On Cue with Kafui Dey: What every executive should know before going on TV

There comes a day in every executive’s life when the call comes through: “Good afternoon, sir/madam. We’d like to have you on our breakfast show to discuss the economy.”

Cue mild panic. Your assistant brings you coffee. You don’t drink it. Your mind is already doing somersaults — What do I wear? What do I say? What if I blink too much? What if I forget my own name?

Relax. Breathe. Let’s talk.

Going on TV is not a death sentence. It’s an opportunity — a golden chance to shape perception, build credibility, and showcase leadership beyond the boardroom. But just like you wouldn’t walk into an AGM without prep, you shouldn’t walk into a TV studio with nothing but vibes and a necktie.

Here’s what every executive — from Accra to Abuja — should know before stepping into the spotlight.

1. TV is not a meeting room with cameras

Too many executives walk into a studio and start speaking like they’re at a shareholder briefing. TV is not the place for jargon like “strategic realignment of our vertical integration model.” The viewers at home want to understand what you’re saying without needing a PowerPoint deck or dictionary.

Example: Imagine a CEO on a panel show who says, “Our fiscal trajectory reflects a paradigm of sustainable digitisation.” The host blinks. The audience blinks. Somewhere, even the teleprompter gives up.

Lesson: Speak human. Your job is to sound like a trusted leader, not an instruction manual.

2. Dress for the camera, not the corner office

You may love that navy pinstripe suit that makes you feel like James Bond at a board meeting, but on TV, it can make you look like a glitch in the matrix. Avoid busy patterns, shiny fabrics, and colors that clash with studio lights (bright white or neon anything — a firm no). Go for solid, calming colors — navy, mid-tone blue, or soft greys. And yes, iron your shirt. Cameras are unforgiving.

Ghanaian/African tip: A clean, well-fitted print shirt or dress or can look fantastic on air — as long as it’s not too loud. TV style is about subtle power, not carnival energy.

3. Know your headlines before you speak

A good TV appearance should leave viewers with one or two clear takeaways. Don’t go in with 18 talking points and no game plan. Distill your message. If your grandmother in Nkonya can’t understand it, neither will the audience in Kumasi or Nairobi.

Example: Let’s say you’re discussing fuel prices. Instead of, “Our data analytics platform aggregates real-time supply chain metrics…”

try: “Prices are rising because the cost of bringing fuel into the country has gone up — and we’re working on solutions.”

That’s a headline the news can use. And it positions you as clear, competent, and in control.

4. Mind your body language

The camera sees everything. That nervous leg bounce? Caught. The side glance to your PR person? Caught. The overconfident smirk when a journalist asks a tough question? Yup — caught. Sit tall. Look directly at the interviewer (or camera, if you’re asked). Use your hands, but don’t turn into a windmill. And for the love of all things professional, don’t check your phone on set. (Yes, it’s happened. Yes, it trended. Yes, we’re still embarrassed.)

5. Respect the format and the time

You may be used to hour-long board meetings, but on TV, brevity is king. If they give you five minutes, don’t speak for fifteen. If the host says, “Last word, please,” that’s not your cue to start a TED Talk. It’s your cue to wrap it up like a party jollof takeaway — neat and impactful.

Final word – Prepare, don’t perform

Viewers can smell fakery. You don’t need to be an actor — just an authentic version of your best self. Rehearse your points. Watch past episodes of the show. Know the host’s style. And if you’re not sure about a question? It’s okay to say, “That’s a great question. Here’s what I can share…” Confidence isn’t knowing everything — it’s knowing how to communicate what matters.

So, executive sir/madam…

Before your next TV appearance, remember: It’s not about sounding smart — it’s about connecting. Speak clearly. Dress thoughtfully. Deliver your message like it matters — because it does. The cameras are ready. Are you?

>>>Kafui Dey is a TV presenter, Corporate MC and public speaking trainer. Email him on [email protected]

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