Posted by: Deanna White on: May 19, 2009
I’ve heard many horror stories over the years from people who have been interviewed by the media, initially excited by the opportunity, but then surprised to see how their quotes are used or the information they provided is represented. If a reporter calls you out of the blue to do a story – chances are, they already have a story idea in mind and are looking for quotes and additional facts to support their story. If you do get such a call, ask if you can call the reporter back in 30 minutes… you’ll need time to prepare your key messages. Before you hang up, be sure to get the answers to the following six questions. They will help determine the context of interview.
With the answers to these questions, you will know what kind of story the reporter is working on and can anticipate what you’ll be asked. Prepare what you are going to say, and just as equally important… be prepared on how you are going to deliver it.
When you call back, (and DO call back), don’t just wait for the reporter to ask his or her questions, but rather, turn it into a conversation. Try leading off the interview with your key message – perhaps something like… “Before we get started, let me tell you about what we’re doing here at XYZ and why we’re so excited…”
When you feel the interview is taking a slight turn from where you anticipated or want it to go, build a bridge. Bridges allow you to take charge of the interview and provide the perfect opportunity to take the media conversation back to your key messages and the story you want to share. When speaking to a reporter, use creative bridges that will help transition into your key messages such as:
…If you’re asked a tough question, answer it to the best of your abilities and then transition to your key message. If you’re asked a question you can’t answer, explain why (”I don’t know, that’s confidential, I’m not going to speak on someone else’s behalf”) and then say “now, what I can tell you is…” and transition to back your key message.
Sounds pretty simple, doesn’t it? I’m not saying media interviews are easy, but with practice and does become easier. The media is not the enemy. Reporters are not to be feared with hidden agendas. They have a job to do and so do you. When you know upfront what to expect and can stay focused on delivering your key messages with the use of effective bridges and transitions, you will ace your interview and may be pleasantly surprised when you see / hear your name in print or on the air.
Posted by: Deanna White on: May 12, 2009
Building credibility with the media is as important as creating it for your company, and when it comes to the pitch, one rarely exists without the other. Working with the media should be a planned, well-supported and carefully executed effort. When pitching a story to the media, you will need to make sure its relevant. In other words, ensure that the content appeals to editors and reporters, and more importantly, their audience. Here are some storyline tipps, (no - that’s not a typo), that will curb the urge for a reporter or editor to file your release under “g”:
Timeliness (what’s happening now or about to happen?)
Interest – (is there a human interest component?)
Prominence (anyone familiar involved?)
Proximity (what’s the local angle?)
Significance (what’s this mean for the community?)
When you develop a clear, concise and compelling pitch that best reflects the above t.i.p.p.s and focuses on what is truly considered “news”, you will have a better chance of getting your story print, on air and on the web.
Posted by: Deanna White on: April 30, 2009
Through PR, we paint the big picture related to a product, service or issue at hand. Effective media relations can raise awareness, increase understanding, build support and encourage involvement, secure commitment among the community, among others. But before pitching a story, you should understand which station to tune into.
Every individual or organization looking to bolster their community presence should be tuned into WIFM. Focusing on the rationale behind What’s In It For Me will set the tone. Are you looking to be recognized and respected with the general public? Gain community support? Create a higher profile? Know what your media objective is upfront before engaging in any PR activity.
Every reporter and editor is tuned in to WSIC. Translation – Why Should I Care. Think about why a reporter should do a story on you or your business. Why should the media outlets readers, listeners and/or viewers care? The more compelling your answer to WSIC is, the better your chances of getting good media coverage for our story ideas.
Posted by: Deanna White on: March 6, 2009
Can we talk? TV and radio talk shows
A great opportunity to raise your profile, talk shows are always looking for dynamic guests who are informative and entertaining and can keep audiences tuned in.
3 talk show formats (you’ll know ahead of time which one you’re doing):
Talk shows are usually broadcast live to air. Think of a talk show appearance as a conversation rather than a sermon. Everyone likes to eavesdrop on a conversation. No one likes to be lectured to.
If you get into a debate….always take the moral high ground and stay on the right side of an issue. Calmly state your key points and back them up with facts. Don’t respond to hostility, don’t get flustered and don’t take any of it personally.
Posted by: Deanna White on: March 4, 2009
Say it with pictures – television interviews

TV interviews – the right tips:
Posted by: Deanna White on: March 2, 2009
On the air – radio interviews
Posted by: Deanna White on: March 1, 2009
Thanks all for your feedback on what you are interested in learning more about – because inquiring minds want know… here is part one of a series of interview quick tips by media type. Let’s start with print.
![MPj04055000000[1] MPj04055000000[1]](http://storylinepr.files.wordpress.com/2009/03/mpj040550000001.jpg?w=237&h=185)
Getting it in print: newspapers
Posted by: Deanna White on: February 4, 2009
When pitching a story idea, it’s important to understand the life of a reporter. Here’s the Coles notes version.
![MPj04017870000[1] MPj04017870000[1]](http://storylinepr.files.wordpress.com/2009/02/mpj040178700001.jpg?w=191&h=243)
What reporters really want is usually pretty simple. They want their calls returned, a quote for their story, and they want to do their job and go home. You can make it hard for them – or easy – the result is vastly different…
5 ways to make it as easy as possible for a reporter to tell your story…
5 ways to ensure your story never sees the light of day…