PR in Hybrid Working Times: How to Rock Your Video Interview

The corona crisis has shifted most of our working lives from the office to the home office. Companies are offering even more webinars, and even entire conferences and concerts have been live-streamed. To further minimize the risk of coronavirus infection, journalism has also adapted to the new conditions, and journalists prefer to conduct interviews via video calls. It is already clear that this hybrid work life will continue even after the pandemic. If you find yourself in the situation of being interviewed in the privacy of your own home, here are the six most important tips on how to present yourself professionally and present your company in the best possible light.

  • Preparation is the be-all and end-all

As with any interview, find out the exact conditions beforehand (i.e. the date, duration and exact starting time of the interview). Will there be a preliminary interview or will the interview begin immediately after the start of the call? You can't be overly prepared, especially when it comes to the content of the video interview. Ask in advance to receive the interview questions or at least a rough thematic outline of the interview. This will help you prepare for the exchange in the best possible way. However,  do your homework as well, and prepare a short briefing on the media outlet and journalist you are talking with. How are their stories usually structured? Who are their audience? What topics has the journalist  reported on recently? What potential issues can you anticipate?

A good idea is to limit the time you are available for the conversation. That way, you can avoid getting caught in the crossfire of criticizing questions. Be ready in advance before the interview begins, so that you do not appear rushed, and are not caught off guard. After all,  first impressions count just as much in front of the camera. A friendly greeting and farewell frame your statements and make you look more professional.

  • Technical check and test call

Whether you come across as professional in an interview situation also depends  on a smooth technical process. Tech start-ups in particular, should be careful to show themselves in the best possible light. In a video call from home, the responsibility for this now lies with you. It’s therefore all the more important to make a test call beforehand to check certain things. Is your Internet connection stable? Does your computer, laptop or tablet have enough battery power, or would it be best to use a charging cable? In addition, a test call with colleagues helps to check the connection and how you are framed. Ideally, your head and upper body should be visible, and your gaze should not have to go too far down in order to literally have a conversation at eye level. Decide for yourself in advance whether you would prefer to stand or sit for the interview. When standing, your abdominal breathing is usually better, your body tension is more visible, and your hands are in an optimal position to gesture. You appear more energetic and your voice is more convincing. If necessary, raise your laptop with the help of a stable (!) base.

  • Don't fade into the background

The private glimpses that a video call provides into your living space can be easily distracting from the actual topic of conversation. Conferencing software such as Skype or Zoom offer various options for replacing the background with panoramic aerial views of your city, for example, or blurring your background, keeping you in focus in more ways than one. The choice of your outfit also plays a role in keeping the attention on what you have to say. It's better to avoid small patterns or bright colors during a video interview - they may make you appear uncomfortable in front of the camera. It's also a good idea to keep a glass of  water handy in case the infamous "frog in your throat" strikes.

  •  To look or not look in the eye… that is the question

Eye contact instead of shaking hands is the current MO. But how does this work via a webcam? Is it better to look at the video image of your conversation partner, to look directly into the camera, or to look at your own video image? The answer is... there is no clear right or wrong behavior here. Looking directly into the (web) camera is looking directly into the eyes of the viewer. Government representatives choose this path when directly addressing the public, for example, when Angela Merkel appealed to stop physical contact. In a conversation consisting of several questions and answers, it also seems more natural to look at the interviewer (i.e. at their  video image). However, if you feel confident in the situation, you can use the direct-look-into-the-camera approach to appear even more confident. Important: Don't forget to smile now and then!

  • Convincing content and language

Of course, the most important thing is what you have to say in front of the camera. As in any interview situation, you should try to score points through clarity of content and language.  Firstly, it is essential that you know your core messages. You can support these with the most important arguments and then introduce  them in the conversation as required, without the fear of getting bogged down. Second, be sure to give yourself a brief moment before each answer to focus on the answer. People can listen to you best if you don't speak too quickly. Take short pauses after important sentences, and make sure you don't speak in too much of a monotone voice (i.e., always at the same pitch). Beforehand, it is helpful to do a test run with colleagues who ask you anticipated questions and then give constructive feedback afterwards. Likewise, you can record a rehearsal run-through and evaluate your performance.

  • What to do if something goes wrong?

Of course, something unexpected can happen at any time. The most important thing to do   is to always keep calm and carry on! It doesn't matter if the person you're talking to asks unpleasant or even provocative questions. If the connection breaks down, or if you get distracted yourself... with a positive attitude and composure, you can master any surprise. Focus on your prepared interview guide and guide the conversation back to your core messages when needed. The interview technique of bridging helps you to return to the topics you really want to talk about by using targeted formulations (e.g.: "What is important in this context is ..."). Offer a friendly apology if, for example, your child bursts into the interview or other distractions occur. Here, you can even collect sympathy points with a loving and calm reaction. 

Even if an interview or livestreaming in front of a web camera may take some getting used to,, there is absolutely no reason to be afraid. On the contrary, you should look forward to sharing your views and experiences on a topic with others. Be sure to follow these six tips, to feel better equipped to successfully rocking your next video interview!.

PR/Comms Tips & TricksLaika