With journalists working remotely from all over the country and PR professionals working with clients in a variety of cities and even countries, the PR industry rarely feels the limits created by location. However, broadcast often seems like the one of the last mediums to feel its constraints.
Recently, we’ve secured several broadcast interview opportunities for our clients via Skype with stations located across the country. Upon securing these, we’ve also realized that while Skype interviews are similar to in-person broadcast opportunities, there are a couple of other items to consider for ensuring a successful interview.
First things first: Brush up on traditional broadcast interview best practices. These include practicing key messages and preparing for expected interview questions, wearing solid, neutral clothing, answering questions concisely to provide useful sound bites, and being mindful of body language throughout the interview. As you prepare for your Skype interview, here are several specific items you should consider:
Set the Stage: One of the biggest differences you’ll experience with a Skype interview is the lack of an in-person reporter or cameraperson to assist in setting the stage. First, pick a location that has a solid backdrop and few distractions. Busy paintings and pictures, or crowded, messy bookshelves create distractions, making it difficult for the viewer to focus on you and what you have to say. The other critical aspect of the interview setting is lighting. The main source of light should be either directly above you or in front of you to illuminate your face. If the main source of light is behind you, there will be a shadow covering your face.
Consider Body Language. Body language is an important aspect of communication. To demonstrate engagement, sit up straight and, to avoid distraction, keep hand movements to a minimum. Remember, the frame will likely include a shot of you from about the waist up and flailing your arms excessively across the screen will make is difficult for the viewer to see your face and to focus on the messages you’re communicating.
Make Eye Contact. This small, instinctive item is trickier than you might imagine when it comes to Skype. During the interview, you’ll be tempted to look at the screen where the reporter appears or look at the small image of yourself in the lower right-hand corner, but remember to look into the camera. When you look into there, it will appear as direct eye contact for the people on the other side of the connection. This may take some practice.
Use Post-It Notes. For each of our clients, we deliver documents in advance of a briefing to provide background information on the journalist and share the journalist’s objective for the interview. These sheets also include suggested messages that will likely be of interest to the reporter. On the phone, it is easy to keep these nearby and refer to them during an interview. However, with a broadcast interview, it is apparent when the interviewee looks down at a document. If you need a couple of reference points or reminders during the interview, use sticky notes and place them along the sides of your computer screen. This will make it easy for you to ensure you hit your key points without looking distracted or like you’re reading from a script.
Test the Technology. Once you have the interview scheduled and your stage set, it would be incredibly disappointing to learn that you can’t remember your Skype password or aren’t sure how to find a new contact. In advance of the interview, practice a Skype call with your colleagues or PR team to ensure that all systems are a go.
Skype interviews are becoming a common practice for broadcast interviews, enabling reporters to access experts all over the world. With Skype interview opportunities, it is important to ensure you are prepared, because while they share a number of similarities with broadcast interviews, there are a number of subtle differences that can have a large impact on the outcome of the interview.