Communicating effectively with media
Published 12:00 am Wednesday, March 31, 2004
Press Release
Promoting your business or organization is one of the most important steps you can take to achieve recognition. One way of getting the word out is through free public forums, such as, association meetings, radio, television appearances or feature interviews in the press. Becoming a vivacious and interesting guest or organization representative however, takes some knowledge and practice. There are times when a businessperson should use help from a professional to insure they are a road warrior not road kill, when appearing in a public forum. Here are TEN steps you should know before you offer yourself or your representative as a guest expert for an interview. These tips were created to help you become an interesting, vivacious and therefore, sought-after guest in the media. You may also find these ideas useful when meeting with potential clients.
10. Be up-to-date.
Be the expert in your field. Take advantage of trade publications, association newsletters and current information to keep up with the changes and cycles of your business. You can be a valuable asset to the media by being able to discuss trends, breakthroughs in your business, and how these changes will affect the public. By being well read and informed you can offer ideas for feature stories for the news or follow-up segments for subjects covered by the media.
9. Understand the opportunities of the interview.
When you’re asked to do an interview, treat it as a business transaction. An interview is not a chat over coffee. The interview should be valuable to your audience and attract new interest in your work or business. You can introduce people to your “expert” information as well as, inform them about the service you provide and how this service can solve their problem. Listen. You’ll find new problems to solve if you listen carefully to audience questions. The experience can be a pleasure and you can increase your credibility and business.
8. Observe all the opportunities available to get the word out.
It is truly amazing how many public speaking or interview situations abound. Watch, read, and take note of all kinds of interviews, such as, news, talk, and panel shows, as well as radio and print. Consider how you might fit into a segment as an expert. Observe related media; consider how the subject is handled and how the host and guest work with each other.
7. Consider how your information can help others.
Be altruistic. What information or ideas can you suggest to a newspaper editor, a television or radio producer or the person who books the guest speaker for a monthly luncheon meeting. How can you give your valuable information to those who need it? Where is your audience? Who is your audience? Consider contributing to articles and newsletters that target the groups you want to reach.
6. Give it away!
Create handouts and give-aways that will have continued value and benefits. Choose engaging tips and information that contributes to the knowledge of your audience. Capture audience interest by making sure they have something of value to take with them when they leave.
5. Focus your information.
Decide on 4 or 5 major points or messages you want to make during the interview or speech. Creating an agenda will give you specific goals to reach and help your audience follow your lead. These points can change and vary form on interview situations to another depending on the audience.
4. Practice telling a story and answering a question.
This is a learned skill and you can do it! Make sure you include anecdotes and verbal pictures in the interview. Be specific. The difference in saying, “Someone won the lottery” as opposed to “Tonight, Jim Baxter will be laughing all the way to the bank, because today he won 5 million dollars in the lottery.” People remember better if they can picture what you’re saying.
3. Don’t become a recording.
Make sure you have a number of stories to illustrate a point. Three or 4 stories for each point will insure less repetition and more variety. There is nothing worse than hearing all the same stories.
2. Never depend on the host /interviewer to promote and explain who you are and what you do.
Make sure you are confident about your work and be enthusiastic. Enthusiasm is contagious and it will engage the interviewer and create a stimulating conversation. The responsibility to convey your message lies with you. Don’t depend on the interviewer to ask the “right” questions. This is why you made an agenda.
1. Show Up!
If you are not excited about the subject, and you feel uncomfortable in interview situations, I encourage you to get over it! Look great, act marvelous and enjoy the experience and the company.
Shirley Davalos is a former Media Producer and Consultant in the San Francisco Bay Area, you can visit her website at www.davadiva.net.