| |
| |
|
Acne Information |
|
|
|
Publicity: Nailing a Media Interview, Part III (Staying on Topic)
In a media interview, always stick to your main points without rambling or digressing. Practice this when you rehearse. Sometimes, when you are doing a great job of keeping on topic, the reporter is leading to you talk about different topics, some of which you aren't as knowledgeable about. If the reporter leads you into different areas, go there only if it suits your needs and you are comfortable there. One advanced technique you can use in a tough interview is "bridging." Bridging is simply steering the interview back to your topic. Going down any side roads a reporter pursues is usually a bad idea - even if the detour is innocuous, it takes you off your main points. You may find, when the article is published or the interview airs, that the only comments of yours that reach the general public are those about a topic that you don't know much about. This isn't going to help your marketing efforts at all. Don't be afraid to bridge. If the reporter asks, "Well, how do they feel about that in Argentina?" and you have nothing to say about Argentina, diplomatically acknowledge that the question is valid. For example, say "That's a good question. I don't focus on Argentina in my practice, but I can tell you what my clients are saying." Then move back to your topic - gently but firmly. Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.
MORE RESOURCES:
|
|
|
|
RELATED ARTICLES
Right PR Empowers a Manager Business, non-profit and association managers are in a stronger position to succeed when they use their public relations resources in a way that alters individual perception leading to changed external stakeholder behavior.A mouthful, but true. Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media The media need you. Need the information and expertise you offer, that is. Passing the PR Bar The public relations bar, should such a proficiency measure ever come about, may well include a test of PR's fundamental premise: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished. Public Relations Success Starts Here For discerning business, non-profit and association managers, PR success is pretty much a matter of achieving their managerial objectives by altering perceptions leading to changed behaviors among those important external audiences that MOST affect their department, group, division or subsidiary.Period. Press Kit Elements That Work Considering how fundamental they are to the publicist's trade,it's always amazed me how lousy almost all press kits truly are.Your typical press kit is a bloated folder filled with puffery,hype, irrelevant information and worse. Want to Light a Fire Under Your PR? Yes? Then do something positive about the behaviors of those important external audiences of yours that MOST affect your operation.Those embers can leap into flame when business, non- profit or association managers use public relations to alter individual perception among their target publics, leading to changed behaviors and helping to achieve their managerial objectives. How to Get a Story About You or Your Business in USA Today I am often asked by clients to target USA Today for media coverage, and with good reason: USA Today coverage can have a significant impact on businesses and organizations. Here's why:1. Underestimating the Power of In-House PR Do small-business owners always have to rely on large PR agencies to get attention from the press? An entrepreneur recently asked me this question during a networking event for women business owners. Of course my answer was, "No," but not for the reasons one might expect. Slow Day? Create News Sometimes there seems to be no client news worthy of coverage. That's when the savvy PR pro digs deep into the old bag of tricks and pulls out one of these ideas to perk things up:* The List* The Index* The Hall of Fame. How to Use Community Relations to Grow Your Business Community relations is one of those marketing strategies that isn't talked about much, even though I venture to say practically everyone ends up doing it at one time or another. Basically, community relations is when you and your business become involved in your community. Financial Planners Garner Free Publicity by Making it Easy for the Media Would you advise clients to buy a stock based on the say so of an investor relations person, or something you overheard at a restaurant? Of course not. You want to see at least some independent research before suggesting it be added to your clients' portfolios. What Does Your Telephone Say About You When You Are Away? Business to Business relationships come to expect a certain level of professionalism, from the first telephone call to the final delivery.Your business can be on the Really Big 500 list, employ only a handful of people, or be a business of one but what is said by that business to other business customers will reflect the personality of that business. Whats Your Op-Ed? Everyone has an opinion on something, and you can leverage the opinion of top executives to heighten the visibility of your organization. How? By getting them to write so-called op/ed pieces for newspapers. 13 Publicity Ideas for Retailers If you're trying to promote your store, but you don't have a big advertising budget, relax. There are lots of ways to get in front of the audience you want to reach by using free publicity. Where is the Best PR Value? Wherever the fundamental premise of public relations is practiced.Look at what it suggests. Sound Like Your Situation? What a shame! Potentially productive public relations people resting on their oars in a large organization. Just kind of tinkering with tactics and leaving target audience perceptions (and behaviors) to pretty much do their own thing. Achieve Media Attention for Your Business Do you want to be quoted by the national press on a daily basis? (How much would that be worth to your business?)In the past six months, I've been quoted in The New York Times, The Wall Street Journal, The Washington Post, The International Herald Tribune, Entrepreneur, The Associated Press, PBS, Voice of America, Family Circle, Glamour, Redbook, Self, Health, Prevention, Parents, Parenting, Women's World, First for Women, Newsday, Newsweek, Salon, In Touch Weekly--and even The National Enquirer.In fact, I've been quoted in over 100 prestigious U. Why Do You Want PR? To get someone's name in the newspaper or a product mention on a radio talk show?If that's all you expect, fine. But that response tells me that, as a business, non-profit or association manager, you may have overlooked an important reality: people act on their own perception of the facts, leading to predictable behaviors about which something can be done on your behalf. How To Get Radio-Active PR For Your Non-Profit Cause-Part One "We are in the communications business, the business of conveying messages to the human brain," said the late David Sarnoff, founder and president of RCA. "No man is wise enough to know which avenue to the brain is best. Financial Planners Publicity and Marketing - Live By The Calendar The media live by the calendar. Your story pitch might miss the mark with them the first time out, solely because it's out of whack with the seasonal cycle (obvious examples: just try pitching another tax story on April 16, or offering the media your 10 tips on backyard barbecue safety the morning after Labor Day).
|
| home | site map |
| © 2006 |