In a recent post reasons why I tweet, shouldn’t you?, I outline the five benefits I get from twitter. That has not changed.  What has changed is the way I tweet and who I follow. When I first started tweeting, I found it overwhelming, yet fascinating, and was addicted before I knew what was happening,  following anyone who would follow me back. I spend months trying to figure out this “twitter thing” and spent much of that time sitting on the sidelines as a spectator.  I soon had a loyal following – but found the information that was being shared did not hold my interest. Then I got smart about it. 

I started targeting and connecting with people in my field. In my case, it was PR professionals and agencies along with a handful of media outlets and individual journalists.  Since the majority of my work is limited to the National Capital Region, I started targeting those who were Ottawa based.  Why not? After all, I advise my clients to target their messaging and media lists – why should this be any different, right? 

The result…  I get targeted feeds about my industry with content that’s not only interesting to me, but educational and have started engaging with these individuals. (Yes, there are real human beings behind each tweet).   I’m not suggesting to limit your social networks just to your own backyard.  I do follow those who are outside my immediate region and area of expertise, as long as they also emulate my outside interests.

I have now embraced this micro-blogging phenomenon almost at the same lightning speed that it has grown. I read the following quote recently that struck me… ”It’s like being plugged into hundreds of twitter users instead of having handful of colleagues on speed dial”  and I couldn’t agree more. I’ve built small following, (compared to some of the people listed below), by obeying five basic twitter principals (via @skydiver). 

1) I don’t blatantly self-promote my business.
2) I post links of interest and links of value.
3) I don’t waste people’s time with repetitive posting, or tweets that serve no purpose.
4) I don’t double or triple post.
5) When re-tweeting, I give credit where credit is due. 

There are some really brilliant and creative individuals on twitter that add value to what I do. I truly appreciate receiving insightful content and learning from individuals that I consider experts in their field.   Here is a small list of those who provide me with a fresh perspective, inspiration and have helped me connect the dots along the way… 

@briansolis
@ShannonCherry
@rachelakay
@PRsarahevans
@JasonFalls
@DannyBrown
@Shama
@Davefleet
@MarkClayson
@Sethsimonds
@SuzeMuse
@Paulbradshaw
@JessicaKnows
@Chrisbrogan
 
There are a number of others I could mention here, but these people, in particular, were big influencers when I was taking twitter for a test drive. If you have your own list of users who inspired you to twitter greatness, please feel free to share them here.  If you are not tweeting, I encourage you to visit twitter and click on the “Join the conversation“.  If you are already a user and currently not following @storyline, why not connect and share your own 140 character short story!

I have had a renewed interest in Yoga and have been doing a lot of reading about the philosophy. The Iyengar method of Yoga is by far my favourite. It defines itself as different from other styles of Yoga by 3 key elements; namely technique, sequence and timing – all fundamentals that can be attributed to successful PR.

You see, Yoga is made up of a lot of practice, both physical and mental. This can be broken down into two major categories: The first is the repeated performance of exercises or techniques that are intended to produce a positive state of mind, not unlike PR. The second is the practice of letting go of old behavior patterns, habits or attachments that hold us back. When I think of the similarities, I realized that I apply these principals beyond the yoga mat – helping clients get back to the basics and providing focus and clarity by crystallizing what we want target audience to hear and remember. Focus is the key to making improvements with yoga. In PR, with focus comes control and power.

However simple a yogic approach may be, it requires a huge commitment that calls for thoughtful and mindful practice. In order to engage Yoga properly (and PR successfully), one must pay attention to the ideas behind its practical disciplines and to the exercises and techniques encompassing its theories. One of the greatest lessons I’ve learned in yoga class and in PR is that the transformation is a journey, and not a destination.

With Iyengar yoga, it is said a student ought to be a follower of truth in thought, speech and action. Shouldn’t the same be said about a student of public relations? I have been practicing PR for over ten years and yoga for less than one, but I feel as if I will always be a perpetual student of both.

Namaste

I won’t try to pretend that I was always hip to this Twittering thing.  In fact, I didn’t see the value in it right away.  But gradually, Twitter grew into it’s own for Storyline and became useful a tool for me to network, learn from experts and discover trends in real time.

With that in mind, I took the plunge and created my own twitter feed about a year ago, which you can also follow on my blog.  From my own experience, I have compiled a list of 5 solid reasons why I give a tweet about twitter…

News.  I get the inside track on the latest industry news.  I find Twitter to be absolutely the best online resource I’ve ever encountered for intelligence gathering. (This is the very essence of PR.  You either have news or you create it).

Connections. I have found both suppliers and clients through twitter.  In my view, anything that builds business relationships where word spreads like wildfire is invaluable.

Sharing. Twitter is a great way for me to connect with like minded individuals that share my passions and area of expertise.  I have a network of professionals feeding me “tweets” that they think are valuable to me.  And you know what? They are!

Feedback. I quickly discovered that twitter can be extremely efficient for collecting honest and live feedback.  It’s the whole transparency aspect of social media and PR that compels me to tweet.

Inspiration. Sparks of inspiration can be found on Twitter and I find it helps jump start new ideas for Storyline, keeping those creative juices flowing. 

Everyone has their own reasons to tweet.  For me, one of the most fascinating things about Twitter from a public relations perspective is how it has become the “newspaper of record” for so many users.  It is now easier than ever to maintain a comprehensive news feed and stay on top of what is happening in my own backyard.

If you’re not following @storyline, why not connect and share your own 140 character short story.  I will always follow back those that provide me with the one of the five reasons I give a tweet!

I hate to turn down business, I really do.  But when a potential client comes to me with his “great story idea that will revolutionize his industry” and wants me to help him get media attention, I listen… and I listen… and I listen some more.  And after about five minutes of “listening”, (of him trying to convince himself of the story potential, rather than me), it is clear to me there is no story, no angle, and sadly, no business! 

Instead of turning him away gracefully, I offered him some frank and practical guidance before sending him back to the drawing board – which I will now share with all of you…News releases are not, I repeat, NOT blatant sales pitches.  Media relations is a two way street.  In order to convey a message that you want your target audience to hear and remember, you have to give journalists the story angles that they need and that would be of interest to their readers, viewers, and listeners.  Although most journalists will certainly connect the dots on their own, it’s best to cut to the chase and do it for them.

A release with content that is newsworthy in style is more likely to get media attention rather than simply a promotion of your product of service.  (Reporters and editors receive these kinds of pitches every day by the hundreds – please don’t add to the pile).  If all you send out is an advertisement in the format of a press release, you will more likely get a call from the sales department asking if you would like to take out an ad rather than a reporter looking to cover your story.  Remember, building credibility with the media is as important as creating it for your company, and when it comes to media relations – one rarely exists without the other.

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.

1. Which media outlet are you working for?
2. What’s your deadline?
3. What’s the angle for your story?
4. Have you reported on this kind of story before?
5. Who else are you interviewing for the story?
6. What can I do to help you with this story?

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:

•  Another thing (readers/listeners) would be interested in knowing is…
• Building on that point…
• At the end of the day, what this is all about is…
• Now, having said that…
• It’s also worth noting that…
• What’s important to keep in mind here is…
• Looking at the big picture…

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.

I am fortunate to work with a client who is contacted by the media on a weekly basis to comment on issues as it relates to their industry.  Conducting interviews with ease was not always that way, as my client had the same concerns most have when dealing with the media -  unsure how to handle themselves during interviews.  With a litte media training and a whole lot of practice, the net result is that my client is now a recognized and respected public figure with the general public and equally so with reporters, who are  genuinely interested in the remarkable work they’re doing.

The key to a great interview is to develop a key message.  I cannot stress enough how important it is to know what you want to say and how best to say it before doing an interview. It’s best to limit your key message to 1 -2 sentences, 30 words or less, (depending on the media – see links at the bottom of this post). 

First, let’s put to rest the 3 most common concerns about conducting a media interview.  

1. I’ll be asked tough questions I can’t answer.   If you are telling good news stories, you likely won’t be asked tough questions.  If you’re delivering difficult news and asked a difficult question, answer it to the best of your abilities and then transition to your key message.  Before talking with a reporter, anticipate and answer questions – it will ensure you are better prepared. 
2. I’ll be misquoted.  Learning how to take control of an interview and deliver a set of clear, concise and compelling key messages will reduce the risk of being taken out of context.  Delivering key messages greatly increases the odds of being quoted directly instead of edited, paraphrased, misunderstood, or even worse, not quoted at all. 
3. I’ll regret something I say. Don’t second-guess what you’re saying –stay focused on delivering your key messages.  Hallmarks of a great key message: brevity, boldness, simplicity, impact and familiarity. 

Every reporter is looking for that one great quote to “punch up” their stories, so talk in “soundbites”.   In radio and TV interviews, you may get 10 seconds of air time.  In a newspaper interview, you may get 1 or 2 sentences. Make it count and stand out.  Prepare something that gets you noticed and remembered. 

Simplify complexity and  “Speak their language.”   They know you’re smart – that’s why they’re interviewing you, so avoid big words or jargon and speak simply and conversationally.  If the reporter doesn’t understand you, then she can’t explain it to the readers or listeners.  Get to the heart of the matter.  Use references, comparisons and metaphors to everyday experience that others can easily relate to. 

The reporter may wrap up the interview by asking if there’s anything you want to add.  Here’s your opportunity to drive home your key message one last time.  Always remember, interviews are two-way conversations, not confrontations, interrogations or lectures.  So relax & be yourself.  By knowing what you want to say and how to respond to questions the reporter will likely ask is really the key to a great interview. 

For tips on print and broadcast interviews, see interview quick tips…

• Getting it in print: newspapers
• On the air: radio interviews
• Say it with pictures: television interviews
• Can we talk?  TV and radio talk shows 

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.

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.

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):

1. You’re it. You’re the only guest talking with the show’s host. If it’s a good news story, you’ll be on the same page. If you’re talking about an issue, you may be taking opposite sides and debating.
2. You’re part of a panel with other guests who will likely have different points of view. The host will play moderator and provoke debate if there’s a lull.
3. You’re taking calls from listeners and viewers.

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.

Say it with pictures – television interviews

• Deadlines are usually morning, noon and afternoon.
• Brief stories – 60 or 90 seconds, with 20-second soundbites.
• Strong visuals are key to TV news. Show people doing things and have interesting things going on in the background.
• Interviews are usually taped on location and then edited (rarely live).
• Talk with the reporter and ignore the camera.
• Viewers are both watching and listening to your interview so pay attention to your body language.

TV interviews – the right tips:

• Dress right: blue / gray best, avoid bright colours or stripes
•  Sit right: straight in the chair, lean slightly forward
• Stand right: straight with your feet shoulder width apart, one foot slightly ahead of the other, don’t rock
• Move right: talk with your head, shoulders, hands, use gestures to reinforce your key points
• Emote right: expression should match what you’re saying
• Look right: look the reporter, not the camera
• Talk right: short, simple and lead with your strongest messages, assume the microphone is always on
• Leave right: no heavy sighs of relief, grimaces or bolting for the door.