How to
make the most of your publicity/media exposure opportunities? Todd
Brabender
© 2007
http://www.spreadthenewspr.com As
a former TV news reporter/producer and a current PR/publicity professional, I
have been on both sides of the media interview game. I like to think I have a
good eye for what makes a good interview source, how to conduct an interesting
interview, and how to give a compelling interview. There are a few tricks of the
trade that can make you come off like a pro -- which will make the reporter's
job easier and most likely translate into a better PR/publicity placement for
you. Here are a few basic tips to follow: - When
a publicity campaign generates a media response, try to respond as promptly as
possible to that initial contact and subsequent requests. Reporters, editors and
producers are on constant deadline. If they don't get what they want from you
quickly -- they WON'T wait -- they WILL move on to another source.
-
State facts, not fireworks, keeping superlatives to a minimum.
Proving your
product is indeed the "BEST" is next to impossible. So don't. Simply
state the specific benefits of your product matter of factly. Let the consumer
decide which product is best. As long as you have a quality product, something
that should be evident by the time you implement a publicity campaign, your product
won't need "BEST EVER" or "NUMBER 1" claims to come out in
a positive light.
- Speak in sentences, not phrases.
Articulate
your answers in the following manner: Subject -- Verb -- Object -- Reason
Ex: "We (subject) are launching (verb) our new product (object) to give
consumers a healthy new option in beverages (reason)."
This will
help you give answers that are straightforward and easily understood. Beginning
sentences with phrases, tends to make your answers seem drawn out, disjointed
and most times unresponsive. This is not to say you should never begin a sentence
with a phrase. Granted, some media savvy interviewees can pull it off with articulation.
But until you get to that level -- stick to the fundamentals.
- "Echo-answer"
the main questions.
If a reporter asks: "What's so great about your new
product?" -- try to paraphrase and answer: "The great thing about our
product is..."
That quote/soundbite is much more likely to be used because
that answer can stand on its own without needing a "set-up" sentence
in the article/story. A reporter can throw that quote in anywhere and it is a
logical, understandable statement about the product.
- Keep quotes
and sound bites concise and articulate.
If you must have a "canned response"
to a question speak conversationally, not like a robot. A good rule of thumb for
answer
lengths: Effective TV/radio news broadcast soundbites should be around
4-10 seconds -- something you can speak comfortably in about 3 or 4 normal breaths.
Anything longer and it may seem to drone on. That's why they are called sound
bites. Regardless, stick to the S-V-O formula and there's no real way you can
get off track and therefore open you up to awkward follow-up questions.
- Be a well, not a fountain.
By that I mean allow the interviewer
to dip in and draw out your responses instead of spewing forth a tirade of unsolicited
information. (Don't worry - most interviewers will "lead" you into discussing
the most relevant aspects of your product) You will seem more genuine and less
self-serving if you answer the interviewer's questions succinctly and professionally.
This is especially true in "firefighting" publicity -- when your product/business/company
is being interviewed in the wake of a problem.
- Speak to the
interviewer, not the medium.
Don't get blinded by the "stage lights".
Whether you are speaking to the editor of a small town weekly newspaper or Oprah,
consider the reporter just a single person in your extensive targeted audience.
Treat the interview as a one on one conversation with the reporter. That will
make you more at ease, allow you to think more clearly and let you be more genuine
in your responses.
Credit:
About The Author:
Todd Brabender is the President of Spread
The News Public Relations, Inc.
His business specializes in generating publicity
& media exposure for innovative products/businesses/experts/websites.
(785) 842-8909
todd@spreadthenewspr.com
http://www.spreadthenewspr.com
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