Being invited to appear on radio and television used to be reserved for top company executives and spokespersons. Until quite recently, the chance of being invited to make a media appearance was extremely small, even for the highest echelon. Today, almost anyone in responsible positions could be called on to interview.
Sweeping changes in broadcast and print media have created a multitude of channels and journals of specific interest; some of them global in nature. This information-starved media creates immense opportunities and significant challenges for individuals and organizations.
Disaster or opportunity?
Most people are very apprehensive and unprepared for media interviews and press conferences. Just one "off the cuff" comment or slip of the tongue and years of company image and personal career building can go right down the drain. However, to decline an appearance allows a great opportunity for getting your message out to disappear without a trace.
So how do you turn a potential disaster into an enormous advantage? By learning some simple rules and doing some on-camera training, you can learn the skills required to do credit to yourself, your organization and your industry. If a television appearance is imminent, arrange a visit to your local television studio to watch the news being broadcast. It may surprise you.
Handling that critical call from the press
The caller is usually a member of the production team, customarily a researcher. In some cases, the caller may be the journalist who wants to interview you. He or she is not a receptionist or a telephonist. You should be careful how you handle your conversation with them. Interview the caller and write down their answers. Their willingness to respond is an exceptional indicator of their integrity.
Do not rush to accept or decline the interview, just ask the following questions:
? What is the name of the broadcaster or publication?
? What is the name of the program or working title of the article?
? Who is the journalist, correspondent or interviewer?
? Why is this article being written or program being made? (They probably know something you don't know.)
? What is their angle? (Journalists always take an editorial approach or slant to stories. This is the story's angle.)
? Who else's views are being sought? Who else will be there?
? Will it be broadcast live or recorded; in a studio or on location?
? When do they want you?
? Are they showing any videos, models or graphics during the segment or program? And when can someone from you organization come to see them? (This is so that you are not taken by surprise.)
? If you have your materials, can they be included? (These would have to be prepared in advance and the integration of these would take some time to rehearse prior to the actual broadcast.)
Tell the caller that you will get back to them in 10 minutes
This gives you time to decide what to do. Your decision should not be based on fear or flattery. It should be a normal management decision. You should not refuse as a matter of course since the presenter could refer to your refusal on air and create the impression of guilt by refusal.
You need to ask yourself the following questions?
? Is appearing of benefit to me?
? Is it of benefit to my company?
? Am I the best person to appear?
? Do we want to be seen to associate with the other guest or guests?
? Do we have adequate preparation time?
? Does the journalist or program have a good reputation?
? Do we trust the journalist?
? What will happen if we do not accept the invitation?
Accept or decline?
It is of absolutely no use to accept the invitation if you will be faced with a couple of zealots, radicals or a protagonist who hates everything you do and everything you stand for. It is also impossible to compete with a highly edited tape feature, which negatively expounds the issue without you having your own taped segment to refute and set the record straight. You should remember that when appearing on the media, you are your organization, and even your industry, personified. Reputations and careers are at stake here!
If, after careful consideration, you do accept the interview, then extensive prior planning is required to turn this challenge into a golden opportunity. An opportunity which effectively allows you to communicate your message to an extremely large audience, sometimes numbering in the tens or hundreds of millions.
About the author
Rudi Goldman is the founder and Managing Director of Media in English B.V., a Dutch-based communications company and media consultancy which prepares executives for successful television, radio, print media appearances and business presentations. An award-winning communications expert, his 30 years of international media experience covers a broad spectrum, from Los Angeles to New York and from London to Hilversum. Having served as Director of Programming - UK, Benelux and Scandinavia for the Walt Disney Company in London, he understands the European perspective. Goldman has individually trained well over 200 top international business/government leaders. http://media-in-english.com
When developing a publicity campaign for their business many owners... Read More
Can you honestly say that your business, non-profit or association's... Read More
You never want to inundate a reporter with information, but... Read More
? Don't wear all black. You'll look as though you're... Read More
Above all, you need to know that the right PR... Read More
Although it seems less common these days, there are still... Read More
Writing a press (or media) release is quite an art... Read More
Almost assuredly you do, especially when your most important external... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
In a media interview, always stick to your main points... Read More
Being invited to appear on radio and television used to... Read More
There's good news for public relations execs, marketing professionals and... Read More
When a reporter is wowed, intrigued, surprised or captivated by... Read More
Wherever the fundamental premise of public relations is practiced.Look at... Read More
As a business, non-profit or association manager, let the tacticians... Read More
Most people consider getting publicity the most important part of... Read More
For some, public relations works well when their news release... Read More
A press kit is an essential press relations tool. While... Read More
More than half of America skips the Super Bowl, the... Read More
The public relations bar, should such a proficiency measure ever... Read More
If you're like most of my clients, you're probably interested... Read More
What do you do with junk mail? Are you like... Read More
Strong for business, non-profit and association managers when they use... Read More
Are there secrets to gaining media coverage or is it... Read More
You won't be if you accept a very simple premise.... Read More
The real public relations geniuses might be managers. You know,... Read More
One big mistake that many marketing-minded financial planners make when... Read More
If your key ? that's KEY ? outside audiences don't... Read More
And the best way to mind your own business is... Read More
Business, non-profit or association managers hurt their own public relations... Read More
Everyone has an opinion on something, and you can leverage... Read More
Business people often spend time and money trying to find... Read More
Media relations is a great profession.On good days, I earn... Read More
When I talk with business people, they tend to believe... Read More
Well, for starters, because good public relations can alter individual... Read More
Should it be measured in "publicity by the pound," or... Read More
Have you fantasized about spreading word of your business on... Read More
And show it for what it is - a humdinger... Read More
Business, non-profit and association managers get a ton of satisfaction... Read More
I say public relations can be a matter of survival... Read More
Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More
You bet!Especially for business, non-profit and association managers who REALLY... Read More
Community relations is one of those marketing strategies that isn't... Read More
When developing a publicity campaign for their business many owners... Read More
Being part of a trade show gives small business a... Read More
Many of my clients have had the misguided perception that... Read More
When you are planning to call a reporter for the... Read More
Ideally, you will have two types of quotes in your... Read More
There's an old African proverb:"If you think you are too... Read More
If you own a franchise and have company vehicles, be... Read More
There is something newsworthy happening at your organization right now.... Read More
I am often asked by clients to target USA Today... Read More
The public relations goal and strategy make sense; the message... Read More
As a business, non-profit or association manager trying to get... Read More
Sometimes there seems to be no client news worthy of... Read More
Do you have a great idea for a story, but... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
When starting a successful business venture or launching a new... Read More
What you are about to read is a step by... Read More
Before you even think about writing a press release, there... Read More
When your book is mentioned on television, sales go up.... Read More
Sorry about my otaku with this issue (otaku = more... Read More
News releases are not the best way to get major... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
Something that results in your most important outside audiences doing... Read More
Most people consider getting publicity the most important part of... Read More
Public Relations |