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.
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.
Managers: A Key to Your Survival
Most business, non-profit and association managers live to tell about it only IF they achieve their operating objectives. Very little wriggle room there.
Building Credibility Through Bylined Articles
As if making sure your company runs smoothly on an operational level isn't responsibility enough, as a business owner, you're probably overseeing all aspects of your company's public relations program, as well.
Company Dress Codes for Small Business; Shorts and Pants
Most small businesses have logo'ed shirts, usually polo shirts with logos, this is typical in American Business. But many small businesses either do not have a dress code for pants and shorts or they have one, but rarely enforce it. Others take the approach that unless something is way out of line, the small business owner just doesn't say anything. What is you dress code in your small business? Is it an unspoken dress code? If so you are not alone.
A PR Question For Chinese Managers
As the practice of public relations in China continues to mature, it seems appropriate to ask whether Chinese business managers ? tutored as they have been by European, North American and other PR specialists ? continue to apply major public relations emphasis to print and broadcast communications tactics. In other words, do they still see PR through the lens of simple publicity, as many in the West still do?
Public Relations & Your Small Business
The practice of public relations is often misunderstood, thus overlooked by small business owners. There is an assumption among small businesses that PR exists only to serve corporate giants who are looking to dodge impending negative fall out of their reputation, following a catastrophic blunder on the part of their company. While public relations is the key to maintaining a company's image and reputation, the bulk of work in this industry is dedicated to facilitating success rather than evading disaster. And now more than ever, a growing number of small businesses are seeing the benefits of well-run PR in the success of their overall marketing plan.
Publicity From Thin Air
In an ideal world, your business would be overflowing withnewsworthy stories, and the media would be waiting with batedbreath for your next press release, ready to give you front pagecoverage.
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).
Public Relations Mixup?
When you pay good money for public relations services, you have a right to expect its primary focus to be on your most important outside audiences, those people whose behaviors have the greatest impact on your operation.
When Tactics Are Not Enough
Your public relations people are busy. The buzz is all about hits on a radio show or mentions in a newspaper column. Or, which to do first, the trade show exhibit or the video clip. All useful tactics, but hardly the detailed planning needed to REALLY do something about the behaviors of those outside audiences that impact you the most.
Rise of the Creative Class
The fast changing dynamics of the world economy is forcing organizations to fundamentally rethink the manner in which they have been communicating with their constituent communities and decision-makers. It is constantly being proven that conventional communication approaches that are designed to raise public awareness may often have the opposite effects of those intended. This is because they fail to take into account the public's profound resistance to the traditional communication stimuli.
How To Get Radio-Active PR For Your Non-Profit Cause: Part Two of Three
FIVE WAYS TO GET ON THE RADIO
3 Essential Elements For Turning Your PR Pitch Into Publicity Exposure
1) Establish Rapport, then get the editor/producer excited.
Why News Releases Fail
Sorry about my otaku with this issue (otaku = more than a hobby, a little less than an obsession).
How To Write A Press Release
A well structured press release in an excellent way of receiving free publicity for very little effort and cost. It is simply the process of writing a newsworthy story about your company, products or services in a reasonably standard format, and then distributing it in the correct way to relevant media contacts.
Mission-Critical Public Relations?
As a business, non-profit or association manager, any tool that helps you reach your department, division or subsidiary objective IS mission-critical.
Not Getting the PR Results You Want?
The reason might be this simple: as a business, non-profit or association manager, you're too focused on communi- cations tactics and not on a workable blueprint for dealing with those important outside audiences whose behaviors most affect your department, division or subsidiary.
The Feeding Tube for Your Business
There are a lot of things that make a business full of clients and running smoothly.
Managers: Do You Trust Your PR?
You can if, as a business, non-profit or associationmanager, you can honestly say you are doing somethingpositive about the behaviors of those important external audiences of yours that most affect your department, group, division or subsidiary.
PR - More Than News Releases
Public relations and news releases are synonymous in the minds of some. Because the media relations aspect of PR is so "public", the PR discipline often is narrowly defined by this tactic. PR is much more than cranking out positive client fodder for the media.
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