So you’ve got a TV appearance coming up.  Don’t panic.  You’ll live through it.  More people will see you than ever before in your life, but not the whole planet.  There will be people — even in your home town — who won’t see you.  You will live through it.

Lots of books have been written on prepping for TV, so rather than try to be exhaustive, I’ll just go over a couple of things that you MUST remember.

First, the press is not your friend.  That’s so important, I’ll repeat it:  the press is not your friend.  Don’t confide in the press unless you want to see it on page one, or on the evening news.  Assume nothing is off the record or off camera. 

Second, know what you want to say, practice it, and then say it when the camera’s rolling.  Think in terms of 8-second sound bites.  It’s not a time to go into a lot of detail.  You’ll just look like you’re evading the question.  The TV camera is the most impatient medium going.  You’ve got to be quick.  Even on PBS.  Have about 5 points to make and then make them no matter what the questions.  ‘Bridge’ from the question to your answer. 

Third, get someone with fashion sense to advise you.  The visuals are all-important on TV.  Dress like you mean it, at the level to which you’re aspiring.  The person interviewing you will most likely be wearing a smart suit, and have had a haircut recently.  Don’t look worse than him or her. 

Fourth, watch newscasters with the sound off to see how they talk.  What you’ll see may surprise you.  They move their heads around a lot, because typically they’re shot from the shoulders up, or sitting at a table from the waist up.  That means that all the interest normally provided by human motion has to be compressed into the head, shoulders, and perhaps hands.  Don’t go crazy; don’t make yourself look foolish.  But put a little more energy into your conversation than you normally might.  As Marshall McLuhan famously observed, television is a cool medium.  It craves heat — and it’s up to you to provide it.