It seems obvious. If you can get up on stage and, armed with knowledge and charisma, hold a large audience spellbound for thirty minutes, surely a three-minute broadcast interview would be like a walk in the park. But that’s precisely where many stumble and slip up.
When delivering a speech, you have your material to hand, you have time to develop arguments, explore options, go into detail. Your audience usually know about your business and you can lead them gently and persuasively to the conclusion you want. If you must, you can even use Powerpoint. Above all, you are in control.
None of the above, unfortunately, applies in a broadcast news interview. You are starting where the interviewer wants to start, you cannot use notes, and you may be interrupted in mid-flow. You are talking to an audience who may know little or nothing about you and your business. And before you know it, it is all over.
It is not however impossible. It simply demands a different way of thinking, of marshalling your material. You must be ruthless in rejecting detail and peripheral information. You have a very short time to make your point and impress the audience. It can be done but there is no shortcut – it simply means “prepare, prepare, prepare”.