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9 Tips For A Great Video Interview

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Many of our clients who accept an invitation to appear as a guest on a podcast are shocked when they learn that the interview included a video recording that was uploaded to YouTube. Keep in mind that even if the interview is in podcast form, you should always be ready for a possible video interview. No problem as you frequently use Zoom for calls. Right?

Zoom is undoubtedly the most user-friendly video platform in the world. It enables remote interviews without requiring a complex home studio setup. But there’s a catch: you’re now in charge of your own lighting, audio, and makeup.

Do not fret. There is no need to put in hours attempting to simulate an interview created by a professional company. Get the following fundamentals down, and you’ll exude assurance, polish and warmth.

#1: Learn about the “Touch up my appearance” tool in Zoom. Your video display receives an instant soft focus, giving it a more polished image.

#2: Steer clear of virtual backgrounds. They’re enjoyable with friends and coworkers, but not suitable for interviews with the press. The ideal setting is a neat home office. However, if you don’t have a specific working area, pay attention to your surroundings. A messy bed, an open bathroom door, or a background mirror might be embarrassing. Additionally, look for a location where you can keep out kids, other people, and your pets to prevent this scenario.

#3: Do not position yourself too near the camera. This gives the potential viewer the unsettling impression that a huge face is staring back at them through their computer screen. Put yourself in a position where your head, shoulders and chest are visible to the camera.

#4: Dress in professional business attire. On video, solid blue clothing projects well; however white could make you appear washed out. Avoid wearing jewelry with loud or dangling charms or busy patterns that will draw attention away from what you are trying to express.

#5: Powder your nose and forehead to “de-shine.” Any shine gets exaggerated on video and can be distracting. If you don’t happen to have a compact of powder on hand, crank up your AC ahead of the interview.

#6: Keep looking the audience in the eye. Direct your attention to the camera on the laptop or computer screen. To make sure that your eyes are pulled to the camera, experts advise adding an arrow.

#7: It’s a good idea to write down three important points that you want to remember and set them nearby, out of sight of the camera. It is preferable to glance down at notes rather than up at the ceiling when trying to remember anything. In fact, looking up during an interview makes candidates seem dishonest. To use as “cue cards,” you may also put up your talking points against the side of your camera.

#8: Instead of using your smartphone, use a laptop or desktop PC. Your interviewer will be able to capture you in landscape mode this way.

#9: Always rehearse with a coworker to ensure that all of the above have been taken into account. Your confidence and memory of the information you wish to convey will both be greatly improved by even one practice session.

If you would like coaching on what to say and how to say it during interviews, consider taking some “Media Training.” Everyone gains significantly from it, regardless of how frequently they have been the subject of media interviews. To learn more about our media training programs, contact Amendola at info@acmarketingpr.com.

Best of luck with your next video interview!

4 Tips From A Former Healthcare Reporter

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Career changes are rarely easy, especially when you study a field throughout college and subsequently work in it following graduation.

In August, I left a respected healthcare trade journal after nearly four years and ‘crossed over to the dark side,’ as they say.

There were several professional motivations behind the move, but one that excited me about joining the world of public relations (PR) was that I had already worked with numerous agencies during my time on the editorial side.

As I’ve settled into my new role, I wanted to share four observations on the PR strategies that I found most effective while in my capacity as a journalist.

1. Understand who you’re pitching to

Every PR representative should take time to do their research on the journalists and outlets that they’re pitching.

In my time at the magazine, I primarily covered healthcare finance, policy, and revenue cycle, among a handful of other industry-related topics. Still, I received countless emails from aimless PR representatives pitching me everything from CBD oils to a historian for the band Aerosmith. (Yes, this actually happened.)

Even those that understood I covered the healthcare industry for an audience of payer and provider executives would occasionally float article ideas and interview opportunities that simply missed the mark.

If you’re looking to place a byline or secure earned media with an interview opportunity, make sure you know who you’re speaking with and why it’s worth their while. I always found myself most responsive to PR representatives who weren’t just looking for free publicity but could see down the field about how the interaction would lead to a greater result for both sides.

2. Get to the point (and have other options available)

The only thing worse than getting a random PR pitch that’s off-topic is being forced to read several paragraphs to find out it’s irrelevant.

Short, timely pitches are always winners. The pitch should tell me what the topic is, who can speak to it, and when they’re available.

Additionally, a pitch should offer flexibility for both the PR agency and the outlet. If you’re pitching a potential source as an expert on revenue cycle management but they can also speak to the price transparency regulations and the effects on provider organizations, mention that in your email.

You should be providing as many onramps as possible for a client to appear in a story.

3. Relay expectations to your client

Understandably, most clients probably don’t fully understand how the world of PR and media works. That’s fine, but you have to be the one who explains the dynamics at play so they’re not disappointed by outcomes that don’t match their expectations.

Not every interview is going on the front page of The New York Times, but every speaking engagement, written Q&A, or byline adds up to meaningful coverage.

Additionally, media training to refresh even the most charismatic leaders should be the standard. During interviews I conducted as a journalist, I learned quickly which PR contacts had adequately gone over their notes with my subjects ahead of time and which ones threw them headfirst into the fire.

Don’t leave your clients treading water; let them know what the opportunity is about, why they’re qualified to speak on the subject, and prepare them for any extraneous questions.

4. Create a conversation

Some of the most reliable PR contacts from my journalism days were people who didn’t just pitch me and disappear into the night.

They stuck around and actually engaged with me as normal people do. Whether this was sending the occasional email to see what stories I was working on, interacting with each other on social media, or reading my content, it kept them in my purview as I went about my job.

Additionally, whenever I had a story to write on a tight deadline, I knew I could reach out to these reliable PR contacts and get the appropriate sources on the line.

This doesn’t mean that you have to be chummy with every journalist you come across, (odds are they aren’t always going to chummy in response), but breaking down the at-times acrimonious barrier between church and state can be helpful.

I hope that these tips based on my understanding of how media outlets operate can provide the world of PR with some useful tips to be more effective in the work we do.

10 Fast Visual Tips for a Fabulous Zoom Media Interview

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By Stephanie Janard and Marcia Rhodes

Congratulations! Your amazingly talented PR team just landed an interview for you on a local or national news program, to be conducted via Zoom. Since you regularly use Zoom for video calls, the interview should be a piece of cake. Right?

Well, it’s true that Zoom is arguably the world’s easiest-to-use video platform. It makes remote interviews possible without the need for an elaborate home TV studio set-up. There’s just one catch: you are now your own lighting, audio and make-up crew.

But don’t worry. Part of the appeal of Zoom media interviews is that they bring an authentic, more personal element to conversations between reporters and the people they’re interviewing. So no need to spend hours trying to exactly replicate a professionally produced interview. Just get the following basics down and you’ll project confidence, polish and warmth.  

Tip #1: Dress in professional business attire (men, you can skip the tie). Solid blue shirts and tops project well on TV while white might make you look washed out. Avoid busy patterns and dangly or noisy jewelry that will distract the viewer from what you’re actually saying.

Tip #2: Powder your nose and forehead to “de-shine.” Any shine gets exaggerated on TV. If you don’t happen to have a compact of powder on hand, crank up your AC ahead of the interview (unless it’s a loud window unit.)

Tip #3: Get to know Zoom’s “Touch up my appearance” feature. It applies an instant soft focus to your video display, which presents a more polished appearance.

Tip #4: Maintain eye contact with viewers. Look directly at the camera on your computer or laptop screen. Experts suggest putting an arrow pointing to the camera so your eyes are automatically drawn to it.

Tip #5: But it’s okay to occasionally look down at notes if needed. In fact, it’s advisable to have three key points you want to keep in mind written down and placed near you out of view of the camera. When you’re trying to remember a point, it’s better to look down at notes than up at the ceiling. Looking up during an interview actually makes people appear dishonest. You can also prop up your note to the side of your camera to use as “cue cards.”

Tip #6: Use your laptop or desktop computer, not your smartphone. This way your interviewer can record you in landscape mode.

Tip #7: Avoid sitting too close to the camera. For some reason, many people are inclined to get right up into the camera lens. For the eventual viewer this creates the disconcerting experience of a giant face peering back through their computer screen. Sit far enough away from the camera so your head, shoulders and chest are visible.

Tip #8: Put your laptop on a stack of books so that the center of the screen is eye level. This will elongate your neck and instantly hide any double chins. Add or remove books as needed for just the right height.

Tip #9: Make sure light is shining at you, not from behind. Either place a lamp by your computer or sit near a window with natural light so that light falls on your face. If a strong light is shining behind you, viewers will only see your silhouette.

Tip #10: Avoid virtual backgrounds. They’re fun with friends and coworkers, but not appropriate for media interviews. A tidy home office is an ideal background. If you don’t have a dedicated office space, however, be aware of your surroundings. A bed, an open door that leads into a bathroom or a mirror in the background could prove embarrassing. Also, try to find somewhere you can shut out children, pets, etc. so you can avoid this situation:

One last bonus tip… always do a test interview with a colleague to check for all the above. Even one practice session will considerably boost your confidence and memory of what you want to communicate.

As for what you say and how you say it during your interviews…that’s a whole different topic called “Media Training.” And everyone, no matter how often they’ve been interviewed by the media, benefit greatly from it. We offer media training right here at Amendola, so reach out to us at info@acmarketingpr.com to learn more.

It's important to become a candid CEO

8 Tips to Become a Candid CEO

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We recently wrote about PR tips from the Donald, whose strategy continues to be, it seems, any PR is good PR.  It baffles many media watchers how Trump can continue to enjoy broad public appeal even when many of his statements turn out to be less than 100 percent truthful.

One of Trump’s secrets is that he’s been able to carefully cultivate a reputation for candor. He speaks directly, and holds nothing back, or so it seems. He keeps talking to any reporter that will listen and he always has an answer (except about those tax returns).

This is in stark contrast to how Hillary Clinton has sometimes dealt with the media. In my experience covering her as a reporter when she was a New York Senator, it was extremely difficult to get her to make any substantive comment. Her defensive posture towards the press included tactics like filling the Senate elevator with her staff, so no reporter could jump on for an exclusive two-minute interview. I often wonder if Secretary Clinton would have received better press over the years if she had been slightly more open.

So I understand why Trump is catnip for reporters. Having also worked as a business reporter, I often encountered CEOs who were so reluctant to utter a single opinion, prediction, or colorful deal detail that interviews became painful tug of war exercises where no one wins. I had no story, and I was unlikely to call that CEO again, so he or she lost out on potential coverage in the future.

Caught in the middle of this tug of war is the public relations agency, which is keen to provide coverage opportunities and may be blindsided by how close-lipped the CEO turns out to be once the tape is rolling.

The solution is for company leadership, under the gentle guidance of its PR agency, to learn to be more candid, within reason. There is a wide swath of territory between the loquacious Mr. Trump and the reticent Secretary Clinton. It’s territory worth exploring to build trust, establish rapport and lay the groundwork for coverage when it counts. Learn how to be a candid CEO and reap the rewards.

  1. Come clean with your PR team

There probably are many things you don’t want to share with the media, but opening up to your PR team will enable them to guide interviews around sensitive topics. Are you facing a potential merger, departing CFO, or product recall? We need to know, sooner rather than later. Your PR team can help determine whether a potential negative piece of news can in fact be turned into a turnaround or redemption story. For instance, a divestiture of a non-core business may be an indication that a leadership team is laser-focused on expansion of its core product. A less than stellar third quarter may mask an overall growth trajectory if three delayed deals will close in December.

  1. Review what is in the public domain

There is nothing more frustrating, for a reporter, than a CEO’s refusal to answer a question on a topic that has already seen the light of day via a regulatory filing, news release, etc. On the other hand, there may be news already out there  for instance in a dense proxy, or in a rival’s lawsuit that the reporter hasn’t seen. The CEO may be able to gain candor points by talking about a completed hire or deal instead of one that is still in the works.

  1. Use the whole animal

Remember that new details about old news are considered new news! In today’s 24-hour news cycle, many reporters are expected to submit multiple posts per day. A couple of new colorful details can extend the news cycle on an old story while gaining candor points along the way. Reporters love to get the backstory.

  1. Offer a trade

When my three-year-old whines that another kid won’t share a toy, I tell him to get smart. Find another toy the kid may want and offer a trade. Don’t want to talk about a product launch delay? Maybe you can instead offer a unique insight on the unintended consequences of a new regulation. Reporters love unintended consequences.

  1. Occasionally, be vulnerable

Once I interviewed a famously candid CEO of a health IT company for a profile. Throughout the interview, his internal PR team chewed their fingers off, as the CEO lobbed expletives at a high profile health care system and then rehashed his complicated childhood and messy divorce. But I didn’t include those details in the profile, I didn’t need to. These raw tidbits helped me to understand what drove him as a healthcare executive and I could convey that in a much more interesting way than simply airing dirty laundry. To this day, I have a pretty soft spot towards this very candid CEO.

I’m not suggesting Kardashian-level oversharing for healthcare execs on a regular basis. But letting journalists know you’re human is sometimes a good way to bring out their humanity as well.

  1. Say no, but nicely

Don’t shut down the interview when it wanders into uncomfortable territory. Explain gently that you can’t talk about that topic. If it’s news that will soon be public, offer the reporter an exclusive second conversation. Or if fielding several requests for comment, you could promise to release the news to everyone simultaneously via conference call.

  1. Realize reporters are reporters

In the end, reporters will report on what they want to, with or without your participation, as long as they are able to get sources to talk. There are some companies that are airtight, leak proof ships. But if a deal involves another company, there could be leaks there. Lawyers, accountants and other vendors are also frequent targets. As one former colleague told an angry CEO who refused an interview (only to find the story in the paper anyway) I don’t have to ask permission to publish news.”

  1. Get some advice

The bottom line is that CEOS must decide for themselves, do I want to let others tell my story, or do I want to tell it myself?

How effectively you tell your story will depend on scores of variables everything from your tone of voice, to your appropriate use of humor, to the color of your shirt or blouse. Luckily, there is no reason to reinvent the wheel. An investment in media training, for instance, can help leaders ready to make the leap to candid CEOs to project the kind of candor that will endear them to reporters, elevate the brand, and optimize opportunities to transmit the company message to key audiences including customers, potential leads, shareholders, potential investors and the public.