The Video Interview, my perspective

Recently, I spoke at an event about how to prepare and what to do during a video interview to make it as painless and successful as possible.

Here’s the presentation without all the “Ted Talk” images. And it breaks down to six things:

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1.???? The camera is not your friend.

2.???? Communication with the right players is key for a successful shoot.

3.???? Make your message clear, concise and sticky.

4.???? Prepare to be the best guest at the party.

5.???? If you have to ask the question, you already know the answer.

6.???? Whatever is recorded is out there…forever. Make it count.

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THE CAMERA IS NOT YOUR FRIEND.

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I marvel at coaches and directors who tell the interviewee, “just make the camera your friend.” Wow. The pressure’s on then, isn’t it. Kiss up to an inanimate object. Focus all your energy on what the camera thinks. Look into that black hole and say “Like me. Please like me.”

Please!

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The camera is a piece of equipment in the room just like the microphone, the tripod and the lights…(which, quite frankly, are more important and if you’ve ever been lit badly, you know the importance of lighting.)

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Interviewees who focus on the camera constantly second guess and edit themselves during an interview. I can see it in their eyes. The wheels are spinning and the little voice in their head is asking “Do I look okay?” “What are they seeing?” “Am I doing well?” “Did that make sense?” “What did I just say?” Instead, they should be present, engaged with the interviewer and focusing on the message.

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The camera is there to record the interview. If you are told to look off to the side of the camera at the interviewer, ignore the camera. Focus on the person asking the questions. If you are told to look into the camera, look through it, to your audience. And if that black hole is still an issue, ask someone to stand directly behind it with their eyes right above the lens. Look into their eyes. Eyes are so much better looking than lenses.

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COMMUNICATION IS KEY TO A SUCCESSFUL SHOOT.

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In the next sections we’re going to cover message and what to wear, how to prepare, etc.

But first you need to know the players and what happens during a shoot. Don’t bring an entourage. Extraneous people get in the way. Only four people get to express an opinion during the shoot: you, your comms person, the director and the producer. You and your comms person are responsible for “what you say” and your director is responsible for “how you come across.” The producer is the “big picture” person. You are the “talent.”

Be informed talent. Before you even set foot in the studio you need to know several things about content and video style. This information will help you form your message and style your appearance for the most effective video.

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Content questions to ask:

·????? What is the purpose of the video?

·????? Who is the audience?

·????? How long is the finished product?

·????? Will it have supporting graphics or footage?

·????? Where will it be posted or aired?

·????? Who else will be cut into the video and what is their content?

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Production questions to ask:

·????? What is the background behind me (ex: black drape or green screen)?

·????? How many cameras will be set up?

·????? What are the shots? (Close up? Medium? Full body? Side shot?)

·????? Is there a stylist for doing (or monitoring/consulting) make-up, hair & wardrobe?

·????? Is there a teleprompter?

·????? What kind of lighting will there be?

·????? How familiar is the production company and the director with our industry?

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Finally, before recording starts, ask to see the monitor. This is your video. You need to be comfortable with how you look and come across. Lighting and clean sound are key!

I once shot a high-profile celebrity on the set of her movie. She was over 50 years old. When you light women over a certain age, the best light is “flat” light. You put one soft light on either side of the camera at eye level. That minimizes the wrinkles, jowls, bags and sags. I told the crew what I wanted and when I came back, they had put lights all over the place, making it really arty.

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When the celebrity sat down, she asked to see the monitor. After she looked at the medium shot, she said, “Could you please put one light on either side of the camera at eye level for me?” Always look at the monitor before you begin the interview.

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If, for some unknown reason, there is no sound person, make sure you see either a microphone mounted above your head, out of the shot, a lavalier clipped onto your shirt or jacket, or a hand mike that you hold about six inches away from your mouth. Anything else is unprofessional and lazy.

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YOUR MESSAGE: Get the “SO WHAT” UP FRONT.

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Nightly news stories and Tik Tok videos take about a minute. In that time the you get the who, what, where, when and how of whatever they’re talking about. That’s what we’re used to. That’s what we expect. That’s what you need to do.

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Get the overview of your message and what’s in it for the audience, the “so what,” out in one sentence.

My “so what” is something like “I’d like talk about the value of well-produced video in your communication arsenal so you can reach a wider audience quicker and more effectively.”

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Your director is looking for soundbites. They are the things that make the video sizzle. Soundbites come in two forms. First are “zingers” which are about five seconds and meme-worthy. My recent favorite is Jennifer Lawrence on HOT ONES. “What do you mean? What do you mean?” If you know you know. If not, Google it.

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Next are “diamonds” which are short explanations drilling down possibly complicated topics into a :15 second “jewel” of a quotation. “Ask not what your country can do for you, but what can you do for your country” is a historic soundbite, as is the ever infamous “One day – it’s like a miracle – it will disappear.“ And my favorite of all time, “It’s not that I don’t like him, dear, it’s just that I don’t like him for you…or any other living or dead human being.” (That was a gem from my mother.)

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Of course, you’ll need to clarify, expand, or explain in the interview. But wow, what I wouldn’t give for five good soundbites from a single interview.

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YOU NEED TO BE THE BEST GUEST AT THE PARTY

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A friend of mine hosts great dinner parties and one time while helping clean up I said “I don’t know how you do it. Every party is amazing.” She opened a kitchen drawer and pulled out a notebook. In it was the following information: The date of each party, what she served, what she wore, who was there, what allergies they had, what their chosen beverage and brand was and a number next to each name. I asked what the number was. Turns out, she rated her guests from one (a dud) to five (fabulous). She explained that for all the effort and time she put into creating a great experience for her guests, she only invited people who would contribute to that experience. I was just lucky she gave me a “5.”

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Your job in an interview is to be a “five.” If you want to be the go-to person for media: Be prepared, dress as instructed, be on time, don’t be a diva, use the opportunity you have to be a great spokesperson for your organization and make your message stick. You probably won’t forget the fact that my friend rated guests at her parties. That is a “sticky” message.

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IF YOU HAVE TO ASK THE QUESTION YOU ALREADY KNOW THE ANSWER

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Don’t wing an interview. And don’t overprepare either. The key is to listen to your all-knowing inner voice before the day of the interview. “Should I get a haircut?” (probably yes) “Does this suit fit?”(probably no) “Do I know my material?”(probably not enough) “Should I create some back-pocket soundbites?” (probably yes).

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What you wear, how you are groomed, and how you sit, stand or pace all become part of the audience’s experience. Don’t distract from your message.

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First The DON’T list:

Avoid solid black, white or red wardrobe. Black and white are stark and remind people of undertakers and doctors. And if you’re against a black background, you look like a floating head wearing black. Red is, well, RED. It has been psychologically associated with agitation. Don’t agitate your audience. And a solid red tie post 2016 also sends a message.

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Avoid big, clanky jewelry. Bracelets and big watches tend to make noise, especially if you’re sitting at a table and using your hands. Large necklaces can get in the way of a lavalier mike and make a clicking sound. Big earrings or wildly colorful earrings take the attention away from your face.

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And don’t wear new shoes. They’re always uncomfortable.

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Leave the cologne at home. There is nothing worse than being in a small studio or office with someone who smells like the Fragrance floor at Nordstroms. I don’t care how expensive your perfume / cologne is. Don’t wear it.

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Now the DO list:

Err on the side of “business casual” or “business” and remember your company’s / organization’s image. I’m talking about financial, pharmaceutical, or real estate corporations, businesses like that. Tech, restaurants, entertainment, etc. are different. You can pretty much wear anything you want because that’s the image. I do draw the line at distasteful messages on t-shirts. I don’t care who you are, I’m not shooting smutty or political comments on someone’s chest. It’s a distraction.

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Solid colors look better than prints. Jewel tones, pastels, navy and grey are great. If, however, you are in front of a “Green Screen” don’t wear green…anywhere…not a tie, earrings, scarf, no green. You (or that part of you with green) will become part of the background when they edit the piece. ?Remember the memes of Queen Elizabeth when she wore a lime green suit and hat? No? Google it.

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Invest in some armpit pads. Remember Phil Slott’s famous ad campaign slogan. “Never let ‘em see you sweat.” It’s true. And it’s ugly.

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Make sure your clothes are clean, pressed and fit well when you sit down. I did a two-camera shoot with a guy once whose shirt looked great when he was standing, but when he sat down, it pulled around his waist and I could see his bellybutton…his hairy bellybutton. Needless to say, I lost the wide shot in that shoot. AND…at the same series of shoots a woman walked in with a short skirt and I could actually see her underwear when she sat down on the stool. Lost that wide shot too.

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Bring an extra outfit. You never know. Be prepared.

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Finally, when it comes to make-up and hair, be natural. The production company may have hired a make-up person or not, but at the very least, they will have powder, hair spray and lip balm.

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Here's my suggestion. A week before the interview, dress and groom for the interview and sit in front of a full-length mirror. If you need to change anything, you have a week to do it.

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FINALLY: REMEMBER IT’S OUT THERE FOREVER. MAKE IT COUNT.

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From the moment you walk in the door, you are ON. A camera may not be running and the sound might not be on, but you are making an impression on the people in the room. Be kind. Ask for things nicely. Don’t try to get people to hurry up. We are doing the best we can as fast as we can. Here’s why I bring this up: When people are nice to the crew and their support folks, we all want to make them look even better. It’s definitely a subconscious thing because our job is to create a great product and we always do. But when people are NICE, we will look a little harder to see if a tie is askew, there’s food in their teeth, or a forehead is shiny. We’ll stop someone when they think the camera is off and start talking about colleagues. We’ll take care of you. We will make sure that whatever is recorded, no matter how it is cut, you look good. And we do this because we know whatever we record is out there…somewhere…forever.

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Your job is to prepare, show up, and make it count.

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