Satellite Media Tour

The Satellite Media Tour

Tips and tricks for a successful satellite interview.

A satellite media tour is a different kind of animal.  It is not a hard-news interview, not a talk show and not a business presentation.  You are in a studio, facing a camera, and an earplug is your only connection to those who are interviewing you.  In most cases you will not see the media personalities who will interview you in rapid succession from several different cities.  You must look into the camera and talk and act as if you are talking to a person you can see.  This can be unnerving.  It is more like a radio news interview over the phone, but with one major exception: you are on live TV!

 

Here are some SMT performance tips:

 

If there are two cameras present, make sure you know which one will be on you. Realize that the interviews can come quickly because of valuable satellite time. You may do three interviews with three “anchors” in three cities in 6 minutes. Don’t try to remember the names or the cities; you may become “lost” and say the wrong name or city.

 

Most of these live interviews will be from 1 to 3 minutes.  Don’t say anything after the anchor indicates they are moving on to another story or commercial. If the anchors get “cute” or ask negative questions, acknowledge them briefly and get to your message.  Stay focused.  Stay on-message no matter what. Always rehearse your bit before you do it by holding, taping and critiquing a “mock” SMT. Write your message-points in large letters on flip chart sheets and post them behind the camera…four or five-word statements that remind you of your core message. If you have never done a news interview, or have done very few, go through professional media training.

 

Decide on two or three positive things you want to say and get one of them in every response, no matter what the question. Never forget you are (usually) LIVE…LIVE…LIVE!

Where in the World is Anthony?

Worked today in Richmond, VA with the executive team of a global chemical co. Crisis communications tip 46: Positive news stories NOW will protect your organization's reputation during a future crisis. Start building a "reservoir of goodwill." Think of it as a crisis "vaccine"

Gave keynote today in Seattle at a State CIO conference. Communication tip 56: If you find yourself rambling, say outloud, "and my point is..." It will refocus you.

Spent the day in New Jersey working with a fantastic mechanical contractor. Sales Tip 19: Keep Q&A responses 30-45 seconds long. Too long of a response waters down key points. Prioritize!

Spoke at two different events today in Cincinnati. Headed to New Jersey. Team presenting tip 17: Script intentional "interruptions" to reinforce key points and keep people paying attention. It's an artform that will take your presentations to a higher level.

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