Science Communications Tips

Television Interview Do’s and Don’ts
Mary Anne Moser  

Anything you can do to prepare in advance, either on your own or through a workshop, is a good idea.

A list like this is only as good as the practice you are going to be able to get. So do take up any opportunities. Unfortunately, the way if often works with media is there is no interest in your work until one day everyone is interested in your work. 

This list of media tips comes from the seasoned television producers who taught in the Banff Science Communications program. My thanks to Henry Kowalski and Rob Davidson.

Interview do’s

  • Prepare. 
  • Practice how to speak succinctly about your work. 
  • Use examples and analogies. 
  • Respect the reporter and the audience. Essentially everyone listening has the brainpower to understand your work, but not the experience. 
  • Try to relax. It helps to forget the camera and microphone are present.  
  • Look at the interviewer and not the camera. Even if they are not looking at you (they may be checking notes or something). The only exception to this is if you are being interviewed from a remote location, in which case you should look at the camera, as though you are speaking directly to the person who is on the other end of the camera. 
  • Your feet should remain in one spot for most of the interview. This helps the shooter or videographer to keep you nicely framed throughout the interview, unless you have agreed to walk and talk beforehand. 
  • Start with a smile (unless of course it is tragic news). Your mood should reflect the mood of the story. 
  • Make sure your personality comes through, don’t go into spokesperson mode. 
  • Try to inject energy into the way you are communication (the camera sucks 10% of your energy). Talk with your hands and arms – but not too much. 
  • Pretend you are talking to someone in junior high school, which tends to make you more animated or lively. This helps turn academic perspectives into something more digestible for news audiences. 
  • Never refer to the reporter by name during the interview, because it may be edited in a way that makes that seem odd. 
  • Always assume you are being recorded. 
  • Whatever you say, be prepared to see it published. 
  • The interview is not over until the journalist has left the building. There is no such thing as “off the record.” Reporters are always on duty. 

Interview don’ts

  • Simplifying is not the same as “dumbing down.” As before, everyone listening has the brainpower to understand your work. You just can’t assume they are knowledgeable about your subject.  
  • Don’t number your answers, for example, “There are three reasons why we are doing it this way” unless it is key that all are included. In the editing process, they may just pick number two. 
  • Don’t refer to earlier answers with bridging phrases like, “As I said earlier” as it may not be edited that way.  
  • Don’t worry about repeating yourself. Repetition will help highlight the key messages.  
  • Don’t gaze around the room (even on radio). 
  • Don’t fill awkward pauses (reporter may simply be taking notes or giving you the opportunity to elaborate). It is not your responsibility to keep the interview going. If the interview is in person and you have finished answering a question, smile then shift slightly toward the interviewer. This body language says the ball is back in their court.  
  • Don’t give long and grand answers. Stick to the basics thus making it easier for the reporter to sift through the information to collect the highlights. 
  • Don’t speak “off the record.” If you don’t want to be on the record for saying something, don’t say it. 
  • Don’t offer personal opinions if you are a spokesperson for an organization. 
  • Don’t answer questions you do not want to answer. It’s okay to say, “I don’t know.”