Most businesspeople know that favorable publicity can bring a sharp spike in sales, so they are often eager to cooperate with the media.
Still, it takes careful planning to get maximum benefit from a talk with a reporter. The best way to shape a story is to be very clear on what you want to see there – write a short communications plan that will give an overview of the topic, plus steps to take to maximize your chances for a favorable outcome.
Short and to the point
First, think about the comments you see in the news every day. On TV, the quotes are anywhere from 5 to 10 seconds long. That’s it. And the average quote in a print story is seldom more that 15 words, unless the article is on the person being quoted.
In short, if you want to get into the story, keep your comments brief.
And keep them focused. Decide what are the three most important facts for the reporter – and his or her audience – to know about. Then, put each of those facts into a simple, declarative sentence between 8 and 15 words each. Think about the quotes you remember from the media and make yours as short and as punchy as those.
Fight the temptation to volunteer a lot of details in an attempt to maximize the potential for a positive story. Too often, a glut of information confuses a reporter. When that happens, a reporter is likely to produce a story that is interesting to viewers or readers but misses the point as far as you’re concerned.
Speak up
While the reporter might seem to be in charge, don’t be bashful about inserting your key talking points into the interview. Remember, you are an expert on the topic; that’s why the reporter is talking to you. Tell them what’s important and why.
For example, if you are unveiling a new product, you might want to say: “Our new, innovative development will revolutionize the way our customers save data. We expect our mid-size customers to save as much as 30 percent a year.”
Expect a journalist to question your assertions, however. If you have backup information or you can explain your projection, be prepared to do so without revealing confidential data. Wait for the reporter to ask before providing the backup. Again, give them the information they need, while emphasizing what’s important.
Realize that the reporter isn’t likely to use a message point that simply promotes your business unless the entire story is about you. Your points should avoid a straight sales pitch, but demonstrate your expertise in your field.
Keep the points in front of you
It pays to have the three points on the screen or on paper in front of you during a phone interview. While a media interview will often wander like it is a conversation, it is not. It is a transaction that needs to be approached with the same care as any other business opportunity.
At the same time, be engaging during the interview. The reporter is looking for information, not a hard time, but their job is to gather a lot more information than will go in the story. Expect them to ask questions that are off the topic. When they do, gently steer them back to your main talking points.
Finally, be realistic about the possible outcome. Getting even one message point into a news story is a terrific outcome. With some planning, it could be the point you want to make.
