Anchoring: TV Interviewing

Interviewing Tactics and Techniques

Drawing people out - getting them to speak from the heart - is one of the journalist's most challenging tasks. Interviewing is both an art and a science.

Good interviewers get better material because they are able to put the people they interview at ease, establish a rapport, and win their trust. They do this by showing a genuine interest in what the person they are inter­viewing has to say, focusing on being a better listener than a talker, and remaining alert for information to pursue.

Demonstrate an interest in your interviewee by asking some get­acquainted questions before plunging into the interview. Without being a spy, look for obvious things about the person that you can inquire about. Is that a Harley-Davidson in your garage? Did I read correctly that you once were an Air Force nurse? Does that Oriole logo on the wall mean you are a Baltimore fan? Such questions not only help your subject relax for the inter­view, but also may reveal clues about motivation and personal history.

That's the "art" of the interview.

The "science" part of interviewing is an acquired skill. Know the basics and you will, much more often than not, come away with a successful inter­view. What we want is for the people we are interviewing to open up beyond a "yes/no interview" and technical explanation of a topic - we want our interview subjects to reveal their motivations, hopes, dreams and fears.

Here are some tips for getting a good interview:

Prepare. With vast amounts of information on the internet and on var­ious databases, it's easier than ever before to gather a dossier of information on a subject. Double check your facts and figures.

A five-person staff gathers information for Tim Russert of Meet the Press so he is thoroughly prepared for interviews. A Washington Post piece on Russert said his "prosecutorial approach -'you said this in 1991, let's put it on the screen' - turns each interview into a deposition.'"

Russert said he developed the technique because "it became so tire­some having these trivial discussions where the guest says 'I didn't say that' or 'you took it out of context.' I said 'let's end all that - put it on the screen.'"

Most broadcast journalists consider themselves lucky if they work in a place with one researcher. Still, in the electronic age, we have little excuse for not researching interview subjects thoroughly.

Plan. The people we interview typically fall into one of several cate­gories: the executive or leader, mid-level manager, line worker, official spokesperson, witness, victim, accused or hostile participant. The informa­tion and perspective available from people in each of these groups is vast­ly different. Know what information you want - and can get - from each. For example, the line worker - the ordinary working bloke - likely will have a keen perspective on how a project is working in the field. But that same worker may be a poor source on the broad company objectives.

Brief the subject. With its array of lights, microphones, cameras and other equipment, television newsgathering can be intimidating, especially to those who are undergoing their first encounter with the electronic beast. Take time to explain what the equipment does. Engage your subject in con­versation before the formal interview begins and it will be much easier to shift into the real thing.

Develop an interviewing style that fits you. Sam Donaldson blusters and scolds. Diane Sawyer is a blend of an older protecting sister and prob­ing aunt. Rather than copying someone else's approach, develop tech­niques that work for you.

Build up to the tough questions. Ask backgrounder questions, probe for values, or ask for a chronology - anything to ease into tougher questions.

Probe for answers beyond cliches. People's motivations often are complex. They may indeed have been driven to report their company's practice of dumping toxic chemicals because of their concern for the envi­ronment, but were they also at least partially motivated by the reward? They may not tell us that directly; but if we ask what they plan to do with the money we certainly will get a clue.

Avoid questions that can be answered with a yes or no. Also, avoid complex or multiple-part questions. Short questions are best. Why did you do that? How did this happen? Use silence to your advantage, especially when asking a tough ques­tion. The subject may say; "I don't want to talk about that. II Say nothing for a few moments - you will be amazed at how many people are uncomfortable with silence and will rush to fill it with an explanation that moments ago they said they would not give.

Realize that ifs a natural human tendency to coach - to explain what you know. Most people thoroughly enjoy being cast as an expert. Take advantage of that desire: Ask people to simplify. Never go away until you comprehend the answer. Preface a question with "Can you help me under­stand .... " Be like Colombo, a police investigator played by Peter Falk years ago in a television series. He played dumb - forever asking people to explain things. They did, and he solved the case every week.

Minimize your own role. We're listeners; the people we are interview­ing are the talkers.

Avoid responding verbally or with head nods to your subject's answers. The "umm's" and "I see's" will be picked up by the microphone, marring the interview tape. And on tape, head nods will look like agree­ment, which is an image we do not want to convey. As journalists, we're neutral observers.

Have an alternative if everything you plan goes wrong.

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• Be “sceptical not cynical”
• Avoid “grandstanding” or showing-off
• Be sure of your facts
• Plan but be prepared to be agile and don’t waste unexpected opportunities.

In particular, don’t miss the “gem” in the interview because you’re not paying enough attention to your guest’s answers. 

A television interview can help give you and your business great exposure in front of your target audience and also help you to visually connect with your audience. As your audience is able to see you, television can help you build trust and let people feel like they know you. Unlike other mediums, having an interview on television means your body language, dress, background and movement can all contribute to how you capture your audience’s attention. To appear credible on television, you need to look and sound professional. Being interviewed on television can be intimidating, particularly if it is live. Having little room for mistakes can make you feel vulnerable and nervous, however it is important to work on your television interviews skills to help you make the most of a valuable opportunity. Here are some tips to help you deliver a good television interview. Prepare and practice The best thing you can do for a television interview is to deliver a clear, concise message. For this to happen, you need to prepare and practice thoroughly before every interview. Write out a game plan which covers key issues, possible questions and answers for each possible question. Think about the messages you want to communicate throughout your interview. Once you have decided what these are, you will be better prepared to weave your key messages into your responses. Practicing your responses is extremely important in your preparation. Practice answering questions in front of the mirror or film yourself to identify areas for improvement. The better prepared you are, the better you will be able to get your key messages across. How to appear It is important to look relaxed and calm, particularly as the audience will be able to see your facial expressions. If you look and speak confidently, you will appear more credible and if you do make a mistake, it will not be as noticeable. Try to use slow, controlled gestures. If you are seated in a swivel chair, try not to move around. Only use hand gestures if they complement what you are saying. Wear a simple and professional outfit. Avoid wearing stripes, checks, herringbone, small intricate designs or flashy jewellery as they can be distracting when viewed on a screen. How to speak It is important to speak more expressively and energetically than usual. Otherwise your recorded voice can sound monotone. Your voice should lift and drop, and increase and decrease in volume. What to say It is important not to ramble. Take a moment to think about what you will say. Say it and then stop. If the journalist is quiet, don’t feel as though you need to keep talking. Keeping your words concise will help people digest what you are saying. If you are unsure about how to best answer a question, try repeating the question back to the journalist to give you some extra time to think about your questions. Pause instead of using filler words such as ‘um’ while thinking. If you make a mistake, just correct yourself and move on. Don’t dwell on it. Where to look Don’t stare directly at the camera or continuously shift your gaze between the journalist and the camera. This can make viewers feel uncomfortable and they may not pay attention to what you are discussing. It is best to hold eye contact and focus on the journalist and pretend the camera is not in the room. Relax It is important to relax and take a break from reading your notes in the 30 minutes prior to your interview. Give your brain some time to unwind and occupy yourself to calm your nerves by calling a family member or a friend. Interviews are an excellent way to deliver your key messages directly to your audience. Ensure you do adequate preparation for the interview, particularly if it is live television. Practising will help you feel more confident in your presentation and approach to the interview.