Smile, you're live! appearing as a guest on a television or radio show can be a breeze--if you prepare.

• Author: Rose, Gene
• Position: TOOLS OF THE TRADE

You've been asked to be a guest on a television or radio program. The keys to success in communicating your message lie in your ability to prepare for and deliver it. By following a few simple interview do's and don'ts, you can effectively deliver your message to the masses, often for free, through the use of the broadcast medium.

Before the interview, your preparation should focus on two key areas: background information on the media program and your message.

GATHER BACKGROUND INFORMATION

Know that your audience is the key to any effective presentation. Your participation in a television or radio interview should be an interactive presentation. First, learn about the reporter or interviewer and the format of the program.

* Is the topic of discussion within their expertise?

* Is the interviewer known for "attacking" guests, or is he amicable toward the people he has on? The format of the show may influence how you plan to deliver your message.

* Is the show "live" or is it prerecorded? Live interviews may require more time to adequately prepare your message. Taped interviews are a bit more forgiving--you can stop and start over, a luxury you don't have when you are live.

* Will the show be accepting phone-in calls from the general public?

* What are the demographics of the show's audience?

* What is the topic of the interview, and why was it chosen?

DECIDE YOUR MESSAGE

As the saying goes, think before you speak. Decide in advance what key points you want to convey. Designate a few of your most persuasive examples to support the goal of your message. If it makes you feel more comfortable, outline these points on index cards and take them with you to the studio. Practice your "soundbites" before the interview. Arrive early so you can meet the interviewer before the show starts.

DELIVER THE MESSAGE

Fleishman-Hillard, a leading communications consulting firm, offers the following tips for delivering an effective interview:

1 Don't over-answer. Short answers are better than long.

2 If you are unsure of an answer to a question, "bridge" to a related point you want to make. Or offer to assist the reporter in finding an answer.

3 Asked about a problem? Respond by talking about a solution.

4 Correct false charges or incorrect facts given by a reporter.

5 Frame your responses in a positive way.

6 Speak clearly. Avoid jargon.

7 Be likable.

8 Keep your cool. Ten seconds of losing your temper will last longer in the public's mind than an hour of...