Are your story pitches to reporters working? If you have
succeed in landing a media interview, congratulations!
This is a great opportunity to show off your expertise and
convince your audiences (readers, radio listeners, TV
viewers) why they should hire you to help them meet their
business or personal objectives.
Here are some trade secrets I've learned over 25 years as a
PR professional and journalist on how to prepare for - and
win - any media interview:
Before the Interview
·Never do an interview cold. Prepare yourself.
·Learn what you can about the publication, audience,
interviewer and story. Read the reporter's last couple of
stories.
·Start with a goal. Visualize the "headline." What
would you like the story to say?
·Review your 5-6 "must-say" message points that make
your case.
·Practice answers to all potential questions. Have
your staff grill you. They will enjoy it. You probably
won't, but it will make your answers more potent.
During the Interview
·If it is a phone interview, remove all
distractions. Get into the proper mindset.
·Keep message points in front of you. Repeat your
messages 2-3 times during interview to make sure they get
into the story.
·Speak through the reporter to your audience.
Picture a potential customer and pretend you are talking
with him or her directly. This is very effective.
·Learn to take yes for an answer. Skilled
salespeople say that once you make the sale, don't keep
selling! Same goes for interviews. Once you make your
point and you are sure the reporter gets it, shut up and
move on. There is a temptation to embellish your answer for
a few more minutes because you know so much about the topic
at hand.
·Be engaging and friendly.
·Speak slowly. Remember, the reporter has to
understand you well enough to explain it to others.
·Don't repeat a negative question; it will end up as
part of your quotes in the story. Stay positive.
·Don't criticize your competitors by name - you're
giving them free PR. If you hammer home what makes your
product or service unique, your potential customers will
figure out the differences for themselves.
·Never lie. Just say you can't discuss a particular
topic.
·Don't guess. "I don't know. I'll get back to you on
it," is a fine answer. Say you will call back and then DO
it.
·Make your points easily understood, e.g., Use
clarifying statements to get a reporter's attention to make
sure he/she pays attention when you give your messages: For
example: 1)"The three most critical issues are..." 2)"There
are three main points to remember here...." 3)"The most
important aspect of this whole situation is...." 4)"The
people who will be most affected by this are..." 5)"Let me
summarize." ·
· Let the reporter use a tape recorder for accuracy.
You can use one too for verification. Might come in handy
if there is a dispute later on a quote.
· In a confrontational interview, keep to the high
road. Don't be defensive. Avoid emotion.
·Always stay in control of an interview. Even if
the reporter is rapid-firing questions at you, it is OK to
think before you speak. They can't quote you on something
you didn't say. In this day of one-minute TV stories that
are considered in-depth, pausing to think before answering
a difficult question can be perceived as being stymied.
Still, go for substance over style.
·Never say flatly, "No comment." It makes it appear
as though you are hiding something negative.Always give a
reason, even if it is non-committal,e.g., "We can't discuss
anything in litigation," "We don't discuss personnel
matters," "We don't respond to rumors," or "Once our new
product is ready to announce, we will do so."
Practice these techniques to stay in control of your
interviews. Positive press is a very powerful engine for
success!
----------------------------------------------------
Robert Deigh is president of RDC Communication/PR and
author of the upcoming PR book "How Come No One Knows About
Us?"(WBusinessBooks, May '08). For a free full chapter, "16
Ways to Come Up With Story Ideas That Will Attract Press,"
contact rdeigh1@aol.com
No comments:
Post a Comment