As communications professionals, our work is never done. We’re constantly thinking of the next big idea and ways to leverage existing opportunities. This especially rings true for broadcast interviews. TV appearances and .com streams showcase expertise and thought leadership abilities. But the opportunity does not end when the lights go down and the camera stops rolling.
Keep Your Interviews Alive and Current
Cross-channel content means live interviews get a second life online. And once they do, you have free reign to distribute the link—and you should distribute it everywhere you can! Post it on your website, on your social media channels, include it in your communications to clients and prospects and even in your email signature. There is no shortage of appropriate places to promote your press.
No Leads Yet? Don’t Be Discouraged
If you’re not getting phone calls from leads right after the segment airs, it does not mean it was unsuccessful. You generated good will with the media outlet, gained broadcast experience, and fostered a positive relationship with that producer and/or host. From a PR point of view, your publicist has a great clip to use as part of a pitch for other broadcast opportunities (that require proof that you do well on camera) and even print media looking for compelling viewpoints. Media begets media.
Your salespeople can also use the clip in their communications with prospects. You may start to see leads being generated indirectly, as people Google for your company or reference your point of view in other media.
Nail the Interview with These 6 Tips
It’s ideal to promote a press hit that displays your thought leadership abilities and clearly delivers your key messages.
Based on years of experience media coaching clients, here are my top tips for nailing the interview:
1. Being a TV personality is not your day job.
Don’t stress about your performance at the expense of your message. Working in television is a respectable career, but it’s not the one you’ve chosen.
2. Let the anchors worry about the show.
Present yourself as a professional that happens to be on TV and speak from experience.
3. Be available and flexible.
Broadcast interviews require a certain level of flexibility. Not only can a spot open 20 minutes before airing, it can also be canceled while you’re waiting in the green room.
Yes, it’s frustrating—but don’t take your disappointment out on the producer. Chances are, they are also frustrated (and a little stressed if there is breaking news) and will do what they can to get you back and on air as soon as possible.
4. Know the topics of interest.
Your communications partner will come to you with topic ideas based on what’s relevant to the show, and that also advance your overall campaign. Finding different angles to advance the story beyond the news of the day will further entice the producer.
5. Don’t be afraid to take a contrarian view.
It spices up the conversation and shows that you can add value to the story.
6. Don’t saturate the network.
There is such a thing as being on TV too often. Depending on the topics you can speak to, anything more than once a month can be pushing it. If broadcast is your platform of choice, you may want to consider a quarterly media tour so you don’t get a reputation as a talking head.
For more tips on how to nail the interview, download our free ebook and learn how to navigate the media maze: