Mastering The Media: How to make the most of your publicity/media exposure opportunities?
Mastering The Media: How to make the most of your publicity/media exposure opportunities?
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.
--------
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
Mastering The Media How to make the most of your publicitymedia exposure opportunities - To learn more about this author, visit Todd Brabender's Website.
Like this article? Share it with your friends
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.
--------
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
Mastering The Media How to make the most of your publicitymedia exposure opportunities - To learn more about this author, visit Todd Brabender's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
|||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
|||
George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Todd's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
|
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Telemarketing Success Consultative Selling ebook DCJA Consultancy Case Study Business Coaching Start Right |
|
 | ||
 |
Top 50 SEO Posts - 2007
Top SEO Posts of the Year | |
 |
Top 50 Political Blogs
Top Political Blogs of 2009 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
|||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||