When many of us were growing up, we had three network TV channels to choose from and an occasional independent station or two. It didn't take long to figure out what few programming options you could watch on any given evening. What a difference from today, when countless channels are offered on cable or by satellite. The all news channels, such as CNN or Fox News, fill much of their programming with interview segments involving public officials, experts or hired analysts. Even local TV stations are expanding their news shows, often with interview segments using local experts.
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When crafting your remarks for a press conference or presentation, consider a tool that's been used in literature and speech writing throughout history: the rule of threes. People respond well to three points. We think in terms of good, better, best. Scripture talks of faith, hope and love. Lincoln employed the tactic in his Gettysburg address with "...of the people, by the people, for the people." One thing you can be pretty sure of: one day's news coverage is not the final say on any single subject. In other words, just because the media seemingly ignored your story one day doesn't mean that's the end of the story. When it comes to media relations, there may be several reasons your story didn't gain any traction with reporters, many of which had little to do with the story itself. Republican Presidential hopeful Michele Bachmann passed her first major media test with flying colors. She handled a pretty rude question from Chris Wallace during a Fox News Sunday television interview without even flinching. As you can see in this video clip, Wallace brought up a number of mistatements or gaffs he said Bachmann had made and then asked, "Are you a flake?" This is the latest in a series of posts about how to prepare and carry out a successful media interview. Part One is here and Part Two is here. When it comes to media training, it's important to separate the myths from the realities about interviews. For instance, one myth is that the reporter is your friend. Another is that during the interview you're speaking to the reporter or host. Let's define reality in each case. MYTH: The reporter is your friend. This is the second in a series of posts about how to prepare for and conduct a successful media interview. Part One is here. Preparing for an interview is more than just knowing about your subject or developing your message. You need to conduct an interview of your own so that you fully understand the setting or context of the interview. What questions will you want to ask? This is the first of a series of posts about how to prepare for and conduct a successful media interview. Opportunity The key thing to remember when submitting to an interview request is that it has opportunity written all over it. It's an opportunity for you to improve your name recognition, extend your brand, gain exposure in the media and be seen as an expert within your field or specialty. President Barack Obama released his $3.7 trillion 2012 federal budget this week. In Illinois, Governor Pat Quinn released his $52.7 billion spending plan. It was a week of mind-numbing numbers. How can anyone possibly wrap their minds around such amounts of cash? Time to pause and remember how to handle numbers when it comes to press releases, news conferences and when speaking to reporters. In most cases, spewing numbers like the ones above simply cause most eyes to glaze over. Instead, present numbers or figures in ways to help you make your case. Chicago Tribune Web Site The challenge of getting favorable news coverage can be daunting at any time. It's difficult to predict how an editor, reporter or producer will view your story. Media relations is more art than science. However, you might as well pack it in when one story totally dominates news coverage to the point that the media and everyone else is talking of little else. Such is the case with this week's blizzard. Speaking with a reporter can be intimidating, no matter how small the publication or media outlet. Even if the reporter is doing a puff piece about you or your organization, you still might feel uneasy about the interview.
That's understandable, so here are a few media relations guidelines about what to say and what not to say. |
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