PR Straight Talk

Achieving “rapport” with a television interviewer is an essential component of any media interview. 

Good rapport on the interviewee’s part includes a perception that he or she is likeable and caring. One way interviewees can establish good rapport with the audience and the interviewer is to humanize themselves and their organization. This can be done by relating personal anecdotes that enhance their point of view. Interviewees should talk in terms of people rather than statistics, and speak in personal terms. It helps viewers identify with the person speaking, and in turn, identify with the message. 

Another route to good rapport is by way of conversationality and first names. Think about the warmth and charm of the late President Reagan. Whether you agreed with his policies or not, his soft but charismatic style, his likeability, his conversational tones and his ability to communicate in simple yet graphic imagery – all of this “reached” viewers and “scored points” with them.

Think about the late Egyptian prime minister, Anwar El-Sadat, whose skill in conducting the warm and human interview greatly increased the prestige of his office and affection for him. Why were Mr. Sadat’s interviews on television so believable?  Quite simply, because he succeeded in identifying himself in the minds of the audience as a friend of the interviewer. One way he accomplished this was by skillful use of first names - by calling Barbara Walters “Barbara” and Walter Cronkite “Walter.” This subtle recognition of the interviewer as a person creates the image of a warm, caring, courteous individual. There’s a suggestion that the interviewer and the guest are friends.

Interviewees should use their judgment in applying this suggestion to specific cases.  If in doubt, they might ask the reporter or host before the interview begins whether he or she would mind being called by his or her first name.

One very important aspect of “rapport” is to achieve “presence.” Being present during an interview means being as relaxed as possible – in body, mind and spirit – while ALSO being focused and alert. How is presence achieved?

Here are eleven simple yet powerful ideas:

1.  The point of power is always in the Present Moment!  This moment is all any of us have, and it’s in this moment, and in the mastery of this moment, that anything and everything happens. When you really “get that” – that you have power, and you realize that you have choice, then you realize it’s up to you as to what you do with this moment.

2.  Be unattached.  When you’re unattached to outcomes, to stop worrying what people think of you, to stop worrying what the interviewer or your audience is thinking of you, it frees you up to be yourself, to be more centered, to come more from “the inside out” instead of allowing yourself to artificially construct yourself based on what you “think” other people want from you.  Over the last 20 years, I’ve seen so many people obsess around constructing a false self, based upon what they “think” other people want them to be. The paradox is, is that when you’re overly attached to being someone else, people see through that veneer and lose respect for you.

3.  See yourself as the Expert.  In virtually all cases, unless you’ve failed to prepare for the interview, you must remember that YOU are the expert. It’s rare where an interviewer will know more than you about your organization, and about the issues you came into the interview to discuss. When you really get that, it should boost your self-confidence level considerably.

4.  Relaxation techniques.  Look for a way to relax the morning of your interview, or an hour or so prior to the interview. What works for you? Perhaps it is meditation.  Just several possibilities:  TM as taught by Maharishi Mahesh Yogi; or the technique taught in a book, “The Relaxation Response” by Harvard’s Herbert Benson; or simple breathing techniques, involving following your breath from inhalation to exhalation; or saying an out-loud “treatment” affirming your peacefulness, calmness, expertise and self-confidence; or just reading your favorite most inspirational poem.

5.  Exercise.  If you can take a mile walk, or jog, or do aerobics, two to three hours before your interview, you will release stress, unify your good energy and feel more of your presence in time for the interview.

6.  Smile.  The cliché is true – one smile really is worth a thousand words. Of course, smile when appropriate and if it feels comfortable.

7.  Listen – and try to be considerate.  For example, if the interviewee tends to be an interrupter, the common-sense solution is not to interrupt.  During the training session, work must focus on the art of listening.  If we consciously intend to listen to the interviewer, or to the debate opponent, waiting for this person to complete his or her thought before responding, allows us to be perceived as considerate.

8.  Avoid insults or invectives.  If your interviewer or debate opponent insults you or your organization, you can simply reply, “I take exception to the way you’ve characterized me, my intentions and my company. Then, go on to explain your good intentions and actions, and the positive track record of your company.  This way, you’ve put the spotlight on the other person’s poor behavior, and highlighted yourself as a person who takes the high road.

9.  Never get personal.…with the interviewer or your debate opponent.  Deal with issues, with the validity and sense of the statement put to you – but never hurtle diatribes at the person him or herself.  You simply will be seen as an ogre, and unlikable.

10. Use humor when appropriate.  Humor instantly can relieve the heaviness of a moment, and illustrate to others that you can lighten up and put things into perspective. However, for some of us, humor doesn’t come naturally, so don’t apply it if it isn’t natural for you to do so.

11.  Empathy.  Good rapport is also promoted by previewing the interviewer. Doing so teaches the interviewee about the interviewer’s style and point of view. The interviewee will then be prepared for the interviewer’s position and will be able to empathize. Empathizing and acknowledging the other person’s viewpoint, without necessarily agreeing with it, is a great way to eliminate communication barriers.  If interviewees create a cordial comfort zone with the show host, the “vibes” will be picked up by the people on the other side of the screen - the people they’re really intending to reach.  Interviewees who let reporters upset them only promote unfavorable impressions in the minds of the thousands - or millions - viewing.