How To Make Yourself Heard in The Media…
Creating your group’s core message is one thing, making sure that it is heard they way you want it to be is something entirely different.
You have to realize that even if you stage the perfect media event, only a very small amount of what is actually said will be covered in the end.
Handling the media is an art, and there is a skill to it. The trick here is to gently guide the media into covering points of your choosing rather than their own. You want your carefully prepared sound bite to end up being that small bit that makes it to air.
That’s great. Right?
So how do you do it?
Like we said there is a skill to it. If you take the time to do your homework now, you can eliminate the guesswork later. Then you can effectively use the media to your advantage rather then the other way around.
Staying one Step Ahead
It is very frustrating how sometimes it feels as though no matter what you do, your message gets lost in the shuffle.
Many times the media tends to use an event to their own advantage. They show up and take a few pretty pictures without ever finding out what your real message is. If they don’t cover what you want or need them too, then there is no reason for them to even show up!
So to counter act this threat, you have to be proactive. Go on the offensive and make sure that your message is more than obvious. If they can’t avoid it, then they have to cover it!
Basically, if you can make it clear, again and again, then the media has no choice but to put it out there. There is no room for them to “improvise” anything.
This is called “signposting.” It means that you are leading people where you want them by assuring that your message and it’s meaning are front and center no matter where you look.
Here are a few tried and true tips for this technique.
State your message. Say it again, and then say it in a new way.
You have taken the time to create this great point, so stick with it. This means repeating it throughout your interview and finding new ways to work it in over and over again.
Don’t just stick to the same old words. You have to be creative and find new words to wrap around the same meaning. This helps to keep it fresh and keep the media from becoming bored with you and your organization.
If you already have a few different ways to say things firmly entrenched in your mind, then it is much easier to work them into the conversation. Don’t try to think this up on the fly; you’ll just look foolish.
Here is an example of what we are talking about. Let’s say that your group is trying to raise awareness around the deterioration of local parks. Here are a few examples of what you might say.
1.“Almost every person in this town uses these parks at some time or another. If we don’t take control of the situation now, then they won’t be here to enjoy for very much longer!”
2.“It is up to us to take control of the state of our parks. This is where our children come to play and we owe it to them to provide a safe environment.”
3.“If we wait for someone else to step up and take charge of the clean up then it will never happen! It is time for us to stand together as a community and make some changes.”
4.“It is easy to overlook the problem we have with our local parks. But now we have to wake up and find a solution!”
The message is the same in all four quotes, but the words are completely different. See, variety really is the spice of life!
Building your Tasty Sound Bite
A sound bite is a short and sweet statement that captures the core of your message. Any of the four examples listed above could be used as a possible sound bite.
To be effective, your sound bite needs to be short, sweet, and to the point. But the most important factor is practice. Take the time to practice out loud so that you get use to how the words sound. You’re less likely to trip over them and will come off looking more professional and polished.
This also gives you the chance to anticipate possible questions and work out what your answers might be.
In most cases this is all the coverage your going to get, so find the right words and make them count.
If you can keep the message simple, and then make it matter to your audience, it is much more likely to be used.
So, what does this mean to you?
It means that YOU are now in control of the situation, and you are working to ensure that the message they cover is the message YOU want put out there for the world to see. Think about it!
Useable Quotes
Before you send out your press release, first make sure that it contains some appropriate quotes.
That means that you want those core points right up top in the first or second paragraphs. Since most journalists don’t read any further than that, you have to grab their attention quickly.
It is also important to repeat these bullet points at the end of the document. This helps those who actually read the whole thing to remember your key message.
And if you really want to slam the point home, there is no reason why your main points can’t be Bolded, or written in a larger font! You have to get your point across and don’t be afraid to use all the tools at your disposal. And this is one way to make sure that they can’t miss them.
If you want something, ASK FOR IT! Or be willing to do it yourself.
If you feel that they are just not getting it, don’t be afraid to ask the media to cover a specific point. Or, find a way to work it in on your own.
This is easiest with an interview. When you are face to face with the journalist, it is much easier to ask them to include a certain quote or point.
Remember that they are much more likely to comply if you have done the groundwork and given them something strong to work with. They might help you, but they aren’t going to do the work for you.
Now there is no guarantee that this tactic will work, but it is more than worth a try. The worst that they can do is say no!
However, it seems like more often than not, the journalist will work with you. They are smart people and know what your after here. If there is a reasonable way to do it, then they will most likely try to help you out.
These quick points work great in a radio format as well. If you get it just right, the station might even be willing to give you a quick plug outside of their normal news broadcast. Radio is also a great format for you to work it in on your own.
Good manners say that you should always obtain permission before taking this tack. If you anger your host, you won’t be invited back.
Make it Pretty
We have now covered all aspects of how your “signposting” should sound. It is important to also think about how it will look. A picture is worth a thousand words, and much more than that if it is the picture you want.
By using a pleasant backdrop that states your message, you gain one more medium for your point.
Think about sporting events. In today’s world stadiums are lined with ads that have no audio function at all. They are simply there to catch a person’s eye. This is a great way to get your point across without ever saying a word.
You can make this technique work for you as well. Post signs, string banners, or hang posters, anything to put your logo and message out in the public eye.
Don’t forget to include any relevant contact information. You don’t want to make the mistake of winning someone’s interest only to have him or her forget because they can’t find you.
Stay Focused
Taking the time to prepare these elements before hand is a great way to stay on message. If you know what you are after before you ever start, then you are more likely to stick to your key points and stay focuses. The last thing you want is to finally land that prime media spot and then blow it by wandering off on a tangent.
Don’t forget to use your tools! You have taken the time to create them, so why should they sit forgotten in your arsenal? Be consistent, stay focused, and keep trying again and again. Before long you will start to see the sweet rewards of all your hard work.
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How To Interview Like A Pro
Okay, so the time has come. You’ve done your homework and made all the right moves up to this point. Now instead of trying to get your name out there, you have finally reached the stage where people are starting to come to you. In fact, you have been asked to give your very first interview. So, now what?
Well, for one thing you have to remember all the hard work and dedication that has led up to this moment. Both you and your colleagues have worked long and hard to create a strong public image and build a cohesive list of media contacts. You don’t want to throw it all away by walking in unprepared at this point. This is a situation that you have to approach with the same methodical attention to detail that has carried you up to this point. It doesn’t matter what type of media has booked you, you have to view it as a prime opportunity to get your message in front of your core audience.
Taking care to plan out your interview means that you can remain in control of the situation. Also if you appear clam, confident, and poised it raises both your credibility and that of your organization. Go in unprepared and you just end up looking like a fool.
This is also your chance to start throwing out the wonderful little sound bites you have spent so much time developing. Think long and hard about potential questions and how you might answer them to suit your purpose. In fact, it is always a great idea to ask for a list of questions before you ever sit down. Again, this allows you to stay in control of the interview rather than being led around by the journalist.
There are those very rare people out there that just have a knack for throwing out perfect quotes each and every time. We have all seen them. DO NOT assume that you are one of them. Again, it will most likely just leave you looking foolish.
Preparing for an interview takes patience and discipline. But, if you take the time and do it right you will be amazed at the long-term benefits that you reap. More and more sectors of the media will start to seek you out. Make a good first impression and you can build on that for a very long time to come. Because when you make the journalist look good, they will return the favor, and they will keep coming back to you time and time again.
How to Maximize your Interview
Know who your talking to.
The very first thing that you need to find out is exactly who will be conducting your interview. You need to know the person’s name and what media outlet they are with. This way you can look into what they are known for or what type of stories they usually cover. If you know what you are up against then you can better plan potential answers to suit your own purpose. You can also add the interviewer to your list of contacts and find out how to get in touch with them after the date of the actual interview.
Another key point that can come out of this simple fact finding initiative is what type of history your organization has with this particular media outlet. If there has been any “bad blood,” in the past you definitely need to know about it going in. You do not want to unknowingly fall into the middle of a situation that you didn’t even know existed.
Know what their angle is.
You need to make sure that you and the journalist are on the same page before you sit down to talk. First find out what they plan to talk about, and then work out how you can make the topic work to benefit your organization or event.
After you find out what the topic is going to be, then find out what it is specifically that they want to know. If you take the time to discuss this with them before hand then generally you can both get what you want and need out of the spot.
As always, you have to be prepared with that quick sound bite. Many times the media will approach you just wanting a quick comment. This is a good thing and what you are after at the end of the day. But when they do, remember that you only have one chance to make that first impression. If you leave them hanging then they will not be back for more!
Know your own goals.
So you have the interview. You have asked the right questions and know both the topic and the scope that the journalist is after. You even have a list of questions. Now it’s up to you to figure out the best way to fit these pieces into your own agenda.
Even if you can’t get your hands on all of this information, you still need to work through two or three main points that you want to hit. If you walk in having taken the time to properly prepare then there is nothing to worry about. You have your sound bites ready and have already thought through several possible scenarios where you could work them in.
This is the best way to make this time work for you. You always want to be appreciative of the opportunity, but it is still up to you to make the most of it.
Prepare what you want to say.
Now it is time to practice exactly what you are going to say. In other words, think about their questions and then actually practice answering them. OUT LOUD
It may sound crazy but the only way to really know how a statement will sound is to hear it. It might sound one way in your head and a completely different when you hear it verbalized. Plus saying the words will make you more comfortable with them. You are less likely to stumble or stutter if you are used to the flow.
This is where your sound bites and key points come into play. You already know the basic information that you want to convey. Now you just need to get yourself comfortable with saying it. If you do well at this then it is very likely that you will be hearing your sound bite being played again and again on the nightly news.
Now your sound bite is only useful to you if it is relevant to the situation. Do not assume that just because it worked for one interview that you can use the same words each and every time. You will probably need to do some tweaking to make your sound bite relevant to each individual situation.
When you are working your way through possible questions and their best responses don’t forget that you always have the option to deflect. There may be some areas that you just don’t want to touch. If this is the case it is perfectly fine to change the subject or just skip over the question. Just practice techniques for doing this so that you don’t stumble. You still want it to be a smooth transition.
Prepare your data and have it ready.
If there are any statistics or current data points that would help your cause, have them ready and don’t be afraid to throw them out there. People like black and white facts and they respond well to them.
For example, saying something like, “Every $5 dollars we raise allows us to help one child…… this means that for every $100 we raise we can make a difference for 20 different children!” Is much more effective then saying, “The more money we raise them more kids we can help.”
Break it down and be specific.
Using these kinds of simple data points can really enhance your message. Just take care not to over do it or you risk losing your audience. Like everything else you just have to strike the right balance.
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Building The Perfect PR Sound Bite
It doesn’t matter whether you are pitching a story in a press release or actually telling your story in an interview, you are only going to have the time to make ONE very specific point. With such an extremely limited amount of time at your disposal a well thought out sound bite is the only way to go. These often-overlooked tools can be invaluable assets when trying to score a quick plug. In fact, coming up with a new way to say the same old thing can make the difference between face time and no time. After all, the object is to be seen and heard!
Think about it. How many times have you found yourself sitting and watching the same old weight loss ad or property investment system again and again on current affairs shows? All that is happening there is that someone has found a new way to pitch the exact same story.
Now, dreaming up the bite is only half the battle. No matter how good you think it is, you still have to convince someone to run it. Take a few minutes and look over these key tips I have put together for you. By following these simple steps you are sure to give your information the very best chance it has at maximum exposure.
Building your Bite
As with any good plan, preparation is the first step. You can’t expect to walk in at the last minute and throw something great together. Take the time to lay out all your information and then look at it from every possible angle. Groom the content over and over until you are sure that each word is necessary to the finished product, and then practice. The words have to sound natural as they roll off your tongue. The more time you put in to making sure that each aspect is just right, the better chance you have of getting heard.
All types of media are important, but never walk into a TV interview without have a strong idea of exactly what you want to say. If you try and wing it, you’ll just end up disappointed and looking foolish. You definitely won’t get the chance to do it again!
Part of looking at things from every angle is thinking about possible responses. You need to not only practice your initial bite, but also practice answering logical questions. This way you can still retain control of the conversation and steer it where you want it to go.
If you are having trouble thinking up what might be a logical question, start with the basics. The who, what, when, where, why, and how’s of any situation are always a great place to get the ball rolling. As you start to build your list, build answers that tie back to your original point. By practicing from this standpoint you are more likely to handle any question well, whether it is one that you have prepared for or not. Keep in mind that this is another aspect to this process that you cannot expect to wing. It takes a lot of practice to really excel at something like this.
Fighting for Time
Spending time on a sound bite for a story that is already well covered is nothing more than a fantastic waste of time. The media are old pros at twisting words and meanings around until not even you will recognize the finished product. The key here is getting them to use your prepared bite rather than one of their own. Again, this takes things back to your message and your key points rather than what they would like to get across.
Remember the Big Picture
You have to think about this the way that your customer would. In this case your customer is the media. When the media as a whole views a story they are looking for the whole package. So if you can offer them a well-organized package of information that they can easily turn into news then you become a much more attractive story.
It’s a situation where everybody wins. They get a story that they can run with right off the bat, and you get your information presented in a format you chose.
By carefully preparing your package and thus your sound bite you can help to assure that the tone of your story is exactly what you had planned. If you did your homework then you will deliver a smooth polished presentation that you can be proud of.
If you have the chance, try to speak with the journalist assigned to your story before it goes live. This can give you an edge in your interview as it will let you see what kind of questions they will be asking you and you can start to mentally prepare your answers. If you are not offered this opportunity, then try your best to create it.
The journalist can be your best friend in this case and you would be surprised at just how helpful they can be. If their interviewees are well polished with a strong story that they sound great telling it makes the journalist look good. If you take care of them then they will take good care of you. Leave them hanging and they will make your life miserable.
Repetition is Key
An idea situation is that an interview is always conducted on your own terms. Now if you have this opportunity presented to you then you need to use it to your full advantage. But seeing as how this is not a perfect world you have to plan that things might not go as planned. So, then what?
Keep your head; this is why you spent so much time preparing. Think out your answers before you speak and work to bring the conversation back around to your chosen subject. And, if at all possible, find an opening to work in your sound bite again.
There are several well-known personalities that are masters at this type of interviewing. Flip on the TV and you are sure to find one on any one of the major news channels. Watch the way that they work their interviewers. They ignore the questions they don’t feel fit their purpose and consistently talk about the subjects of their choosing.
Even if the interviewer if persistent and points out that they are not answering the questions at hand; they still find a way back to their topic. Think about political debates and interviews if you are still drawing some kind of blank here.
These people don’t wait for their interviewer to ask the right question, they build their answer so their sound bite is unavoidable!
In fact, there are many cases where you can get away with answering a completely different question than the one that was asked. The only thing that matters is that you clearly get your point across.
The buzz term for this practice is called “staying on message.” Remember that the purpose of this interview is for you to achieve your goals rather than just allowing the reporter to achieve theirs. So remember your sound bites and stay on message. You may even lay out two or three different versions of your sound bite so that you can work it in more often. Even if it sounds redundant to you, you have to keep driving your point home for anyone to retain it!
Find a way to make your passion contagious
If you want to create action or change someone’s behavior then you have to make them care. You are trying to create a “want to” relationship with your audience so you can propel them to act. If they listen t your whole speech and end up with a big “So What?” then you are right back to square one.
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Knowing Why Your PR Success Relies on a Solid Sound Bite
The first thing that we need to talk about here is how important it is to develop a good lift speech, or elevator speech as it is sometimes called. This is a short 15 to 30 second speech that sells your points in a clear and concise manner that is still very convincing.
This concept comes from a role-playing set-up. In this case you are imagining that you suddenly find yourself in a lift with the very person you have been dying to impress. Now you have about 20 seconds to make that all-important first impression.
Ready?
Go!
Now, if you are already familiar with sound bites, then this concept is along the same lines. The main difference between the two is that a sound bite is a 5 to 10 second summary of your main point. Basically you need to get right into the meat of what you are trying to pitch with your story. The whole idea is that you want a quick blurb, one that can be used by the media, mainly in radio and TV formats. A lift speech is a bit longer, but the goal of each of these tools is to quickly cover and then sell your information.
Lets take a look at the two biggest reasons why your organization must develop a catchy sound bite in order to be competitive.
1) Media Time Restrictions
The number one thing that you are competing for here is time. Time is an important factor both when you first pitch your story and then also when you actually land that sought after interview spot. Remember that there are a lot of stories out there and each and every one of them is competing for the very same chunk of time. Think about it this way. Most major nightly news programs have only 30 minutes to cover the news for the entire world.
Well, that’s not entirely true. First you have to take out about 19 minutes for commercials, and then another 10 for sports and weather. When you take out all the international stories you are left with about 8 minutes. Of that only 1 to 4 minutes will be devoted entirely to Australian news. So, now do you understand why you have to keep things short?
Now, lets say that you have done your homework and played your cards just right. You have your time in front of the camera. Whatever the circumstances, you now have to make the best of it. A microphone is waving in front of your face and they want to hear what you have to say.
But again, how much time do you really have? Even if they interview you for a full 20 minutes only one or two short “grabs” may actually be used. You have to be ready with your sound bite; because chances are that’s all people will ever get the chance to hear.
2) The Competition
Now remember that short window of time that we talked about? All the news on any given day is in direct competition for its time in that window. By opening up with a well thought out sound bite you can help position your story above the rest.
There are so many things that happen on a given day that no one ever hears about. They get thrown by the way side because of bigger catchier events. This may be because they are not newsworthy enough, but it might also be due to the fact that their pitches are not good enough.
You have to take into account that your story is in direct competition with natural disasters, wars, celebrity gossip, and any number of other top events.
So what do you have that they don’t? If you can’t answer this question then you may need to go back to the drawing board and do some more work.
Here is another example for you. Imagine that you are in a newsroom. Each and everyday the staff there has to sort through piles of press releases and then narrow them down to about 30 that they might choose to air that day. Now those 30 stories have to go through another round of cuts where the field will be narrowed again down to just around a dozen. And by the time that you make it to the actual broadcast only about 6 of those original stories will ever see air time.
With these kinds of time restrictions in place, if you can’t make your point clearly and quickly by constructing an attention grabbing sound bite then you will never succeed in getting your message in front of the public eye. This is why it is so imperative to work out your sound bite before you ever land the first interview. You will have one shot, one, and that is if you’re lucky. If you don’t seize that opportunity then you may never get a second one. Then all the hard work and time that you have put into your project will be for nothing. Remember, 5 to 10 seconds is about 30 words, so choose them carefully and make them count.
Don’t be scared by all this. Think about it like the competition it is and then play to win. You can do the work, and you can make yourself heard. Just take the time to prepare and think before you open your mouth to answer the first question.
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