After concluding on-camera practice interviews with our clients, I often ask them to rate how much energy they thought they had, on a scale of 1 to 10. “Oh, around an eight or nine,” the trainees usually guess. “That was probably a bit over-the-top, right?”
I then ask the other people in the room to rate their colleagues’ energy during the interview. They usually rate it a 4 or 5. The trainee is always shocked.
It turns out we’re not great judges of the amount of energy we convey during media interviews. What feels right to clients in the training room often looks flat on television—which makes sense when you consider that television tends to make people appear more muted than they do in person.
You’ve seen that dynamic play out if you’ve ever sat down in front of your television, watched an entire interview, and completely zoned out—realizing later that you can’t remember a single thing the spokesperson said. It happens all the time, and it’s usually the result of a “blah” spokesperson who doesn’t reach out of the television and grab you.
A media interview delivered without energy is like a steak cooked over low heat: dull, uninspiring, and lacking “sizzle.” Great spokespersons know they need to inject passion and energy into their delivery to fully reach their audience.
Some of our clients get nervous about displaying too much energy or passion during their interviews. They protest that they’re mild mannered or soft-spoken in everyday life and that speaking loudly wouldn’t feel authentic to them. That’s fine. Passionate need not be loud.
But what may feel like yelling to you usually doesn’t come across as yelling to the rest of us. In fact, when I ask trainees to “go bigger” by speaking in a comically loud voice, they’re almost always surprised to find that it goes over great on TV.
Therefore, focus on being the most energetic and passionate version of you. Think about when you’re sitting in your living room with an old friend, reliving memories of your schooldays. You’re probably a bit louder than usual, a little more demonstrative, and a lot more interesting.
In order to bring that more enthusiastic version of yourself out, try speaking 10—15 percent louder. Many people fear that will make them come across with too much volume. And sure, we need to dial back the occasional trainee who goes too far. But that’s rare. The vast majority of the time, spokespersons can hit the gas and be even more energetic.
So don’t hold back. If you care about your topic, make sure the audience can tell just by looking at you.