What does it mean to manage ones’ expectations? Is it expect the worst, but hope for the best? Is it a set up to fail? Or is it simply about how a situation is perceived by your audience? Here’s a great example of how perception is used in managing a person’s expectations:
There was a small town in which there were two candy stores: Smith Candy and Jones Candy. A mother asked her son which he would like to visit for a treat. Her son replied immediately that he wanted to go to Mr. Jones’ Candy Store. Why? He believed he got more candy for his money from Mr. Jones. The truth was that Mr. Smith’s and Mr. Jones’ prices were exactly the same, but Mr. Smith’s practice was to put a large pile of candy on the scale and then remove it piece by piece until he reached the correct weight, while Mr. Jones put a few pieces on the scale and kept adding and adding until the correct weight was reached. The little boy’s perception was that he was getting more, even though the end result was the same.
When dealing with your audience, expectations should be set up front. They should be realistic. Let them know what they can expect, but don’t over-deliver. If you can’t provide what you say and on time, it’s nobody’s fault but your own.
Managing expectations has always been a vital part of my job when working with clients over the years. I worked for a large financial institution, and we always welcomed a feature piece on our funds from a major publication. The problem was when the piece came out in all its glory, the subject matter expect was never satisfied with some part of it. Maybe it was one tiny quote he or she felt was taken out of context regardless of the fact the piece was glowing, there were quotes from a third party endorsing the product and the one tiny quote was so buried in minutiae the majority of readers wouldn’t know if it was taken out of context or not.
Didn’t matter. The one person that needed to be satisfied was not, and going in was made aware of the ramifications of doing the interview. A story could be 99.9% positive, and you will still find that one person who will focus on that 0.1% that’s negative.
It’s what we deal with on a daily basis of managing expectations.
Wednesday, February 10, 2010
Tuesday, February 2, 2010
There's no PR like any PR
Bag Balm.
Ever heard of it?
Me neither.
At least not unitl last week.
"What is it?" you ask.
Well, it's a salve used to rub on cow's udders. It's been around for more than 100 years. But herein lies the rub (no pun intended), it's used for almost anything, including that. In an Associated Press story dated January 27, 2010 about this gooey substance, people have used Bag Balm on squeaky bed springs, psoriasis, dry facial skin, cracked fingers, burns, zits, diaper rash, saddle sores, sunburn, pruned trees, rifles, shell casings, bed sores and radiation burns.
Ever heard of it?
Me neither.
At least not unitl last week.
"What is it?" you ask.
Well, it's a salve used to rub on cow's udders. It's been around for more than 100 years. But herein lies the rub (no pun intended), it's used for almost anything, including that. In an Associated Press story dated January 27, 2010 about this gooey substance, people have used Bag Balm on squeaky bed springs, psoriasis, dry facial skin, cracked fingers, burns, zits, diaper rash, saddle sores, sunburn, pruned trees, rifles, shell casings, bed sores and radiation burns.According to Bag Balm lore, the stuff went from barns to bedrooms when dairy farmers' wives noticed how smooth their spouses' fingers were after using it on cows' udders. The wives were jealous. The rest is history.
The genious here is that you can't pay for that kind of publicity. Here's a product intended for the underside of a cow, and people are using it for their own home remedies and have been doing so for 100 years now. The story is out.
According to the article, Bag Balm went to the North Pole with Admiral Byrd, to Allied troops in World War II, who used it to keep weapons from corroding, to Ground Zero for the paws of cadaver-sniffing dogs searching the World Trade Center rubble, and to troops in Iraq and Afghanistan.
The article goes on to note that this small Lyndonville, Vt. operation is family-owned with a grand total of six employees. Distributed by wholesalers and sold retail in farm stores, national drugstore chains and general stores, its popularity has grown largely with word-of-mouth advertising as converts becomes users and then devotees.
And now with this AP story spreading like wildfire so should the curiosity of this "udderly" amazing do-it-all product.
Saturday, January 30, 2010
How social media helps (and hinders) during a disaster
There is a fantastic story in the January 30 edition of the Dallas Morning News about how social media has played a huge role in the Haiti earthquake relief effort...in a good way, and in a not-so-good way.
The piece by Theodore Kim notes that just as quickly as news spreads of the miraculous rescues each moment, the same can be said of erroneous information and scams. Social media can be a blessing and its own worst enemy.
A link to the story follows:
http://www.dallasnews.com/sharedcontent/dws/dn/latestnews/stories/013109dnmetsocialhaiti.f4a6c7.html
The piece by Theodore Kim notes that just as quickly as news spreads of the miraculous rescues each moment, the same can be said of erroneous information and scams. Social media can be a blessing and its own worst enemy.
A link to the story follows:
http://www.dallasnews.com/sharedcontent/dws/dn/latestnews/stories/013109dnmetsocialhaiti.f4a6c7.html
Friday, January 22, 2010
Addressing the press request
Is it a good idea to immediately start answering questions from a reporter as soon as they call you? That actually might depend on the situtation. If you have a good public relations department, they should be able to screen the call by mining as much information as they can about the topic, and maybe even getting a few of the questions for the subject matter expert.
But, if you don't have a PR department and the call goes directly to you, my advice would be to not answer their questions immediately. No matter how well you may know the information, no matter how comfortable you feel, no matter how great your day is, take time to gather your thoughts, your notes, your ideas, a drink, a snack or whatever it takes to make sure you are fully prepared for the interview. If you have to, and you have the time, practice with someone to make sure you know the information.
• Get as much information as you can about the story. Determine the direction of the story. Try to even get a few interview questions. Then, ask the reporter what their deadline is. If it’s several days away, then tell them you will get back to them in a day or two to talk to them. If the deadline is in a few hours, tell them you will call them back in an hour so you have time to prepare. They understand that you are a busy person too.
• If a reporter calls about a story that you absolutely can’t help them with, try to offer an alternative source. Tell them if you know of someone that might help with the story. Also, let them know that if they are working on any other stories on subjects you are an expert on, you would be more than happy to help. You’ll score points with the reporter, and they will remember how you helped.
• When a reporter leaves a message on your voicemail, always call them back ASAP…even if you can’t help them out. A reporter getting a call back from someone that can’t help them out goes a longer way than never returning their call because some day you may need to call on that reporter for a favor. And if you are able to help them out, they are more likely to use sources who respond to them right away.
You have had the initial contact with a reporter, collected your thoughts, but now it’s time to actually do the interview. Here are a few tips that will help you get through the interview process:
Preparing for the interview
• Be honest.
• Be brief.
• Be emotional.
• Be positive.
• Cooperate as much as possible to create a win-win scenario. The media will win by getting a story, and you will win by getting your message out to the public.
• Do not be defensive.
• Stay calm in the face of tough questions.
• Show your pride.
• Keep your answers concise.
• Maintain good eye contact with reporters in a face-to-face interview.
• Be wary of off-the-record comments (There is no such thing as off-the-record with a reporter. In other words, NEVER “go off the record” with a reporter.)
• Many reporters want to help you: treat them accordingly to keep them on your side. Never argue with those who by their ink by the barrel or tape by the case.
• Supply advance information on your topic to the media.
• Use analogies and stories whenever possible.
• Never say, “No comment.”
• News is whatever the editor says it is. Just because you do not think an event is a news story does not mean others will not see it as significant, or vice versa.
• Use gestures to help visually and orally.
• When speaking, remember your voice: vary pitch, modulation, pacing and feelings, but do not talk too slowly, too fast, too loudly or too softly.
• When speaking to reporters, you are really speaking to their audience.
• Remember the audience is thinking WIIFM (What’s In It For Me), and your answers should reflect their interests, not just yours.
• Do not repeat negative allegations, as it sounds defensive and leaves the wrong impression.
• Offer art. If you or someone in your company is being interviewed for print, don’t be shy about offering a photo to the reporter.
Difficult questions
What about handling difficult questions? These will sometimes come up, and you never want to avoid answering them.
• Reframe the question to meet your agenda
• Address the topic quickly and with confidence, then use bridging techniques/comments to move on to your key point
• View problem questions as an opportunity to offer solutions and weave in positive messages
• Explain what you know, not what you don’t so you can answer questions with confidence and move on
• Do not be evasive – answer the questions with honesty, and let the reporter know that you may not have the answers to everything
Understanding the differences between media
Media coverage of corporate news and mid-size companies typically takes the form of print, with telephone interviews more prevalent than in-person interviews. Television interviews will be rare for smaller companies, but key spokespersons should still have a general understanding of and be prepared to participate in such interviews.
Print Interviews
• In-depth perspective of a subject, company or issue
• Details and facts are paramount
• May be lengthy interview sessions, with more than one reporter present at times
• Creates a permanent report and a more lasting impression
Telephone Interviews
• You are “on the record” from the moment you say hello
• Keep energy level high, speak with confidence and authority (sitting on edge of seat helps)
• Speak in 20-25 second sound bites
• Make your key points early in the interview and often—reiterate
• Call the reporter vs. reporter calling you once the interview is scheduled to keep control
Television Interviews
• How you say it is as important as what you say
• Emphasis is on demeanor (look and sound) and delivery
• Interviews become sound-bites, so responses should be short, simple
• Make your story as visual as possible
Radio Interviews
• Voice is critical—convey confidence
• Pacing and emphasis are important, but be conversational
• Convey energy in voice
• Use complete sentences to make points, but keep it concise
Understanding reporters and how they operate
All reporters have good and bad tendencies, good and bad characteristics. The key is to identify those as soon as you can in the interview so you are able to direct your answers back to the message you want to deliver. Some reporters will ask questions from every different direction, and it will feel like the interview never flows. Sometimes these turn out to be the best stories. Others will draw additional questions from your answers. Try to pay attention to what the reporter is asking you.
What Reporters Want
• Reasonable access to legitimate news sources
• Consideration for deadlines and logistical needs
• Timely responses to calls and requests for interviews
• Respect when presenting story ideas or interview opportunities—be concise and make sure the reporter is relevant to the story topic you are pitching
• Concise, clear and accurate answers and explanations
• Ability to follow-up for clarification of responses
• Helpful, relevant printed or visual press materials
• Corrections of erroneous information
Interview Styles
• Many interviewers simply want facts, clarification or explanation of information they have received from sources, or the company directly
• Many will engage in a conversation style to create a comfortable environment for the person they are interviewing to see either where the interview will go if they have limited information, or in some cases, to expose the interviewee
• Some reporters try to appear tough and aggressive to test the interviewee
• Unprepared reporters are very common sometimes because of deadlines. The fast pace and competitive nature of their business creates this
Reporting Techniques
• Flattering the interviewee to make them feel comfortable or to gain trust
• Initiating casual conversation to loosen up the interviewee and gain unexpected information
• Remaining silent after a question is answered so that the nervous interviewee continues to speak and potentially offer more information
• Playing the bluffing game to see if the interviewee will divulge information
• Asking several questions in one, or loaded questions so the interviewee becomes confused
• Playing both sides against the middle
• Rapid-fire questions to make the interviewee nervous in hopes of gaining information
• Constantly interrupting answers to steer the interviewee in a desired direction
• Paraphrasing your answers to gain a desired response
• Asking questions that assume certain facts that are not necessarily accurate
• Accusatory questions
Hopefully, all of this information will prepare you for your next interview opportunity.
But, if you don't have a PR department and the call goes directly to you, my advice would be to not answer their questions immediately. No matter how well you may know the information, no matter how comfortable you feel, no matter how great your day is, take time to gather your thoughts, your notes, your ideas, a drink, a snack or whatever it takes to make sure you are fully prepared for the interview. If you have to, and you have the time, practice with someone to make sure you know the information.
• Get as much information as you can about the story. Determine the direction of the story. Try to even get a few interview questions. Then, ask the reporter what their deadline is. If it’s several days away, then tell them you will get back to them in a day or two to talk to them. If the deadline is in a few hours, tell them you will call them back in an hour so you have time to prepare. They understand that you are a busy person too.
• If a reporter calls about a story that you absolutely can’t help them with, try to offer an alternative source. Tell them if you know of someone that might help with the story. Also, let them know that if they are working on any other stories on subjects you are an expert on, you would be more than happy to help. You’ll score points with the reporter, and they will remember how you helped.
• When a reporter leaves a message on your voicemail, always call them back ASAP…even if you can’t help them out. A reporter getting a call back from someone that can’t help them out goes a longer way than never returning their call because some day you may need to call on that reporter for a favor. And if you are able to help them out, they are more likely to use sources who respond to them right away.
You have had the initial contact with a reporter, collected your thoughts, but now it’s time to actually do the interview. Here are a few tips that will help you get through the interview process:
Preparing for the interview
• Be honest.
• Be brief.
• Be emotional.
• Be positive.
• Cooperate as much as possible to create a win-win scenario. The media will win by getting a story, and you will win by getting your message out to the public.
• Do not be defensive.
• Stay calm in the face of tough questions.
• Show your pride.
• Keep your answers concise.
• Maintain good eye contact with reporters in a face-to-face interview.
• Be wary of off-the-record comments (There is no such thing as off-the-record with a reporter. In other words, NEVER “go off the record” with a reporter.)
• Many reporters want to help you: treat them accordingly to keep them on your side. Never argue with those who by their ink by the barrel or tape by the case.
• Supply advance information on your topic to the media.
• Use analogies and stories whenever possible.
• Never say, “No comment.”
• News is whatever the editor says it is. Just because you do not think an event is a news story does not mean others will not see it as significant, or vice versa.
• Use gestures to help visually and orally.
• When speaking, remember your voice: vary pitch, modulation, pacing and feelings, but do not talk too slowly, too fast, too loudly or too softly.
• When speaking to reporters, you are really speaking to their audience.
• Remember the audience is thinking WIIFM (What’s In It For Me), and your answers should reflect their interests, not just yours.
• Do not repeat negative allegations, as it sounds defensive and leaves the wrong impression.
• Offer art. If you or someone in your company is being interviewed for print, don’t be shy about offering a photo to the reporter.
Difficult questions
What about handling difficult questions? These will sometimes come up, and you never want to avoid answering them.
• Reframe the question to meet your agenda
• Address the topic quickly and with confidence, then use bridging techniques/comments to move on to your key point
• View problem questions as an opportunity to offer solutions and weave in positive messages
• Explain what you know, not what you don’t so you can answer questions with confidence and move on
• Do not be evasive – answer the questions with honesty, and let the reporter know that you may not have the answers to everything
Understanding the differences between media
Media coverage of corporate news and mid-size companies typically takes the form of print, with telephone interviews more prevalent than in-person interviews. Television interviews will be rare for smaller companies, but key spokespersons should still have a general understanding of and be prepared to participate in such interviews.
Print Interviews
• In-depth perspective of a subject, company or issue
• Details and facts are paramount
• May be lengthy interview sessions, with more than one reporter present at times
• Creates a permanent report and a more lasting impression
Telephone Interviews
• You are “on the record” from the moment you say hello
• Keep energy level high, speak with confidence and authority (sitting on edge of seat helps)
• Speak in 20-25 second sound bites
• Make your key points early in the interview and often—reiterate
• Call the reporter vs. reporter calling you once the interview is scheduled to keep control
Television Interviews
• How you say it is as important as what you say
• Emphasis is on demeanor (look and sound) and delivery
• Interviews become sound-bites, so responses should be short, simple
• Make your story as visual as possible
Radio Interviews
• Voice is critical—convey confidence
• Pacing and emphasis are important, but be conversational
• Convey energy in voice
• Use complete sentences to make points, but keep it concise
Understanding reporters and how they operate
All reporters have good and bad tendencies, good and bad characteristics. The key is to identify those as soon as you can in the interview so you are able to direct your answers back to the message you want to deliver. Some reporters will ask questions from every different direction, and it will feel like the interview never flows. Sometimes these turn out to be the best stories. Others will draw additional questions from your answers. Try to pay attention to what the reporter is asking you.
What Reporters Want
• Reasonable access to legitimate news sources
• Consideration for deadlines and logistical needs
• Timely responses to calls and requests for interviews
• Respect when presenting story ideas or interview opportunities—be concise and make sure the reporter is relevant to the story topic you are pitching
• Concise, clear and accurate answers and explanations
• Ability to follow-up for clarification of responses
• Helpful, relevant printed or visual press materials
• Corrections of erroneous information
Interview Styles
• Many interviewers simply want facts, clarification or explanation of information they have received from sources, or the company directly
• Many will engage in a conversation style to create a comfortable environment for the person they are interviewing to see either where the interview will go if they have limited information, or in some cases, to expose the interviewee
• Some reporters try to appear tough and aggressive to test the interviewee
• Unprepared reporters are very common sometimes because of deadlines. The fast pace and competitive nature of their business creates this
Reporting Techniques
• Flattering the interviewee to make them feel comfortable or to gain trust
• Initiating casual conversation to loosen up the interviewee and gain unexpected information
• Remaining silent after a question is answered so that the nervous interviewee continues to speak and potentially offer more information
• Playing the bluffing game to see if the interviewee will divulge information
• Asking several questions in one, or loaded questions so the interviewee becomes confused
• Playing both sides against the middle
• Rapid-fire questions to make the interviewee nervous in hopes of gaining information
• Constantly interrupting answers to steer the interviewee in a desired direction
• Paraphrasing your answers to gain a desired response
• Asking questions that assume certain facts that are not necessarily accurate
• Accusatory questions
Hopefully, all of this information will prepare you for your next interview opportunity.
Thursday, January 21, 2010
Real fake reality
Am I the only person that doesn't watch these idiotic reality shows? Look, I realize they are cheap to produce and quick to make. I believe it's a product of the TV industry running out of ideas. On top of that, it's an opportunity for any person with below average intelligence to get their fifteen minutes of fame. I remember when aspiring actors went to Hollywood and had to work their way up through the acting ranks, or were "discovered" to become the famous actors we hear about today. Not anymore. Just act a fool on some low-budget slopfest on pretty much any network today, and it seems any slobbering nitwit will watch. My belief is that these shows insult our intelligence, "American Idol" included, yet most people don't even know it.
Let's look at "Idol" for a moment. Remember William Hung? He was so awful, yet no one could turn away, and we all knew he had a snowball's chance of winning. Then something unbelievable happened. He became an overnight sensation. A superstar. Why? Because he was so awful, and we as Americans, didn't feel sorry for him, we celebrated it. Were we mocking him, or did people really feel this guy should have deserved a chance to get some kind of recording contract? Whatever you believed, he still went on to get a recording contract, and people still came out to see him when whenever he made an appearance at the local mall.
MTV has cornered the market on "reality TV," and I wouldn't even call these shows all that real. Here's an example: You are at family birthday party, holiday event, reunion and someone is walking around with a videocamera. Do you just go about your businsess of talking to the people around you and ignore the camera, or do you usually ham it, make faces, talk in a different voice, crack jokes, make fun of the people around you?
My point is that whenever a camera is placed in a normal situation, that situation ceases to be normal, whether it's for a simple family video or TV. In other words, reality TV is not reality TV. Allegedly, the MTV reality show "The Hills" was semi-scripted to make it more interesting for the viewer.
I can tell you, that America would not want to watch a day-in-the life of my life unless there was some made-up drama in it. Otherwise they would be using my show for insomnia.
Let's look at "Idol" for a moment. Remember William Hung? He was so awful, yet no one could turn away, and we all knew he had a snowball's chance of winning. Then something unbelievable happened. He became an overnight sensation. A superstar. Why? Because he was so awful, and we as Americans, didn't feel sorry for him, we celebrated it. Were we mocking him, or did people really feel this guy should have deserved a chance to get some kind of recording contract? Whatever you believed, he still went on to get a recording contract, and people still came out to see him when whenever he made an appearance at the local mall.Obviously these shows take no thought to watch or understand, and maybe that's a good thing after a hard day at work or with the kids. Maybe we need a little mindless entertainment, but do we need so much of it that it's starting to drown out the quality shows that are already out there or that will never get a chance to be produced?
MTV has cornered the market on "reality TV," and I wouldn't even call these shows all that real. Here's an example: You are at family birthday party, holiday event, reunion and someone is walking around with a videocamera. Do you just go about your businsess of talking to the people around you and ignore the camera, or do you usually ham it, make faces, talk in a different voice, crack jokes, make fun of the people around you?
My point is that whenever a camera is placed in a normal situation, that situation ceases to be normal, whether it's for a simple family video or TV. In other words, reality TV is not reality TV. Allegedly, the MTV reality show "The Hills" was semi-scripted to make it more interesting for the viewer.
I can tell you, that America would not want to watch a day-in-the life of my life unless there was some made-up drama in it. Otherwise they would be using my show for insomnia.
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