“Do I really sound like that?”. I’ve heard it many times from people who step in front of a camera.
Filming corporate style interviews isn’t just about asking questions it’s mostly about making the person feel comfortable. If it’s the interviewees first time then patience can go a long way to making the experience much easier, and in many cases, fun.
Find out who the interviewee is
Corporate interviews need to look good. They are an advert for the company, and a lack of perceived confidence during the interview, can be interpreted as, an overall lack of confidence in the companies product or service. That’s bad…right?
But because no-one likes the way they look or sound on camera, the ideal interviewee, may not always be obvious to spot. Generally, there are three types of people who end up in front of my lens, to paraphrase an old saying these are:
- Those who wish to be famous
- Those who do not wish to be famous
- And those who have fame thrust upon them
All three have their own challenges, but with a little levity (and a little trickery) the job gets done and everyone is happy. So let’s dig into some fictitious examples and see what, and who, we’re dealing with:
Martin (1) is in sales and he’s not short of a bit of the old ‘confidence’. The issue here is getting him to answer the question, before we run out of SD cards.
Kylie (2) didn’t want to do the interview and she is so nervous, her in-depth knowledge is swept away on a tidal wave of fear. So, I’ll ‘switch off’ the camera and we can chat instead.
Finally, we have Nas (3). Nas didn’t want to be on camera, but as she knew more about the product than anyone else, she was press-ganged into being the spokes person. She will talk freely if I can find the right questions to ask.
Before I sit down to interview anyone I always have a friendly chat – off camera. Once I’ve had that ‘chat’ with the interviewee, I know who I’m dealing with. I always prepare questions and have them in my head – notepads and pens often put people off. So, now it’s time to move on to the filming.
Proven Interview Techniques
Here are some tried and tested techniques I use. If you bear these in mind, I guarantee you’ll not only get better interviews, but your interviewees will look confident, relaxed as well as sounding both knowledgeable and eloquent. To start I always tell people I don’t want to trip them up in anyway. This is important as most people think I’m some sort of Jeremy Paxman. So, I try to put them at ease by letting them know its important to me that they look and sound good.
So let’s start with the simplest example first…
…’Kylie’ is afraid of the camera, nothing I do will change that today. So, I ‘switch off’ the camera and the danger goes away.
In truth, I didn’t switch off the camera, but now more relaxed, Kylie is free to talk. I slowly begin to steer the conversation towards the theme of the interview, and we chat. After a couple of minutes I smile, confess to my subterfuge, while switching off the camera for real. Kylie leaves happily calling me a sneak – surprised with how simple and painless it all was.
‘Martin’ – The key to getting a good interview with Martin is all in the edit.
Knowing how to ask him the right questions is important, but getting those questions answered concisely is entirely another. Martin’s confident answers will be good, but not brief. So, it will be up to me to cut the dialogue in the edit. Then I’ll need plenty of additional B-roll (other footage) to cover up my edits. Easier interview – harder edit.
Lastly, we have ‘Nas’. She’ll need some care during the interview AND in the edit.
Adopting a more ‘chatty style’ of questions means Nas can talk more freely. When I find out the parts of her job/product that excite her, she’ll happily inform me of what I need to know, without any pressure. This makes the interview very organic and relaxed. I will (like Martin) need to spend some time in the edit, cherry-picking sound bites, but it will be worth it.
If you can help people to look and sound good, they will reward you with amazing interviews. I’ve had all levels of people chat with me as if they’ve know me all their lives, because they feel safe. And while that won’t make them feel any better about how weird the sound on screen, they will quietly be proud they stuck with it.
So, there you go, those are some of the things I’ve done to get the best interviews I can. Obviously, there is no magic bullet because every person is different, but to start with…You’ll definitely see and hear the benefit.
Thanks for reading this far and good luck with your future interviews.