In recent weeks politicians have provided some painful examples of how NOT to do it when speaking to the media (you all know who I mean!).
While professional presenters might make it look easy (it is their job after all), it really isn’t and for the vast majority of people, being interviewed on live TV or radio, or even taking part in a podcast, does not come naturally.
However, if you do get the opportunity to be interviewed on TV or radio and make a decent fist of it, it can provide an ideal way to showcase your expertise and your firm’s expertise and enhance profile. What’s more, while it is true that it may be more or less impossible to grab a slot on, say, Sky News, opportunities for lawyers based in the regions to be interviewed on local radio or television should be relatively plentiful.
So, what do you need to know before you go into the lion’s den? Here are my top tips for helping you get a broadcast interview right.
- Preparation, preparation, preparation: just because you know your subject, don’t imagine this will be enough to get you through, don’t be tempted to just “wing it”. Try and find out about the person who will be interviewing you and what they hope to get from the interview, do you understand why they have picked you? If you are appearing on a regular show or podcast, make sure you listen to previous episodes, so you have some idea what to expect.
- Know your key messages: as part of your preparation have 3 key messages or points you want to address in the interview. Prepare some quotes or sound bites to illustrate your key messages. Make sure these are interesting and relevant. Particularly if you are on radio, try and come up with some descriptive language and metaphors to illustrate what you are saying.
- Language matters: Avoid jargon and legalese. Make sure what you are saying is accessible to a wider audience than just other lawyers.
- Less is more: Keep your answers brief and to the point. Don’t waffle, but don’t be too brusque. You will know you are getting it right if the dialogue between you and your interviewer is flowing freely and it sounds like you are having a natural conversation.
- Be ready to go off topic: Having prepared those key messages, don’t keep repeating them like a robot and don’t stick too rigidly to them. If you keep avoiding answering questions, you will sound like a politician – and nobody wants that! Be ready for the interviewer to ask you broader questions around the topic under discussion.
- Avoid self-promotion: overtly advertising your firm isn’t cool! Make sure you are talking about what you know, not where you work.
- Be yourself: your audience will respond best if it regards you as honest and authentic, as well as knowing your subject. Listen to what you are being asked and try to make a connection with the interviewer and your audience (easier said then done). It’s a really delicate balancing act to avoid over formality and over familiarity in your tone, but just focus on what you are saying and don’t try to be too clever or argumentative.
- Proceed with caution: A seemingly innocent remark about fees or billable hours could be turned into an unwelcome headline so err on the side of caution in what you say. Be very clear about whether your microphone is on or not before being drawn into a conversation.
- Do your follow-up: Send a thank you email and offer to contribute again in the future.
Finally, remember that this isn’t for everyone. If you really feel that an interview really isn’t for you, pass the opportunity on to someone who can make the most of it.
Take a look at some of my other blogs for further guidance on legal directories and other tips on profile raising:
Five magic PR ideas for law firms this Halloween
Top tips on how to make the most of a legal directory ranking
Legal PR: what’s a news hook and why does it matter?
SEO: three simple tips to help your law firm rise up the Google rankings
Need some help with PR? Feel free to drop me an email to arrange a 30 minute complimentary call or take a look at some of the packages I offer law firms, accountancy practices and other b2b businesses.