by Erik Wheater

Given the right time slot in a big enough market, television news coverage could mean having your product seen by tens of thousands of people simultaneously. It could mean positive PR for your company if a local station comes out to cover your charitable event. And an interview posted on a television station’s website makes for incredible social media and web content that could reach even thousands more people.

But when that initial glow fades away, you typically see a different look in the eyes of clients. Fear.

That’s the moment they realize they’re actually going to have to step in front of a camera. Soon, all of the lights and thousands of eyes will be pointed right at them.

Now some people are natural performers, but this blog is for those (like most of us) who shiver over the thought of being in the spotlight.

Why?

Because that used to be me.

The greatest irony in all of this is that I spent a number of years as a television news anchor and reporter. I’ve been on live television thousands of times, hosted live telethons, emceed events for non-profits and so on. But being a natural on camera? Well, it didn’t come naturally to me.

My second time on air, I froze when the teleprompter cut out during a newsroom live shot. There were several other times when commercial breaks would be cut short, forcing me into a frenzy to catch up. I can even recall a live shot in front of the Des Moines skyline where I blanked to the point where I couldn’t remember what I was reporting on.

Ultimately, some minor mistakes mixed in with my proudest moments gives me a unique perspective on how to handle the “pressure” of a live television interview.

Here are a few reasons you shouldn’t sweat stepping in front of a camera.

No one knows your product or company better than you

Oftentimes, clients ask, “What should I say?” If you’re passionate about your business or product, you should have a lot to say about it! You already know how it works, the story behind it, and if you want to sell it, you’ll already have a pretty good reason why someone would want to buy it. Cover these bases and you’re golden.

A good reporter can help you through the interview

Unless it’s a crisis communications situation (a different topic for a different day), a good news personality isn’t there to trip you up. In fact, a number of morning show hosts have a special knack for helping guests when they stumble or get off track. Smile. Laugh a little. Have a conversation. Trust the reporter to do their job and, in the end, you’ll look good doing yours.

Consider what a camera actually is

Oddly enough, this is one thing I tell clients that always seems to calm them down. A camera is just a plastic shell with wires, a lens, and a few more plastic pieces inside. It isn’t judging you. It doesn’t know if you messed up your answers slightly. If you’re capable of having an honest conversation with the person interviewing you about your product or company, the cameras and lights are just intangible objects.

Your stumbles aren’t going to go viral

In fact, if it’s just an interview in the field, chances are mistakes aren’t going to make it on the air. As a reporter putting together a story, you don’t gain anything by using an interview subject’s worst sound. Doing so would only make the story look worse. With only 90 seconds or so to cover a topic, reporters want the best, most compelling content to squeeze into the time slot.

So if you stumble a couple of times, don’t sweat it.

No one can spot a slip up better than you can

Trust me on this one. If you stumble a little bit or leave out something during a television interview, chances are there will be very few people who actually notice. Nobody knows the script you had planned in your head but you. If you can be natural and engaging in front of the camera, the slip-ups are easily forgiven.

Why Burns360?

One of my favorite parts about working on the PR side is helping clients overcome their fears of the camera and preparing them to answer questions confidently. Need a little help? Let us know!