Communication Steroids » Public Relations

How to Give a Good Media Interview

Roger Pike — Wed, 12 May 2010 13:23:11 +0000

So you’ve been asked to be on a radio show. Or you’ve been asked to sit down for an interview with a newspaper or magazine reporter. Or a podcaster send an email asking if you could be on their podcast.

Now what?

If you haven’t given interviews of this type, or if you’ve only done a few and went away wondering ‘what happened there – and how can I do better?’ here are some useful tips.

1. Remember – it’s THEIR interview, not YOURS!

Don’t get caught up in the outcome. Yes it would be nice to have a great flattering article written about you. Of course you want to do a good radio or TV appearance. But keep in mind you’re just the subject, not the interviewer.

No matter what you say or how you say it, the reporter, writer or radio host is going to have their own agenda. You may not even know what that agenda is until you’re through and see the final article.

Now, of course radio and TV are immediate, so you’ll at least have the control of what you say going unfiltered. But in the situation of doing a live appearance you’ll need to be prepared and know your material up and down, forwards and backwards. Of course it’s YOUR material, so you SHOULD know it that well. And the more interviews you do the more experienced you’ll get.

2. Be Prepared

Like any good Cub Scout or Boy Scout, you should be prepared. Unless you’re caught in the midst of a breaking news story that relates directly to your expertise, you should have time to prepare.

For instance if a newspaper reporter calls and says he wants to talk to you, schedule the interview at your convenience. Chances are she will understand and accommodate your schedule (as long as you don’t put them off too far). Ask if they might e-mail sample questions to you so you can review them. This will give you time to prepare and it will also help to understand where the reporter is coming from.

While it may be tempting to do the interview ‘on the spot,’ you’ll be much better off if you can get them to call you back. Even if you only buy a few minutes time it should help when you do finally talk to the reporter.

LIVE APPEARANCES

Doing radio or TV is much different than answering questions for a newspaper, magazine or blog article.

Here the banter is snappy and quick, the pace might even be frenetic, and the time short.

TV and radio – while both live mediums – have different approaches.

Radio is typically a longer, drawn-out interview – especially if you’re a guest on a talk show.

TV more often wants their segments to be short, tight and bright.

So, follow their lead:

If the host asks you to expand on a subject, don’t be afraid to launch into a more elaborate explanation of the topic.

If she says to wrap it up in 20 seconds, give your elevator speech version of the topic. You do have a 20-second version of your book or expertise prepared, don’t you!?

After the interview is over, whether radio, TV, or print, suggest to the reporter that they can find out more by checking the media section on your website.

Of course, this assumes you HAVE a media section on your website! If you don’t, it’ll pay off later to spend some time to prepare a press or media section.

What should you include there:

Press releases
Bio’s – short and long
Photos – high-res and low-resolution
About this website/company/organization
If a publicly traded company, offer information for investors and stockholders

If a private company, reveal as little or as much information about your business success as you prefer

Bonus for Readers/Viewers/Listeners

If you can set it up ahead of time – and you have a book or product to sell – set up a special page where you can send listeners. If you can work your host’s name into the page, they’ll love it.

For instance, if you have a book that you’re promoting and your host’s name is Barbara, the page could be www.yoursite.com/barbarabonus.

Make sure your host knows about it ahead of time, so they can mention it on their own as well.

The page could offer a freebie bonus or a special discount on your product.

Finally, some common sense reminders that you may or may not remember:

Act confident
Dress Appropriately (TV or in-studio radio)
Project positive body language (again, TV mostly)
Speak strongly and confidently
Don’t be afraid to take a stand on your topic – that’s why you’re there!

The more interview you do, the more you’ll get asked so YES, you will get better, and your support (media or press section, special bonuses, etc.) system will operate smoothly.

Two News Stories Highlight Social Media’s Power

Roger Pike — Tue, 23 Feb 2010 00:25:41 +0000

Social media is now the back-yard fence, the office water cooler, the front porch swing, the global cocktail party. It’s the place where people gather to exchange pictures of their kids, swap recipes, talk about the news, and, of course, it’s a place where people do business. Now, social media can add another job to the long list of things it can do: crimebuster. Yes, it’s true, as a story that recently appeared in my local newspaper makes clear.

Not long ago, the Salem Statesman-Journal, an Oregon newspaper, told the story of a Medford, Oregon man attempting to escape the law. He fled the state, running from charges that he had sexually abused an Oregon girl for four years, beginning when she was just eleven. The victim’s family started a Facebook page. A tip to that page led investigators to Michigan; and from there to Pennsylvania, where the fugitive was arrested.

Every day, creative people find new uses for the interactive internet; which we here at Communication Steroids believe includes things like blogging, internet chat, and, of course, the social media. Some of those uses can catch criminals. Others can help you stay in touch with your customers; provide them human contact to answer their questions, handle their complaints, and talk to them about new and exciting products. The interactive internet has the power to reach out to people from coast to coast and beyond.

Savvy business leaders understand the power of the interactive internet to build profitable relationships. But, even if you find someone who’s still skeptical of the net’s power to make money, you must certainly understand its power to undermine your marketing and damage your reputation.

That power was recently underscored by another story; again from Oregon. It seems a football player at the University of Oregon (a very successful program that just last year won the PAC10 championship and a berth in the Rose bowl) was disappointed at the coach’s handling of a disciplinary matter involving another player. He went public with his criticism, lambasting the coach in a four-letter-word filled diatribe. That Facebook posting was, apparently, the last straw and resulted in the players’ dismissal from the team.

The U of O’s problem is a very clear example of why every business leader must pay careful attention to the social media. Thanks to the social media, your marketing department just expanded. It now includes every single solitary employee you’ve got. For good or ill, every person on your payroll is now a public representative of your organization. What they say online has the power to bring a fugitive to justice, or to tarnish the sterling reputation of a quality and successful enterprise.

The United States Air Force gets it. They’ve published a handbook on social media for their PR officers. They warn, “If the Air Force doesn’t tell it’s own story (online), someone else will.”

Are you keeping track of what’s said about your company or your industry online? Are you using the social media to build relationships? Are you telling your own story? Or are you letting someone else do it?

photo credit: Xhanatos

Podcast: What’s Your Brand?

Tim 'Gonzo' Gordon — Tue, 29 Dec 2009 14:57:26 +0000

It’s our last podcast of 2009 – and by our admittedly somewhat uneven counting, it’s our 128th overall podcast, not counting special interviews or repeats.

This time around, we discuss personal and corporate branding – and take a look at a recent BNET article on bad brand moves of 2009 – and there were a bunch of them. Check the article out here:

(opens in a new window – keep listening to our podcast while checking out the article)

Podcast: Tiger Woods PR Handling

Tim 'Gonzo' Gordon — Tue, 08 Dec 2009 11:00:55 +0000

Tiger Woods’ recent earl-morning car accident gave his PR reps a chance to jump into action. Or was it inaction? Tim and Roger take a look at what Tiger did and what he possible should have done.