by Amanda Schiralli-Smith
I was sitting in a chair across from a health care executive, expensive cameras flanking me, and I was nervous. It was only my second week at Onward Publishing, and I’d never conducted a video interview before. Between the lights, the cameras, and making prolonged eye contact with someone I’d just met that morning (it feels so intimate!), all while my new boss looked on…let’s just say I was a little overwhelmed. I made it through my list of questions, though to be honest I couldn’t tell you what his answers were, and when it was all over, I breathed a sigh of relief.
My peace was cut short, however, when my boss informed me later that my interviewee had pulled him aside afterwards to ask if I was mad at him. Mortified, I asked, “What would make him think that?” Well, apparently it was my face. Or, rather, my facial expression. My concentrated look of focus, trying to get my side of the interview right, translated to him as me being angry that he wasn’t giving me the answers I was looking for. And suddenly I realized: Oh, he was nervous, too!
It’s been seven years, and I’m proud to say I’ve been involved in some pretty cool video projects at Onward since then. In the process, I’ve learned a lot about the value of putting your interviewee at ease. Not only does it make them feel and look more relaxed in front of the camera, but it leads to much better answers and an overall greater video. Plus, the experience becomes more enjoyable for both of you when you have a rapport. Here are my top tips:
1. Ask Questions — Before the Interview Begins
This may seem obvious, but get to know the person you’re about to interview is important. There’s often a bit of time to wait for your crew to finish setting up, so use it to learn a little about their life, even if it’s things outside the scope of what you’ll be talking about on camera. A friendly pre-interview conversation is essential to putting someone at ease, and they’ll be much more comfortable once the interview starts if they feel like they’re talking to someone they know.
2. Explain, Explain, Explain
I always ask my subject if they’ve ever done an on-camera interview before. While some may be accustomed to being in front of the lens, for many it’s their first time, and they may be feeling nervous or intimidated. Tell them a bit about who you and your company are, what the production process entails (micing them up, explaining where they’ll sit and look, reminding them to speak in full sentences), what or who the video is for and who the target audience will be. It’s comforting for them to know exactly what to expect, and that they’re working with professionals.
Reassurance is key. They may be worried that they’ll say something wrong or stumble over their words. Let them know they can always stop and start again, and that it’s okay if they decide they want to rephrase their statement or say it a few different ways – and in fact, that can be helpful for editing purposes too!
3. Keep it Conversational
Once the interview starts, it’s your job to keep the atmosphere relaxed, leading in a comfortable conversation between two people will help to give you the results you’re looking for. Remember, how they feel will translate to how they look on camera. If they’re nervous, it will show!
You’ll likely have written questions for your interviewee. Use them as a guide to keep you on track, but don’t feel like you need to simply go down your list — it’s totally fine to go off script. If your subject says something interesting, let them expand on it! (“I really liked what you said about…tell me more!”) You can always jump around and go back to previous questions while allowing the interview to take shape naturally. Bonus: When you show your subject that you’re actively listening to what they are saying by asking follow-up questions it’s encouraging and empowering for them.
4. Fix Your Face
Speaking of active listening, make sure your face matches your interest in what your subject is saying. Your body language says a lot! So first, get comfortable. Take a deep breath, sit up straight and relax your jaw. Ensure you’re consistently making eye contact, and nod along to let them know you’re engaged in the conversation and that they’re doing great.
Like anything else, being a good interviewer takes practice. Remember that the person you’re interviewing is just that, a person. If you make them feel welcomed and comfortable, and don’t let the “lights, camera, action” get in the way, not only will you get a great interview, you might also make a new friend.