Buzz Builder

The Dos and Don'ts of Media Interviews: How To Maximize Opportunities While Minimizing Dangers When Talking with Journalists

"Luck is the residue of preparation."- Anonymous

The greatest satisfaction of pitching the media is getting an interview request. When you get that call, it's helpful to have basic media training under your belt. Lest you think that training is only for beginners, you might be surprised to learn that Bill Gates has spent hundreds of hours learning how to articulate his thoughts and to come across as a sincere "everyday guy" to the press.

If Bill Gates needs media training, it's a sure bet that we could all use some pointers. For most of us, giving an interview is not something we are used to or comfortable with. In the same way that athletes train for years to give a single, gold-medal performance, a media interview may be the opportunity of a lifetime for your business.

If an interview is a performance, then think of yourself as an actor who must know his lines and how to deliver them for maximum impact. Unless you know your subject inside and out, do not agree to give an interview. Once you are confident that you know your stuff and can say it with authority and confidence, here are a few guidelines to follow:

Interview Tips

1. Develop three (for TV and radio) to five (for newspapers and magazines) message points to weave into the interview. These should be the same message points that are conveyed consistently in all your communications, e.g., press releases, web site, marketing collateral, etc.
2. Prepare support for each of the aforementioned message points. These can be stories, facts, anecdotes - anything that strengthens your points and makes them more memorable.
3. Anticipate questions in advance and prepare answers. Listen to interviews that the host has conducted in the past to get a feel for his or her questioning style.
4. Practice, practice, practice. The key is to appear relaxed and unrehearsed. Keep the tone conversational, interject humor when appropriate, and stay away from long-winded, jargon-filled answers.
5. Prepare for the unexpected. Interviews do not always go as planned, and it is up to you to maintain control. Do not assume that the interviewer will ask the right questions. Instead, steer the conversation away from dangerous territory and back to the key message points that you want to get across ("that reminds me of" or "a better example is").
6. If things do get out of control, maintain your professionalism and grace under pressure. If you don't understand a question, ask for clarification. If you don't have an answer, offer to get information.
7. Never, ever say that something is "off the record." Anything that you say to reporters is fair game - after all, their job is to gather news, not promote your business.
8. Keep a smile on your face, even if the interview is conducted over the phone. It makes a noticeable difference in your tone of voice and makes you more likeable and convincing.

Conclusion

Obviously, performing well in an interview takes a lot of practice. Each medium, whether print, radio or television, has its own set of nuances. But with the confidence that comes from practice, interviews can be fun - and they can be great opportunities for you and your business.

How Word of Mouth Can Change the World for the Better One Person at a Time

A couple of weeks ago, a friend sent me an email with the following plea which turned out to be a valuable lesson in the power of word of mouth to make a positive difference:
 
"A friend of mine is dying of cancer and is now in hospice. She's in a lot of pain and discomfort, and really needs an acupuncturist, but can't afford the frequent treatments that would most benefit her. However! She could do a terrific trade with someone who would love to receive, instead of money, something from her amazing collection of antique textiles she has collected in the Middle East over the decades. If you know of anyone, I'd love to hear from you. Thank you!"

Not knowing any acupuncturists personally, I contacted friends, including my massage therapist, who might know them but didn't have any luck. I sent a note to the good samaritan expressing my regrets for not being able to find an acupuncturist and received this response:

"Oh, thank you Patrick. Actually, my friend now has four acupuncturists, a Reiki therapist, music therapist, and massage therapist! It all happened within about 24 hours, after I received nearly 100 responses from people, some of whom I don't even know. This town is amazing."

This reply made me feel so proud of my hometown of Portland, Oregon that I shared it with friends including my massage therapist. The story made her smile instantly. She said that she had shared my email with an acupuncturist friend of hers who had already responded to the request with a "yes" having gotten the same message from three other people.

In my professional life, my focus is helping companies grow with word of mouth marketing campaigns. Yet, the story of the dying cancer patient reminded me that word of mouth is too powerful a tool to be used solely for commercial purposes. The next time somebody asks me to spread the word for a good cause I'll certainly do so because I might just be the person who makes a difference.