Learning the “secret knock” to the door of opportunity is key when dealing with today’s news media. Check out this brief presentation to learn tips and strategies to get the most out of your interview opportunities. Contact us to schedule your media training or to learn ways to make your Slideshare presentation more effective.
51. Remember:
Advertising can raise awareness, but
good public relations can earn
credibility.
(Instead of buying an ad and saying
how great you are, you have a
newspaper implying it--if you manage
to tell your story correctly.)
80. Watch out for the “Is there anything I
forgot to ask?” ask. This can lead to
inadvertent introduction of negatives
or temptation to be funny.
81. Short-sheet the reporter.
Leave a page of clear, easy to read
facts, bullet points and references for
them to use later when putting their
story together. This can also be a PDF
online--but make sure you print a
copy and give it to the reporter.
Leave nothing to chance.
83. Never ask the reporter to
“approve” their story. This is tacky
and makes you look bush league.
84. Don’t assume it’s
over until you’re out
of the room.
Everything you say is on the record--
including follow-up calls to verify
information.
Don’t say something “juicy” and expect the
reporter not to use it.
87. Check out our
“Beyond the
Basics”
Seminar
Get the full monty! Go in-depth
with tips on what to do when
things go wrong, crisis
communications strategies and
actual hands-on practice.
89. Sign up for our PR Tips Newsletter and Read
our AlexanderG Whiz Blog at:
www.AlexGPR.com
Twitter: @A_Greenwood
Hinweis der Redaktion
20 Years Experience in News Media, Public Relations & Marketing
Former Newspaper Reporter & Editor
Former Radio Talk Show Host
Former Vice President of Public Affairs for Kansas City Public Television
20 Years Experience in News Media, Public Relations & Marketing
Public relations is a profession that ethically identifies, develops and creates strategies to communicate the key messages of the client.
Propaganda
Advertising
Marketing
Writers/Editors
Spokespersons
Speechwriters
Strategic Planners
Media Relations Experts
News is timely and relevant info
Often contains conflict and drama
Consists of notable/unusual happenings
Is of general interest to a particular audience
A scoop
Newspapers
Magazines
Trade Publications
Local Television News
National Television News
Radio News/Talk shows
Online News Website
Web Blogs -- Blogs
Podcasts
Inform their audience
Create a compelling story
Sell publication/story
Act as a catlyst for change
Write first draft of history
Bring together consumers and producers
I cover TV interviews, radio, etc. in the Full Monty.
Some may say that “Marketing pays for placement, PR positions for placement.”
Ask the reporter what their “angle” is for the story.
Hold your horses.
Prep with your PR person or project team.
Brainstorm.
Identify THREE key message points.
Questions anticipated.
Questions you hope to get.
Hold your horses
Brainstorm
Identify 3 Key message points
Also ask if they are on deadline. If they are 10 minutes from deadline, you still need time to prepare, so tell them you will call back in 5. Don’t get caught off guard.
Key message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.
Also ask if they are on deadline. If they are 10 minutes from deadline, you still need time to prepare, so tell them you will call back in 5. Don’t get caught off guard.
Key message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.
Interviews are like a dance someone has to lead” “Do you have any questions for my answers?” Using examples analogous to everyday life is very effective. Ask yourself...if you were reading this story what would you say that would answer “What’s in it for me?” Find ways to bridge the reporter’s question back to one of your three key messages. Example: “Do you believe sustainable architecture is worth the financial costs?” You could answer” “The real issue, Dave, is quality of life. Sustainability for people like the folks in Greensboro is more than just rebuilding their town, it’s about giving them a community worth of their will to rebuild. You can’t put a price on that.”
Sizzle, not steak.
Humor is good, but be careful.
Absolutes, action words and analogies are absolutely good ideas.
If the cliche’ ain’t broke...
Keep the hyperbole to a minimum.
They already have the facts, usually. They look to you for the human factor.
Analogies: “Men are like buses, there’s always another one coming along.” or “Life is like a box of chocolates.”
Cliche’s work-- “If it sounds too good to be true, it probably is.”
Action words: destroy, decimated, accelerating, swatting, etc. Use only when it truly enhances your key points.
Absolutes work: “Read my lips, no new taxes!”
“Go ahead, make my day,”
Watch out for exaggerations. “80,000 people here at Riverfest!”
Also remember--the closing thing you will get to controlling an interview is having good information and juicy soundbites. I have been in situations where a good soundbite has changed the tenor of an interview. Nurisng home--”We are terribly worried about him and appreciate you helping us get the word out to the public so they may help us find him.”
Humor is good, but be careful
The other ‘P’ was Prepared, as in Be Prepared, remember?
Now back to our newspaper interview...
Look your best. That includes personal hygiene and grooming.
Make the interview site is presentable with few distractions.
A dirty office is a distraction. Unruly people nearby is also a bad distraction.
It’s tougher to write bad things about nice people.
The reporter has a job to do, and so do you.
Avoid “off the record” remarks.
Brevity is the mother of great coverage.
Get those sound bites in!
Avoid “off the record” remarks.
A brief interview is a good thing.
Watch out for the “Is there anything I forgot to ask?” ask.
Short-sheet the reporter.
Don’t ask the reporter if you can approve the story before it is published.
Don’t assume that because you’re walking to the door, the interview is over.
Jimmy Carter made this mistake--PLAYBOY INTERVIEW: In an interview published in the November 1976 issue of Playboy magazine, then-Governor Carter talked about the role of religion in his life. It was the last of several interviews, and as he walked the reporter to the door he said:
" I try not to commit a deliberate sin. I recognize that I'm going to do it anyhow, because I'm human and I'm tempted. And Christ set some almost impossible standards for us. Christ said, 'I tell you that anyone who looks on a woman with lust has in his heart already committed adultery.'
"I've looked on a lot of women with lust. I've committed adultery in my heart many times. This is something that God recognizes I will do--and I have done it--and God forgives me for it."
He went down 17 points in the polls.
Never threaten. Call the reporter first. Editors are reasonable when you are.
If you want to learn more, including in-depth scenarios and training...you’ll want The Full Monty. It’s a great movie, too.