Learn how to
get king-sized traffic increases through dirt cheap web site promotion and free
In his new ebook, Going Public,
former TV news anchor George McKenzie reveals simple, proven, and easy
techniques that will add thousands to your bottom line by generating
positive--and positively free--publicity in the media.
Tools Special Reports Articles Audio
Library Links About Us
Put Your Best Foot Forward--
And Keep It Out Of Your Mouth
interviews... How to promote your agenda-- not theirs...
Article by George
Charles Schwab said:
"I'll pay a man more for his
ability to express himself than for any other ability he might possess..."
"We have met the enemy, and it is
Suppose you've succeeded in attracting a reporter
to come out and do a story on you. Or you've been invited to be a guest on
a radio talk show.
But now comes the hard part: making sure you talk
about what you want to talk about, not what they want to talk
Here are the facts of life in today's pressure
packed media world of shrinking staffs, stretched resources, smaller budgets
and--something that has always been true--unforgiving deadlines.
1) They won't have much time
to research you or do much homework on your topic. Today's reporters and hosts are often "a
mile wide and an inch deep," meaning they know a little bit about a lot of things, but
not much about anything. That's not a knock...just a fact.
2) They'll try to find a
"hook" or work an "angle" on your story. In other words,
they'll try to approach your story in a way that
they think will be most interesting, timely, controversial, etc., etc. After all, their
job is to present a story that will attract as many viewers/listeners/readers as possible--that's what they
get paid for. Unfortunately, it may not be the message you want the
viewers/listeners/readers to get about you, your event, or your company.
And then there's the worst possibility of all.
Someone who's negative or even downright hostile.
Here are some quick tips:
*Remain calm. TV
interviews tend to be especially hectic, with bright lights, floor
crew members barking instructions and giving hand-signaled
time cues, and interviewers who will
interrupt you if they think you're getting even slightly off track. Never argue,
no matter how rude the questions seem or how much you think you're
being baited or provoked.
*Never say the words, "No
comment." You'll look like you're trying to hide something.
*Take negative, antagonistic questions and reshape them into
messages about your company. The best techniques for doing
this are rebutting, deflecting, redirecting, bridging, and capitalizing. These
are media training techniques and they're a whole separate discipline.
*Select a "central
message" that you want to get across to viewers/listeners/readers.
Find ways during the interview to bend the conversation back towards
your central message--but be subtle about it. Being crass or blatant will bring the interview to
a quick end.
*Also make sure you have
several "talking points" or themes that you want to try to work into your conversation with the reporter or host.
*Always assume you're
"on the record," that the microphone is still on and the camera
is still rolling. Otherwise, you could find yourself horribly
embarrassed by a offhand comment that you didn't think the public would ever read or hear.
*Live broadcast interviews,
of course, can't be changed. But you can guard against inaccuracies in pre-recorded "package" reports or print stories
by asking the reporter to "fact check" before airing or publication. Ask the reporter to call you and
check important facts. Some reporters will do this in the interest of accuracy, while others
won't. Some just won't have time.
For more ideas and tips on managing media
interviews, see Joan Stewart's series of Special
Joan is a former newspaper editor who now consults with clients on getting free
publicity--and getting positive free publicity.
TREMENDOUSLY VALUABLE RESOURCES:
Tom Antion's audio
cassettes Kick Start Your Media Marketing: How to Get Speaking Clients to
Call You, and Kick the Ears off Your Audience:
How to Be GREAT on the Radio
You will discover:
- 3 Ways to reach thousands of journalists (who need to talk to you) for
only pennies: You don't have to pay big money to get on and stay on the talk
- The best websites to use to kick start your publicity campaign: You can
learn advanced media techniques quickly right from your desktop
many of the sites will publicize you.
- AND 9 resources Tom uses to make sure he is "great" on
the air: You don't want to blow it when your chance comes.
Price: $ 29.95
Click on The
to order and also check out other resources available from Tom.