Preparation and Delivery

  • Do your homework. Know the reporter’s focus, the topic, and the outlet – and plan ahead to outline the message you want to deliver.
    • Distill your message into 2-3 basic points – and communicate those points clearly.
    • Interviews will often be short, so start with the most compelling idea you want to communicate.
  • Get to the point. Your answers/responses should be brief. Avoid jargon and acronyms. 
    • Try to envision your audience as extended family members gathered around the dinner table. Explain topics in simple, concise terms that a person new to the topic can quickly understand.
    • It’s important to avoid tangents, especially given a reporter’s limited time. These asides can sometimes seem like attempts to overly educate the reporter on an unrelated topic.
  • Be transparent. If you don't know the answer to a question, say so. You can explain why you can’t comment (e.g. speculation, not enough data). You may inform the reporter you will find the answer and get back to him or her. This is particularly easy to do in interviews with print media. One way to shift a conversation back to familiar ground is with bridging statements, which include:
    • What’s most important…
    • Let’s step back and look at the bigger picture…
    • That’s a good question, but if you remember one thing about this topic, it’s…
    • Keep in mind…
    • If you remember one thing, it’s…
  • Don’t fill space. It’s normal to want to continue speaking when there’s silence, but stay focused on answering the question and stop talking when you’re done.
  • Be available. Let the reporter know you are available if he or she has any follow-up questions.
  • Take advantage of opportunities to speak. If the reporter asks if there is anything else you’d like to add, take them up on the offer by repeating your core message or sharing an important point that wasn’t covered. Where possible, discuss your relevant research.
  • Share your expertise. As a subject matter expert, also be prepared to discuss:
    • State of the industry
    • Industry news of the day
    • Shifting consumer behavior trends
    • Markets
    • The next big thing
    • Columbia Business School

On Camera / Online (Zoom, Skype, etc.) Interview Tips

What to Wear

  • Professional attire (e.g. classic button-down shirt or a blouse). A tie or blazer is not required, however, a CBS tie looks good on camera. If interested, let us know. Business casual attire is acceptable. Avoid busy patterns, animal prints, or crazy color palettes. Play it safe with blue, white, gray, and navy. It is best to wear a color that compliments your background.
     

How to Prepare for a Zoom Interview

  • Prep your environment. Your environment should be quiet and distraction-free. If possible, lock the door of a room before the interview to prevent disruptions.
  • Keep the background neutral and professional. You want the interviewer to focus on what you have to say. As such, loud and distracting backgrounds are not encouraged. Ideally: well-lit, clutter-free, and professional – like a wall with bookshelves, a blank wall, or one with little décor.
  • Test your technology. Ahead of the interview, check your camera, audio, and settings and make sure your internet is working and running correctly BEFORE the call.
  • Look into the camera. Treat the camera as a person you are talking to. It’s easier for the audience to connect with you as if you’re looking directly at them. Keep still, and smile where appropriate. Tip: You can tape an arrow next to the camera to remind yourself where to look during the interview.
     

How to Speak on TV

  • Look at the person asking the questions. You will be speaking to the reporter or photojournalist to the side of the camera.
  • Keep your answers short! Most on-camera appearances are 3-6 minutes, and the host/interviewer will want to keep the segment moving. Try to limit all of your responses to between 45 seconds and 1 minute.
  • Be calm and use appropriate volume and tone. For in-studio interviews, there are a few things to keep in mind:
    • Be mindful of your volume and velocity, remembering that speaking lowly and slowly cuts through interruptions.
    • Use variation in pitch to keep the audience interested and signal important points.
    • Know when to stop. Punctuate your answers with a message point.
    • Pause. It can be your most powerful vocal tool. 

How to Look for TV

  • Maintain good posture. Think about your posture – sit upright to project authority and confidence.
  • Remember to smile. Try to smile when introduced and at key points in the conversation. Maintain eye contact with the person asking the question, keep your listening face positive, and smile even if you disagree.
  • Ask the producer which camera to speak into. Some producers will want you to have a conversation with your interviewer, while others will ask you to speak directly into a certain camera.
  • Reduce your movement. Even small movements become large. Try not to nod during questions and keep your hands out of the frame.
  • Say thank you!
     

FYI

Some reporters cover a specific beat, so they may be very knowledgeable about the topic. However, some reporters are general assignments and may not be as familiar and will need explanations of industry jargon, acronyms, etc.