When it comes to corporate video production, capturing authentic and compelling interview answers is key. Marketers often wonder if they should share interview questions in advance to prepare the interviewees. In this guide, we’ll explore best practices for getting the best interview answers on camera and why sharing only the topics—not the exact questions—is the most effective approach.
Why Not to Share Exact Questions
The primary reason for not sharing exact questions beforehand is that people tend to try to memorise their answers, which can be incredibly challenging, especially with a lengthy list of questions. This often leads to unnatural and rehearsed responses. The one exception to this rule is when you need specific statistics or performance quotes, which should be confirmed and cleared by the interviewee in advance.
Sharing Interview Topics
Instead of sharing exact questions, it’s more effective to provide the interviewee with the topics that will be covered. For example, you might inform them that the interview will discuss how your services have benefited their business. The questions will cover the type of business they run, the challenges they faced before engaging your services, how your solutions helped, and a recommendation.
The Role of the Interviewer
As an interviewer, your job is to elicit the best answers from the person you’re interviewing. Working with an experienced producer can greatly enhance this process. Here are some best practices:
Conducting Preliminary Interviews
For some videos, conducting preliminary interviews with potential talent ensures they are the best fit for the final interview. These initial interviews should be short, casual, and conducted via video call. This helps tailor your questions, uncover critical information, and assess their ability to answer effectively.
Creating Paper Scripts
During preliminary interviews, recordings can be used to create “Paper Scripts.” These scripts outline the questions and desired response information, which can be approved or cleared in advance. Paper scripts are particularly useful when multiple stakeholders are involved and clearance is required before production. However, they should be considered indicative and serve as a reference point to ensure the mandatory points are covered during the actual interview.
Best Practices for Corporate Video Interviews
- Check if the Talent is Media-Trained or Experienced on Camera: This helps gauge how comfortable they will be during the actual interview.
- Develop Preliminary Interview Questions: Tailor these to uncover the most valuable insights and assess the interviewee’s capability.
- Conduct a Preliminary Interview: Use this to gather information and create a relaxed atmosphere for the interviewee.
- Develop Your Interview Questions: Based on the preliminary interview, refine your questions for the actual shoot.
- Build a Paper Script for Content Approval and Answer Reference: This helps streamline the approval process and provides a useful reference during filming.
- Share Interview Subject Matter Summary Before Production: Give the interviewee a clear idea of the topics without sharing the exact questions.
- Film the Interview: Execute the actual interview with all the preparations in place.
Handling Struggling Talent
In cases where the talent is struggling, consider the following tips:
- Take a Quick Break to Reset: Allow the interviewee a moment to relax.
- Begin Recording Without Letting the Talent Know: Sometimes, calling “action” can be intimidating.
- Take Your Time: Ensure the interviewee feels no rush.
- Share Content from the Paper Script: Refresh their memory if necessary.
- Take Another Break and Repeat as Needed: Ensure the interviewee feels comfortable and confident.
By following these guidelines, you’ll be well-equipped to conduct interviews that bring out the best in your corporate videos, making them resonate with your audience and achieving your goals. Getting the best interview answers on camera requires a blend of strategic preparation and flexibility during the interview process. By sharing the topics rather than the exact questions, and using preliminary interviews and paper scripts, you can ensure your corporate video production in Sydney is both authentic and engaging.
