Lights, Camera… Laptop? How to Shine on Broadcast TV Anywhere

When a broadcast producer asks whether your spokesperson will be in-studio or virtual, they’re not just sorting logistics. They’re shaping the entire segment.

While being in-studio may help your chances of securing an interview, it’s not a deal breaker; producers want clarity over anything else. They need to know how to stack their show, pick guests that will appeal to viewers and create engaging segments. Regardless of the format, it’s our job as PR practitioners to ensure spokespeople make the most of their appearance, navigate the nuances of each medium and hear those magical nine words: We’d love to have you back on the show.

If you anticipate your spokesperson will never land a broadcast segment because they’re not based in New York, London, or another major broadcast hub, think again. Virtual interviews allow you to tap into a wider range of spokespeople and provide perspectives from someone who isn’t local. As one idea, highlight to the producer that a remote guest can share a first-hand POV of what is happening in a specific market, like real estate trends or the impact of policies on a local economy. When the segment is wrapped, let the producer know you’d love to have your client join in-studio next time they’re in town.

Especially for spokespeople newer to broadcast, producers and anchors often favor in-studio guests. If an in-person appearance isn’t immediately feasible, it’s helpful to note when your spokesperson could realistically interview from the studio in the future. Though it’s a higher-intensity setting, in-person interviews give spokespeople an opportunity to make a personal connection with anchors and producers compared to what remote segments typically allow. Importantly, in-person opportunities aren’t limited to local spokespeople. A client who travels for a segment demonstrates a higher level of commitment, which producers value.

Once the interview is locked in, it’s time to prep. Whether it’s in-person or remote, consider sharing these tips with your client which can help lead them toward the coveted return invite:

• Know your headline before you go live: Before stepping on-air, know the headline you want to earn once your interview is clipped, posted and shared online. Are you up-to-speed on news of the day in case a curveball question is asked? You can’t control every question the anchor will throw your way, but you can be ready for how to respond, pivot and tie it back to something meaningful in your business. Before the lights come on, block off at least five to ten minutes to review your key talking points and say them out loud; warming up your voice and your mind in advance will pay dividends when the interview begins.
• Sit with confidence: Sit up straight and avoid fidgeting or swiveling in your chair, which can signal nervous energy and distract viewers. The same is true for your attire: wear solid colors, apart from red, which can be jarring on camera, and green, if a green screen is in use, and avoid bold patterns. You want the focus to be on what you’re saying vs. what you’re wearing. If virtual, ensure your background is professional, ideally with subtle company branding to ensure viewers can easily identify you throughout the interview.
• Most importantly, the audience can hear you smile: When you’re engaged, enthusiastic and interested, viewers lean in and anchors feed off your energy. In the best-case scenario, you’re invited back on the program. At a minimum, you’ve created an engaging segment you can shop to other shows and amplify across social platforms.

Whether in-studio or remote, strong preparation, not location, is what turns a broadcast appearance into a brand-building moment.