What do you do first?

A. Dance joyfully around the room.

B. Share the exciting news on Facebook, Twitter, and Instagram.

C. Panic because you’ve never been interviewed on camera before.

D. All of the above.

The correct answer is D. All of the above.

In-person TV interviews are different from anything you’ve done before — even via remote video with tools such as Zoom.

They’re usually shorter than radio talk show, newspaper, or magazine interviews. And because they’re visual, your physical appearance and demeanor are more important than with any other media interview.

How do I know?

I’ve got a little experience with this.

I’ve been a guest on lots of national and local TV talk shows, from Australia’s “Today Show” (via satellite) to “CBS This Morning,” “The Montel Williams Show,” and “Eye to Eye with Connie Chung.” In addition to CBS, you might have seen me on the Nashville Network, CNBC, Lifetime, the CW Network, and the Family Channel.

A little knowledge will banish a lot of anxiety, so I’d like to share nine things I’ve learned along the way that will help you prep for your big first moment in front of the camera:

1. Study the show before your first TV interview.

Have you ever researched a company before a job interview? This is the same thing. Knowing what to expect in any environment does a lot to lower your anxiety level.

Before your first TV interview, watch the show to learn more about:

• Interview length
• Types of questions the hosts ask — will they throw you softballs or do questions sometimes have an edge to them?
• Whether viewers ask questions via telephone
• Visual aids and props — they will probably hold up your book, but do guests tend to bring other props that help make the conversation more visually interesting?
• What people wear

The more you know about the show’s format and tone, the more comfortable you’ll be during the interview.

2. Know what you want to communicate.

What, exactly, do you want to communicate about your book or topic during your TV interview? (FYI, “Buy my book” is the wrong answer.)

Your on-camera time goes by quickly (especially if you’re nervous), so if you don’t identify one or two important points to get across during your interview, you might be disappointed in the outcome.

Let’s say I’m the author of How to Bee-come a Backyard Beekeeper. (I’m not.) I can promise you that my local TV talk show hosts will probably chatter away about that time they stepped on a bee . . . how one of their siblings is allergic to bees . . . how they can never tell a wasp from a hornet . . . .

Well, you get the point. I need to define at least one message that’s important to communicate and practice working it into the conversation in different ways because if I don’t, the interview will be over before I know it. And I won’t have said what I wanted to.

Learn how to create those messages in, “Message development: Know what you want to say and how to say it.”

3. Don’t get comfortable.

Don’t lean back in your chair or on that sofa, no matter how comfortable it is. Sit up straight on the edge of your chair.

If you lean back or worse, slouch, you will be far less dynamic and will seem to lack confidence. Attention spans are shorter than ever, and viewers will change the channel quickly if what they’re watching doesn’t have energy and power.

4. Pump it up.

Cameras drain your energy. I can’t explain it, but it’s true.

Because of that, you need to be more animated than usual when you speak. You might feel silly taking everything up a few notches, but it looks natural on TV.

via GIPHY

5. Use your hands when you talk.

I don’t know about you, but when I’m nervous, I tend to sit still with my hands tightly clasped in my lap. That’s the exact opposite of what we should do on camera.

When being interviewed on TV, you want to use your hands freely, just as you do in an interesting conversation with a friend. To facilitate that, remind yourself to place them loosely on your lap when you settle in on the set.

Using your hands will help make you appear more energetic and animated. That makes for better TV.

6. Smile.

As viewers, we become more engaged with smilers than we do with frowners.

There are times, of course, when a smile doesn’t fit the subject matter. Even so, when the topic is a serious one, try not to look dour or angry.

In general, viewers want to look at people with pleasant expressions.

via GIPHY

7. Ignore the camera.

The only time you should look at the camera is when you’re answering questions from viewers phoning in to the show.

Otherwise, ignore the cameras and look at the interviewer. You’re having a conversation with the host. Focus on that, not what’s happening around you.

8. Wear something you like.

And wear something that’s appropriate for your appearance. I suggest wearing an outfit that:

• Makes you feel good about yourself and
• Will fit in with what the hosts wear or
• Is appropriate for the type of work you do

For example, a landscaper or a chef would look silly in a suit that a banker or attorney might wear.

Going back to my imaginary role as the author of a beekeeping book, wearing my (again, imaginary) beekeeping suit makes more sense than a dress and heels. The latter would be a better fit if I were talking about the topic of a business book.

via GIPHY

9. Practice, practice, practice before your first TV interview.

Ask a friend to act as the interviewer so you can practice answering questions you expect to be asked.

Videotape your practice interviews to get a feel for how you might work in your one or two message points.

Study what works and what doesn’t; identify any distracting behaviors.

Watch how the pros do it

To help you prepare, study the behavior of authors and other guests on network morning shows — “Good Morning America,” and so on.

Most have had media training and while they won’t be as experienced as celebrities or regular guest experts, they will be more polished than most.

Pay attention to how they sit and speak, the language they use, and what they wear. Watch and listen for their message points. (Tip: They’re the sentences they repeat.)

With planning and practice, you’ll be ready for your close up in no time.

Use my resources to prepare

Build Book Buzz Publicity Forms & Templates has exactly what you need to book your guest appearance and prepare for it.

It includes templates and samples for:

• Emails you send to producers to get yourself booked
• Message developing
• Creating sound bites

Learn more and get your copy at the Build Book Buzz Publicity Forms & Templates information page.

What has been your most exciting book promotion moment so far? Please tell us in a comment!

(Editor’s note: This article was first published in April 2013. It has been updated and expanded.)

5 easy steps to a successful media appearance

By A.G. Billig

If your goal in 2021 is to serve more readers by inspiring or entertaining them with books, consider doing more audio and video interviews. Emerging authors with small audiences can especially benefit from the large followings of established platforms – if they do it right.

A high-impact appearance on a podcast, a radio or TV show, or even on an online summit, will grow your fan base and book sales. It also gets people talking about you in a positive way, and all of us here know that word-of-mouth is still king.

You need to take the right steps to ensure your media appearance is a success. What you do before the show is equally important as what you do during the show, while being interviewed.

Here are your five easy steps.

1. Sharpen your core messages and talking points.

Think about your writing objectives, your book, your target audience, and your author brand and identify the top three messages your readers need to know (these are your core messages). One of your core messages should be your book pitch.

Also come up with five short phrases that describe the topics you can address and are passionate about. These are your media talking points.

As a publicist, an author client’s media talking points help me pick the right media channels for the author. They can also serve as a discussion guide for interviews. You can do the same for yourself, without a publicist.

Having clear core messages and media talking points will help you be sharp and to the point during the interview. It will also put you at ease since you will sit in the front of the microphone or camera with the confidence of someone who knows what they are talking about.

I always remind my clients before an interview to write on a small piece of paper the ideas/information they absolutely must convey, including their social media handles.

(Editor’s note: Build Book Buzz Publicity Forms & Templates has a message development template plus samples to help you with this. Learn more here.)

2. Become familiar with the show and the host.

As a former radio and TV host, I promise you that the host of the show has your best interests at heart and wants to put you in the best light. But she also has an audience to please.

So get familiar with the show by listening to or watching at least one episode.

Pay attention to the type of questions being asked. Identify the common ground between your books and the show’s theme and build your answers around that.

In doing so, you will get your message across in an interesting and engaging way for the audience – and benefit from a successful media appearance.

3. Test your equipment and setting.

Some interviews are live and others, recorded. Either way, you need to be ready to roll as soon as you are “on air.”

Make sure that your microphone and camera are working properly. If you have a new generation laptop, its camera and microphone should work fine.

However, if you’re serious about doing interviews and even starting your own podcast, it’s worth investing some money into a microphone you can plug into your computer.

For video interviews, check your background and make sure it looks nice, but not distracting. Avoid a blank wall, though—it will come across as cold and impersonal.

Also ensure that your face and body are properly lit so you don’t appear too dark or, the opposite, washed out.

4. Show up as the best version of yourself.

The camera and microphone easily give away how you feel in that moment. So, when you do a radio or TV interview, whether live or recorded, you need to show up as the best version of yourself.

Here’s how you can do that:

• Make sure you build inner excitement about it before the interview starts because that will show on your face and in your voice.
• Speaking of voice, warm it up before the show by singing a song you like, reciting a poem, or reading out loud the book excerpt you will share with the audience.
• Shake your body, dance, or walk briskly in the room to get the blood circulating in your veins and build up your energy levels.
• If it’s a video interview, women need to apply a minimum of makeup—foundation, powder, eye shadow, mascara, and lip-gloss.
• And, even though nowadays authors are being interviewed from the comfort of our own homes, you need to look professional and not as if you just got out of bed. Wear nice clothes that are consistent with your author brand.

5. Be yourself.

As with other aspects of our lives, preparation is key. However, leave room for spontaneity.

In order to have a successful media appearance, you want to be present in the moment, listen carefully to the host, and let your creativity fill your mind with brilliant answers. Don’t be afraid to use humor. It is much needed, especially in times like these.

Remember to stay authentic and shine your true colors, and you will captivate the audience.

Do you have a question about interview prep for A.G.? Please leave it in a comment.

Tip of the Month

I like to share a “Tip of the Month,” a free resource or tool for authors, on the last Wednesday of the month.

This month it’s StoryOrigin, a site that helps you:

• Distribute review copies
• Create country-specific purchase links
• Build your email list
• Offer audiobook promo codes
• Organize newsletter swaps

It’s free while in beta mode, so create your account and give it a try.