Key Lessons From CNN’s Interview With Kamala Harris And Tim Walz

Interviews with news organizations can be an effective way for business leaders to share their views and convey their messages with large audiences.

CNN’s Dana Bash’s interview last night with Democratic presidential nominee Kamala Harris and running mate Governor Tim Walz provided corporate executives with examples to follow—and avoid—when they are interviewed, whether on TV or by other news organizations.

An informal survey of media and spokesperson consultants yielded the following insights and observations about the headline-making interview with the two candidates.

A Weaker Appearance

Before starting a television interview, be sure to check a monitor to see how you will appear on camera.

“The visual framing of the interview didn’t do any favors for Harris. While she was positioned in center frame, she was also the farthest from the camera, while Bash and Waltz were both on the same plane and closest to the camera. This resulted in Harris appearing smaller when she was already the shortest person on-set. Combined with her sometimes slightly sunken posture, these factors contributed to an overall weaker appearance,” Christina Campoy, a media trainer, observed via email.

‘Not A Good Look’

Physical size and appearances should be taken into account when being interviewed, especially if it is a joint interview.

Walz “is a larger man and they both sat in standard chairs so his size overpowered Harris’ smaller frame. That isn’t a good look for someone running for the most powerful position on the planet. If he had to be there, I a would have at least given her a taller chair and lowered his so Harris appeared as his equal,” Baruch Lupinski, CEO of Rank Secure, advised in an email interview.

Conversational Approach

When responding to questions by interviewers, executives should avoid giving shorter versions of speeches or presentations.

“Waltz consistently maintained eye contact, addressed questions directly, and projected confidence throughout the interview. His occasional glances at Harris to share agreement further enhanced his conversational and approachable demeanor, making him seem more in control and relatable,” according to Campoy.

Key Messages

Before doing any interviews, executives should know the handful of key messages that they want to share with the audience.

“Harris and Walz showcased a strong grasp of their key messages, demonstrating the impact of thorough media training,” Tim Peters, chief marketing officer of Enghouse Systems, who has extensive experience in media strategy and crisis communication training.

When asked tough questions that they’d prefer not to answer, there is an effective way for executives to transition back to their key messages.

“Harris, in particular, effectively employed the ‘bridging technique’ when faced with challenging questions around the environment and fracking—smoothly transitioning back to the core message of her campaign without appearing evasive. This ability to maintain composure and clarity, even when addressing difficult topics, is a testament to their preparation and understanding of the audience’s expectations,” Peters noted.

Body Language

How executives sit and gesture can help ensure the effectiveness of their messages and answers to questions.

“While Harris kept control over the basics—no shifting in her seat, no excessive hand gestures, no fidgeting—she faltered when faced with the tougher questions. Despite the generally friendly nature of the interview, her frequent breaks in eye contact and tendency to look down during more challenging moments suggested a lack of readiness or confidence,” Campoy pointed out.

Preparation

The more prepared that business leaders are for their interviews, the more likely it is that they will do well.

“Harris’s strongest moment came when she was asked about Trump’s comments. She sat firmly in her seat, maintained perfect posture, held eye contact, and confidently stated, ‘Same old tired playbook. Next question, please.’ She was clearly ready for that question and handled it with grace, showing that she can effectively address challenging topics when prepared,” Campoy concluded.

The 6 Cs Of Effective Communication

In addition to paying attention to how others are interviews by news organizations, business leaders should also keep in mind several best spokesperson practices.

When I conducted media/spokesperson training for business executives and political candidates, I shared with them the following ‘’6 Cs of Effective Communication” that could help ensure that their interviews were successful.

Clear

Use plain simple language that everyone can understand.

Concise

Make your point quickly; do not ramble.

Coherent

Avoid using jargon or buzzwords that will confuse your audience.

Current

Make sure your information and statistics are up-to-date.

Correct

Check the accuracy and sources of all the facts and figures that you cite.

Consistent

Do not contradict yourself when speaking to different audiences.