Having conducted hundreds and hundreds of on camera interviews, we have seen it all. From tongue-tied politicians to rambling guests, we understand what it takes to give a good interview. We also appreciate that being filmed can be daunting. Don’t worry, even the most experienced of TV presenters and news readers can feel self conscious and make mistakes. That’s what editing is for! To guide you on your way, here are a few tips for interviews that we hope you find helpful.
Only 7 % of communication is about the words we say. If you’re seen on camera, it’s as much about how you say it as what you say. Be yourself.
Understand the broad subject areas that you will need to talk about. Prepare a little but don’t over rehearse answers as this could make you look wooden or be very difficult to deliver convincingly.
Listen carefully to the interviewers questions. Often it is helpful if you can incorporate the question into your answer.
Don’t try to say everything all at once. A few key points summed up succinctly can have a great impact.
Think of the interview as a chat/conversation, not a series of mini presentations.
Don’t get bogged down by trying to remember complex statistics and facts. After all who talks like that in real life? A couple of real stand out figures are ok.
Relax, you don’t need worry. A good interviewer will draw that best answers from you.
Remember, footage is often edited so even if everything that you say is amazing, it’s unlikely that it will all be used.
Understand what the interviewer is looking for. How long is the final film. What are they likely to need from you. Don’t be afraid to ask what they need.
Give some thought to where you will be filmed. A plain white boardroom is not always the most interesting of location. If it’s a head and shoulder interview, imagine how dull the shot might be. A good crew will usually advise and will take into account sound, light and interesting backdrops so give them a few options.
In terms of clothing bright bold colours stand out nicely on film.
If you’re wearing a suit or jacket and are sitting down, pull it down or sit on the back of it so that the shoulders don’t bunch up.
Ask the crew if you look ok. Is your tie straight, hair tidy, etc. It will only annoy you if you don’t.
Be prepared for the crew to ask you to do things more than once. It doesn’t mean that you have done anything wrong. They may just need options.
Too much makeup can be distracting and is not necessary. Keep it to your own natural look.
Assuming the interview is edited, feel free to pause, ask questions, have a drink if you need to.
As you relax into the interview, often your answers will get better. Don’t be afraid to ask the interviewer if you can repeat some key points again at the end.
When you finally see yourself onscreen, it may seem strange. Don’t panic. Very few people like how they look and sound. We are our own worst critics.
(Note, these tips assume that you have invited the cameras in. Advice for a more demanding news style interview where you have less control may differ somewhat! Give us a call if you need support or training in this)
I have a 5 year old son and 1 year old daughter. I’m cautious about letting them get their hands on my phone and ipad for too long. Why? I’m afraid they’ll disappear into a world I’ll never fully understand. It has occurred to me that the internet of today is very much like Alice in Wonderland. One click and you’re down the rabbit hole. Sometimes we feel really really big and important and sometimes we shrink to near oblivion. Meanwhile we’re surrounded constantly by weird and wonderful characters and strange goings on that it’s difficult to to avoid.
When it comes to businesses, much like children, the reality is that closing our eyes and pretending that the world around us isn’t changing is unwise. Once upon a time a website was the thing. You created it, encourage customers to look at it and that was that. Today the conversation is two way. Stop communicating and you disappear.
How should we as businesses manage this need for content and a constant flow of information. Blogging, tweeting, facebooking, Vining, YouTubing, the list goes on and quite frankly do we really have the time for it all? If I’ve learnt anything from working in a fast paced news envoironment, its be selective. I want to clearly clarify what is valuable and what is not when it comes to the place of film and video in this ever evolving world. As a journalist, I have always produced content for clearly defined audiences. That should be the starting point.
Who do you want to talk to? What is the message? Who would you like to receive it? What’s the best way of communicating? Then act. We frequently hear that audiences are changing. No they’re not but the way that we reach them is. And film is a crucial and inevitable part of that.
Sometimes words are powerful but seeing people, places and events pulls on all of our human reactions. Once my children finally get their hands on my ipad, they’re straight to the videos. Even my 1 year old girl can find the play button.
For many businesses and marketeers, understanding where to start with film can be daunting. How do you decide on the content, the messaging, the look. Can I do it myself or do I need expert help? Does an amateur looking film represent an amateur looking company? Perhaps.
Anyone can make a film, just pick up your phone and press record. However making a film that tells a story, conveys a message and keeps people watching is another matter. For businesses finding someone who simply owns a camera and can film a bit is easy but shooting valuable content that can be crafted into a persuasive narrative is a skill. Certainly a film that actually influences a customer is unlikely to be something that you can buy off the shelf.
As businesses we want to be clear in our messaging. In other words we want some sort of editorial control but this must be combined with creativity and purpose. A list of dull corporate messages isn’t going to get someone past the first few seconds. Who are you? Why do you do what you do? How can you engage clients beyond bland brand messages that they no longer believe or want to hear? Storytelling is key and film can do that so beautifully.
You may have noticed that I haven’t mentioned the words ‘social media’ once yet. That’s deliberate. Whoever heard of ‘unsocial media’? It’s all about communication. The difference is now its two way. After more than 70 years of watching TV, we all understand film and video. Its grammar is universal and its power to persuade is undeniable. So what has changed. Ever increasing bandwiths have opened up new channels and opportunities for broadcasting, while cheaper technology means anyone can make a video.
Today any business can also be its own broadcaster. This is an incredible opportunity. Tell your story, convey your messages and sell your products and services to anyone anywhere in the world. If you’re in any doubt whether its worth it, just think of that 5 year old and 1 year old and they already expect nothing less than to be able to press play. If the power of social media is to be truly harnessed by businesses, we need to return to a more personal, intuitive and lets face it ‘human’ way of communicating. The answer to all of this, film. Just make sure that it’s a good one.
“Philippa Mina is a versatile and hardworking journalist who
tells stories clearly and accurately. She has a great understanding of television production techniques and is has consistently been responsible for work of a very high standard.”
Simon Reed, TV Editor BBC South West
“Text 100 used Philippa to create a short corporate video on its website. We were genuinely impressed by her ability to take a series of fragmented ideas, footage and interviews and mould them into a clean, logical editorial piece. She enabled us to tell exactly the story we wanted the world to know”
Andrew McGregor, Business and Communications Executive, Text 100
“Philippa was one of the key players in the production of the film created for CHS Creative. She was very thorough in the initial stages to ensure that she fully understood what made CHS such a success. This was evident in the final cut of the film which was very professional.”
Ben Rayner, Account Director, CHS Creative
“As the leading network of independent girls’ schools in the UK, creating our first GDST film to promote our 24 schools and two academies was going to be a challenge! Philippa and Chris made the challenge enjoyable, stress-free and exciting. Prior to filming, Philippa spent a lot of time talking to us to fully understand the organisation and the GDST ethos. During filming, both Philippa and Chris were well prepared and really engaged with our students, their parents and staff, who in turn responded well to their unobtrusive relaxed manner. At the editing stage, our requests were heard and acted upon, resulting ina film which we have used extensively, receiving a terrific response from our stakeholders.It was a pleasure to work with Philippa and Chris on this project.”
Girls’ Days School Trust
“Working with IWATCHMEDIA has been a thoroughly professional experience. Philippa and her team are efficient and deliver more than required with enthusiasm and professionalism. South West Media Group are delighted with this partnership and looking forward to a continued working relationship.”
Michelle Pugh, South West Media Group
“Working with Philippa and Chris at IWATCHMEDIA has transformed ShelterBox’s media training in a professional and structured session. ShelterBox Response Team members by working with IWATCHMEDIA have gained a unique insight to the world of news and media. We’re very grateful to IWATCHMEDA for the invaluable time they have given us in preparation for facing the press.”
“We have been working with Philippa for 3 years. During this time, she has directed and edited over 40 of our films. Her experience and energy have contributed greatly to the quality of our films and she is incredibly easy to work with. Our films are predominantly about businesses and the strategies behind their success. The nuances and intricacies of many of the businesses can be difficult to understand, however, Philippa has been able to demonstrate great skill in unravelling these complex messages and then translating them into powerful and engaging films that audiences want to watch. Equally as impressive are Philippa’s skills in writing well balanced scripts that compliment the story and her ability to manage our clients through the production process. Philippa is a top rate Director with exemplary journalistic talent that most certainly singles her out.”
Paul Richards, Managing Director Tracc Films (Telegraph Business Club Films)