Marketing doesn’t usually make a singer’s top-ten list of favorite things to do, but it is vital to your success as a performer. You may be the greatest classical singer in the world, but if you don’t get your name and talent in front of people, no one will ever know. On the other hand, if you do your marketing well, you just might be asked for an interview that actually gets airtime. It can be a daunting prospect for some, even those used to the stage. Welcome to the world of media appearances.
The things you need to do to prepare for a media appearance depend on what kind of appearance you are making. Are you a guest on a local radio talk show? Are you appearing on Oprah? Perhaps you’re being interviewed for a 30-second news bite on CNN. All of these appearances are different, and need to be approached individually for the best results.
Radio
Perhaps the easiest interview to prepare for is the radio talk show. The producers of the show have probably asked you to call the radio station for your 15 minutes of fame, rather than showing up in person. This is good—break out your lucky hat, or whatever makes you feel comfortable. You don’t need to worry about how you look, so you can concentrate on what you will say instead.
Don’t forget to turn off your call waiting, and don’t leave the radio on while you do the interview, it causes feedback. If at all possible, try to avoid doing your interview using a cell phone, unless you don’t mind suffering a “dropped call” in the middle of a sentence.
Whether you’re doing the interview in person at the studio, or over the phone, it’s important to communicate with your interviewer before you go on the air. Dave Daniels, program director and morning show host at WDBR/WTAX in Springfield, Ill., says it’s up to you to let the interviewer know what you’d like to talk about.
“Be proactive and let them know what is important,” Daniels explains. “Get into a conversation with your interviewers.”
Daniels also says it’s important to keep entertainment value in mind.
“We’re trying to find something to reach the listeners.”
That piece of information alone can be a major help when planning your media appearance.
Since radio is often an “up to the last minute” type of medium, you may not have the opportunity to get the interview mapped out ahead of time. Many hosts will try to give you an idea of what they will be asking, if they have time, but that isn’t always the case. Many radio guests like to use note cards, which can help remind them of specific things they want to talk about. If possible, spread them out so that you can see all of them during the interview. That way you won’t have to shuffle through the cards constantly.
Index cards can be extremely helpful when the host turns to you and says: “We’ve got about a minute left before our time is up. Is there anything else you’d like to mention?” That question can make even the most seasoned interviewee freeze—it’s human nature. If you have your information written out ahead of time, you won’t be caught by surprise. Try saving one card for the “wrap-up,” and use a different color, so you can find it quickly, if need be.
TV News
The television news interview is a bit trickier than the radio interview. Most good interviewers will ask a long list of questions, but they know that when the story airs, it is going to be only about 90 seconds long. Once again, if there is an opportunity “off camera,” check with your host on what he or she will be asking. If you remember that most of what you say will end up on the editing room floor (so to speak) you can keep your main point simple. Are you promoting a new show you are in, or a new CD? Make sure to keep referencing it, so that no matter which sound bite they use, that information gets out there.
Radio personality Dave Daniels’ advice on interviews is equally sound for television, and it has to do with preparation.
“Get there 15 minutes before,” he says. “Try to talk with the [interviewer] before you go on. … Do some light banter.”
When it’s time to actually start the interview, you will have a much better rapport with the person holding the microphone if you have already had a chance to talk a little bit. It will help you to relax and get a little practice in ahead of time.
Classical singer Bradley Schuller of Oak Park, Ill. also stresses the importance of preparation for an interview. “For me, the best way to not be nervous is to be well rested, and not be hungry.”
This is good advice, since most people generally feel better when their body is fueled and rested. Schuller also likes to review his résumé, so that his background is fresh in his mind when an interviewer asks about his experience.
TV Magazine-style Format
The television magazine-style format (think Oprah or Sally Jesse Raphael) is different because it’s shot all in one go, just as though it were being broadcast at that moment. This format can be daunting because you get to the studio, wait in the “green room,” or whatever the station calls their guest lounge, and watch the program unfold while you wait your turn. That is truly the most nerve-wracking part of all. Many people say all they can think about during the wait is what can go wrong. Instead, try to relax. Try some deep breathing, even a little bit of visualization, if you can.
Remember, you are going out there to have a conversation. It’s your moment in the spotlight—enjoy it! Smile, and talk with your hands, if you normally do—many people feel the need to stifle that urge on television. Act naturally and you will feel more relaxed.
Some guests try to look directly at the camera during their on-air time, but on the set, multiple cameras mean frequent changes in which camera is “live.” It’s easy to lose track. Nine times out of 10, people who aren’t used to TV appearances wind up looking into the wrong camera, which is very distracting to the viewers at home.
The best thing to do: Look at your host—after all, you are having a conversation, not delivering a monologue. People who try looking into the camera usually end up looking more like a politician—not the image you want to convey when trying to market your project. It bears repeating: Whether you’re on radio or television, the key is to talk to that one single person, rather than an audience. Your host is there to guide the conversation, keep things entertaining, and most importantly, to give you someone to focus on.
One of the worst things you can do on television is be stiff and uncommunicative. Try not to feel self-conscious about talking too much. The host wants you to take part in a discussion—otherwise he or she wouldn’t have guests, and would deliver only a monologue. Also, try to be a good sport and play along with any crazy games or fun activities in which they want you to participate. Your willingness to relax and have fun can make the difference between a mediocre moment in the spotlight and enjoyable television your viewers will remember for a long time.
Any television appearance requires that you be seen, but don’t run out and spend a fortune on an outfit for the occasion. You’re much better off if you wear something you feel comfortable in. You’ll appear more relaxed, and it will show on camera. Keep the ensemble simple. Your interview is to make people aware of your work, not your fashion sense. That said, there is one must: Avoid striped patterns—sometimes they “strobe,” or make a peculiar, shimmery pattern on camera, which can distract viewers from what you’re saying.
No matter what kind of media appearance you are preparing for, the key is to relax, stay focused, and try to be prepared for what is going to be asked of you. Whether you are calling a radio station to promote your new CD, appearing on the news to do an interview about a show, or anything in-between, try to take a deep breath and be yourself. That will help most to come across as a professional.
