In today’s world, a CEO is no longer just the executive leader of an organization, but also its chief ambassador for its public image. Whether it’s a live studio appearance or a video call, the ability to convey a clear and compelling message is crucial to the company’s credibility.
In this article, we share 10 key points (media training tips) for successful public appearances:
1. Before the appearance
If possible, try to have a brief conversation with the reporter or editor-in-chief before the broadcast. A brief conversation will give you a clear picture of the main themes of the questions, as well as the composition of the panel. Ask if there will be other guests and who they are. Knowing the other participants allows you to anticipate potential counterarguments and adjust your tone and arguments accordingly. Just before you go on the air, ask what the journalist’s first question will be and prepare your answer. Also, make sure you’ve turned off your phone and keep in mind that while you’re in the studio, the camera is live (even if you’re not speaking), so stay focused.
2. Preparing Your Key Messages
Identify three key points you definitely want the viewer to take away. On TV, time is limited; if you don’t steer the conversation toward your strengths, the reporter will.
3. The “Bridge” Technique
Don’t limit yourself to a simple answer. Use the question as a bridge to return to your key messages. Phrases such as “That’s an interesting question, but the crux of the issue lies in…” allow you to maintain control of the flow.
4. Eye Contact
- In the Studio: Look at the reporter, not the camera or the monitor.
- On a Video Call: Look directly into the camera lens, not at the other person’s face on the screen. This gives the viewer a sense of direct communication.
5. Lighting and Sound (for video calls)
Lighting should come from the front. Avoid having windows behind you (backlighting), as this will turn you into a dark silhouette. A good ring light or natural light from a window in front of you is essential for a professional appearance. Especially for remote interviews, check your audio and connection 15 minutes before the start. A leader with a “crackling” voice or a poor connection automatically loses some of their credibility.
6. The Background
In a video call, your background speaks volumes about you. Avoid plain white walls. Choose a tidy space that exudes professionalism. Avoid digital backgrounds that “cut off” your image unnaturally, as they diminish your authenticity. If there’s a banner with the company logo, use it.
7. Body Language
Sit at the edge of your chair with your back straight. This conveys an image of alertness and energy. Use your hands to emphasize your points, but make sure your movements aren’t exaggerated and stay within the “frame.”
8. The 30-Second Rule
On TV, brevity is a virtue. Try to convey your thoughts in short sound bites of up to 30 seconds. Lengthy analyses risk being cut off or becoming tedious.
9. Dress Code
Opt for monochromatic outfits in shades of blue, gray, or pastel. Avoid very bold patterns or thin stripes, as they cause technical issues with the image (moiré effect).
10. Handling the “Tough” Question
Stay calm and smile slightly. Remaining calm in the face of a provocative question is perceived by the audience as a sign of credibility. Always respond based on facts and never out of emotion, irritation, or by lying. If possible, use the “bridge” technique (see point 3), but make sure it isn’t perceived as evading the question, especially if the journalist persists.
At Novelty Media World, we believe that public speaking is not just an innate talent, but a skill that can be cultivated. We offer training seminars on how the media work, designed to prepare your organization’s representatives and executives for public appearances. The training covers interview techniques, messaging, body language, and handling difficult questions. The seminars are tailored to reflect the requirements of your industry and typical media scenarios.
