Preparing for the Media Interview: A Quick Drill

March 12, 2013 Leave a comment

WHOOPI GOLDBERG,JOY BEHAR,SHERRI SHEPHERD,ELISABETH HASSELBECKSo the media responded to your first PR pitch.  They’re interested and you’ve landed that much sought after interview.  You’ve never been interviewed before.  You’ve never been media trained.  And you’re on tomorrow.

What now?

Don’t panic.

For starters, be you.

Do your homework.  Study the media.  Study the specific journalist who is going to interview you.

Don’t put on an act.  Make sure you stay true to who you are.  Don’t try and shift your personality for an interview.  For example, if you are basically shy and retiring, don’t try to come off like a rock star. That’s not going to work.

Your mission here is not to alter your personality, but to enhance it.

The main points to focus on are:  

Pick three main points that you want out there and practice weaving them into your answers.

Breath.  It sounds silly, but it’s not.

Sit erect, but let your body relax.

Keep your voice modulated.

Listen to the questions, don’t assume you know where the interviewer is going or try to anticipate the questions.

Give concise answers.  You don’t want to give a yes or no response, but you also don’t want to reply with a three page meandering monologue.

If you don’t know the answer to a question, it’s okay not to know something.

Also, if you don’t understand a question, it’s fine to ask the interviewer to rephrase it.  Don’t try and respond to a question you’re not sure about.

Have fun with it.

Enjoy the process.

Break a leg!

Copyright © Anthony Mora 2013

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Why Media Training Is No Longer About The Media

March 4, 2013 Leave a comment

media training blogIt used to be that you received media training to prepare to be interviewed by the mainstream media.  Makes sense, right?  Before you’re interviewed by your local newspaper, or appear on 60 Minutes you want to get some idea of what to say.  But times have changed; now if you have a website, or use social media, you, my friend, are in the media.  You are in your own media world, like it or not.  So, in truth media training is no longer about the media, it’s now about your media.

Our media trainer, Ann Convery, has trained clients to be interviewed by such media as Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, the BBC, Los Angeles Times, Vogue, People, Rolling Stone and countless other media outlets.  But now she’s also working with clients reviewing what they should say and how they should present themselves on their own videos, or how to communicate via social media.

So, to quickly answer the two pertinent questions

Do you need media training?  YES!

When?  NOW!

Media training teaches you how to communicate with your market, customers, prospects, influencers and, yes, the media.  It is no longer strictly for those of us in the PR or media relations realm

It is an invaluable experience and one that you need in order to successfully run your business whether you’re a producer, painter, author, or rocket scientist.

And if you decide to try and save a few bucks by giving up your search for a good media trainer and trying to do the session with your sister or hairdresser, don’t!  This is truly one of those cases where you don’t know what you don’t know.  Plus, what if the Today Show calls today wanting to book you on the show tomorrow morning?  Then you’ll be prepared, right?  And if they don’t call today, you’ll still be prepared to successfully communicate in your own media world.

Copyright © Anthony Mora 2013

 

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Why Effective Communication Can Make All the Difference in PR & in Life

October 19, 2012 Leave a comment

Sometimes being the best in your field isn’t enough.  For example, your company might make the best products, or you could be the perfect candidate, or you service might be the best in your field, but if you’re not able to articulate your message and connect with your target audience, you’re in trouble.

Most people think that they don’t really need effective interview skills; as they view it, that’s a skill needed by celebrities or politicians, or sports figures.  It’s not something they need to master.  Wrong.   If you’re launching a public relations or media relations campaign, you definitely need to master this skill.  But regardless of whether you’re launching a PR campaign or not, learning how to effectively communicate with the media, your clients, your prospects and your target audience is an essential skill. It’s an important skill for anyone in business, whether it’s an entrepreneur discussing a new product, a job applicant going on an interview, or an employee hoping to move up the ladder within a company.

This is a skill everyone needs to master, whether you’re launching a new product, discussing your company, your film, you artwork or your expertise, how you present yourself can make all the difference.  The information is important, no doubt about that, but the words you choose, the tone of your voice, your delivery and how you carry yourself will a all play an important part in how your message will be received.  Although an interview on CNN is different than a speech at a business meeting or an interview for a new job, in essence the basics of effective communication remain the same.  So, regardless of whom you’re speaking to, or the message you want to impart, the following are some basic communication tips to keep in mind.    

1)      Don’t decide to simply wing it.  Prepare.  Review two or three most important points that you want to get across.

2)      Never anticipate questions.  Wait until the question is asked and make sure you fully understand it before responding.

3)      Practice your delivery.  Give your presentation to a friend, or record it and listen to it objectively.

4)      Be aware of your body language.  Be aware of your posture.

5)      Relax.

Remember, you are the messenger and your delivery can make or break that interview, sale, presentation, or business opportunity.  Learn how to effectively communicate and you’ll be positioning yourself for success.

Copyright © Anthony Mora 2012

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A How-To Press Release Review

August 20, 2012 1 Comment

When launching a PR or media relations campaign, your press release is your calling card.  If it’s well done it will tell a compelling story, interest the media and make the reader want to know more.  It will be more about the story than it will be a biography of you or your company.  Remember the old adage facts tell, stories sell.  Make sure you have a strong hook or story before you write a release.  Simply writing a release about the launch of a new product or business isn’t enough.  Unless you’re writing releases strictly for SEO value, or to place in a very specific trade publication, press releases about promotions and the like can help generate good will within the company, but from a media relations perspective, they’re a complete waste of time.

I have a hard-and-fast rule at my company that press releases cannot exceed one-page, and I will sacrifice double-spacing in order to come up with a one-page release. Trouble is most clients feel that they have so much interesting and important information to impart, that we couldn’t possibly say all we wanted in a one page press release.  They’re right.  And the purpose of a press release is not to tell everything, but to offer a very specific compelling story.

You’re not going to tell them your life story in one release.  At least I hope you’re not going to.  Effective public relations is not about listing facts, but about creating interesting stories that educate, inform and/or entertain.  You first want to come up with the strongest angle and story that you can and then give the media that pitch in headlines, and teasers.  Imagine that you’re cutting a trailer for an upcoming movie.  You’re not concerned with trying to let the audience see the entire film.  Your job is to interest the public enough to plunk down their money to see the movie.  It’s the same with your press release.  You want your release to act as a teaser; you want to interest the media, grab their attention.

There are some set-in-stone, very specific guidelines to press releases, such as covering the who, what, where, and when information, adhering to the AP press release format, and keeping it double-spaced.  Personally, I’d say focus more on telling a compelling story than with following the rulebook.  Most press releases are horribly, terrifically boring.  They are either dry, and chock-full of dull, tedious facts, or they are overly cute.

Before you decide to write and send out a press release, consider the following:

  1. Write in clear, plain language that people who are unfamiliar with service-learning can understand.
  2. The first paragraph of the release should convey in a clear and succinct way what the news release is about. Do not put any excess information in this paragraph
  3. The last paragraph should include information on your organization (“boilerplate”), along with a website address, if available, and phone number.
  4. Write with action verbs, and an active voice.
  5. Keep sentences and paragraphs short and concise.

And always keep in mind that your main objective is to tell a story that the media and their listeners, viewers or readers will want to know about.  Remember a press release is not a one size fits all document.  Change and modify it to fit the needs of the different media outlets.

Copyright © Anthony Mora 2012

Rick, Jonathan. “4 Ways to Rethink the Press Release.” Photo. Mashable. 20 Aug 2012. 06 Apr 2012. <http://mashable.com/2012/04/06/press-release-blog-lessons-alternative/>

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How To Use Your PR To Create a Buzz & Make More Money

July 20, 2012 Leave a comment

I initially began in PR working in the entertainment industry.  I had served as an entertainment-oriented freelance writer and magazine editor, so it was a natural jump.  Since then I’ve represented clients in health, medicine, style, fine art and other arenas, but back then entertainment was my beat.  Not long after I began in the industry, an actress hired us to launch a public relations campaign for her.  She had just finished a run on a weekly TV series and was making a career shift, hoping to land more feature films.  I asked her if she could bring some of the articles and TV interviews she had been featured in.  Her response was surprising.  She had not taped one TV interview or kept one magazine or newspaper article.  That wasn’t her focus.  She thought the media coverage was nice and a part of the job, but she didn’t consider what a powerful tool it could be for her down the line.   We were able to go back and retrieve some of her media coverage, but in a sense, media-wise, we were starting a campaign from scratch.  Much of the media and PR equity she had built for herself was lost.

There is a lesson to be learned there and not just for those in the entertainment industry.  If used correctly, media begets media. It is not a process that happens in a vacuum.  When you launch a public relations or publicity campaign you want to be sure to use your TV and radio appearances and magazine and newspaper articles to interest other media. Copy the article, video, or audio tape and send it out when the media requests further information on you. Update your biography to include your most recent media appearances (unless you’re pitching a direct competitor).

When writing or talking to the media, let them know about other segments or articles you have appeared in. Be prudent in the media you send. If a feature story or interview has certain quotes you are unhappy with, you may want to copy only the parts of the interview you want highlighted. If you have a recently taped interview from a particular TV program and are now being considered by their direct competitor, you may want to think twice before sending that particular tape for viewing.
And perhaps, even most importantly, use your media coverage to help boost your social media.  No matter how important a media outlet, more people didn’t see or read that article or see that TV segment than did.  For example, before Oprah moved on, we had clients on her show that we then highlighted on Facebook, Twitter and other social media outlets.  Sure appearing on the show was great for the client, but by highlighting that appearance via social media, we were able to magnify and amplify its impact.

These are just some examples of ways to utilize your press. With a little thought and ingenuity, you’ll come up with several more. Make your press work as hard as you do.  It won’t only land you more media, but also bring you more business and clients.

Copyright © Anthony Mora 2012

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Speaking, Presentation and Media Training Tips

July 16, 2012 1 Comment

Whether you’re doing a TV interview, giving a seminar or making a presentation, it’s important to be prepared.  Although from your perspective you might feel your main objective is to inform, in truth your primary goal is to engage with your audience, whether it be an audience of one or (via traditional media or social media) an audience of millions.  If you’ve launched a public relations or media relations campaign, you need to be prepared before doing that phone interview or appearing on a TV segment.  If you’re speaking at an event, again, you need to do your homework and be ready before stepping up to the microphone.  With that in mind, before you start your speech, presentation or interview, study the following:

1) WARM UP.  It takes most people at least ten minutes to warm up, but you might not always have that luxury, so practice.    Picture that this is you, sitting around after a dinner party telling a great story to good friends.  This is the “you” that will make a great interview.  Practice with your associates, in the car, at the studio.  Just talking and laughing with people, and especially putting others at ease, will do it.

2) IT’S YOUR MESSAGE Imagine reframing the interview in your mind, to where you have invited these people in order to educate, inform, and entertain them.  Your job is not to sell, but to communicate and engage.  This will add vitality, power, and energy as you deliver your message.

3) PASSION.  Why are you there?  Because you want to make money, sell books, land clients?  Probably.  That’s important.  But try this motivator instead:  you’ve got a great story, secrets to share, tips to impart, solutions to offer and you want everyone to know about it.  You REALLY BELIEVE what you’re saying, you’ve got the answers, and it’s fun and rewarding to enlighten others.  You have a mission and you’re passionate about your mission.  You want the public to know the truth.  Passion will make you come across like a dynamic expert who has the answers, rather than simply a talking head.

4) LOOK TO THE PROBLEM.  If you need a hint as to how to make your communication more vital and exciting, ask yourself – what problems did you (or your profession) solve in order to develop that approach, write that book, or create that program?  Give your story a narrative, with a beginning, middle and an end.   Explain how bad the problem was, how you solved it and how happy your clients are now that it’s solved.

5) BELIEVE IN YOUR MESSAGE.  If you’re shy and you have trouble speaking in public, focus on your ability to help, inform and educate; believe in your story, or your product, or your message.  Can you help people?  Can you make their lives better?  The answer is yes!  Believe in your message.

Remember the best PR or media relations campaign will fall flat if you don’t believe in and effectively deliver your message.  So work on your delivery and presentation.  Pump up your passion.  Enthusiasm can be infectious.    When it comes to your business and your brand, you are the message.

Copyright © Anthony Mora 2012

eHow Contributor. “Prepare for a Television Interview.” Photo. eHow. 16 July 2012. <http://www.ehow.com/how_2065941_prepare-television-interview.html>

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Cold Calling in Reverse: A Unique Approach to Signing Clients & Selling Products

May 4, 2012 1 Comment

You know what it’s like, you have your list (which you’ve either put together on your own- spending a lot of your time, or you’ve purchased one, spending a lot of your money) and you’ve practiced your pitch.  Now it’s time to pick up the phone and start making the calls.  Off you go trolling for clients, hoping to turn a cold call into a warm prospect into a paying client or customer.  It’s not easy.  It’s actually one of the toughest parts of business.  Keeping the pipeline filled with warm prospects is never an easy task, and cold calling is only one approach.  What if there was a way to get prospective clients to call or email you?  A dream?  Nope, it’s possible.

Media relations is a unique form of marketing. Unlike advertising or direct marketing, with public relations you can’t pick and choose specific outlets and dates that your story or segment will run – that is the challenge of PR. Yet, on the other hand, when a news story does run on you or your business, you are positioned in a unique and powerful way. A feature in a magazine or newspaper or a segment on TV or radio positions you as an expert and positions your company or product as a news story. That type of coverage offers you validation and credibility that no amount of advertising can buy. With PR you reach your target market and build your brand via the media.

Now combine traditional public relations with a social media approach. The lines between traditional PR and social media are blurring.  Land a story in a traditional magazine or newspaper and chances are that media outlet will have an online presence.  With that one move you’re suddenly edging closer to the social media world.  All you need to do is tweet the link or post it on Facebook and there you go, a traditional media campaign has now melded with a social media campaign. On the other hand, an interesting social media campaign can grab the attention of a magazine, newspaper or TV show and a social media phenomenon can become a mainstream news story.  It’s a two way highway and one that if worked well, can be an amazingly effective approach.

Marketing-wise, social media is opening new worlds of possibilities.  By combining your social media strategy with a traditional PR campaign you can create a powerful two-pronged approach which results in more followers, more buzz, more customers and more business. Also social media is a great example of how people can create conversion through conversation. It is also an avenue that can be used to transform public relations into personal relationships in order to build and grow a brand and a business.

The best part of this blended approach to marketing is that instead of you making cold calls to interest prospects, suddenly the phone rings and emails show up from prospects wanting to talk to you.  That’s always a nice conversation.

Copyright © Anthony Mora 2012

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The Difference Between Publicity and Public Relations

June 30, 2011 Leave a comment

To be honest, there are a slew of different definitions regarding what publicity is and how it differs from public relations. Publicity and publicists are generally viewed as being connected solely with the entertainment world.  Actors and actresses have publicists.  Feature films have publicists.  In a way the term has become archaic.  Whereas not only actors and singers have publicists, basically a traditional publicist is the Hollywood rep we’ve all come to know.  They place their clients in the media, take them to events, do red carpet walks, set up press conferences, etc.   Whereas companies in any field need media coverage, most need the services of a public relations firm, as opposed to a publicist.

Public relations is a unique marketing approach.  Unlike advertising where an ad firm can control the content and the placement, a publicist can control the content that he or she delivers to the media he or she cannot control its placement or how the media presents the story. There are different ways of getting stories placed.  There is the proactive approach where you pitch an editor, writer or producer a particular story or angle and there is the reactive approach where a journalist contacts you looking for someone to interview for his or her story.  There are also times where you see that a particular story is being covered.  Then there are different types of stories, there are those that feature you as the main focus.  Those are features that spotlight you, your product, your service or your story.  Then there are stories or segments where you or your company or product are included in an already existing story.

On the other hand a well placed news story can be much more valuable than an ad or a commercial because of the validation and credibility factors business people and entrepreneurs generally feel they don’t need publicists.  In point of fact they do need publicity, but that is simply one part of an overall public relations program.  Public relations is a much broader topic.  It encompasses publicity but publicity is only one piece.  Public Relations is an umbrella term that can include investor relations, crisis communications, media training, special events and sponsorships, and other activities.

In fact many people use the terms interchangeably what one calls a PR consultant another will call a publicist, and what one person refers to as publicity another will call a media relations campaign.  The terms don’t matter as much as the ways the campaigns are structured and the results.  The bottom line in any PR or publicity, or media relations, or public relations campaign is creating effective compelling stories.  Effective PR is the art of good storytelling.  For a campaign to work it’s important to define the story, develop written material that tells that story, understand the target market, and find the media that communicates with that market and present that story in a compelling manner that meets the media’s needs.

Copyright © Anthony Mora 2011

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Appearing on a Talk Show Post-Oprah

June 7, 2011 Leave a comment

Times are changing; Oprah is gone as are many of the daytime soap operas.  TV’s 9 a.m. to 3 p.m. daytime slots are shifting dramatically.  It is a primarily female audience that watches at that time.  The numbers show that most are seeking personality based or issue oriented programs.  Talk shows, game shows and reality shows fill the niche since none require the type of consistent viewing that a traditional drama or comedy does.  Busy women can tune in and out throughout the programs.  If you’re looking to pitch yourself as a guest on a talk show, never fear, although Oprah is gone, there are a myriad shows out there and more are on the way.

Daytime TV will be talk-heavy; Time Warner will launch a new talk show hosted by CNN anchor Anderson Cooper and Walt Disney’s ABC is in talks with Katie Couric. There is also Talk, the View, Dr.Phil, Dr. Oz, Nate Berkus, Ellen DeGeneres, Rachael Ray and Martha Stewart. “Chew”, featuring chef Mario Batali will launch in September, 2011.  And “The Revolution”, from the producers of “The Biggest Loser” will premiere in January, focusing on topics relating to health, weight, and lifestyle.

The courtroom will also probably be more present during the daytime. Judge Judy has been averaging 6 million daily.  This type of programming not only appeals to women, but does fairly well with other demographics.

Whether any of the current crop will breakthrough and reach Oprah status is hard to say.  It would be difficult to replicate a program and personality with the power of Oprah, but who knows?  From a PR perspective, what was for so long considered the golden ring is gone, but there are quite a few avenues out there to pursue.  Although its ratings are inconsequential next to what Oprah used to draw, the OWN network has its own shows which are worth a look.

Initially your most important job is to actually watch the shows.  Know what stories they cover and how they cover stories.  Study the shows and their presentations so you can discover the best ways to pitch your story.  Each show has its own signature and its own personality, so learn that before pitching.  If you’re presenting yourself as an expert in your field, have stories ready that illustrate exactly why you are the expert.  How have you changed your client’s lives?  What can you offer the viewing audience?  What makes you unique and different enough to convince a producer to book you as a guest?  If you can successfully answer those questions, you’re good to go; it’s time to prepare yourself your TV guest spot and start your media training.

Copyright © Anthony Mora 2011

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Nailing A TV Interview

April 27, 2011 Leave a comment

When launching a public relations campaign, it can be easy to get so focused on trying to land a TV interview that you forget to give any attention to how you’re going to handle the interview.  Print is usually the easiest in terms of how you look and carry yourself.  Those interviews are generally done over the phone.  You could be in bed in your pajamas for all the interviewer knows.  The same is often the case with radio.  If you’re calling into the show, the interviewer has no idea what you look like, what you’re wearing, and if you’re in your living room or the pool.  Another upside of those types of print and radio interviews is that you can write out cheat sheets that you can refer to.  In fact, you’re wasting a great opportunity if you don’t do that.  Write out a number of flash cards that each list a main point that you want to address, or list statistics, information or quotes that will make you sound quite brilliant, which is never a bad thing.

But, in the worlds of PR and media relations, TV is a whole different animal. Cheat sheets and pajamas are definitely out on TV interviews.  Well, you can try pajamas.  At least you’ll make an impression.

So, let’s say you’ve pitched your story to a TV outlet, the producer liked your pitch, she booked you on the show and today is your day.  First, congratulations on getting this far, now here is your TV media appearance drill.  To start, review your wardrobe and dress appropriately.  If you’re discussing a product or a book, you’ve made sure that you’re taking along some extra samples (you have already sent copies to the producer).   Give yourself plenty of time to get to the studio (keep in mind – if you’re late, you’re dead) and review two or three primary points that you want to get across during the interview.

Make sure you go over the basics as to your story and information, but remember TV is a visual medium.  With that in mind:

  1. Check yourself in a mirror before you go on camera. Is your hair in place? Is your tie crooked? Is your lipstick smeared? Give yourself the basic once-over.
  2. Remember, you don’t have to force the information; weave your points into the interview. If you spend your time forcing an issue, it will come out sounding strained and stilted.
  3. No slouching. Have good posture.
  4. Focus on the interviewer. The camera and crew is part of the furniture as far as you’re concerned.
  5. Start off with your most important information. Interviews can be very short. If you don’t lead with what’s important, you may have missed your chance.
  6. Breathe. People have a tendency to hold their breath when nervous, which only creates more anxiety. Remember to breathe.
  7. Smile. I’ve seen more media opportunities ruined by people who have refused to smile during their interviews. Looking grave does not make you appear more profound, it makes you look dull and somber.

These are the basics.  Prepare before you go on.  Get some media training.  Don’t assume you’re a TV natural.  Prepare for and invest in your media success.

Copyright © Anthony Mora 2011

Filed under Marketing, media interview, PR, PR Campaign, Public Relations, tv interview Tagged with , , , , , , , , , , , , ,

Preparing for A Media Interview

April 22, 2011 Leave a comment

Don’t launch your public relations outreach until you’ve had some media training and have prepared yourself to handle media interviews.  If you’re going to go through the work of launching a PR campaign, you owe it to yourself and your business to be prepared to fully maximize your media opportunities.  Whether it’s a TV, print or radio, interview, don’t assume you can just wing it and hit a media home-run.  Keep in mind a media interview is not a conversation; it is the meeting of two agendas.  The interviewer has his or her agenda and you have yours.  You want to review the various questions that could be asked and prepare your responses.  With that in mind, the following are some interview tips to review before.

  1. Listen. Don’t anticipate questions. Don’t think that you know what the interviewer is asking. Wait until the question is asked and then respond.
  2. If you get momentarily confused, or lose your train of thought, that’s okay. It happens to everyone. Take a deep breath and start again.
  3. It’s all right to ask the interviewer to repeat a question. The last thing you want to do is give an answer to a question you don’t fully understand.
  4. Don’t be vague or use trade jargon. Speak in easy-to-understand language.
  5. Show the audience what you’re talking about. Use a story or an account that illustrates a point, as opposed to just giving them vague ideas or theories.
  6. Keep your information short, concise, and to the point. Keep it easy to understand.
  7. When trying to make a particular point, be assertive but not pushy.
  8. If having clients visit your store is pertinent to your business, mention your location. The viewers may love you, but if they can’t find you, you’re in trouble. Don’t simply blurt out your address, but weave your location into the conversation.

Remember, prepare, anticipate and practice.  Invest in some media training,  Relax. Don’t rush things. You are there to have a conversation. Well, at least you want it to look like a conversation.

Copyright © Anthony Mora 2011

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