All Posts Tagged With: "media"

Clients love the idea of getting attention from the media; that is, until a reporter or assignment editor calls, especially in a crisis situation. When the clients finds out it means sitting down face-to-face with someone who is actually recording every word they say, white-knuckle time sets in.

Here are a few tips for easing those fears:

• Know your message. Identify your three key points; stick to them; don’t be afraid of repeating them; don’t get sidetracked.
• Be the victor not the victim. You know more about your subject than media do; an interview is an opportunity, not a threat; you can turn their negative into your positive, or at least paint a balanced picture; be businesslike – it’s better to be respected than liked. This is most definitely how NOT to deal with a reporter.
• Prepare and rehearse. Think of all likely difficult questions for a requested interview – and know your answers.
• Know what the media want. Research the reporter who will be conducting the interview. Will he be aggressive and in your face? Will she smile while asking tough questions? Don’t “answer” questions but “respond” to them to say what you want to say.
• Admit your mistakes. Americans love to forgive. Don’t cover up; someone will always dig out the truth. Always “regret” actions rather than being “sorry” for them – that implies guilt.
• Be humble and confident but not arrogant. Stay calm under duress. An aggressive interviewer gains you public sympathy. If you don’t know the answer, say so. Keep it simple; listen to questions carefully; don’t fill silences – it puts the onus upon the interviewer.
• Don’t refuse to take difficult phone calls. But give yourself thinking time (“I’ll phone you back in ten minutes”); never say “no comment” – it implies guilt; it provides a vacuum to allow the media to invent their own “truth.”

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Yesterday, I sat in on a seminar offered by the Bucks County Women’s Business Forum called “How to Get the Media to Call You.” It featured a panel discussion by five members of the local/regional media: Bernie Dagenais, editor of the Philadelphia Business Journal; Brad Segall, suburban bureau chief for KYW Newsradio; Bridget Wingert, editor of The Bucks County Herald, a community weekly newspaper; Crissa Shoemaker DeBree, a business writer for The Bucks County Courier Times/The Intelligencer; and Stephanie Esposito, a reporter for WFMZ-TV in Allentown.

What caught my attention during the hour-long discussion was the annoying little things we PR-types do that at best cause media members to roll their eyes and at worst to totally ignore us. Here is a sampling:

1. Not Being Prepared. Segall told of a recent instance when a PR firm sent out a timely press release his station wanted to follow up on, but no one was around to take his call. The story never happened.
2. Phone Calls. While every member of the panel said they welcomed phone calls, they warned members of the audience against calling on certain times and days. Establish a working relationship with individual media members and learn the best times to make contact. All said they check press release distribution services only occasionally.
3. Respect deadlines. Don’t call at 9 a.m. with a story that’s happening at noon, unless it’s major breaking news. Sounds like common sense, but the panel said it happens all the time.
4. Long Press Releases. More than a page of two or is big turnoff. No one has time to plow through a short novel. A catchy headline and strong opening paragraph are the key to attracting attention. Fancy logos and clever layouts are more distracting than helpful.
5. Not Knowing What the Media Wants. Too many times, editors and reporters are pitched story ideas they would never consider doing. Study a publication such as The Philadelphia Business Journal to understand the kinds of stories they do.
6. Thinking the Media Exist to Give You Publicity. While some reporters and editors have soft spots for pet causes, they emphasized their top priority is serving their readers/viewers/listeners.
7. Press Kits. Bulky folders jammed with executive profiles, five-year sales projections and glossy photos are overkill. Putting the same information on a CD is better. A comprehensive website is best.

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