MARKETING
Getting the Right Press Coverage for Your
Business
It’s said that no press
is bad press. But any press can be a missed opportunity if you don’t come to
the table armed and ready to play. If you want to build a connection with
reporters that will keep you and your business in a positive light, here are
eight things you need to do.
1. Speak clearly
Ever say something you
wish you could take back? When you’re in the limelight, your words are
magnified even more. Any slip of the tongue can get you in trouble and hurt not
only your own reputation, but the reputation of your brand or organization as
well. And it’s not just saying something politically incorrect or taboo that
can get you in trouble. You can also get a negative image by speaking poorly.
In this day and age, if
you sound like an idiot in an interview, it’s instantly all over social media
-- your inarticulateness in all its glory. If you have the tendency to stammer or use
filler words (um, uh, so, like, hmmm, etc.), you need to learn to do one thing.
Pause.
Yes, it’s that simple.
You don’t need to be uttering sound the entire time during an interview. A
pause can be purposeful, strategic and helpful and will keep you from
spitting out words that have no purpose.
2. Repeat the question
A common strategy used in
many interview situations to buy time and clarify meaning is repeating the
question. By paraphrasing the question back to the reporter, you give yourself
time to think about your response, take a breath and answer intelligently.
You also make sure the question you’re responding to is the one that’s being
asked.
3. Have a conversation
An interview is a
conversation, plain and simple, but so many people don’t think of it that way.
The reporter may ask you a question to get it started, but you have the power
to change the course of the interview through your answers. Don’t think of it
as a simple Q&A session. Think of it as an opportunity to share some of
yourself, get to know the reporter and find a good conversational rhythm. If
you approach each reporter with the attitude of, “Hey, let’s have a conversation
about [insert topic of interview],” instead of, “I have to answer a few
questions about this,” you’ll see great results.
4. Tell a story
As an adult, I love
listening to people tell stories about why they do what they do and how they
got to where they are in life. When I listen to these stories, I find ways to
connect and identify with the storyteller.
Audiences are drawn to
people with whom they can identify. If your story has something in common with a
member of your audience and you share it, you’ve made a connection. If you
don’t share your story, you miss out on an opportunity.
5. Thank your employees/customers/supporters
These people are already
on your side, but if you want to get in good with your support base, always
make it a point to thank them in your interviews. Plus, it makes you appear
gracious, kind and appreciative.
If a client did something
really nice for you or got killer results from using your product or service
and shared that with you, acknowledge that story and thank that client in your
interview. Then share that interview on social media, tagging the client and/or
featuring that client in a blog post that links to the interview. The audience
will love hearing a real-world example, and that client will remember you forever.
Those stories make for easy sound bites that reporters can run over and over
again and that media outlets can put on websites and social media channels.
Doing a little good can go a long way.
6. Be helpful
As the interview reaches
its end, ask: “Is there anything else I can talk about or answer that will help
with your story?” Doing this during a live interview while the camera is
rolling probably isn’t the best strategy. But as you’re shaking hands to part
ways, ask.
If a reporter knows
you’re willing to work with her, you’re more likely
to get requested for interviews in the future. And, who knows, you might get an additional feature right on
the spot!
7. Follow through
If you say you’re going
to do something, do it. If you say you’ll give an interview and then
don’t, or try to rush through it, you’re going to be viewed as someone who
doesn’t keep her promises. And you don’t want to move the media out of
your corner. Your business can’t afford it.
8. Reciprocity: share the love
If a reporter does a
special story about you, puts it out via social media, and “tags” or “tweets”
you in any way, share it with your followers and fans. This simple act will
endear you to reporters, as they realize you’re conscious of what’s put out
about you in the media and you’re happy to share their work.
Conditional
Sentences
1.
If you want to build a connection with reporters that will
keep you and your business in a positive light, here are eight things you need
to do.
2.
If you have the tendency to stammer or use filler words
(um, uh, so, like, hmmm, etc.), you need to learn to do one thing.
3. If you approach each reporter with the attitude of, “Hey, let’s
have a conversation about [insert topic of interview],” instead of, “I have to
answer a few questions about this,” you’ll see great results.
4.
If your story has something in common with a member of
your audience and you share it, you’ve made a connection.
5. If you don’t share your story, you miss out on an opportunity.
6.
If a reporter knows you’re willing to work with her,
you’re more likely to get requested for interviews in the future.
7.
If you say you’ll give an interview and then don’t, or try
to rush through it, you’re going to be viewed as someone who doesn’t keep her
promises.
