In an era of instant media communication, the ability to effectively convey information in a concise form is of paramount importance for anyone wishing to shape their image. The journalistic hundred, a short statement in front of the camera, is not only part of the daily work of journalists, but also a powerful tool in the hands of experts. So how do you use the hundred effectively to fully reinforce your message and come across professionally?
To begin with, it is worth knowing that the set is recorded using the 100% audio and video formula, where the speech is not covered with any punctuation. Although the journalist may ask several questions, only a maximum of 20 seconds of the expert's statement is published in the final version, and the viewer does not hear the journalist's questions. The same principle applies to statements made for radio news stories that appear in news services.
Start with a warm-up!
A key part of any speech is proper preparation. Remember to do a warm-up of your speech apparatus before the set. It is advisable on this occasion to read aloud some "language breaks" that can be found on the Internet. Also ensure that you ask the journalist once again before recording what the topic of the interview will be. Sometimes topics are passed from one journalist to another, and other times, even after prior arrangements have been made, the journalist adds new issues already on the day of the recording. It is always a good idea to be well prepared, as it is the preparation that allows you to appear better and more confident during the recording.
It's also a good idea to make sure that the background behind you is appropriate - avoid any strange elements that might stick out from behind your head and any movement that might distract the viewer. Remember to speak not directly to the lens but to the person standing next to the camera, focusing on maintaining eye contact. Don't run your eyes, but look straight into the interviewee's eyes, which will give your speech more authenticity and confidence. If you find looking into the eyes for a long moment distracting, an option may be to look at a point or object that is at the journalist's eye level.
How to answer questions?
As the questions are not heard in the final material, it is crucial to answer in full context - we do not start an answer with 'yes' or 'no', we answer in full sentences, preferably with a restatement of the thesis or omitting it if we disagree with the suggestion in it. We absolutely do not repeat a negative thesis, even when contradicting it e.g. to the question 'when will the company go bankrupt' we do not say 'the company will not go bankrupt', but that 'our company is in great shape'. The hundred is an excellent time to focus on communicating key messages - such messages we should define for ourselves even before recording the hundred.
In the case of difficult questions, we can give ourselves a moment to breathe and ask the journalist to repeat himself or herself, thereby gaining some thinking time. However, we should never say "I'm glad that the editor raised this issue/asked this question", because this is immediately a signal to the journalist that the interviewee does not know what to answer. In a situation where we don't know the answer at all, it's better not to pretend otherwise - just to say that we'll come back with this information at a later date/send it to the editor, etc.
Attitude and dress
Ensure good posture during the speech - maintain a stable position with your legs slightly apart and gently bent at the knees. It is best to keep your hands bent at elbow level, and gesticulating can help relieve stress. If you are holding something in your hand, don't forget to keep full control so that the object doesn't appear in the frame. Avoid folding your arms across your chest, as this blocks your diaphragm and creates the impression of a closed posture. Also remember that even after you have finished recording, the camera may still be capturing your behaviour, so it is crucial to maintain professionalism and control of your expressions until the end.
Appropriate clothing is also important, as the camera picks up colours. Instead of white, light blue looks better. A navy blue jacket together with a shirt looks professional, and a tie is chosen according to the circumstances, preferring bright colours. Avoid small patterns that can 'ripple' on camera, and intensely contrasting clothes such as red shirts or dresses.
In conclusion, adequate preparation for a recording is the foundation of a successful and professional journalistic hundred. Nevertheless, even with the best preparation, minor stumbles or unforeseen situations can happen. In such moments, it is crucial to remain calm and composed, remembering that there is always the possibility of repeating the shot and refining the message. By combining solid preparation with a flexible approach and confidence, you will ensure an effective and efficient performance in front of the camera.
If you want to learn more, you have important media appearances ahead of you and you need to test your skills in front of the camera and microphone, contact us. We will prepare a "tailor-made" training programme adapted to your needs, your organisation and the environment in which you operate.
