If you’ve ever seen a politician, entertainer or executive fumble their way through a broadcast interview, you know how truly awful it can be. The sputtering and sweating and awkwardness. And that’s just you being embarrassed for them. The person actually doing the interview is a terrible hot mess.
The best way to avoid this is with media training. However, if you’ve ever seen someone reciting talking points like a robot, then you know it’s almost equally painful to watch an on-camera interview being done strictly from memory.
The best scenario is having someone who can both stick to the agenda and inject some personality into what needs to be said. Just in the past week or so, we’ve had two examples of people who have been able to do that, much to our delight.