Photo: DIKT GmbH
How to Prepare for TV Interviews: A Guide for Executives
Why TV Interview Preparation is Critical
A TV interview can make or break a career.
A famous example of a disastrous interview is BP CEO Tony Hayward in 2010. During the environmental catastrophe caused by the Deepwater Horizon explosion, Hayward lost control of his message in an interview. Instead of showing empathy, he expressed ego with the statement, “I want my life back.”
The fallout was devastating:
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BP’s stock value halved
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Environmental costs exceeded $60 billion
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The CEO lost his job after only three months
What Can We Learn from This?
Executives who face the camera must be prepared – intellectually, emotionally, and strategically. In this article, we will cover how to prepare for a TV interview, the common mistakes to avoid, and how to deliver clear messages with poise and impact.
The Importance of TV Interview Preparation
Whether live on television, on a panel, or at a town hall, every word and gesture matters once the cameras are rolling. Interviews are not casual chats; they are public tests. Especially during crises, media competence is not optional – it’s essential.
“If you fail to prepare, you prepare to fail.” – Benjamin Franklin
The 5-Step Strategy for Successful TV Interviews
1. Evaluate the Interview Opportunity Carefully
Not every media format is right for your message. Ask yourself:
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Will this interview reach my target audience?
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Is the media outlet reputable or sensationalistic?
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What’s the risk of a media backlash in the worst-case scenario?
Tip: Don’t accept an interview just because you’ve been asked. Your decision should be based on a strategic rationale.
2. Clarify Your Core Messages
Many executives get lost in details, but successful TV interviews thrive on clarity, not complexity.
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Define three key messages
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Use a mind map to prioritize topics
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Think from the audience’s perspective – not the PR department’s
3. The PUNCH Formula: Clear, Memorable, Media-Friendly
Your statements should not only be correct – they should also stick. The PUNCH formula helps:
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Precise: Clear facts, not vague language
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Understandable: Use storytelling, anecdotes, and metaphors
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Necessary: Relevant to your audience
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Controlled: Stay on topic without drifting
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Helpful: Audience-focused and media-friendly
4. Practice Difficult Questions – Before They Arise
Critical interviews are not the time for improvisation. Preparation will prevent missteps.
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What tough questions might be asked?
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Which topics should you proactively address?
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How will you handle provocations?
Practice with a professional under realistic conditions.
5. Optimize Your Impact – Nonverbal and Technical
Your body communicates too – whether you want it to or not. Pay attention to:
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Posture, eye contact, facial expressions
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Voice tone, emphasis, pauses
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Clothing, room temperature, lighting
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Camera angle and sound quality
A media trainer or communication consultant can help you prepare the technical aspects as well.
Conclusion: Effective Leaders Prepare for TV Interviews
A TV interview is not a stage for spontaneity; it’s a platform for planned impact. Leaders who clearly articulate their messages, understand body language, and handle pressure with composure will protect their reputation – even in critical situations.
“For a spontaneous speech, I need three weeks of preparation.” – Mark Twain
Media Training for Executives: Request Your Consultation Today
Want to prepare professionally for a TV interview – with tailored guidance and actionable feedback? Contact us now.
0700 CALL-BEHR – We’ll help you optimize your media impact.
