One day in the career of each executive arrives when they receive a phone call: “Good afternoon, sir/lady. We’d like you to join us on our morning program to talk about the economy.”

A hint of anxiety sets in. Your assistant offers you a cup of coffee. You decline it. Your thoughts are spinning—What should I put on? What will I talk about? What if I squint excessively? What if I lose track of who I am?

Relax. Breathe. Let’s talk.

Appearing on television isn’t a career end. It’s a valuable opening—golden chances to influence opinions, establish trustworthiness, and demonstrate leadership outside of meetings. However, similar to how you would never enter an annual general meeting unprepared, you should also avoid entering a TV studio relying only on energy and a tie.

This is essential knowledge for every leader—spanning from Accra to Abuja—before entering the public eye.

1. 
   Television is not a conference hall equipped with cameras
   

Many leaders enter a studio and begin talking as though they’re addressing an investor meeting. Television isn’t suitable for terms such as “strategic realignment of our vertical integration model.” Those watching from their homes should be able to grasp your message without requiring a slide presentation or a glossary.

Example:

Picture a chief executive appearing on a talk show stating, “Our financial path represents a model of sustainable digital transformation.” The moderator pauses. The crowd does too. In some distant place, even the teleprompter loses hope.

Lesson:

Act like a person. Your role is to come across as a reliable leader, not a set of instructions.

1. 
   Pose for the lens, rather than the boardroom
   Get dressed for the shot, not the executive suite
   Style yourself for the photograph, not the corporate environment
   Present your best look for the camera, not the office setting
   Adorn yourself for the visual moment, not the workplace
   Dress with the image in mind, not the cubicle
   Fashion your appearance for the picture, not the conference room
   Look camera-ready instead of meeting-ready
   Put together an outfit suitable for the frame, not the desk
   Prepare your attire for the snapshot, not the office atmosphere
   

You might adore that navy pinstriped suit that gives you the confidence of James Bond during a boardroom presentation, yet on television, it could appear as though you’re an error within the system. Steer clear of intricate designs, reflective materials, and hues that do not complement stage lighting (such as bright white or neon shades—definitely avoid those). Opt for steady, soothing tones—navy, medium-blue, or gentle grays. And indeed, iron your shirt; cameras have no mercy.

Ghanaian/African tip:

A neat, properly tailored printed blouse or gown can appear stunning on television—as long as it isn’t overly bold. Television fashion focuses on quiet strength rather than lively excitement.

1. 
   Be aware of the news stories prior to speaking
   

An effective television appearance needs to provide viewers with one or two strong messages. Avoid entering without a structured approach and too many topics. Simplify your communication. If someone from Nkonya doesn’t grasp it, then audiences in Kumasi or Nairobi won’t either.

Example:

Imagine you’re talking about gas costs. Rather than saying, “Our data analytics platform collects up-to-the-minute logistics information…”

Prices are increasing due to higher expenses involved in importing fuel—and we’re looking for ways to address this.

This could be a suitable title for the news. It presents you as straightforward, capable, and authoritative.

1. 
   Mind your body language
   

The camera captures everything. That anxious knee movement? Recorded. The sideways look towards your public relations representative? Captured. The overly confident smile when a reporter poses a challenging question? Yes—caught. Keep your posture upright. Maintain eye contact with the interviewer (or the camera, should you be instructed to do so). Utilize hand gestures, yet avoid becoming like a windmill. And please, for the sake of professionalism,

Avoid checking your mobile device during filming.

(Sure, it occurred. Sure, it went viral. Sure, we’re still feeling ashamed.)

1. 
   Honor the structure and the schedule
   

You might be accustomed to one-hour committee sessions, but on television,

\xa0brevity is king.

If they offer you five minutes, avoid speaking for fifteen. When the moderator says, “Final comment, please,” that isn’t an invitation to launch into a TED Talk. Instead, use it as a signal to conclude things smoothly—like a well-packaged party jollof meal: clean and memorable.

Last message – Get ready, don’t act out

Audiences can detect insincerity. You don’t have to be an actor—just an

true essence of your finest self.

Practice your key arguments. Review previous seasons of the program. Understand the moderator’s approach. And if you’re uncertain about a query? It’s acceptable to respond with, “That’s an excellent question. Let me tell you what I know…” Self-assurance doesn’t mean having all the answers—it means being able to convey what is important.

So, executive sir/madam…

Prior to your upcoming television interview, keep this in mind: It isn’t about appearing intelligent—it’s about establishing a connection. Articulate yourself with clarity. Choose your attire carefully. Present your message as though it holds significance—because it truly does. The cameras are set. Are you prepared?

>>>

Kafui Dey works as a television host, corporate master of ceremonies, and speaker training specialist. Contact him via email at


kafuidey.mc@gmail.com

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