The document provides tips for giving TV interviews, including: - Prepare 2-3 key messages and practice soundbites - Find out the length and nature of the interview - Dress appropriately and check appearance before cameras - Listen carefully to questions and answer only what is asked - Speak with expression, make eye contact, and smile - Expect personal questions, especially at the end - Ask to re-record answers if needed - Watch the interview afterwards for self-improvement

1. Messaging Workshop
we use Google Inc. as example in this presentation

2. TV interviewsTen things to remember when giving a TV interview:
Preparation is key:
When preparing for a TV interview:
• Identify a couple of key simple messages you want to get across, and make sure you stick to them.
• Rehearse the points you want to make. Broadcasters look for snappy soundbites, so if you can prepare a couple of these
in advance that will help in the interview.
It's also possible to over prepare for an interview - remember that you are the expert, and try to speak as naturally as
possible.
Know how long the interview/report will be:
• If a TV crew is coming to the University to film the report, it will usually take an hour or two at most. If you are doing a
studio interview, find out how long the interview will be and whether it will be live before the interview begins.
Find out the nature of the report:
• Find out the news angle of the report and ask if anyone else is being interviewed in the programme. Be prepared to be
asked to 'perform' as an academic in front of the camera. eg. if you are a chemist, the film crew are likely to want shots
of you working with test tubes in the laboratory.

3. TV interviewsTen things to remember when giving a TV interview:
Clothing and make-up:
• On TV, people pay attention to what you look like before they listen to what you are saying. It's important to dress
smartly, but also to make sure that you feel comfortable in what you are wearing. Don't wear distracting clothes; stripy
jackets, novelty ties and garish colours aren't suitable. Also try to dress in the context of the story. For example, if you
are being interviewed as part of a news story on poverty, don't wear the latest designer fashions.
• If you are doing a studio interview, don't worry about make-up - the studio will make you up before the programme.
• It is a good idea to look in the mirror before you go in front of the camera, just to check for unruly tufts of hair or stray
bits of food in your teeth!
Listen carefully to each question and answer what is asked:
• It may seem like simple advice, but it is very easy to be distracted by the lights and cameras when being filmed. Don't
bluster through your answers and feel you must say something if you don't know how to answer a question. Also, don't
feel pressured by pregnant silences during an interview - it's a trick to make you say more than you intend. When
giving an answer, say what you mean to say and then stop.

4. TV interviewsTen things to remember when giving a TV interview:
Make good use of your voice and facial expressions:
• Speak in a lively manner with lots of interest in your voice. Also be aware of your facial expressions. Here are some tips
on how to make the most of your voice and facial expressions when being interviewed:
• Maintain eye contact with the interviewer.
• Don't look into the camera, or look down when you are answering a question
• remember to smile.
• Speak slowly.
• Don't be afraid to repeat yourself, this is often a good way to bring your point across.
•
Expect personal or quirky questions (especially at the end of the interview):
• Journalists love to see the human side of academics, especially in radio and TV interviews. Expect the unexpected. An
astronomer could be asked about his/her belief in aliens, and a plant biologist could be asked about his/her interest in
gardening.
Ask to re-record an answer:
• Providing that the interview isn't live, you can ask to re-record a reply to a question if you feel you have made a mess of
your answer. A good reporter will rarely refuse to do this.
Watch the interview back afterwards:
• It may be horrible to see yourself on television, but watching the interview back afterwards will really help you to
recognise how you appear on screen and help to improve how you come across the next time you are interviewed on
television.

5. TV interviewsTen things to remember when giving a TV interview:
About Messaging:
• They need to be focused
• They need to be repeated

6. Our Example

7. Dear Sophie
Inside Google
The Power of

8. About Messaging
They need to be focused
They need to be repeated
They need to be updated
There are two main types of messaging
- Corporate Messaging ="GOOGLE"
- Brand/Product Messaging = "Gmail, Chrome, YouTube"

9. What Does Google Do?

10. Our Mission
Organize the world's
information and make it
universally accessible and
useful

11. Is all about its
USERS

12. Google Corporate Messaging
Google is a net contributor to society
o Google contributes to economic growth through job creation, increased
productivity for businesses and exports
o Google’s products contribute to society
▪ Access to knowledge
▪ Freedom of expression
▪ Improved communication
▪ Open web vs. closed systems
o Google invests in the future of society
▪ DotOrg/green investments
▪ Cultural projects: Books, art projects

13. Google Corporate Messaging
Google has momentum
o Search: continued innovation and relevance
o Success with our big bets: Android, Chrome, Display,
Mobile, YouTube
o Big company with the soul of a start-up

14. About Google
We are the world’s most popular search engine and video site,
and Gmail is growing faster than any other email service
Google has more than 26,000 employees globally, but we work
hard to keep the pace, soul and passion of a start-up company
Google believes in developing the digital eco-system

15. Search
Search is the heart of the web
The future of search is intelligent, personal and interactive
Every day there are more than one billion searches on Google for
Information worldwide
Every day there are more than 100 million searches on Google for
information in the MENA region

16. About YouTube
The world’s first global broadcast platform
YouTube connects and changes the world through video
YouTube has more than 2 billion views per day
48 hours of video are uploaded to YouTube every minute
YouTube empowers anyone with an internet connection and a
video camera to contribute to the global dialogue via videoo
All videos uploaded to YouTube must comply with our community
guidelines

17. About YouTube in MENA
There are local versions of YouTube in seven countries across the Middle East
– Egypt, UAE, KSA, Jordan, Morocco, Tunis and Yemen.
The most important aspect of the local versions of YouTube are dedicated
home pages that show the most popular and trending videos in each country.
There are 100 million video playbacks per day in the MENA region
There is more than 1 hour of video uploaded every minute in the MENA
region

18. About Maps
Google Maps is the most popular online mapping site in the world offering
individuals powerful, user-friendly mapping technology and local business
information including business locations, contact information and driving
directions
40% of Google Maps usage is through mobile
Local versions have been launched in MENA
Local domains provide the richness, relevance and accuracy of Google Maps
by enabling the local community to add information about their businesses,
build their own maps and add Google Maps to their own websites
Businesses can add their listings for free

19. Advertising with Google
Google is innovating for a better advertising eco-system
Google is helping to build small to mid-sized businesses
The power of measurement: Google’s tools make advertising more effective
Google is driving the economic growth of our partners
Google Analytics provides both power and flexibility to understand the
specific and unique ways customers interact with your site

20. About Privacy
• The responsible collection and use of data helps
us better serve our users and protect their
information
• People have different privacy concerns and needs
– so our approach is to be upfront about how we
collect and use data than give users meaningful
choices
• We are committed to advancing security not only
for our users and our own data but for the internet
overall

21. Handling FAQs
Follow me on Twitter @mahmoodsalah
or send to me : salah@gtug.org