By Pilar Ortiz
You lead a successful business and daily meet with your sales team, participate in teleconferences and networking events, make important decisions and attend board meetings. Suddenly, you’re called to do a TV interview or worst, your social media manager insists you record and post videos online to grow your presence on the Web. It is time. The camera light flashes red and your mind draws a blank. Everything you planned to say leaves you, or it doesn’t come out sounding nor looking natural. You feel and appear like a frightened deer standing in the middle of the road with headlights quickly approaching.
You read and speak, but how effective is your interaction during the interview? Do you appear natural? Do you connect with your interviewer? Does the image and presence you project on camera leave the impression you are an expert CEO and successful executive? Or, do you appear nervous? Do your eyes wander? Do you speak in circles and take forever to get to the point, and what’s worst, all with a faceless expression. The question here is: How can one connect with the audience when facing a cold, expressionless, intimidating lens? Of utmost importance is to keep ever-present that in spite of the technology, it’s the person that matters. The secret is to imagine one is speaking directly to the person one is sharing the message with.
You are en expert on projections, figures, numbers, and must so shine as the expert that you are in front of the camera. To record an effective and natural interview knowing your message is insufficient. Even if you know your content, once you’re in front of the camera you must wield other basic talents involving body movement and voice techniques.
One simple way to linger in the minds of TV viewers is by telling your story. You can share your beginnings, your challenges, the origins of your company, the most recent success report, the question your clients are always asking. In your responses during the interview use key words and keep your anecdotes short. It’s important to practice this strategy of getting to the point and not talking in circles.
Be authentic. But how to achieve this when you feel uncomfortable in front of the camera? Start by practicing in front of the mirror and practice maintaining a visual connection through eye contact. Perfect the “smiley eyes” technique that allows your eyes to look expressive and natural. When responding to interview questions on camera avoid — at all costs — looking devoid, expressionless.
Keep in mind that your audience is not the interviewer nor the reporter. Think of that client you want to reach. Imagine. Visualizing the client helps you to use words that speak to that person. Being in front of the camera could be a bit uncomfortable because for most people it’s simply not a natural phenomena. For this reason, one must be specific and use simple language in front of the camera. One must provide short answers and in “sound bites.” Even during a pre-recording, try to recreate the adrenaline of a live interview. This will project the best you appearing focused and confident.
The objective is to be yourself, not to look like an expressionless cardboard cutout. You must connect with the camera with ease while telling your story — that story that makes you unique, authentic and easy to remember. When I speak of overcoming the fear of being on camera, I usually take a few seconds to narrate my own story of when I was starting my career as a TV journalist and had to report on the death of a drug-trafficking leader, Pablo Escobar in Colombia (1993). I shook with fear in front of the camera as millions of TV viewers around the world tuned in to my news report. Thankfully, it was only my legs that shook and no one could see them. On my face, the terror I felt at being live on the air was not recognizable. Generally, people remember this story before the hundreds of tips I give them and thus can capture my message much more rapid.
Of course, don’t forget to wear make-up (men and women), so that your face won’t appear shinny or glossy. Keep hairspray with you to placate stray and rebellious hair. Wear clothes with solid colors such as blue, brown and pastels. Never wear a white jacket and avoid all patterns that give a sensation of something is moving (vibrating) on camera. I suggest sticking to solid colors.
Think carefully on each one of your responses and do not become distracted by anticipating the following question. Remain calm because above all it’s vital that during every interview, or when recording a product, the TV viewer identify with you, like you, and trust in the message you are sharing.
Pilar Ortiz is a TV-video coach, media personality, bilingual spokesperson, author and an international
s
p
eaker. She specializes in coaching executives helping them to feel co
m
fortable and confident in front of the vide
o camera
. She is an on camera talent (Hablo Espanol for you) for companies, services or products reaching
H
ispanics, the fastest growing community in the USA. She has over 20 years of experience in broadcasting as a News Anchor and News Director. www.PilarOrtiz.com – info@pilarortiz.com Ph: 727-5575656
