value. 5.
If it’s all about you, if you’re in the game just to advance
yourself, this will become all too readily apparent, and you will alienate the very people you are trying to impress.
When you are interviewed, give good quotes. Strive for simple, declarative sentences. Use concrete images.
Answer the question. Don't go off on tangents that interest you. Remember the reporter is working hard to gain the knowledge he or she needs to write a good story. Or the radio host is looking for that pithy quote the listeners can relate to. Help the reporter do a good job, and once again your effort will be appreciated.
Be enthusiastic on the phone. Even if you're not doing an interview for broadcast, the reporter will appreciate your passion for the subject. Stand up and smile – your energy and cheerfulness will come across. Laugh or get the interviewer laughing.
If you've written a book on the subject you are being interviewed about, offer to send it. This will help them learn more about the topic they are researching. You can also offer, say, five books as giveaways if your interview is with a radio reporter. Radio stations love promotional ideas.
At the end of an interview, ask about other stories the reporter is currently covering. Explain how you may be able to contribute and offer a unique angle that may interest their audiences. Always remind the journalist that he or she can call you back with questions. And make it clear that you’re eager to be an accessible source of information in the future.
6.
Don’t forget to maintain your relationships once they are established. Again, thoughtfulness is the key.
Sometimes the reporter will call you as a source, but you just aren’t right for that particular subject matter. You can still be helpful by suggesting another person to call. Or, if the reporter needs a second or third source to interview, suggest names of other people.
If the story is not something you can help with,
but you can steer the reporter toward a more productive source of information, the reporter will remember this and be grateful.
Effective media relations is all about relationships. If you develop, nurture and maintain good relationships with reporters and editors – you will become the expert source they seek out time after time, which will help you stand out from the competition and boost your sales.
Pam Lontos is president of PR/PR, a public relations firm based in Orlando, Fla. She is author of I See Your Name Everywhere and is a former vice president of sales for Disney's Shamrock Broadcasting. PR/PR has placed clients in publications such as USA Today, Entrepreneur, Time, Reader's Digest and Cosmopolitan. PR/PR works with established businesses, as well as entrepreneurs who are just launching their company. For a free publicity consultation, email
Pam@prpr.net or call (407) 299-6128. To receive free publicity tips, go to
www.PRPR. net and register for the monthly e-newsletter, PR/PR Pulse!
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