In the age of 24/7 media, viral clips, and bite-sized attention spans, an on-camera interview is no longer just a routine PR stop—it’s a make-or-break moment of performance, perception, and power. Whether you’re a CEO addressing investors, a politician fielding policy questions, or an expert appearing on a news panel, how you show up on camera can shape your reputation more than what you actually say.
A solid message can fall flat if the delivery is poor. Conversely, the right tone, body language, and presence can elevate even a simple message into something persuasive and memorable. When done well, on-camera interviews are platforms for leadership. When done poorly, they’re open caskets for credibility.
So, what separates a strong on-camera interview from a disastrous one? Let’s dive into the key dos and don’ts of appearing on camera—with real-world examples, behavioral psychology insights, and media coaching principles drawn from decades of broadcast experience.
DO: Prepare Your Key Messages Like a Litigator
The number one mistake most people make on camera is assuming they can “wing it.” They confuse authenticity with improvisation. In reality, the best on-camera communicators prepare like they’re going into a courtroom.
Before any interview, define three key messages—what you want the audience to walk away remembering. These should be clear, concise, and repeatable in under 10 seconds. Avoid corporate jargon and write them in the language of real people.
Good: “We’re investing in American jobs and communities.”
Bad: “Our strategic focus this quarter is localization of employment footprints.”
The best spokespeople aren’t robotic—but they’re never accidental.
DON’T: Ramble
TV is unforgiving to ramblers. The average attention span of a viewer is about 8 seconds, and editors will cut you off mid-thought if you drift. Rambling suggests you’re unprepared or hiding something—even if you’re just thinking aloud.
Instead, practice the “bite, back it, bridge” model:
- Bite: Start with a clear, bold statement.
- Back it: Offer one data point or example.
- Bridge: Pivot to your next key message or insight.
For instance:
“Yes, we’ve had challenges. [Bite] But we also added 3,000 jobs last year in underserved markets. [Back it] And that’s exactly where we’re doubling down this year. [Bridge]”
That’s a 20-second answer with structure, confidence, and control.
DO: Dress for the Camera, Not the Conference Room
Camera-friendly clothing is not the same as stylish clothing. On television or Zoom, patterns can shimmer distractingly, dark colors may flatten your presence, and some whites can blow out lighting.
General rules:
- Avoid tight stripes or small checks—they strobe on camera.
- Stick with solids or subtle patterns.
- Navy, teal, cobalt blue, and mid-tone gray work well on all skin tones.
- Avoid high-contrast pairings (like a black jacket with a stark white shirt) unless it’s well lit.
- For women: avoid clanky jewelry and overly reflective fabrics. For men: check your tie’s alignment—it will haunt youin post.
And don’t forget grooming. Shiny foreheads, rogue flyaways, or untrimmed facial hair all distract from your message. Media coaches often advise: dress for 20% more authority than the viewer expects. You’re not just participating—you’re performing.
DON’T: Let Your Face Say What Your Mouth Doesn’t
Micro-expressions betray the words you speak. Eyebrow raises, lip smirks, rapid blinking, or darting eyes can all contradict your verbal message—and audiences may not even realize why they don’t trust you. They just feel it.
When on camera, own your expression. Maintain a calm, focused gaze. Nod slowly when listening. And if you must disagree or correct a premise, do it with composure—not condescension.
Avoid “resting skeptic face.” If your neutral face reads as bored, annoyed, or angry, train yourself to adopt a gentle half-smile as your default.
Remember: charisma isn’t just energy—it’s controlled, empathetic engagement.
DO: Control the Frame (Even on Zoom)
Post-pandemic, many interviews now happen virtually—but too many people treat Zoom interviews like casual chats, forgetting they’re still on camera.
Some basic but powerful video interview tips:
- Camera angle should be at eye level. Not below your chin.
- Lighting should come from the front, not above or behind.
- Framing should include your head and shoulders, with a bit of space above your head.
- Background should be neutral, tidy, and non-distracting. Bookshelves are fine. A messy bed or kitchen is not.
- Audio is half the experience. Invest in a microphone or good headset.
In one viral interview, a CEO trying to defend a layoff decision appeared in front of a luxury wine collection—tone deaf and out of touch. Setting matters.
DON’T: Take the Bait
Reporters are trained to provoke soundbites. It’s their job. Yours is to remain unflappable.
When asked loaded or adversarial questions:
- Stay calm. Slow your breathing.
- Repeat or reframe the question in your answer.
- Steer back to your message.
Example:
Reporter: “Isn’t this just another corporate tax dodge?”
You: “We absolutely pay our fair share—and in fact, we’ve invested $10 million this year alone in local infrastructure. That’s something we’re proud of.”
Don’t argue. Don’t sigh. Don’t say “no comment” (it sounds guilty). Instead, pivot with purpose.
DO: Practice Aloud—and On Camera
Nothing prepares you like hearing yourself out loud. What sounds clear in your head may land clunky in real time. Practice with a colleague or media trainer. Better yet, record yourself on your phone and play it back.
Watch for:
- Pace (you’re likely too fast)
- Filler words (“um,” “like,” “you know”)
- Eye contact (don’t stare at yourself on screen)
- Breathing and posture
Pro tip: do a 2-minute rehearsal right before the interview. It warms up your voice and centers your rhythm.
DON’T: Overshare or Get Casual Too Soon
Many interviews start with small talk, jokes, or “warm-up” questions. That doesn’t mean the cameras aren’t rolling.
A hot mic or early broadcast can catch informal comments that weren’t meant for public ears. Just ask anyone who’s been caught swearing on air or making sarcastic remarks off-the-cuff.
Maintain your professional posture from the moment you connect to the moment the feed cuts. You don’t have to be stiff—but stay self-aware.
DO: Tell Stories, Not Just Stats
Data makes you credible. But stories make you memorable. Viewers are more likely to recall an anecdote than a percentage. Don’t just talk about your initiative—describe someone who benefitted from it. Show, don’t just tell.
For example:
“This program helped thousands of veterans.”
Better:
“I met a Navy veteran named Angela who told me this program helped her get her first civilian job. That’s what we’re fighting for.”
The human element matters. Even in financial or technical interviews, find the people behind the numbers.
DON’T: Ignore the Emotional Layer
Even business interviews are emotional. People judge tone before they process content. If you sound defensive, impatient, or bored—even if your facts are airtight—your message suffers.
This is particularly crucial in crisis interviews. A robotic or overly legalistic tone signals evasion. People want to hear accountability and care.
Learn from BP’s infamous post-oil spill gaffe where its CEO said, “I’d like my life back.” His detached delivery, combined with self-pity, became a case study in tone-deafness.
Empathy and authority must be delivered together.
DO: End Strong—and Know When to Stop
Many interviewees make the mistake of over-answering. They feel the need to fill silence or “wrap up” with a closing thought that can go off-track. When you’ve made your point, stop talking.
A clean, confident pause is more powerful than a nervous ramble.
Also, if given the chance to “add anything,” be ready with a sharp 15-second summary. Reiterate your main point, thank the host, and offer a forward-looking statement.
Example:
“Just to sum up, we’re committed to solving this the right way—for our customers, our employees, and our communities. Thanks for giving us the chance to share that.”
That’s grace under pressure.
DON’T: Forget Who Your Real Audience Is
It’s easy to think you’re speaking to the interviewer. But in reality, you’re speaking through them to a larger, unseen audience.
- Are they customers?
- Voters?
- Partners?
- Employees?
Speak their language. Anticipate their skepticism. Reflect their concerns.
The best interviews aren’t performances—they’re acts of public service. When you treat them that way, your credibility multiplies.
Final Thoughts: This Isn’t Optics—It’s Leadership
On-camera interviews are no longer reserved for cable news pundits and celebrities. In our video-first, trust-scarce era, everyone is on camera. From Zoom calls to TikTok clips to global TV spots, your reputation is built frame by frame, word by word.
The difference between a strong interview and a poor one isn’t charisma. It’s preparation. It’s awareness. It’s intent.
Treat the camera not as a threat, but as an amplifier.
When you show up calm, confident, and clear—you don’t just survive the spotlight.
You own it.
