How to land the ‘sizzle reel’ interview highlight
Try to land your major soundbite during that first question when the audience is most engaged.
TV interviews provide a great chance to leave a lasting impression on their audience. These segments allow them to directly engage with their audience and add a compelling clip to their portfolio.
But there’s no guarantee that the perfect soundbite will make it into the final edit of an interview.
“Nail that first answer during a media interview is crucial,” Dr. Deborah Gilboa, a resilience expert.
A family physician by trade, “Dr. G” has parlayed her professional expertise into a successful public speaking and consulting business, thanks in large part to her ability to get on TV regularly over the past 14 years. She credits her skill at making an impact right away with reporters and audiences alike.
“If there’s a sound bite that I need for my sizzle reel or that the one thing I really want to stick for people, I find a way to make it my first answer to their first question,” Gilboa said.
How to get them to ask the question you want
There’s no guarantee that a reporter is going to ask you the question you want up front. But a good way to improve your odds, Gilboa said, is to offer the reporter or editor some sample questions.
“Just ask, ‘Hey, would be helpful if I write some questions on this topic that you guys can consider for the host to ask me,’” Gilboa said. “I’ve never had them say, ‘No.’”
Of course, it all comes down to the nature of the interview. Will it work for a hard-hitting interview? Unlikely. But if it’s about offering expert insights or a fluffy topic, they’re much more likely to take you up on it, Gilboa said.
“What you’re doing is pre-producing the segment for them and that’s really what they want, because you’re the expert in this,” she added.
Gilboa typically offers about five questions depending on the length of the interview. That amount gives the outlet multiple options to choose from, while recognizing they will likely only use some of the questions.
One thing Gilboa cautioned against is memorizing the answers to specific questions. That can lead a person to not fully listen to a question and give a nonsensical response.
Understanding ‘why’ behind the response
It’s important to understand the “why” behind your media appearances, Gilboa said.
“The question is, why do you want the media? And there’s a bunch of valid reasons. One is to build expertise, like I wanted to. Or I wanted to build credibility,” she added.
Knowing that purpose will help to tailor messaging accordingly.
“If you’re doing it for customers or clients, the media you want is the media that your customers and clients take in,” Gilboa said. “So, when I’m trying to get customers and clients, I’m not trying to get on a national morning show. I’m trying to get on MSNBC or I’m trying to get on, even better, the podcast that most CEOs in this niche listen to.”
Conversely, if the goal is to build credibility, then appearing on high-profile national programs may be the priority.
“For me, I want them to hear me say something that makes them go, ‘oh yeah. I hadn’t thought of it that way,’ because that’s my brand,” Gilboa explained.
Crafting the right response
Gilboa feels it’s important to convey a punchy, shareable soundbite that captures the essence of the guest’s major point. While there’s no strict word count or time limit, her advice is to err on the side of brevity. The goal should be to convey your message clearly and succinctly, without overwhelming the audience.
“I always think that less is more in terms of how many words you’re going to use,” she said.
Gilboa said it’s a best practice to ask producers just before airtime how long they’ll have. Sometimes segments run long or short so you may want to adjust the length of your responses.
But in general, answers should be concise and straightforward. That means not trying to get too deep into the weeds on the topic. After all, you want the audience to know what you’re talking about.
“People hate to be made to feel dumb, not just the host, but the listener too,” Gilboa said.
What if the reporter doesn’t ask your question?
If the interviewer doesn’t end up asking one of the questions you provided, there are still ways to get your message included. But you need to do it in a tactful manner.
Gilboa highlighted the importance of being mindful of the interviewer’s flow and not disrupting it. So rather than interrupting or forcing your message, wait for a natural opening, like when they’re wrapping up the segment.
“They will still go to commercial on time, you’ll get in your one piece,” Gilboa said. “Just as importantly, you haven’t shown up the reporter.
“At that point, you can politely interject and say something like “Hey, before we go, I just really want people to know that…” and then deliver the key takeaway.
It’s a way to still get your point across while still showing them respect.
“You’re a guest in their home,” she added. “You want to be gracious and super respectful.”
Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.
