interview quick tips – part 2
Posted by: Deanna White on: March 2, 2009
On the air – radio interviews
- Deadlines are usually hourly.
- News stories and newscasts are very brief – 30-second stories with a 10-second soundbite.
- Most interviews will be done by phone, taped and edited for broadcast.
- Reporters may show up for events and announcements.
- Radio listeners only hear you once. They can’t reread what you’ve just said so speak clearly, simply and slowly.
- Use short and complete sentences.
- Energize your voice to give it character and colour and grab listeners’ attention.
- Smile (radio pros call this “putting teeth in it”). Listeners won’t see your ear-to-ear grin but they’ll hear it in your voice.
interview quick tips – part 1
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.
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Getting it in print: newspapers
- Deadlines are usually same day, with reporters writing their stories by mid-afternoon and filing by 5 – 6 p.m.
- Most of the stories we tell will wind up in print – newspapers have the biggest “news hole” to fill.
- Talking with newspaper reporters is a good place to start if you want to build up your confidence – there are no microphones or cameras.
- Interviews will be done in person or by phone if the reporter is too busy to leave the newsroom.
- Always agree to have your picture taken – everyone looks at photos. Not everyone reads stories.
- Your interview may only be used to provide background – don’t be disappointed.
- Stories are generally written at a Grade 6-8 reading level so talk at that level too.
- Editors – not reporters – write headlines.
- Reporters may call back with more questions or to follow-up on a point you made in your earlier conversation. Please call them back!
a reporter’s job (and yours)
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.
- High pressure job.
![MPj04017870000[1]](http://storylinepr.files.wordpress.com/2009/02/mpj040178700001.jpg?w=191&h=243 "MPj04017870000[1]")
- GET IT FIRST, GET IT FAST, GET IT RIGHT.
- Professional questioner.
- Generalists who know a lot about a little, (quick studies).
- Well educated – college, university or both.
- Constant deadlines and juggling multiple stories.
- Demanding editors who assign and reassign stories and who need to be sold on story ideas.
- Short-staffed newsrooms and tight budgets.
- Unpredictable and long hours.
- Competition:
~ With other media.
~ Within the newsroom – get the top story, best assignments, awards, promotions. - Needs a steady supply of story ideas and a network of reliable contacts.
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…
- The number one request from reporters is RETURN PHONE CALLS. Most reporters are working to a daily deadline.
- When you pitch a story to the media, be accessible once the story’s been pitched. Check phone messages, stay in touch and work to the reporter’s deadline.
- Be quotable. Talk in SOUNDBITES. Don’t talk in jargon or industry-speak. Tell a story rather than recite facts and stats.
- Simplify the story for the reporter. Give executive summary highlights. Don’t go into great detail unless asked.
- Offer to e-mail or fax background information, reports, weblinks to help the reporter tell your story.
5 ways to ensure your story never sees the light of day…
- DON’T ASK TO REVIEW THE STORY before it’s printed or goes to air. Trust the reporter to get the story right. The only person who reviews a reporter’s story is an editor (and he/she doesn’t like it much).
- Don’t talk for 30 minutes and then tell the reporter that you don’t want to be quoted. Everything you said before, during and after the interview was on the record and can be used by the reporter. Never say anything you wouldn’t want to see attributed to you.
- Don’t ask the reporter for a copy of the story after it’s printed or has gone to air - a PR consultant or service can do that for you.
- Don’t tell reporters that your company advertises with their newspaper, magazine, TV or radio station. Reporters don’t care and some might think you’re trying to blackmail them. Editorial judgment is not influenced by advertising.
- Don’t tell the reporter “here’s the real story you need to report.” This would be like a reporter telling you how to do your job or run your company. Your job is to give the reporter the people and information they need to do their jobs. It’s then up to the reporter to use their news judgment and tell the story and you have to trust them to do just that.
what is the media looking for anyway?
Posted by: Deanna White on: October 31, 2008
Frustrated with ability to get media coverage after disseminating news release after news release, I had a new client ask me what media is looking for. First and foremost, I recommended she develop a media stretegy. Working with the media needs to be planned, supported, and executed as carefully to meet your goals. Access to the media is limited to those stories that the editors deem significant, interesting, and new. Therefore you must continually search for new ways to make his or her story seem new and interesting.
When you have a story that you think will interest a journalist, be prepared to tell that reporter three things as succinctly as possible:
1) what the story is; 2) why the story is significant; and 3) how it can be independently verified. (In other words, do not make the press rely exclusively on your word.)
In general, reporters look for stories that meet the following qualities:
Timely information: make sure your information is of current interest to the public.
Local interest: Be sure that the story you are telling matters to the newspaper, radio or television stations audience. Localize the story you are telling to increase its meaning and significance to the audience.
Human interest: Seek out the inherent emotional element in your story
Conflict: Reporters are eager to cover stories where there is inherent conflict; where there are two different forces pitted against one another.
Celebrity: For better or worse, the public has a certain fascination with people and things that are famous. Never underestimate the compelling power of local celebrities.
Uniqueness: Emphasize any quality in your story that marks it as unusual or out of the ordinary.
Credibility: Reporters are especially concerned about the credibility of the sources they rely on for story ideas. Make sure that your information is absolutely accurate and that independent sources will corroborate any questionable details.
If you understand that the media are looking for stories that fit exactly these qualities, it will be easier for you to package your messages so the press can serve its audience and you will advance your media goals.
and the winner is…
Posted by: Deanna White on: October 21, 2008
This years’ SavvyMom Mom Entrepreneur is Martha Scully, founder and CEO of CanadianSitter.com, founder and CEO of www.canadiannanny.ca and www.canadiansitter.ca. Canadiannanny.ca is Canada’s online nanny service and resource to help parents and nannies connect. Canadiansitter.ca is an online resource that will help you quickly locate a university/college level babysitter who lives near you. What a great resource! I speak from experience of having gone through the painstaking process of finding an available daycare provider for my little one. Also, kudos to the regional winners Bug a Lug, My Smart Hands, yoyomama.ca, and Nurtured Products for Parenting.
To my friends, colleagues and loyal followers, I am eternally grateful for your vote of support. As a result of participating as a nominee, I had an opportunity to introduce myself to some amazing and talented women and found it to be a great way to connect and become inspired. A note of thanks to Sarah Morgenstern & Minnow Hamilton, co-founders of Savvymom for hosting the contest. Those connections will prove to be invaluable as a support network as we all continue to grow our businesses.
considering our gifts
Posted by: Deanna White on: October 8, 2008
As this Thanksgiving reminds us, once again, to consider our gifts… I feel grateful for many.
I am grateful for the opportunities to share adventures with friends, celebrate achievements with colleagues and enjoy a loving relationship with family. I am grateful to my clients for their loyalty and my social network, from which I feel fortunate to have developed lasting friendships. I am especially grateful for my Maddy, my inspiration – and who I affectionately call “honey girl” as I think of her as pure sweetness. She is a gift and I feel truly blessed.
The ritual of reflection seems to be a blessing in itself that I sincerely hope results in the recognition of the many gifts for you and yours.
Happy Thanksgiving!
keeping me on my toes
Posted by: Deanna White on: September 29, 2008
Independence strikes! From the top of Madeline’s little head to the tip of her pointed toes.
When I took Madeline to her second ballet class this past Saturday, she was thrilled to learn ballet lessons were going to be a part of her weekend routine. We arrived about five minutes early to an empty studio, with the exception of the pianist who was warming up. Maddy took her spot on the floor and whispered to me, “it’s ok – you can go now, Mom.” Only her second class and here she is, fluffing me off for the guy at the piano. I was proud of the little independent person she had suddenly become, where just one week ago, I had to continually assure her of how much fun she was going to have with each unconvinced glance. I told her that I would wait until other kids and their mommies showed up and then I would go. With her hands on her hips and the most serious stance, she gave me a disapproving look which followed with her mouthing the words, “I’m ok – Mom! I have to practice – now, go!” and boldly pointed me to the door. Yikes! Is this what they mean by an “independent streak”?
Chuckling to myself, I respectfully walked out of the studio, took a seat in the hall and opened my notebook as I watched other mother and daughter teams arrive with their little ones clutching their sides. I must tell you, I had mixed emotions. I was so proud that she felt comfortable enough to go it alone this time, yet admittedly, was a bit saddened. I began to document the whole experience to paper, as I do with most of our little “milestones” and a wonderful thing happened. The same wonderful thing that happens with each little burst of creative expression from my four year old. The next story for Storyline for kids unfolded with “My First Ballet Step” – about a little girl who gains her independence and self-confidence. But it doesn’t end there. For the past few nights, our bedtime ritual concludes with a narrative story – and this time it begins with – “Once upon a time, there was a little ballerina named Madeline…” I’m not sure how this one is going to end, but I do know that with Madeline’s input – it’s sure to be a page turner as she always seems to keep me on my toes.
the story byline
- twitter vs speed dial
- the greatest lesson I’ve learned in yoga class and in PR
- reasons why I give a tweet. shouldn’t you?
- media relations is a two way street
- build a bridge and ace your media interview
- the key (message) to a great interview
- storyline t.i.p.p.s
- what station are you tuned into?
- interview quick tips – part 4
- interview quick tips – part 3 – the right tips
