Perfecting the Art of the Interview with Jennifer Fukui
Jennifer Fukui is a leading media trainer - she’s trained some of the most well-known household names and served as a producer on 20/20. Fukui currently works at Clarity Media Group as a Communications Specialist. Here, she offers some advice and best practices on perfecting the art of the interview.
Jennifer Fukui, media trainer
As a former producer, what are some examples of a stellar media interview?
There are two critical components that separate a good interview from a great interview: gravitas and authenticity. Communication experts define gravitas in communication as, “…being grounded in your values and capabilities” in order to project, “the authority needed to make people sit up and pay attention.” It is impossible to influence and persuade without a captive audience. Equally important to a great interview is an effective and impactful delivery. The interview subject needs to be affable, maintain good eye contact, and speak seemingly without filter – a quality most audiences call authentic. Any interview with Indra Nooyi, Brené Brown, Pete Buttigieg, Shonda Rhymes, or Eddie Glaude Jr. are great examples of stellar interviews.
What is the worst media interview you experienced at 20/20?
As much as I would love to name names, that wouldn’t be very nice. What I can tell you is that the worst interview subjects came across as arrogant and oftentimes only participated to shamelessly plug something. They tactlessly treated the reporter as some extension of their PR and marketing effort, and the audience almost always picked up on their lack of sincerity. Have some empathy for the reporter, know that they are not there to promote you, but to report. Come prepared to share key points about your business or endeavor and frame your message in a way that tells a story that is new and distinctive. In the end, if you can influence what the reporter writes or how a broadcast narrative is shaped, you have made the most of that media opportunity.
Some people shine on TV. What skills are needed to master that on-air finesse?
The most engaging interview subjects have clear and salient points to make and complement those points with great storytelling. That means taking some time to identify those details ahead of time. Preparation is key! Most people grossly underestimate how much prep is needed to actually speak with finesse. The best speakers know how to rehearse, rehearse, and rehearse some more without sounding like they spent a minute practicing at all. Think President Obama. Go beyond knowing your talking points inside and out – understand what components of your delivery you need to improve to ensure that there is nothing to distract from the message you are trying to convey. The best way to improve is to watch yourself in action. The camera reveals all! Record yourself, playback that clip, and be brutally honest about what you need to change. Most people are shocked by how miserable they look, how much filler they use like “um” and “so” and how fast they are speaking. But you can’t fix what you don’t know, and seeing yourself on screen is the best way to jumpstart that improvement.
What is the biggest mistake people make during an interview?
The biggest mistake doesn’t happen during the interview at all – it happens before you even sit down with the reporter. John Wooden said that “failing to prepare is preparing to fail,” and that is never more true than in a media situation. Before an opportunity, it is crucial that you identify and prepare for any potential third rail questions. There is nothing worse than seeing someone shut down or get defensive in an interview because they don’t want to talk about something. Be aware of the news cycle, google yourself, your industry, and your company online to identify the potential tough topics or questions a journalist may ask you about. Chances are if you can find it online, the reporter can too. Prepare for the worst and know your way out.
If you could offer one piece of advice to a media novice, what would it be?
Prep and practice before you actually get to an interview. Do a mock interview with someone, record it, and watch it!
About Jennifer Fukui
Jennifer Fukui Castells handles many of Clarity’s trainings in California, particularly in the tech, entertainment, media, publishing, venture capital, fashion and hospitality industries. She has prepped everyone from Academy Award-winning actors, to leaders in technology and venture capital, to award-winning journalists for interviews with the press and public speaking engagements. She excels in preparing clients to relay their key messages and stories to the media and for prominent industry presentations. As a communications coach, Jen helps clients with message development by showing them how to transform their often complex ideas into relatable and compelling stories – the kind reporters select for their sound bites and quotes. Jen began her career in media at World News Tonight with Peter Jennings and spent the following six years producing for Barbara Walters at 20/20. While at World News, she pre-interviewed guests and produced breaking news interviews. At 20/20 Jen prepped Ms. Walters for her interviews by writing questions and collaborating on the final edits of the segments. Having worked on hundreds of interviews during her time at 20/20, Jen understands journalists’ mindsets, what they are looking for and the various tactics they employ to get what they want. She left broadcast television to pursue her passion for hospitality and worked for Chef Thomas Keller at The French Laundry, where she oversaw his cooking appearances and built out a private events business. After her stint with Chef Thomas Keller, Jen was recruited by the Gilt Group to work on the launch of Gilt Taste. At Gilt, she served as a brand ambassador appearing on television news programs to promote the new website as well as recruit vendors to work with the business. In addition to Gilt Group, Jen was also a part of the Plumfare team, which was acquired by Groupon. As a result of these unique experiences, Jen has a keen understanding of not only hospitality and lifestyle brands but a broad spectrum of technology companies.