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
Saturday, January 30, 2010
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.
Thursday, November 19, 2009
Girls behaving badly
Well, if you hadn't seen it already, here it is again in all it's glory. New Mexico soccer player Elizabeth Lambert, engaged in a uh "friendly" conference match with BYU, and then, of course, all hell...or should I say, hair breaks loose.
"I look at it and I'm like, 'That is not me.' I have so much regret. I can't believe I did that. I think the way the video came out, it did make me look like a monster. That's not the type of player I am. I'm not just out there trying to hurt players. That's taking away from the beauty of the game. And I would never want to do that."
Let's look for a moment at the line from the quote "I'm not just out there trying to hurt players." Now, I'm sure she meant nothing by saying that; however, the casual reader may look at that line several times and think that she's out there to play the game, as well as trying to hurt players. Read the sentence again with emphasis on the word "just" and see how it sounds.
"I'm not JUST out there trying to hurt players."
It has a whole different meaning doesn't it? The word is unnecessary. In fact, the sentence could be state a bit differently:
"I play the game aggressively, but never with the intention to hurt another player," might be a better way to make her point.
Tuesday, October 13, 2009
MMA not OK in BS School District
It's never a good idea to do something you really aren't supposed to do, especially if you think it's just for fun. It's definitely a bad idea if that something results in someone getting hurt. It's even a worse idea when it's videotaped. Let's examine the Blue Springs (Mo.) School District, a suburban school district of Kansas City, Mo.
About a year ago, several wrestlers were videotaped at the school participating in a mixed martial arts-style competition, while another member of the team shot video footage of it. A Blue Springs assistant wrestling coach watched and cheered while this "competition" went on. One member of the team suffered two broken teeth, and another tooth was knocked out. He had a rod placed in his mouth and needed two root-canal surgeries, costing the family more than $7,000. The family expects to spend at least $20,000 more on future surgeries.
A year later, a lawsuit has been filed against the assistant and head wrestling coach, the activities director, the principal and superintendent.
For the most part, the district has remained silent except for this quote that ran in the Oct. 9 edition of the Kansas City Star: "Because it is a legal matter, we're not at liberty to discuss (it)," district spokesperson Leslie Evans said. "That's probably all you're going to get from the district folks."
Hmmm. That's all we're gonna get from the district folks, huh? Obviously, you never want to give a "No comment" to the media. It makes you look even more guilty than you may already be, if that's possible. But a better quote might be: "Because it is a legal matter, we're not at liberty to discuss the situation; however, I can assure you that we are conducting an internal investigation. The Blue Springs School District has always provided a top-notch education for our students, while giving them a safe and secure environment in which to learn."
It's all about finesse.
About a year ago, several wrestlers were videotaped at the school participating in a mixed martial arts-style competition, while another member of the team shot video footage of it. A Blue Springs assistant wrestling coach watched and cheered while this "competition" went on. One member of the team suffered two broken teeth, and another tooth was knocked out. He had a rod placed in his mouth and needed two root-canal surgeries, costing the family more than $7,000. The family expects to spend at least $20,000 more on future surgeries.
A year later, a lawsuit has been filed against the assistant and head wrestling coach, the activities director, the principal and superintendent.
For the most part, the district has remained silent except for this quote that ran in the Oct. 9 edition of the Kansas City Star: "Because it is a legal matter, we're not at liberty to discuss (it)," district spokesperson Leslie Evans said. "That's probably all you're going to get from the district folks."
Hmmm. That's all we're gonna get from the district folks, huh? Obviously, you never want to give a "No comment" to the media. It makes you look even more guilty than you may already be, if that's possible. But a better quote might be: "Because it is a legal matter, we're not at liberty to discuss the situation; however, I can assure you that we are conducting an internal investigation. The Blue Springs School District has always provided a top-notch education for our students, while giving them a safe and secure environment in which to learn."
It's all about finesse.
Thursday, October 8, 2009
So what exactly is public relations?
In one of my first blog postings, I did a three-part article, an Introduction to Public Relations. Here, I want to delve down a little bit deeper into exactly what public relations, or media relations is and where it is most beneficial. Public relations is a cost-effective way to build credibility and awareness. More specifically, it is the practice of managing the flow of information between an organization and the public. Public relations, often referred to as PR, gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Because PR places exposure in credible third-party outlets, it offers a third-party legitimacy that advertising does not have. Common activities include speaking at conferences, working with the press and employee communication.
TYPES OF MEDIA
Print
Examples
Newspapers and Magazines
Benefits
Shelf Life: Readers clip and save articles. Reprints are effective sales tools with the implied third-party endorsement.
Targeted Audience: If you are looking for a niche in a particular geographic area, you can select the print media with specific readership.
Credibility: Newspapers, although facing tough times, continue to be a valuable news source for people in your community.
Capacity: Print articles typically contain more details than a 30-second television news story, which is often helpful when explaining complex topics.
Opportunities
Local and national newspapers, business journals, or local and national magazines
Broadcast
Examples
Television and Radio
Benefits
Speed: Immediate news source with a faster turnaround than print.
Market Size: Reaches a large audience.
Hungry for Content: Many local networks and stations are always looking for story ideas and experts to fill news time (particularly all-business radio format stations).
Opportunities
Local business radio shows or local and national television news business segments
Internet (Social Media)
Examples
Websites and Blogs
Benefits
Speed: Immediate news source with stories posted at a moment’s notice
Market Size and Coverage: Online stories can reach expansive audiences around the world at lower costs.
Warning: You must carefully choose your site to target only local markets.
Key News Source: As technology continues to evolve, experts are calling the Web the major news source for most people.
Opportunities:
Many times stories from print and broadcast are run on Web sites, Facebook, Twitter, MySpace
TYPES OF MEDIA
Examples
Newspapers and Magazines
Benefits
Shelf Life: Readers clip and save articles. Reprints are effective sales tools with the implied third-party endorsement.
Targeted Audience: If you are looking for a niche in a particular geographic area, you can select the print media with specific readership.
Credibility: Newspapers, although facing tough times, continue to be a valuable news source for people in your community.
Capacity: Print articles typically contain more details than a 30-second television news story, which is often helpful when explaining complex topics.
Opportunities
Local and national newspapers, business journals, or local and national magazines
Broadcast
Examples
Television and Radio
Benefits
Speed: Immediate news source with a faster turnaround than print.
Market Size: Reaches a large audience.
Hungry for Content: Many local networks and stations are always looking for story ideas and experts to fill news time (particularly all-business radio format stations).
Opportunities
Local business radio shows or local and national television news business segments
Internet (Social Media)
Examples
Websites and Blogs
Benefits
Speed: Immediate news source with stories posted at a moment’s notice
Market Size and Coverage: Online stories can reach expansive audiences around the world at lower costs.
Warning: You must carefully choose your site to target only local markets.
Key News Source: As technology continues to evolve, experts are calling the Web the major news source for most people.
Opportunities:
Many times stories from print and broadcast are run on Web sites, Facebook, Twitter, MySpace
Tuesday, October 6, 2009
A good quote
In past blog posts, I have noted how people have made mistakes, missteps and misquotes in their interviews. Here's one that actually does it right. In a story from the Oct. 5 Los Angeles Times about hotel employees wanting to unionize, a representative from the Hyatt Regency Hotel chain actually sympathizes with the same housekeeping employees that are protrayed as the victims.
But Jeff C. Pace, the Hyatt general manager in Long Beach, said that attendants cleaned a maximum of 24 to 26 rooms a day and that completing 18 to 20 rooms a day is more typical. Many Hyatt housekeepers participate in a bonus program allowing them to earn more if they opt to clean additional rooms, the company said in a statement.
"The safety of our guests and associates is a serious concern for us," Hyatt declared. "Every associate, including housekeeping staff, undergoes extensive training to ensure a safe work environment."
But Jeff C. Pace, the Hyatt general manager in Long Beach, said that attendants cleaned a maximum of 24 to 26 rooms a day and that completing 18 to 20 rooms a day is more typical. Many Hyatt housekeepers participate in a bonus program allowing them to earn more if they opt to clean additional rooms, the company said in a statement.
"The safety of our guests and associates is a serious concern for us," Hyatt declared. "Every associate, including housekeeping staff, undergoes extensive training to ensure a safe work environment."
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