Communication Steroids » Traditional media

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.

One-Way ‘Mainstream Media’ vs. Social Media Rant

Tim 'Gonzo' Gordon — Mon, 07 Dec 2009 14:24:48 +0000

I’ve been reading a lot about how social media is the answer to the old mainstream media and the ‘one-way’ communication that used to exist.

Here’s a clue: the ‘old media’ is still there, and in fact, the old media was more than ‘one-way’ communication, as a lot of people seem to characterize it:

www.youtube.com/watch?v=vYvU8kkjQ4E

It Ain’t Your Grandfathers Marketing Strategy

Roger Pike — Sat, 05 Dec 2009 10:14:59 +0000

Public relations professionals, marketers, ad executives and visionary business leaders see it coming. Every day consumers become more dependent on information they get on-line. A lot of that information, and soon most of it, comes through social media. People are asking their friends what they should buy. And folks are blogging, tweeting, and posting to their Facebook page their reactions to products, and the service they get when they go to buy. It’s adapt or get left behind, for, in the immortal words of Bob Dylan, “the times, they are a-changing.”

Great challenges lie ahead, though, because, even those who recognize the growing relevance of the interactive internet often approach it’s idiosyncrasies with a traditional mind-set. Unfortunately, the new game will be played by new rules. It’s time to leave some of our preconceptions behind. Social media marketing is different, and companies and entrepreneurs must think differently to use social media effectively. Here are some of my thoughts regarding the brave new social media world.

1) It’s personal. Traditionally, it’s about brand…and creating the link in peoples minds between that brand and good results. But in the new interactive world it’s more about relationships. Social media is about reaching out and touching someone, personally. People won’t pay as much attention to your company logo in your social media effort, they’ll see YOU. Yes, branding still matters, even in the social media. But not as much as in the past…and certainly not as much as the personal touch.

2) Everybody tweets. Social media marketing is different than traditional efforts because EVERYBODY represents your company. The guy in the back you hired for exceptional accounting skills is just as much part of the company image as that fresh scrubbed young marketing rep you hired for their people skills. EVERYBODY tweets, or at least, can tweet, so, in a sense, your marketing department just got a whole lot bigger…for better or worse.

3) Pay Attention at all times. Traditional campaigns did their market research, chose the strategies to reach their demo, designed the campaign, launched…then sat back and waited for the metrics. Now the response from your clients is ongoing. You can tweak based on the reaction you get instantly through the social media. So, LISTEN, really listen. Don’t just say your going to listen. Do it. Really.

4) Start now, begin anywhere. The old strategy relied on the “tried and true.” But it’s a brave new world. You can’t afford to sit on the sidelines on this one. You’ve got to get into the game. Big, small, young, or old the social media is the town square of the future. It’s where people talk, it’s where a huge and growing number get advice. It’s where they decide. Conversations about your brand and products are happening all over the web. You need to go hard or go home.

Learn a new meaning for ROI. Everyone knows ROI means “return on investment” and the suits make traditional ROI the centerpiece of their decision to refuse a commitment to social media. Let’s adopt a new definition for the acronym. Let’s call it “risk of ignorance.” Ignore the social media at your peril.

photo credit: Ed Yourdon