In the era of instant media communication, the ability to convey information effectively and concisely is crucial for anyone looking to shape their image. The “setka dziennikarska” — a short statement in front of the camera — is not only a routine part of journalists’ work but also a powerful tool in the hands of experts. So how can you effectively use this brief statement to fully strengthen your message and appear professional?First, it is important to know that the setka is recorded in a 100% sound and image format, where the statement is not covered by any cutaways. Although the journalist may ask several questions, only up to 20 seconds of the expert’s response is published in the final version, and the audience does not hear the journalist’s questions. The same rule applies to statements given for radio news, which appear in news services.Start with a warm-up!A key element of any statement is proper preparation. Remember to warm up your speech apparatus before the setka. It is recommended to read aloud several “tongue twisters” found online during this warm-up. Also, make sure to ask the journalist once more before recording about the topic of the conversation. Sometimes topics are passed from one journalist to another, and other times, even after prior arrangements, the journalist adds new subjects on the day of the recording. Being well-prepared is always worthwhile because preparation allows you to perform better and with more confidence during the recording.
Also, make sure the background behind you is appropriate — avoid odd elements sticking out from behind your head and any movement that could distract the viewer. Remember to speak not directly into the lens but to the person standing next to the camera, focusing on maintaining eye contact. Don’t dart your eyes around; look straight into the eyes of your interlocutor, which will give your statement greater authenticity and confidence. If looking into someone’s eyes for a longer moment distracts you, you can focus on a point or an object at the journalist’s eye level instead.How to answer questions?Since questions are not audible in the final material, it is crucial to provide answers in full context – do not start answers with “yes” or “no,” respond in complete sentences, preferably repeating the thesis or omitting it if you disagree with the suggestion contained within it. Absolutely do not repeat the negative thesis, even when denying it – for example, if asked “when will the company go bankrupt,” do not say “the company will not go bankrupt,” but rather “our company is in excellent condition.” The one-hundred-second format is an excellent opportunity to focus on conveying the key information important to us – such messages should be defined before recording the one-hundred-second segment.
In the case of difficult questions, we can take a moment to breathe and ask the journalist to repeat the question, gaining some time to think. However, never say “I’m glad the editor raised this issue/asked this question,” as this immediately signals to the journalist that the interviewee does not know how to respond. If you don’t know the answer at all, it is better not to pretend otherwise – simply say that you will get back with that information later/send it to the editor, etc.Posture and attireDuring your appearance, maintain proper posture – keep a stable position with your feet slightly apart and knees gently bent. It’s best to keep your hands bent at elbow height, and gesturing can help relieve stress. If you are holding something, make sure to keep full control so the item does not appear in the frame. Avoid crossing your arms over your chest, as this restricts the diaphragm and gives the impression of a closed-off posture. Also, remember that the camera may continue recording your behavior even after the recording ends, so it is crucial to maintain professionalism and control over your speech until the very end.
Appropriate attire is also important, as the camera enhances colors. Instead of white, light blue looks better. A navy blazer paired with a shirt looks professional, and the tie should be chosen depending on the occasion, preferably in light colors. Avoid small patterns that can “ripple” on camera, as well as highly contrasting clothing, such as red shirts or dresses.
In summary, proper preparation for recording is the foundation of a successful and professional one-hundred-second media piece. Nevertheless, even with the best preparation, small slips or unforeseen situations can happen. In such moments, maintaining calm and composure is key, remembering that it is always possible to retake a shot and refine the message. By combining solid preparation with flexibility and confidence, you will ensure an effective and impactful appearance on camera.
If you want to learn more, have important media appearances ahead, and need to test your skills before the camera and microphone, contact us. We will prepare a “tailor-made” training program adapted to your needs, organization, and the environment in which you operate.
