermore, if possible, provide the interviewer, editor, or station with a short summary of what you'll be talking about. If you can prep the interviewer beforehand, you are giving them an opportunity to have prepared questions tailored to you.

As the interview begins, be yourself. An interview is not the time to change your style or become theatrical. Take a deep breath before you begin speaking to help get rid of any nervousness in your voice. During a live in studio interview, do not look at the camera, but maintain eye contact with the reporter. When providing a satellite interview, you will look at the camera, which substitutes for live contact with interviewer.

Sum Up

As the interview is nearing an end, many interviewers will ask if there is anything else that you might want to add. Instead of silence or fumbling, be sure to go to one of your key points. If possible, summarize your main points for the reporter.

Furthermore, clothing and appearance play a large part in how you will be perceived. Stripes, patterns, and bold colors, such as red and white should be avoided. A dark, solid suit will not compete with what is being said and will convey a professional look. If these simple steps are followed, a television interview can be a huge success and an incredible public relations opportunity.

Some Additional Tips

Here are some additional tips to make the on-air interview successful.

1. Speak at a moderate pace and be conscious of the potential to speed up.

2. Listen to the question in its entirety before beginning an answer.

3. Smile when making your points.

4. Speak to and look at the interviewer as if you are having a conversation.

5. Lean forward slightly.

6. Do not fidget or get distracted.

7. If asked several questions at once, focus on one question at a time.

8. If a question contains negative verbiage, do not acknowledge it in your answer.

9. Always be sure of the topic you are being interviewed for and never embellish or skirt the topic.10. If on a panel with other guests, always remain cordial and calm, even if things become heated.

11. Avoid using too much industry verbiage.

12. Make sure your marketing team is taping the interview. Most broadcast outlets will provide a tape for a fee or one may be obtained from a monitoring service.

13. After the interview, your marketing team should get a copy of the transcript and post on your Web site, so clients, colleagues and potential clients can view.