You know your boss needs help. Every time you set up a TV interview with the executive, something goes wrong – despite hours of preparation.

The executive’s message gets overshadowed by a meandering answer. When questions become challenging, her frustration visibly boils over. Her resulting facial expressions tell viewers she has something to hide. Instead of a helpful exchange, the interview turns into a contentious meltdown. The sound bites that wind up in the story are totally off message. The interview casts the company in a negative light and make board members wince.

At this point, many executives will recognize they need help – and ask for it. But your boss blames the interviewer and doesn’t acknowledge any room for personal improvement. You know you have to find a way to turn things around. The status quo can’t continue.

But how do you persuade the recalcitrant executive that it’s time for professional help?

First, give the executive time to cool down. Let some time pass after the offending interview airs. Then find a time when you can get your boss’s undivided attention.

Begin with a non-threatening conversation. Compliment your boss on the excellent work she has done. But suggest that those accomplishments didn’t come across in the TV interview the way they should have.

Be specific about your concerns. Focus on the message – the need to deliver a clear response that’s on topic, with proof points to back up assertions – and the importance of returning to those messages even when frustration sets in. Also talk about gestures and facial expressions – what worked and what didn’t. Describe how your boss came across to the average viewer, and to key stakeholders.