Soundbites

When You Ask for Questions Ahead of Time

2012-01-26T06:32:00.000-08:00

Some newsmakers and public relations practitioners routinely ask for the questions ahead of time when an interview is scheduled.

DO NOT DO THIS.

It makes the reporter think you are nervous--what other reason would you have for needing to prepare?

It makes the reporter think you have something to hide--you must want to make sure the issue you are scared to answer is not on the list.

It makes the reporter think you have no knowledge of how the rules of interviewing work, so you probably aren't going to be a good resource or a good interview at all.

Here are some ways around this dilemma:

1. Ask the reporter for the scope of the interview, the "angle" or if it would be possible to get talking points to help prepare.

2. Tell the reporter you know that she probably won't use them, but would it be OK to send a few questions ahead of time, questions that fall into the newsmaker's area of expertise?

As a reporter, I am offended when the PR people ask me for questions. I usually ignore the request the first time, and if someone brings it up again, well, it depends on the story, but I never send questions. For one reason, I don't have the time. To me, interviews are more of a conversation than a deposition.

As a talk show host, booking guests, I would tell people, "I don't have time to come up with the questions in writing. We are spontaneous. However, if you send us questions you would like us to ask, we might use some of them."

How do you handle this situation?

Good for ABC

2011-07-29T05:18:00.000-07:00

This shouldn't be a cause for celebration--or news. Nevertheless, it's good to know that one network is doing the right thing.

ABC Bans Paying News Subjects
ABC News has quietly decided to get out of the business of paying news subjects in connection with exclusive interviews. With no public announcement or fanfare, the news division's president, Ben Sherwood, has effectively taken ABC out of what had become a competitive bidding war for hot bookings. After taking a public-relations hit in several high-profile cases, ABC will no longer be buying photos or video as a way of getting a news subject to cooperate-a process that had become a fig leaf for purchasing interviews. When asked for comment, spokesman Jeffrey Schneider confirmed the new policy, saying: "We can book just about anyone based on the strength of our journalism, the excellence of our anchors, correspondents, and producers, and the size of our audience. These licensing deals had become a crutch, and an unnecessary one." The new approach is not an absolute ban, but network sources say it would take an extraordinary circumstance to allow a licensing fee-perhaps once every couple of years-that would require approval at the highest levels. ABC's unilateral disarmament could prompt the other networks to drop out of the pay-to-play arms race as well. Or they could continue to pay big bucks for licensing fees with one less competitor to worry about. "Will we lose a booking here and there? Sure," said Schneider. "Are those lost bookings equal to the credibility of ABC News? Not in any way, shape, or form."
The Daily Beast

Authors, Consider a Book Trailer

2011-06-21T20:18:00.001-07:00

Movie trailers, the promotional clips for upcoming attractions that you sit through before getting to the real movie, have been around for 98 years.

Book trailers have only come along in the past decade. But they are rapidly becoming a staple of press kits and grass roots promotion. A well-done book trailer can help sell you as a talk show guest or news interviewee. Some TV stations may even use your video as b-roll during your interview.

You can post your book trailer to your blog, Facebook page and website. You can send it with your press releases. You can put a link in your Tweets and other social media. You can add the link to your email signature.

Please get professional help in shooting and editing your book trailer. I may be biased, but my husband's new trailer is a good example. He is an Emmy-award winning producer, so he has an advantage, but he's not used to being in front of the camera. Take a look and see what you think he does right.

Example of a Good Press Release

2011-06-12T05:21:00.000-07:00

New Thriller Ill Wind Re-Visits Worst Hurricane in U-S History; Galveston Storm of 1900 Killed More Than All Others Combined

Film Producer Allen Pits Early Texas Crime Syndicate Against Fledgling Secret Service

June 13, 2011 - Houston

It was the deadliest, most destructive hurricane in American history. Even Katrina falls short in scale and devastation. Emmy award winning TV producer and native Texan Mark Allen uses the apocalyptic storm of 1900 as the backdrop of his historical thriller, Ill Wind.

This year, national weather watchers predict a more-active-than-normal hurricane season - with three to six major hurricanes projected for the Atlantic alone. But none have ever been predicted as severe as the devastating storm that swept Galveston Island more than a century ago.

“Most people have no idea how devastating the storm surge was,” says Allen. “In 1900, Galveston was the fourth-busiest port city in the country, but this hurricane wiped the island flat.”

The year was 1900.

The newly-formed U.S. Secret Service has sent an agent to investigate a counterfeiting conspiracy on the Texas Gulf Coast. He arrives just weeks before the horrible storm’s arrival on September 8th. As he uncovers a labyrinthian network of organized crime, the Gulf of Mexico churns - eventually producing a deadly phenomenon unlike any seen since.

Allen has leveraged his love of the Texas Gulf Coast and its history to produce a riveting historical novel set against a backdrop of utter devastation.

“I’ve always been enchanted with the city of Galveston, its romance and its tragic past,” says Allen. “This is a chapter of American history that has never been fully explored. I wanted to bring it to life with a novel that examines the city, the people and the circumstances preceding the disaster.”

As a child, Allen spent several years in the Houston area, where he and his parents learned to ride out hurricanes in the shower stall with a blanket and a weather radio. Years later, he covered Hurricane Andrew as a journalist based in East Texas. Today, he’s an award-winning TV and film producer and amateur historian.

“I think the lesson is that we tend to put too much trust in technology to protect us or to help control nature. It’s really a losing battle. We’re better at predicting hurricanes, floods and fires today, but no better at preventing them. Look at the Missouri River flooding, the Arizona wildfire or the tragic tornadoes this year alone. Weather is the great equalizer.”

Hurricane season in the western Atlantic and the Gulf of Mexico lasts from June through November. Ninety-percent of the storms occur during that six-month window. The National Oceanic and Atmospheric Administration (NOAA) warned that this year's season will be above average, with as many as ten hurricanes spiraling across the Atlantic, many threatening the U-S coastline.

This is Mark Allen’s first novel, now available at amazon.com/kindle, barnesandnoble.com/nook, apple.com and ebookstore.com.

(http://www.illwindnovel.com/)

# # # # #

For more information, or to schedule an interview, contact Jeff Brady at Brady Media Group. 214.265.5670. jeff@bradymediagroup.com

Plea to Business Owners--Get Insurance

2011-05-27T18:27:00.000-07:00

Businesses that:

Manufacture

Have customers

See patients

Build

Drill

Hire drivers

Have employees

Use chemicals

Serve food

need insurance. Of course, you have it, you think. But could your business handle the headline coverage that would come with a crisis in an explosion, ugly lawsuit, or accidental employee or customer death? What if one of your drivers fell asleep at the wheel and caused multi-car fatalities? What if one of your employees embezzled, sexually harassed, committed arson or murdered co-workers? Would you be ready to handle the reporters who descended immediately?

Media crisis insurance can come in the form reading blogs like this or coordinating Soundbite Coach training like I offer. But in these times, you might not be able to afford that. Here's a question to think about: can you afford the negative publicity that might cause customers to lose all faith in your products or services?

Documentary Horrifies, Inspires

2011-05-13T20:17:00.001-07:00

The Greatest Movie Ever Sold will force you to
look at every advertisement, every movie, billboard, TV show and even school fences differently. Product placement didn't used to bother me--it seemed much more realistic than those generic packages that no one really uses.

Now, there is a whole industry based on creative advertising and placement, and documentarian Morgan Spurlock provides an entertaining but horrifying tale of how we are bombarded with ads. Be an informed consumer... OR as a newsmaker... be creative and be inspired about how you can find new property to sell your products or services.

Great Graduation Gift

2011-05-11T19:43:00.000-07:00

High school or college graduates need to know how to make better presentations and use the right words in the workplace. And they may even need to know how to work with the news media. Attorney Linda Swindling and I co-authored these three pocket-sized Passport books to provide convenient help when you need it. Each book retails for $5.95, and the content will aid careers for a lifetime. The titles are:

Speak To Success: Present with Power, Panache & Purpose

Say It Right: Converse with Confidence, Tact & Care

Be A Newsmaker: Master the Media with Clarity, Command & Credibility

You can order directly from the publisher at http://www.walkthetalk.com/, or if you prefer to get a personalized copy, email me at Lorri (at sign) SoundbiteCoach (dot) com for details.

Congratulations and best wishes to all graduates!

TV Jewelry

2011-05-08T06:53:00.000-07:00

Years ago, a television consultant assigned to work with me wore a metal TV pin. It was cool. I have looked for a TV pin to wear on my lapel ever since. When I met Anne Perry and heard she made jewelry, I commissioned her! She works with glass. I am thrilled with the results. Anne even created matching earrings!

Is This Fair Coverage?

2011-05-07T06:44:00.000-07:00

Recently, on a Phoenix station, I watched a local reporter cover a story on a proposed gun ban. I lived in Tucson last year, less than a mile from the Safeway, the site of the tragic shootings that wounded U.S. Rep. Gabrielle Giffords, so I am personally sympathetic to ideas that might prevent events like this in the future. But I was professionally appalled at what took place in this news report.

All of the anti-gun people interviewed were attractive, articulate and well-credentialed. One, Dr. Peter Rhee, University Medical Center's surgeon in charge of the Trauma unit, became well-recognized during the press conferences held starting on the day of the January 8 shootings.

At least the reporter attempted to get the other side of the story. Representing the Second Amendment argument was a dishelved, dirty man wearing an NRA cap. He had missing teeth and used poor grammar. C'mon, was this the best you could find in conservative Arizona? His credibility was no match for the anti-gun side.

This may be a lesson as much to reporters as to those trying to get coverage. And it's a lesson for those of us who watch news. Analyze reports carefully. Are you swayed because one spokeswoman is prettier than another? Do you consider one side's argument "better" for reasons that don't make sense?

It's stories like these that begin to convince me that perhaps all reporters are not fair and balanced after all.

Still More Soundbite Coach Tweet Tips

2011-03-21T15:32:00.001-07:00

1. If you are short of breath while being interviewed, could be nerves. Ramp up your cardio exercise to help lungs: jogging is a great tool.

2. Clients asking more + more how to publicize on social media. Newspapers may by dying, but not dead yet! Headline ink still great promotion for your websites and packets.

3. A pet peeve: guest didn't even look to see what time our show started + kept calling to get "prepped" while we were already on air.

4. Twice already this week, 2 guests asked for ongoing segments on our show. Awkward spot-If a network wants you to be a regular, it will ask.

5. If you are on a media tour or a regular, consider having your own IFB (ear piece) made... it's not too expensive + you'll always know whose ear it's been in!

6. If your interview is bumped by breaking news, be gracious and you may get rescheduled on a slower news cycle.

7. For laryngitis before an interview, take Ricola-no alcohol-or Fisherman's Friend. Don't whisper, do drink warm water, and do consider a cortisone shot.

These are concise tips, since Twitter only gives you 140 characters. I've added some information to some of these, but if you have questions, please post them.

More Soundbite Coach Tweet Tips

2011-03-21T15:27:00.000-07:00

1. A guest for tomorrow's show called to check in, let me know he's in town + see if there were any last minute details to discuss. Nice touch!

2. A publicist called for Kevin. No Kevin at our station. She said, "So sorry. Let me pitch my client anyway." Not a good 1st impression.

3. When you send "10 Suggested Questions" to interviewer, include meaty questions. Lightweight questions include, "Where can we get your book?"

4. Always be nice to the makeup artist. He or she not only can make you look better, producers ask how newsmakers acted in the makeup room.

5. If you're an author, watch saying "in my book" repeatedly in your interviews. For those who haven't caught the title, it doesn't help much.

6. If you're a novelist, beware of interviewers who give your plot or surprise ending away! Have a response that makes people still want to buy!

7. A good interviewee has equal parts energy or passion and interesting content. Great information without energy puts listeners to sleep.

8. "News is what somebody somewhere doesn't want you to know. All the rest is advertising." Dan Rather

9. Make sure a host really, really loves you before you ask for a recommendation. And don't ask for it on letterhead. To do so is asking a lot.

10. Reporters are using Twitter to find news sources. What messages do your photo and profile send to the news media? You might want 2 accounts.

11. Reporters hate to talk on the phone. Be friendly, but be quick when you call. Don't avoid calls-they're a great way to stand out from email.

12. We had 2 no-show guests this week because publicists gave us the wrong phone numbers. Make sure shows have your correct number + get a back up for the studio.

Ten Soundbite Coach Tweets

2011-03-21T15:20:00.000-07:00

If you're not tweeting, you may be missing a chance to reach some in your prospective audience. I've shared some good stuff, personal stuff and now-dated tweets on my account @soundbitecoach.

Here is a compilation of helpful hints. And remember you always get new and different advice when you subscribe to the Media Savvy eTips. Just send an email to Lorri -at sign- Soundbite Coach - dot- com and put "subscribe Media Savvy" in the subject line.

1. Tension, stress + fatigue can be heard in your voice. Go get a massage.

2. Authors-always take a copy or 2 of your book to the studio. The director may want to shoot it for your interview or you can give it away!

3. Soundbite advice for coaches: take the blame for problems, but give credit for success to the players. Do the opposite + you look like a jerk.

4. Research the reporters/hosts who are going to interview you. You will impress them with conversation starters and commonalities.

5. Imagine your company's worst nightmare happens. What do you say to the press? Did you have safeguards? Could you have prevented it?

6. Practice interviewing. Get a friend to ask you questions about your topic. Chances are the questions from a reporter will be similar!

7. Take a camera when you are an in-studio guest. Then email the photo with hosts to them. They will be flattered + may put you on website.

8. When a reporter asks you a question that can be answered "yes" or "no," he or she wants more. Say yes or no "and this is the reason why..."

9. Appearance tip: No matter your skin tone or coloring, you look professional on TV in navy blue.

10. What is the biggest mistake newsmakers commit? Saying "no comment." Get your side of the story out there!

Walter Cronkite on Liberal Journalists

2011-03-21T11:34:00.000-07:00

"I believe that most of us reporters are liberal, but not because we consciously have chosen that particular color in the political spectrum. More likely it is because most of us served our journalistic apprenticeships as reporters covering the seamier side of our cities -- the crimes, the tenement fires, the homeless and the hungry, the underclothed and undereducated.
"We reached our intellectual adulthood with daily close-ups of the inequality in a nation that was founded on the commitment to equality for all. So we are inclined to side with the powerless rather than the powerful. If that is what makes us liberals so be it, just as long as in reporting the news we adhere to the first ideals of good journalism -- that news reports must be fair, accurate and unbiased. That clearly doesn't apply when one deserts the front page for the editorial page and the columns to which opinion should be isolated.
"The perceived liberalism of television reporters, I am convinced, is a product of the limited time given for any particular item. The reporter desperately tries to get all the important facts and essential viewpoints into his or her piece but, against a fast-approaching deadline, he or she must summarize in a sentence the complicated story. That is where the slippage occurs, and the summary too frequently, without intention, seems to emphasize one side or the other.
"(The answer to that problem, as with much else in television news, is in more time for the dominant evening newscasts. In our ever more complicated and confusing world, those newscasts need an hour.) Incidentally, I looked up the definition of 'liberal' in a Random House dictionary. It gave the synonyms for 'liberal' as 'progressive,' 'broad-minded,' 'unprejudiced,' 'beneficent.' The antonyms it offered: 'reactionary' and 'intolerant.' I have always suspected those fine folks at Random House of being liberals. You just can't trust anybody these days."

Walter Cronkite

The Real Reality Show

2011-02-20T06:18:00.000-08:00

From the Chicago Tribune...

One of the most powerful things about television is the illusion it lends viewers of being somewhere else — in the midst of the action — effortlessly, comfortably, safely. From our living rooms, we can go into space, under the sea and anywhere in between under any conditions while others dutifully accept the dangers of taking us there. So there is a certain level of detachment as we siphon their adrenaline rush from our living rooms, whether watching a football game played in weather better suited for the Iditarod sled-dog race or getting dropped into the heart of a revolution.

But you had to feel it in the pit of your stomach when CBS said Tuesday that "60 Minutes" correspondent Lara Logan was in a hospital, recovering from a beating and sexual assault she suffered at the hands of a mob while covering the Tahrir Square celebrations in Egypt the day that Hosni Mubarak stepped down as president last week.The media, like politicians, have drawn a lot of criticism of late, not all of it unjustified. You may not be a fan of a particular organization or individual. You may question who gets sent where and when and why. You can scrutinize the work they do. But never question the dedication of those who put themselves at risk. Never underestimate the difficulties and dangers. Never forget the cost, not just for the organizations that send newspeople into the middle of a situation like Cairo, but for those who get sent and the others in their lives. "You have the Middle East in complete turmoil," NBC News boss Steve Capus said in an interview the other day. "These are incredibly important times. Perhaps it's a quaint notion, but investing in news at a time like this, to me, makes sense. The audience is hungry for it." It's only when you pause to think of it that you recognize the potential danger they and their crew were in, even while taking precautions. So pause.

Chicago Tribune

Time Zones

2010-11-28T18:47:00.000-08:00

In the last four years, I've worked in four time zones. So consider me an expert on this. I bring it up because I have been working for networks which book authors, entertainers and newsmakers on national shows, and some people say the most stupid things about time zones. Here are a few pointers to keep you from looking dumb:

1. "EST" is not an acronym for "Eastern Time." It stands for Eastern Standard Time, as opposed to "EDT" which stands for Eastern Daylight Time.

2. When parts of the country fall back or spring forward, refer to it correctly as "Daylight Saving" time, not "Savings."

3. Arizona (and parts of Indiana) do not fall back or spring forward. If you are working with a scheduler based in Arizona, it may help to understand that when the rest of the country is in "Daylight Saving" time, Arizona is like Pacific Daylight Time. When most of the rest of the nation is in Standard Time, Arizona is like Mountain Standard Time.

4. To help avoid confusion, when you are confirming an interview time, write out both the interview's local time and the interviewee's local time. For instance, that might look like this:

Host time: 9:00 am Mountain Standard
Author time: 10:00 am Central Standard

Here is a resource for you that might help with other questions you have: http://www.timeanddate.com/

Tips for Interviewers

2010-10-09T13:08:00.000-07:00

Lately, it seems as though I get as many requests for help from would-be hosts as I do from people wanting to know how to survive grilling by a reporter. Many are starting an Internet radio show, podcast or want to interview experts for their YouTube channel.

Interviewing is my favorite part of being a journalist, so I'm happy to share tips I've learned along the way.

1. Be ready for anything. A college professor said the hardest and most important task of interviewing is to listen. By the way, this helps in relationships, too.

2. Make the interviewees feel comfortable. If they are nervous, they won't speak as freely. One way to do that is to have a conversation-don't check off your list of questions.

3. Ask open-ended questions. These are ones that start: "Why did you...?" "How did you...?" "Tell me about..." "What happened when...?

Remember, the point of an interview is to share information, not to intimidate or anger--though it may seem that way when you listen or watch some shows! Enjoy the exchange. Your guest is giving his or her time and expertise. What a gift.

News Anchor Barbie

2010-09-25T11:57:00.001-07:00

I hate that I want to buy her. And I hate that I want to look like her. If I did, maybe I would've gotten more TV jobs. Seeing her reminds me of the News Director who told me, "You were our second choice. We made our decision for cosmetic reasons."

I hate what she does for the stereotype of journalists. The news industry is already has a crisis of goodwill and reputation. Will the fact that this Barbie is so perfect reinforce the idea that broadcasting is only a looks-based business?

What does she mean for people who want to be newsmakers?

Look your best.
Don't buy into the stereotype of "dumb blonde" - the woman interviewing you may be blonde, but chances are she is not dumb. We all know smart, beautiful people.
Don't base your news-watching preferences on looks. If so, you're buying into the idea that we all need to look like Barbie--or Ken--to be credible.

A Twist on Looking Your Best

2010-08-29T14:23:00.000-07:00

People often ask me what are the best clothes to wear in front of the camera. That's an important question. But one that I expect to hear more of is, "Should I get 'a little work done' before I am interviewed?"

As someone who got an extreme makeover every time I went to work for a different TV station, I can talk about makeup techniques and good hair. Since I started in this business nearly 30 years ago, I have learned tricks from makeup artists, stylists and colleagues who participated in beauty pageants. But it was a speaking colleague who took me aside three years ago and suggested I would benefit from Botox. She even offered her dermatologist's name and number. I took her advice and have had "a little work" done in the years since. My husband and mother could tell right away. Another observant close friend was horrified that I'd done such a thing. And another close friend didn't notice. If anyone else could tell, they didn't mention it. But I liked the results and felt more confident. I thought I looked well-rested, not necessarily younger. So, I recommend this to men and women alike to look your best. But consider these thoughts:

1. It can be expensive and painful. Ask about costs and numbing techniques up front.
2. Only go to a dermatologist or other medical doctor. A dermatologist can give you prescription for a retinol cream which can make your skin glow.
3. Do NOT have any work done less than two weeks before an on-camera appearance. As careful as a doctor is, you can have side effects, which include bruising.
4. Ask your friends of a certain age who look "well rested" if they can make a recommendation for a doctor.
5. Have realistic expectations.
6. Botox lasts 3-6 months. Fillers can last as long as a year. Nothing is permanent.

This whole idea may horrify you, like it did my friend. It's certainly not a requirement to being an on-camera newsmaker. But if every time you look in the mirror, you tell yourself you're not aging well, this may be a solution to try at least once. Some of us look older than we are and only want to look our age. Again, this may be a solution.

Being Gracious

2010-08-14T18:03:00.000-07:00

Recently, a woman came to our studio to record an interview that would be played on the radio station later in the week. She was nervous and wanted to read her answers. When guests do this, it sounds like they're reading and doesn't showcase them in their best light. However, because her cause was so relevant, we took extra care and time with her and managed to get a soundbite or two that did air.

I was prepared to receive a call from her expressing disappointment about the brevity of the piece that aired. So I was pleasantly surprised when I got a voicemail that said something like this, "Thank you for airing part of our interview. I hope you'll broadcast part two when you get a chance. And I'm available anytime to talk more about this project."

We had no intention of airing any more of the interview. And I probably won't call her again unless she somehow lets me know that she has done something to improve her performance in front of microphones (www.Toastmasters.org? Media Coaching? www.SoundbiteCoach.com), but take a cue from the pleasant call. Being gracious always helps reporters remember you in a positive light.

When Should You Send Press Releases?

2010-08-09T05:12:00.000-07:00

From Business Wire:

A poll findsTuesday mornings are the best time to send a press release, according to 215 professional communicators. The data reinforces longstanding advice on the topic. For decades we’ve told clients that the best time to send a press release is “early in the day, early in the week.” Of course the general disclaimer “It depends” applies here, as the timing of any press release is subject to the nature of the news, goals of that release, the news of the day, and other variables. That said, we’ll resist the urge to say “I told you so,” and enjoy the fleeting affirmation of having PR Peeps confirm our sage advice. This poll was a challenge to analyze, as it was the first time we asked an open-ended question. In retrospect, we could have done a better job framing the survey, as responses ranged from time of day, to day of week, to general musings such as “when you have news to announce” or “you’re the experts–you tell us!” That said, the single most common answer, with 135 votes, was “mornings” or a variation thereof, such as “before noon” or “before 10 AM.” The second biggest vote getter, with 71 votes, was Tuesdays or a variation, such as “Tues. – Thursday.” Below are the details, as best we can present them. When’s the Best Time to Send a Press Release?- Tuesdays–71, or 53%- Mondays –16, or 7 %- Mornings–135, or 63%- 10 AM–17, or 8%.

As mentioned above, the numbers don’t add up to 215, since many people answered with multiple recommendations such as “about 10 AM, Mon – Thursday” while others answered in unique and difficult-to-quantify ways. The numbers above are our best reflection of the data. We apologize for the lack of scientific approach here–any market researchers who want to pile on with advice, please email me at monika.maeckle@businesswire.com. To those who participated, thank you–-and how about helping with our next PR Peeps Poll: Do You Tweet the Links to Your Press Release? This poll is back to multiple choice. Business Wire

Top 10 Reasons to Hire a Soundbite Coach

2010-07-22T19:14:00.000-07:00

1. You have no idea what a soundbite is.

2. You have never been interviewed before and now, a journalist or talk show host has scheduled time to talk with you.

3. You have been interviewed before... and you bombed.

4. You need an objective journalist to tell you if your interviews are logical, compelling and effective.

5. You cannot think of acceptable answers to reporters other than, "#@*?!!*."

6. You seek publicity to build awareness for a new product, service, book or cause, and your messages are getting no traction.

7. You want insurance against a crisis.

8. You have a high-stakes presentation scheduled.

9. You have received unflattering attention in social or news media.

10. You know your employees are not hearing you. You want shorter, stickier taglines to change the culture.

Using the Right Words with Workers

2010-07-10T04:10:00.000-07:00

This is from my friend Anne Bruce, who quoted me in her book, Speak for a Living. It was so good that I'm recommending her new book without even reading it. Here are details:

Fast, Easy-to-Use, Instant Plans and Tools on How to Develop and Coach Others, Brand Talent and Grow Employees to Their Greater Potential!

Click here to go directly to Amazon.com for more info about the book...

http://www.amazon.com/Perfect-Phrases-Employee-Development-Plans/dp/0071715096/ref=sr_1_1?ie=UTF8&s=books&qid=1277924323&sr=1-1

My newest book release, Perfect Phrases for Employee Development Plans, was published and released by McGraw-Hill 3 weeks ahead of schedule!

This book has been called a powerful tool for leaders at all levels who want to have instant access to planning, tips and tools for employee development, branding talent and grooming people for advancement, while pinpointing people's strengths and motivating global talent pools.
This is not just a "how-to" book, but a "what-to-do" book!

What Does Service Have to Do With the Media?

2010-07-04T05:09:00.001-07:00

On Independence Day, it's appropriate to blog about customer service. You see, in America, we all have the freedom to start our own business. But that doesn't mean we're good at it or deserve positive publicity.

Recently, I've been a survivor of horrible customer service on home repairs costing thousands of dollars. Don't you think if I'm spending that kind of money, I have the right to be treated with courtesy? Unfortunately, that is not one of the rights guaranteed in the U.S. Constitution.

Fortunately, I do, by the blessing of being born in the USA, have the right to free speech. And I will exercise that freedom to tell everyone I know about the horrible service and lack of respect I received by a small business based in Georgia. (Please send me a comment or email if you want the name of this foundation repair company). I have posted on Facebook, Tweeted, been re-Tweeted and even mentioned the name of this terrible company on my radio show.

So the lesson here is to offer outstanding customer service! You may not get positive publicity right away, but you will go viral if you treat clients poorly. People will let others know not to use you. Then, instead of just unhappy customers to worry about, you may have to learn about crisis communications.

In my case, I think the offensive company is too stupid to even know that it's being discussed over the Internet and on a radio network. Businesses like this should fail. They do not represent the best America has to offer.

Common Sense Media Advice

2010-06-24T03:56:00.000-07:00

DO NOT conduct an interview and say insulting remarks about your boss and expect those remarks not to be published. The more you insult, the more headlines you will generate. If a news outlet knows it has a juicy story, it's going to pre-release the compelling material to other media outlets, so that it will get more buyers or viewers.

This applies to anyone: If you cannot say something nice, don't say it at all.

This applies to people in high-profile positions: If you say something not nice, it's a news story.

Attracting Faith-Based Media

2010-06-13T05:58:00.000-07:00

Unless you listen to it, watch it or read it, you might not be aware that there are whole networks and publications created for those devoted to a particular religion. For example, many cities have their own edition of The Jewish Journal, and you may have seen Pat Robertson's Christian Broadcasting Network.

You don't necessarily need to be pitching a story having to do with the Torah or churches to be featured on this kind of specific media, but you do have to explain to the reporter or producer why your angle fits his or her audience.

In my experience scheduling guests for Christian radio and TV networks, we were looking for parenting, education, health and topical (meaning current events) guests in addition to ministry guests. So you may be missing valuable publicity by not pursuing these outlets.

However, note that producers have a discerning ear. I would not, could not schedule guests who used profanity or coarse language. So cut out of your everyday conversation commonly-heard phrases such as: "Oh my God" or "Good Lord"--these are offensive to the faith-based media.

Once, I felt an author's topic would be helpful and interesting to our audience, but he laced his conversation with the phrases mentioned above. I asked if I could give him advice, and he was gracious about wanting it. I told him those phrases would have our phone lines lit up with negative calls--and he was flabbergasted. He was not aware that he was using those terms.

We ended up having him as in-studio guest, and he concentrated on his content and chose his words carefully. The phone lines did light up--because the listeners wanted a copy of his book.

Text Book Cases

2010-06-05T07:18:00.000-07:00

In the 1980's, we studied the Tylenol tampering case to learn how to respond to crisis. Johnson & Johnson and its spin doctors reacted so well, that incident was a pattern for years to come.

In the 1990's, we had Food Lion's run in with ABC and Ford's exploding tires, and we learned more nuances of what to do in crisis response. We also had horrible tragedies such as Columbine and the Oklahoma City Bombing to prepare us for the unthinkable.

Then a new century evolved and we learned from Mayor Rudy Giuliani and others about saying the right thing when the sky is literally falling down around us.

Now, a new text book chapter is being written. The BP oil catastrophe will be analyzed from a crisis response for years to come. The initial take from media critics is that the company is doing some things well in terms of crisis communications and some aspects could use some work. For example, BP has been praised for its handling of social media. But reporters and observers are questioning the corporation's transparency, ability to solve the crisis, and wording on legitimate claims.

If there could be a silver lining to this ugly mess in the Gulf, it is that we all will learn more about responding to the public and the media when disaster strikes.

Got Any Better Ideas for BP?

2010-05-19T05:29:00.000-07:00

Top Ten Ways BP Can Improve Its Image

10 .Change "BP" from "British Petroleum" to "Bunnies and Puppies"
9. Scrap the snotty British accents
8. Cry on "Oprah"
7. Take a page from AFLAC. New mascot: wise-cranking oil-soaked duck
6. Find Bin Laden
5. Start making cookies. Who doesn't love cookies?
4. What's wrong with our image?
3. Switch from "Drill Baby Drill" to "Help Daddy Help"
2. Instead of their image, maybe they can focus on fixing the damn leak!
1. For goodness sakes, get Iron Man to do something!

The Late Show with David Letterman

Grass Roots Publicity

2010-05-08T16:26:00.000-07:00

Have you ever written a letter to the editor of your local newspaper? Have you ever called in to a talk show? These are two low-cost ways to get the attention of the public and journalists.

Also, are you using social media to your advantage? Don't just write a press release. Put it on your website, your blog, your LinkedIn account and your Facebook page. Then tweet a link to it, and send an email to your friends who are also followers on Twitter to re-tweet.

Join organizations and contribute to the monthly newsletters or magazines. Volunteer. Build relationships and a database. When you have big news, send a postcard or letter to your database.

The point is, you can do many things to publicize your cause, product or service that some people would call just staying in touch with your friends or network.

Three Sides to Every Story

2010-04-10T12:08:00.000-07:00

Remember when dealing with the news media that there are always, at the minimum, three sides to every story: his, hers and the truth.

I heard a woman named Julie Ann put a spin on this yesterday. She said the three sides are yours, mine and I-won't-tell-if-you-won't.

The lesson is we all perceive incidents differently, so your life experiences, memory, vision and hearing may effect the truth that you tell the public. Get as many facts as you can and be as accurate as you can, so that the truth you paint does not illustrate an unflattering picture of you.

One Way to Answer the Yes or No Question

2010-03-10T06:57:00.000-08:00

On March 3, the chair of the Democratic National Convention, Tim Kaine, was being interviewed on a national morning television show. The discussion became spirited.

At one point, the host said, "Just answer 'yes' or 'no.'"

Kaine, also the former governor of Virginia, had a terrific response. He said, "I'm not a potted plant, so I can't answer just 'yes' or 'no.'"

While you may not want to use his exact answer, do be prepared for how you would respond to a reporter demanding a short one-word reply from you.

Are You Ready for a Crisis?

2010-03-10T06:15:00.000-08:00

The headlines are filled with companies making the wrong decisions daily. Is your organization prepared for unflattering accusations?

Here are three documents you should have, even if your company enjoys positive publicity:

A Media Policy - helps keep your employees from talking out of turn to the news media
A Crisis Preparedness Plan - includes business continuity strategies as well as how to contact the media
A Rapid Response Strategy - helps you respond immediately to social media to prevent rumors, bad will and poor public perception

If you don't have these items, you might as well not have insurance. I can help you write and develop them. Give me a call.

10 Mistakes People Make With the News Media

2010-02-12T14:23:00.000-08:00

1. Saying “No comment.” This annoys reporters and makes you look guilty.

2. Getting angry at a reporter. The reporter would rather be covering the water-skiing squirrel, believe me. But this was the assignment, and she’s just doing her job.

3. Inserting verbal fillers. Editors cannot take your “uh’s” and “um’s” out in editing.

4. Wearing the wrong colors for TV. Despite HD cameras, black and white and small patterns can still look bad and be distracting. Wear solid colors. Blues are best.

5. Asking to see the story ahead of time. This offends journalists. You are insinuating they will not do a good job of reporting accurately and fairly.

6. Not preparing for a crisis. It’s a matter of when, not if, an act of violence or Mother Nature or an innocent mistake will adversely affect your organization. Media crisis training is an insurance policy. Invest now before it’s too late.

7. Not having a media policy. Make sure your employees know who the company spokesperson is and how to refer calls to him or her.

8. Not calling back immediately. Journalists are on deadlines, and if you don’t call back within a few minutes, they will start looking for another source, and you will have missed the opportunity.

9. Speaking too long. Soundbites are short. Don't blather.

10. Lying. Dishonesty will come back to haunt you. Media organizations keep tapes, digital files and notes for a long, long time. They will resurrect your lie and make a news story out of it.

Are You Repeating Annoying Phrases?

2010-02-11T04:39:00.000-08:00

In person or on TV/radio, you may be using crutch words or phrases that drive people crazy, mostly because you're repeating them so often. For instance, I have one friend who says "basically" after every second or third word. I have another friend who ends almost every sentence with "or something."

Annoying your friends is one thing. But if you are a spokesperson or high-profile newsmaker, you may be hurting your image and diluting your message if you do this. One way to discover if you have this problem is to record an ordinary conversation and see if you are repeating any words or phrases unncessarily. Then listen or watch your media interviews and observe if you're repeating yourself.

Yesterday on "Good Morning America," Transportation Secretary Ray LaHood was talking about the Toyota recalls. He kept repeating the phrases "Hold their feet to the fire" and "take a back seat to nobody." I like the "back seat" phrasing when talking about cars, but I don't think it was intentional, and it got old after he said it twice. The phrases you want to repeat are your key messages, not meaningless cliches.

Marketing Ideas

2010-02-08T03:57:00.000-08:00

Since I've looked at an estimated 20,000 press kits and press releases in my career and heard at least 2,000 pitches, my friends with small businesses often ask me for low-cost marketing or PR ideas. Here are a few strategies that might boost your bottom line in these trying times:

1. Include a "Press" or "Media" tab on your website. This is one of the first things reporters look for when they're researching whether to cover you. On this portion of your website, you can include press releases, a fact sheet, links to previous coverage, bios of key players and even photos.

2. Call or write your database. And by write, I mean send mail. We all get so many emails that it's too easy to delete ones that look impersonal. Send a postcard or a letter updating your list on services, accomplishments or products.

3. If you're reading this, you're probably already blogging, tweeting, facebooking or linking. If not, get started.

4. Attend the kind of meetings where you can tell people about your business. For women, there are ABWA and NAWBO chapters nationwide. Most communities have Optimist, Lion's, Rotary and lead-exchange meetings. Consider joining your Chamber of Commerce, too.

5. Write letters to the editor, articles and books. Get your name out there.

These are ways that may drum up business, but can also get the media's attention. I'd love to hear your tips, too! Let's help each other.

Toyota Crisis

2010-02-03T05:15:00.000-08:00

I'd give Toyota a C- on the recall crisis. Finally, President and COO Jim Lentz provided comments this week, but looked less than transparent when ABC's Brian Ross met him with camera rolling. Hey, executives, how about trying this line: "We don't want anyone to get hurt driving our vehicles. So we are working around the clock to get this fixed. We are trying alternatives to see which can be implemented the quickest to get Toyota owners back on the road."

When a reporter persists, say: "I'd love to answer any questions you have. As to your question why we didn't act sooner, we acted immediately, but had conflicting information about what was causing the problem, so our research teams have been working to find answers for different combinations of issues."

Now, I don't know if that is the truth. For all I know, Toyota executives were off at wild parties not even knowing that people were dying driving their cars. When they evade questions and take too long to talk to the press, we all assume the worst.

More Classes for North Georgia

2010-01-28T06:54:00.001-08:00

Take Charge of Your Skills and Development Now!

The Etiquette School Announces New Courses Taught by Award-Winning Instructor and Broadcaster Lorri Allen

Speak to Success – Four Sessions – Tuesdays starting February 2 from 6-8 pm ~ $250

Master public speaking once and for all. Each participant will be videotaped and evaluated. You will leave a better speaker-guaranteed! Topics include:

· Calming nerves to speak with confidence
· Structuring a presentation for ease of memory retention
· Perfecting gestures, movement and eye contact

How to Make Big Bucks when you Don’t Have a Dime: Marketing on a Shoestring –Thursday, February 4 from 6-8 pm ~ $99

In this economy, advertising and marketing are the first areas cut. But can you afford to lose attention in a crowded market? This course is jam-packed with low- and no-cost ideas to increase profits. Topics include:

· Attracting Free Publicity
· Speaking to Build Your Market
· Building an Online Presence

Sales Presentations – February 11 from 2-4 pm ~ $149

For the advanced speaker who presents to make sales, this course will build your confidence-and your profits-by telling you what you’re doing correctly and showing you areas for improvement.

Topics include:
· Overcoming the most common mistake in sales presentations
· Incorporating story-telling techniques in your talks
· Engaging the customer with effective delivery strategies

For more information on these courses, go to http://www.etiquetteschool.net/. Resource materials are included with each class for lifelong learning. Because the classes are so interactive, space is limited. Call 678-208-2880 to enroll now.

A Phrase to Use When You Can't Talk

2010-01-21T03:38:00.000-08:00

If you've attended one of my Crisis Communications seminars, you know that to say "No comment" annoys reporters and makes you look evasive. In that seminar and in my new book, Be A Newsmaker, I give you phrases that help you be non-commital without saying the words, "no comment."

Here's a new phrase from NBC's David Gregory: "I'd love to help you out. I'm not going there." This was in response to a question about the network's late-night host (Leno vs. Conan) situation. This phrase will work for you, too. Say it with a pleasant face and repeat as many times as necessary.

Handling Clueless Callers on a Live Show

2010-01-04T05:06:00.001-08:00

Recently, on my talk show, a fun guest, Joel Zeff, was giving books away to listeners who would call in with a question about his topic. A first-time caller got through and asked about Randy Alcorn's Heaven book. I thought the caller was asking a question about it, so I said that it was considered the definitive book on Heaven, but did he have a question about the workplace for Joel? Then the caller had the audacity to ask about yet another unrelated book! I think he thought if he brought up every title on his wish list, we might mail him one!

Joel took it and ran with it. His experstise is improvisational humor, and boy, did he have fun with the caller not wanting his book.

In nearly four years of live radio and TV, I experienced more than a few callers that I couldn't connect with, but most were gracious, smart and generous.

If you, as a guest on a live show, encounter a caller whose comment doesn't seem appropriate or on topic, use humor if you can. If you're blank, give the host a "I need help" look, and let him or her take over. That's what they're paid for.

For instance, we had a weekly guest, a finanical coach named Parkey Thompson, and on one of his first appearances, a woman called and asked about laxatives. We all laughed uncomfortably, and then realized the caller had really meant her question for our previous guest, our health and wellness guru, King Hoover. So, it was easy to tell her to contact King by email or call back next week, but for now, we were taking money questions.

You know what? This miscommunication happens in real life, with everyday conversations. So if you want practice for live broadcasts, try talking to all ages of people with different backgrounds. As one broadcasting professor taught, "Talk and write for the five-year-old and 95-year-old. Make sure everyone understands you."

A Way to Get Ahead in the New Year

2010-01-02T11:23:00.000-08:00

If you're in the Atlanta-North Georgia area, please keep reading...

Have you always wanted to speak better or represent your organization better? If so, I can help. For the first time, I’m teaching classes open to the public. Please take a look at the courses and see if any are a good fit for you or friends you know.

If you have questions about the class content, ask me. They will be held at The Etiquette School in Cumming. Space is limited, so please register soon. To see costs and enroll, click here.

Descriptions:

Speak to Success—Basic Presentation Skills—This is hands-on, interactive and fun. I guarantee you will leave a better, more confident speaker. Each participant will leave with a DVD of his or her speeches and feedback. The class runs every Tuesday night from 6-8 pm.

Basic Video Production—My award-winning, film-making husband is going to help teach this one. Never again be disappointed in your home movies. You will learn behind-the-scenes secrets for making your videos and YouTube posts look more professional. Offered Saturday, January 9 from 1-4 pm.

Be a Spokesperson—Do you represent your business or non-profit organization to the media or in public presentations? Learn how to sound smart and look your best on TV. We will also talk about how to get media coverage. This class will run from 6-7 pm on Thursdays, January 21 and 28.

Conversation Etiquette—Are you gracious and encouraging? Does your speech reflect who you really are, or do you come off sounding like a jerk sometimes? Are you ever at a loss for words? Do you wish you had a phrase for the person who ticks you off? If you are nodding your head, this class is for you! It will be held from 7-8 pm Thursdays, January 21 and 28.

Marketing on a Shoestring—This one-evening session will be jam-packed with no-cost and low-cost ways to make big bucks without spending dramatic dollars. It’s ideal for small business owners, non-profit leaders and anyone who needs to get the word out about a good cause. Attend January 25 from 6-8 pm.

Thank you for considering enrolling and thanks for passing along to others who may benefit from these practial classes! You will leave with resource material and great ideas to improve your communication skills. If you're still reading and don't live in the Atlanta area, contact me to bring these courses to your neck of the woods!

News Anchor Bob Losure Unplugged

2009-12-18T03:23:00.001-08:00

What a pleasure to talk with a journalist who's covered the biggest stories in the last few decades and retained his sense of humor. Learn from his perspective.

Soundbite Coach: Bob, you have had a wonderful career, from reporting in major markets to anchoring at CNN and emceeing events and debates all over the country. How has the news industry has changed since you first got into it?

Bob Losure: Lorri, we've seen huge technological changes in just the past ten years. Miniaturization of cameras and uplink equipment. Laptops to edit on in the field. And that leads us to ....smaller budgets. Fewer anchors with larger salaries. Reporters who shoot, edit, produce, write, blog, maintain websites, and work for less money, factoring inflation in, than I did when I began in TV news in '76 in Tulsa, OK. It's no secret that news departments have been turned over to station management and sales departments. With the advertising downturn, more is being done with fewer people. The average reporters have less experience on their resume than they did 15 years ago. have too many duties to spend more than half-a-day on any story, and must move up from city to city if they want a salary increase. Bizarre stories that are tabloid in nature, stories that former NBC anchor Tom Brokaw refers to as "distractions," are making it on the air in place of anything hard-hitting or investigative in nature. And so stories that I think are important in holding government officials accountable, and explaining real problems festering in cities are not covered, and if they are, not by people who have a history of that particular city.

Do I see some bright spots in this rather gloomy assessment? Definitely "Yes." Today's reporters/shooters are developing a whole new generation of journalists who can work far faster than my generation. They are more diverse--women who have now become the majority on-air, and minorities of all ethnicities. News is delivered from more sources. Yes, newspapers are a dying breed, but internet sites, including those of TV stations, allow you to access print and video in seconds, and respond with your own e-mail and your own blog. And I also see a hyper-local explosion in the media, sometimes in partnership with TV stations and newspapers, where more websites target specific neighborhoods, giving instantaneous information from crime to weather to sports to business news in a very short news cycle.

SC: Tell us what you are doing these days. How can people use your skills?

BL: As a cancer survivor, I've been doing cancer survival speeches since 1992. I've branched out into commercials and infomercials on-camera, corporate videos and hosting "live" events for companies, and narrating for ESPN2's Territories Wild outdoors show for the past 8 years. Video clips from my various appearances, and contact info are on my website at http://www.boblosure.com/

SC: Tell us about some of the most interesting or exciting events you have covered.

BL: Briefly, the San Francisco earthquake in 1989 and the Huntsville Alabama tornado in 1990 stand out. I did "live" reports on major breaking news for various network affils for CNN Newsource, and enjoyed being in the field immensely. In the case of the SF quake, the Marina District of the city became became a crush of sidewalks and houses buckled into the air from the concrete separation below. I was flown there from Atlanta, and quickly joined a chorus line of anchors--including Sam Donaldson, Tom Brokaw and Diane Sawyer-- all standing six feet apart and all starting to speak simultaneously at the top and bottom of the hour as their newscasts began. Staying focused is everything, or you end up mimicking the anchor next to you.

A similar scenario of confusion happened to me in Huntsville, Alabama a year later. I was doing "live" reports for local stations from the scene of a tornado that had destroyed much of the main thoroughfare of Huntsville. It was dark, cold, and a steakhouse behind me was a pile of rubble. All we could do was hook up our one light and our phone patch to the steakhouse's electrical box. As I began my report, the lines got crossed somehow, and a guy started ordering: "Hey Mac, I'd like three chicken fried steaks, four baked potatos, a couple of those cobbettes. Hey can you hear me?..." Yes, I heard him...loud and clear. I couldn't turn his volume down in my ear, but fortunately no one else was hearing him. My worry was that I was going to say "We have 16 people injured...and three chicken fried steaks." That guy may still be on the phone today.

SC: Bob, that's funny. And you have to keep your sense of humor when you cover such tragic events. You have interviewed or worked for some of our generation’s most colorful characters, such as Ted Turner and Donald Trump. Do you have a behind-the-scenes story about one of these larger-than-life personalities?

BL: Ted Turner brings back many vivid memories. When I first went to work for CNN Headline News, we were in the basement of an old four-story community center at 1050 Techwood Drive in Atlanta. Ted Turner had a penthouse on the 4th floor and would come down frequently in the middle of the night to the Hard News Cafe to get a snack. He more than once poked his head into the Headline Newsroom, and I was there to greet him on a nightly basis, since I anchored the 3 a.m. - 7 a.m. shift. One night he looked at me and asked "How do you read this stuff every night?" to which I snapped back the reply, "Because you pay me." I'm glad he took that little retort the right way, because I was fortunate to spend the next 12 years there, most of it during daylight hours in much bigger building called CNN Center. Ted, incidentally, still watches over CNN Center. Although losing an estimated six billion dollars in the AOL-Time-Warner merger several years ago, I think he still has a great fondness for what he started. His office is on Luckie Street in downtown Atlanta on the top floor above his Ted's Montana Grill, with the CNN Center in view. As he puts it, "I wanted an office right here so I could keep my eye on 'em, and if they need help, I can rush right over."

SC: Bob, what do most newsmakers do wrong when they are being interviewed?

BL: Most of them--politicians and corporate spokesmen alike--talk too long, repeat themselves, and don't think ahead to what out-of-the-blue questions they might have to answer. And if they say "No comment," that's definitely the wrong answer. Spokesmen need to anticipate tough questions, always dress appropriately and give direct answers, avoiding the stammering and "uuuhhh" pauses that create such a distraction. And they have to be positive and not carry "an attitude." If they address the interviewer (or newsperson) in a condescending tone, or in one of dis-interest, they more often than not come out the loser.

SC: What advice would you have for business owners who find themselves with a crisis on their hands and reporters pushing microphones into their chins?

BL: Keep your sense of humor. Let me repeat that. Smile, keep moving...and keep your sense of humor. Trying to "get even" with a pushy interviewer just doesn't work. They have all the time in the world to edit your comments so you'll look like the bad guy. If you have "no comment," work around the edges of it, saying "I can't say anything at this time, but at the appropriate time I'll make a statement." And if you're walking from a building to a car, or vice-versa, gently move that way, and do it with a pleasant look on your face--even if you're not exactly in the best of moods.

SC: What advice do you have for those running for office who are in a televised debate?

BL: Don't challenge the questioner or moderator. I've moderated many television debates, and when I'm challenged that the question is not pertinent or too vague, I ask the question with a "Hopothetically, if someone were to ask..." and if they don't answer it, I move on down the line and ask the other candidate or debater the same question.

Also, I advise debaters to keep their cool and stick with the issue, not their opponent's personality. I know that's all you see in these shout shows on the cable networks, but you can be passionate about an issue without trying to make it personal. Most people will already have made up their minds on an issue before they hear you, which is why just plain facts with no shots over the bow of the ship can give you the edge over your opponent's loud response.

SC: What else would you like to add?

BL: On the issue of answering tough questions, I had what should have been a "softball" question thrown my way once, and I think I gave an honest answer. I was asked in a radio interview what story in all my years of broadcasting I thought I had covered the best. I was stumped. I was literally without a comeback. Then I told the truth as I see it. There was no story I could say I covered the best...though I may have done a few that came close to the best of my ability. In TV news, TIME is a huge factor. Getting all sides of a story, giving the history of a story, getting compelling pictures of the story seldom happens for a local reporter with half-a-day to get all the pieces in place. But I'm not giving up. Observing some of the masters like Frontline, Nova or The History Channel might just get me a little closer to that goal.

SC: Bob, thanks for your time and insight. To get in touch with Bob or to read an excerpt from his book, go to www.BobLosure.com.

A Little Something Different

2009-12-12T06:32:00.000-08:00

If you've read this blog over the years, you know I can coach you on how to be a newsmaker and how to craft soundbites. But you might not know that I can also keynote events for you. Here is a sample from a recent fund-raising dinner at which I spoke.

Tiger Woods

2009-12-10T03:55:00.000-08:00

I've been thinking, "If I were Tiger's Soundbite Coach, what would I advise him to do?" The first thing is I would get him to talk. As long as he's staying secluded, we think the worst. And I thought David Letterman had good advice:

Top Ten Ways Tiger Woods Can Improve His Image

10. Crash a State Dinner at the White House

9. Change name from "Tiger" to more adorable "Puppy"

8. Fix this whole health care mess

7. Put on a scarf and a hat and sing Christmas carols with Regis

6. Instead of sweatshops in Asia, have Nike merchandise made in a sweatshop right here in the U.S.A.

5. Retire, then come back and play for the Vikings

4. Safely land golf cart in the Hudson river

3. Release list of women he did not have sex with

2. Find Osama bin Laden

1. Blame Letterman

Courtesy: The Late Show with David Letterman

Soundbite Savvy from Author, Crisis Expert

2009-11-26T17:00:00.001-08:00

Rob Phillips has so much experience working with newsmakers that he makes it look easy! He's worked for several corporations and is now Director of Communications at LifeWay Christian Resources. When I interviewed Rob for a radio program, I liked how he's calm and authentic, yet passionate about his topic. Read and learn from this interview. Notice how some of his answers display his sense of humor.

Soundbite Coach: Rob, how did you get interested in working with the news media?

RP: I was working as a corporate speechwriter in 1989 when our company experienced a crisis. There was a major explosion and fire at one of our plastics facilities. Many people died and dozens were injured. I was pressed into media relations as a backup for the first wave of media specialists on the scene. I will never forget my first on-camera interview. It was with CNN, and I must have looked like a deer in the headlights. I did so poorly that, mercifully, the network didn't use any of the interview. I figured it could only get better from there. I was wrong. I found myself needing a police escort from a news conference after another operational crisis, and I witnessed a politician take over one of news conferences on a third crisis. But the experiences gave me an interest in understanding the news media and they taught me the importance of developing and maintaining good relationships with journalists who, even in rough times, are not out to get you; they're out to get the story.

SC: What is the hardest lesson you learned about news coverage?

RP: I'll never forget agreeing to hold a news conference after an investigation into a chemical plant explosion. I thought this would be viewed as full disclosure by a big corporation, complete transparency and a significant effort in befriending the otherwise hostile news media in this major metropolitan area. I had to make all arrangements long distance, and was not able to arrive until a short time before the news conference. My flight was late, and the rental car company decided to do a favor for me by upgrading me to a gold-trimmed Cadillac (as Dave Barry would say, I am not making this up). I arrived on the scene at the last minute, where a crowd of residents led by a local politician was waiting for me, as well as a full complement of news crews. Imagine how it looked for a corporate representative to wheel into this blue collar suburb in his gold-trimmed Cadillac. Needless to say, the news conference did not go well and I nearly got ridden out of town on a rail. Lessons learned: 1. There is such a thing as being too accommodating with the news media. 2. Don't make local arrangements with news media via long distance; get eyes and ears on the ground. 3. And by all means, don't accept upgrades from the rental car company!

SC: Those are lessons not often covered in a crisis media course. What do you like about corporate communications?

RP: Two things. First, the variety. At LifeWay, for example, we're engaged in everything from news and feature stories to social networking to crisis communications. There's never a dull moment. Second, I like the challenge of telling good stories in a way that journalists see as newsworthy and that our audiences want to share with others. With the social media, we're actually able to equip and empower our audiences to retell great ministry stories from LifeWay.

SC: You’ve been in charge of media relations for big companies. What is the hardest part for executives to get about working with the media?

RP: Seeing the news media as important conduits for reaching our audiences -- customers, suppliers, the general public, and so on. The news media often are seen as anti-business -- as an enemy that can't be controlled -- rather than as a vehicle for sharing news and information with others. Sure, some journalists either don't understand or don't want to understand business, and a few are hostile to capitalism. But at the end of the day, you still don't want to pick a fight with people who buy their paper by the ton and their ink by the barrel. Also, with the rise of cell phone cameras, blogs, Facebook, Twitter and other social media, anyone is now a potential reporter, so business leaders should forever get over the illusion that they can "control" the media. The only thing we can control as businessmen and women is how we speak and how we behave.

SC: How has working with the media changed since you entered the profession?

RP: The two biggest changes I have noticed have to do with deadlines and distribution. Because of cable and satellite communications, the Internet, and especially the social media, deadlines no longer run in 24-hour cycles. They're continuous. So media relations professionals need to respond quickly to inquiries from journalists. At the same time, the expansion of distribution channels has finally erased any illusion business leaders may have had of "controlling" the media. Anyone with an Internet connection -- or even a cell phone -- is now a potential reporter. So we need to make sure we speak with a consistent voice across our organization to customers, suppliers, journalists, and others. One final note -- corporations may benefit from Facebook, Twitter, blogs and other social media in addressing public concerns and correcting inaccurate reports. No need to wait for a letter to the editor or a retraction to show up. You can respond instantly and effectively through these channels.

SC: How does your organization monitor social media? Are you as concerned about what an individual may say on Twitter, for instance, as opposed to what a reporter may write in an article?

RP: We do monitor what the news media say about us, and we follow the social media as well. Obviously, we are very interested in comments about LifeWay and its people. If we've done well, we like to hear about it. If we've messed up, we want to know that, too, and act quickly to make things right. One of the nice things about social networking is that in many ways it's self-correcting. Someone who places a snide comment in a blog, for example, is often chastised by a more fair-minded reader who posts a rebuttal. Someone who tweets nasty comments often is responded to by users of Twitter with more gracious words. Sometimes all we have to do is sit back and watch. But if we feel the need to weigh in, we're able to do so immediately. The big question about engaging in social media when you're attacked is: Is it worth it? If it's a blogger with eight readers, you might give the blog undue credibility by posting a response. On the other hand, if it's someone with a significant following in the social media, you probably want to take part in the discussion.

SC: You are now an author (The Kingdom According to Jesus), giving interviews representing yourself, not an entity. Which is harder?

RP: For me, it's definitely harder representing someone else -- a corporation or ministry, for example -- than representing myself. The responsibility is greater because more than just your own reputation (and perhaps career) is on the line. But it's also rewarding to know you've stepped into a difficult situation, represented your organization well, and helped defuse a volatile situation.

SC: What have you learned as you promote your book?

RP: I'm never going to get rich as an author. Beyond that obvious lesson, I have learned that when you're "promoting" a book, it's better to talk about issues in the book that relate to people and their experiences rather than to talk about the book itself.

SC: What are some of the biggest mistakes you see newsmakers commit?

RP: First, lack of homework. By that I mean they agree to appear on programs or submit to interviews without knowing much about the reporter, the news outlet, the reporter's angle, the format, etc. Second, lack of preparation. They've got their talking points memorized, but they haven't taken the time to consider the questions they figure they'll never get asked. Third, lack of execution. When they're asked a question, they go straight to one of their talking points and avoid addressing the question altogether. Politicians do this a lot, as do many political consultants. That's why their credibility is so low. People hear them talk and say, "Hey, they never answered the question."

SC: What else would you like to add?

RP: One of the most important things for media relations professionals to understand is that there are at least three agendas in any news story. First, the news media's agenda -- why are they calling you and what do they want you to do for them? Second, your agenda -- what's best for you and your organization in this situation? And third, the audience's agenda -- why will they want to watch the evening news or read about you in the newspaper? And what will they think afterward? When reporters call, it's good to think this through before deciding whether to participate and, if so, how to participate.

SC: Rob, thank you for your time and your thoughtful answers!

Press Releases and Pitches

2009-10-31T09:29:00.001-07:00

I have been getting lots of questions about press releases, so here's some advice. Yes, journalists still read press releases, but it seems pitches are made more often and press releases are part of the supporting material once an interview is booked.

Pitches come in the form of an email or a phone call. If a reporter wants more information before confirming, he or she will usually request the press release.

The great thing about writing a press release is that it can be re-purposed:

1. Use them as blog entries.
2. List them in the “Press” or “News” tab of your website—this is where journalists go to research your organization.
3. Print them out and put them in packets you send to potential clients and investors.
4. Link to them in the social media outlets you use, such as LinkedIn and Facebook.

Here are ways to make your press releases effective:

1. Keep them short.
2. Have an attention-grabbing headline.
3. Answer who, what, when, where, why and how.
4. Include a quotation from the newsmaker.
5. Have contact information prominently displayed.
6. Put a date on them.
7. Do not exaggerate—be as accurate as a textbook.
8. Do not call to ask if it’s been received—reporters hate this intrusion.

With newspaper, radio and television outlets reducing their staff size for economic reasons, producers and editors are looking for shortcuts. And that means in some instances, your press release—if well-written—may end up, copy unchanged, as a news story.

Happy Halloween!

2009-10-31T09:25:00.000-07:00

Don't be a spooky newsmaker! You can be treat to work with by:

1. Getting requested items to producers/editors ahead of the deadline.
2. Rehearsing your answers to typical questions so you don't get caught flat-footed.
3. Wearing the correct colors for TV.
4. Arriving at the studio early.
5. Having high energy and passion for your topic.
6. Sending a thank-you note after the interview.

Meaty Questions

2009-09-26T12:45:00.000-07:00

As a newsmaker or guest on a talk show, you want to have a list of questions for the reporter or host. You can reframe these as "talking points" if you like.

I recommend that you have a list and title it, "10 Suggested Questions." You don't want the reporter to think that you're doing anything other than suggesting a line of questioning. Some interviewers are so slammed, they will go straight down the list, asking each one in order. Others won't even look at your list. Some may pick and choose questions from the list.

When you come up with this list, put good questions on it. By that, I mean meaty questions or ones of substance. If you only put lightweight questions on the list, you lose credibility as a newsmaker. For instance, a non-meaty question would be, "Where can people buy your book?" or "Why did you write the book?" You are likely to be asked those questions anyway, so make your ten questions count.

Confirmations

2009-09-04T12:01:00.000-07:00

When you are scheduled to be on a talk show, most producers will send you some sort of confirmation. It may be a simple email with the time or date. It could be a fax that you have to sign and send back. At our show, we send an attachment and ask guests to read and follow the instructions. We include FAQ's. Even so, many people don't read this sheet. I can tell because they don't send the required information, or they ask questions answered in the document.

To give you an idea of what talk shows like to get, here's a modified version of what we send confirmed guests.

Congratulations! You are confirmed as a guest!

To ensure that you get the publicity you want on our website and to make sure our hosts can be prepared, please send the following at least TWO WORKING DAYS before your interview:

1. Your landline and backup numbers
2. Your headshot –preferably in a jpeg (also send book cover, DVD cover, etc)
3. Your bio
4. Your website

Due to our early morning shift, if we have not received the phone numbers 48 hours in advance, we will begin looking for a replacement for your time slot.

Note: Please do NOT send us to a website for these items—many times our corporate Internet will not allow us to access certain sites, then you miss out on having your photos on our website or on our TV broadcast.

If you’re scheduled during the TV simulcast (7-9 am eastern), and your interview is by phone, please send relevant photos and/or video to enhance your segment. Our pipeline is small, so send no more than three jpegs at a time. Mail the video so that it arrives three days in advance. Or give us a link to download video.

If you are scheduled as an in-studio guest, please arrive 30 minutes ahead of time for makeup. You will have access to tea, coffee, water and light snacks. Also, we only need your cell number (see #1 above).

ATTIRE: In-studio guests look best wearing blues or earth tones. Please avoid wearing white as a main color.
AUTHORS, ARTISTS, etc: Please send TWO copies of each book, DVD or CD. Our hosts prepare for each guest. Please send these as soon as the interview is scheduled.

Here are answers to FAQ’s (and a few more Do’s and Don’ts):

1. We are live, not taped. We take calls from listeners and viewers.

2. We broadcast to Canada, via Sirius, all three hours. When you use inclusive language such as “North America” or “U.S. and Canada,” our listeners appreciate it.

3. “Simulcast” means that for two hours we are airing both on TV and radio, like Mike & Mike on ESPN.

4. QUESTIONS—we do not come up with questions ahead of time. However, if you want to send suggested questions or talking points ahead of time, we consider it helpful.

5. Audio podcasts of the interview generally will be up on our website the afternoon after the interview. We do not post video of every show.

6. Our program reaches:
· 8.6 million subscribers to Sirius
· 30 million households on FamilyNet Television
· 10,000 subscribers to SkyAngel.com

7. Many people want to know how they can be a repeat guest. The easy answer is, “Do a great job the first time!” Offer lots of content and energy and you will make a good impression. We promise to give the name of your book and your website IF you’ve given it to us in advance, so we don’t like it when you repeatedly say your book title or website. In fact, doing that is almost a guarantee you won’t get asked back.

8. If you are a guest by phone, we prefer to call you. We much, much prefer to call you. We have been burned by many guests who promised to call and then slept through the interview. We will call a few minutes before your air time.

9. If you are a frequent Skype user and are scheduled to conduct a phone interview, we may want to consider using Skype. Let us know if you are interested.

THANKS! We look forward to you being on our show!

Letters of Recommendation

2009-08-22T15:06:00.000-07:00

I've noticed a new trend over the past year. More guests are asking me, as a producer and host of a talk show, for letters of recommendation right after their interview airs. I think they use these to pitch to other media outlets or to post on their websites.

If the guest is terrific, amazing, wonderful, fantastic... I don't mind taking the time to do this. Keep in mind, though, that just in the last 18 months, I have interviewed about 3200 guests. That's not counting all the news interviews I did in the 20+ years before that. So by now, it takes a lot to stand out from the crowd.

Time is the challenge for me. First, if I write a recommendation, I want it to be a good one, and that means putting thought into it. Second, the way our office is set up, a short email response is much more convenient. But some guests have insisted on a letter on our station's letterhead. To me, this is asking a lot. It takes more time to find letterhead, go down the hall to the printer, tell all my office mates not to print... get the letter printed correctly, find an envelope... you get the idea. Keep in mind, I'm preparing for as many as nine guests a day, reading books that many of these guests have written, or researching them... and booking future guests. Time is already at a premium.

Here's what I would suggest. Send an email (or have your publicist do it for you) asking the host/producer/guest scheduler how the interview went and if there are suggestions for improvement. If the response is, "She was awesome! We'd love to have her back sometime!" then the chances of getting a glowing recommendation are good. If there is a less than enthusiastic response or more than one suggestion for improvement, the interview may not have gone as well as you thought it did. So don't even ask for a recommendation.

And if someone goes to the trouble (and yes, it's trouble--we have no spare time) to write a recommendation, thank them profusely!

Hear How to be a Great Guest From a Great Guest

2009-08-11T14:12:00.000-07:00

A one-time guest appearance can so impress your hosts that they will invite you back again. And if you wow the hosts again with your quick repartee and depth of knowledge, you could become a regular. That's what happened on my talk show with Dr. Rick Winer. He's a fun guest because as a psychiatrist, he can talk about mental health issues, and as a sports statistician, he can keep us enthralled with amazing facts and stories he's compiled over the years. He took time out of his busy schedule to answer a few questions about being a guest.

Lorri: Dr. Winer, you are a fabulous guest. What do you think it is about your profession or background that prepared you to be articulate and able to handle any question thrown at you?

RW: Lorri, thanks for the kind words. Long before I became a psychiatrist, I had an eighth grade speech class teacher who helped me work on trying to be articulate. When I first had to present a short speech to the class, he stopped me the first time I said "um" and pointed out how important it was to try to speak concisely and clearly. I have never forgotten that bit of advice although I am sure my speech that day was rather forgettable! Each day of my 25 years practicing psychiatry, I go to the office or hospital never knowing what a patient might say during our visit. That sure makes me think on my feet and try to come up with a comment or question that will be appropriate for that patient session. Yet, it is interesting to me that many psychiatrists are so introspective that they have to think things through for a long time before responding. The other experience I have had that probably has helped me be however articulate I might be must be my work in high school and college doing the play-by-play announcing of football, basketball and baseball games. No matter how prepared you might be for a broadcast, the beauty of play-by-play is painting the "word picture" and calling the action as you see it because there is no script for what happens during the game itself. If you'll pardon the sports analogy, it's a little like baseball. It's one thing to be able to hit a fastball right over the plate, but can you hit the curveball?!

Lorri: That's a great analogy! Your depth of knowledge and breadth of topics amazes me. It would be too easy to say that you are a smart man. You must do some preparation. How do you keep up with all the sports and psychiatric current events?

RW: There is no way to keep up with everything, so it is important to hit the highlights. To keep up with the sports, I commonly watch shows like Sportscenter while working out, and it sure helps pass the time more quickly when exercising. I certainly try to keep my eyes and ears open for any information that comes along about what is happening in psychiatry. Maybe more importantly, I learn a great deal from my patients and what they consider to be important. Fortunately, I tend to remember sports and psychiatric information more readily. On the other hand, I don't always remember what I had for breakfast that morning! When it comes time to go on a show like Mornings, I appreciate going over possible topics in advance of air time so I can do some preparation in anticipation of the show.

Lorri: You are gracious and have a terrific sense of humor. For guests who may be a bit nervous, what advice can you give them about remaining calm, but also being quick-witted?

RW: You're very kind. I have been told that I have the makings of a wit, but I am only halfway there! Actually, being a bit nervous is natural. It's human nature. More people are fearful of public speaking than death and that might be because they think are dying while they are speaking. But, being nervous to me represents caring about how things will go and doing a good job. Take a deep breath and be yourself. People want you to do well. It's often helpful to check out the setting before going on the show because, in this case, familiairity breeds comfort, not contempt. I would say to first work on being calm and then see where your sense of humor takes you. It's not so easy to tell a joke with the proper delivery, timing and punchline. We all have to be very careful in our attempts at humor and not be offensive. You can be humorous without doing stand-up comedy. If there is a funny story to tell, you might want to tell it to someone before ever going on air. That way, you have it in mind and can probably tell it more quickly and to the point.

Lorri: In your work as a statistician, you have worked with some of the best sports announcers and commentators in the world. What do these professionals do that we can all learn from?

RW: Lorri, you are right. I have been very fortunate since I was a 15 year old working at my first NFL game to be around some of the top sportscasters. As a kid, I would listen to as many baseball games on the radio as I could find on a summer night and came to appreciate and, in a sense, study the announcers. Then, to have the opportunity to work with not just the play-by-play announcers, but also the analysts, many of whom I watched during their playing days is indeed a real thrill. The really good ones all do their homework before the game by viewing game film, interviewing players and coaches, and reading up on the game at hand. What the top announcers do that I also try to do in my own practice is take the specialized language of our chosen fields and then explain themselves in language that the layman can understand and appreciate. Too many X's and O's without talking in plain English will just confuse the viewer or listener. In doing the stats, I particularly appreciate those broadcasters who trust the people working with them and providing information to enhance the broadcast. We need to be team players both on and off the field. Lastly, I think we can learn from those who have a sense of wonderment about the game and the broadcast. I try to follow that example of being enthusiastic and excited while trying to have fun doing the work before me. Don't take things for granted and enjoy what you do.

Lorri: What great advice for every aspect of life. Another action you take that I would recommend to people who want to become regular guests is that you are responsive to requests. As busy as you are, you always manage to accept or reject a possible interview time within 24 hours. How do you do it?

RW: That goes along with my own policy in my practice of trying to make return calls to patients in a timely manner. It is very flattering to be asked to participate in various speaking engagements and it is important to respond to the invitation as quickly as possible. There have been numerous times over the years when I have been quoted in stories or given talks of some kind simply because I returned a phone call or an email with little delay. I also welcome the opportunity to talk sports for sure, but any time I can talk about psychiatric issues, it is a great way to help educate, dispel myths, and provide a greater comfort zone for people.

Lorri: What other tips do you have for people who want to be great talk show guests?

RW: First of all, you have to do it for the right reasons and enjoy it. Lorri, this goes right along with your website because it is worth working on being able to speak in soundbites. That is useful for both electronic and print media. If our responses are too long, our answers will not be quoted and anyone watching or listening will tune us out in a heartbeat. Also, we have to remind ourselves that we are talking with people, not at people. I often say there is the message and there is the massage. Many people know their material, but have a hard time conveying it. Practice can go a long ways to making us more comfortable and at ease in front of the camera and the microphone.

Lorri: You are so right. Thanks so much for your time and insight!

The Future of News and Public Relations

2009-07-26T10:44:00.000-07:00

I've been a fan of Jeff Brady's for years. I first met him on the night he was the best man in our wedding. He has been a reporter and anchor in the Yuma, Tyler, San Antonio, Shreveport and Dallas markets, so you may have seen him on the air. He recently left the newsroom to start Brady Media Group. His perspective about the direction of news is fascinating.

Jeff: We are a Dallas-based PR, consulting and content development agency made up exclusively of journalists. We KNOW the news: the fundamentals of how it is produced, the tempo, the deadlines, the “recipe” and how to attract the interest of a reporter. We understand how to pitch a story to a working journalist because we’ve been there ourselves.

But what does "content development" mean? Well, by that I mean the media content housed on your website. Do you have a blog? A podcast? A video blog? A digital newsletter? Current articles or press releases? What about a video clip to convey your brand identity for the next generation of media-savvy consumers? We can produce all of that. Out-source your newsroom to us. We’re the professional story-tellers.

The clients we currently target are medium and small businesses that are either dissatisfied with their current marketing, advertising or PR strategy. Or those that have never tried PR in the first place. We come at it from a different perspective, and most clients like the “insider knowledge” we bring to the table.

Lorri: How is the Brady Media Group different than other PR agencies?

Jeff: As you know Lorri, the vast majority of publicity agents have never worked a single day in a newsroom.

The analogy I provide is taking your car to be repaired by a mechanic who’s never driven a car. It just doesn’t make sense. Why would anyone try to solicit favorable coverage in the news media by paying an advisor who’s never done the work?

Not only do we have the DNA of journalists, but each member of my team has a pretty hefty Rolodex (or Outlook Directory) filled with our former colleagues in newsrooms all across the state – and the country.

Lorri: You say that “public relations” has a negative connotation in newsrooms.

Jeff: Name one PR agent whose help or involvement you enjoy. I would challenge any working journalist to name three. It’s almost impossible.

Again – as you know – the typical relationship between the reporter and the publicist is one of grudging tolerance. As a journalist, you typically feel that you HAVE to put up with the meddling, opinionated interference of the PR rep because it’s the ONLY way to get the story.
If there were any other means, you’d do it. Right?

Moreover, during my entire 18-year career in TV news, I can’t think of a single PR agency I would turn to – in good faith – as a resource in a pinch. And yet that’s exactly what’s happening to me and to my friend and colleague, Jeff Crilley. He has a very similar publicity agency here in Dallas. And our story ideas and clients have now become almost invaluable to friends and former co-workers who may need help on short notice. They will call to ask about a reliable source who can speak on the "topic of the day." And we usually come through!

Lorri: What is the future of television news?

Yikes. This is the tough one. Short answer: most major network TV news operations will survive in their current form.

Most local TV new operations will NOT. The business model is disappearing like ice on a summer sidewalk. A recent report projected that 2009 local TV ad revenue will drop up to 30% this year alone.

Of course, there are a lot of reasons – including the recession and the staggering auto industry.
But advertisers are simply following the audiences – and migrating to other platforms. If ad revenue drops, that means the station’s entire budget drops: payroll, equipment, travel, overtime, etc.

So imagine the task of a local TV General Manager: reduce the budget by 30% but produce the same amount (or more) original content – and make it better than ever – to attract an audience that is more media-savvy than ever!! It is not sustainable.

Lorri: News is covered differently than it was when you started reporting. What happened?

Jeff: Newspapers are going bankrupt because they are using an archaic technology (ink on paper delivered by hand) and because they are giving away their best content. (Why should top-notch journalism be free online when the phone companies have trained us to pay 25 cents for a TM??)

Most big newspaper ownership groups are in a financial tailspin and doing anything to survive. Most will not. The reporting suffers when the business is going through such convulsions that it can no longer pay for the best talent. (I wrote a blog entry about “The Newspaper Fix” – you should check it out at http://www.bradymediagroup.com/!!)

As far as TV, when Walter Cronkite (rest his soul) commandeered CBS, the fundamental goal was to do the job of reporting what every American needed to know. Then TV became highly profitable. Then the journalists in charge of the networks and local stations sold out to non-journalists (in the 70s and 80s), and then it became all about the profit margin. Then the newsrooms became more focused on “what will people watch” instead of “what do people need to know.” That’s why we have so many blaring cop-chases and health scares on local TV news.

In addition, there are too many people "under the tent" calling themselves journalists. Not everyone with access to a TV camera and a microphone is qualified to deliver the news. I fully support the notion of “accredited” news agencies. But I digress…

Lorri: Do you think every newsmaker needs a publicist or a company like yours, or can people do this on their own?

Jeff: Most people can absolutely do it on their own. No question. It’s not nuclear physics. PR is a sales job. It involves making a sales call with YOUR story or YOUR company or YOUR brand in mind. Sell, sell, sell. Know the audience (the journalist to whom you are speaking). Make it sexy. Leave 'em wanting more.

At the same time… with my U.S. Marine Corps training, I can wash, starch and iron my own shirts. But I don’t. Instead, I outsource that work to experts who are much more efficient and effective. The same can be said for media exposure.

Lorri: What else would you like to add?

Honestly, I believe we are on the verge of an era in which most people don’t need to worry about soliciting the attention of mainstream media. Instead, most people need to spend more time developing their OWN media… with the help of an expert consultant, or course!

Have you read The New Rules of Marking & PR by David Meerman Scott? If not, check it out. With increasing high-speed Internet access, more companies, entrepreneurs and non-profits are learning that a steady stream of unique and compelling content on their own website is the best PR in this day and age. So I tell most clients that they need to start a blog and then create a channel on YouTube. And develop a better brand using these new platforms to reach a vibrant new audience. Most of whom are not watching TV or reading newspapers, anyway.

Lorri: Thanks for your time and insight, Jeff. And all the best wishes to you in this new endeavor!

Bad Podcasts

2009-07-09T14:16:00.001-07:00

Please don't put a video of yourself on You Tube or your website if it's not high quality. A substandard piece tells potential clients or reporters that you will not pay attention to detail when you are interviewed or hired.

Here are a few easy-to-correct mistakes I'm seeing:

1. People looking around, coughing, swallowing before talking. How to fix: The camera is rolling, so start talking immediately. Or figure out how to edit the distracting material at the beginning.

2. People sitting or standing in front of bad backgrounds, such as cheap-looking paneling, cluttered desks, and a VHS-TV combo unit. If you're telling the world that you're high-tech enough to create a podcast, a VHS machine sends the opposite message. How to fix: find a one-color (not black or white) wall or book shelves that you can stand about six feet in front of for depth.

3. People sitting or standing in front of a window. This means you're "backlit" in photography terms, and we can't see your face. How to fix: Move so that the light source shines on your face, not on your back.

4. People leaning back in a chair. Aren't you engaged and passionate about the material you have to share? How to fix: Get in job interview mode for this... sitting up straight, weight slightly forward and ready for anything!

5. People looking everywhere but into the camera. This can make you look unfocused or shifty. How to fix: look straight into the camera.

Use these tips as a checklist and make sure your video passes every point before you post it.

Delivering Bad News

2009-07-02T13:00:00.000-07:00

While everyone likes to get positive publicity to promote their product, service, book or event... most people are interviewed on the worst day of their lives. You know the story: the house exploded, the investor took their life savings, the plane with the child crashed, the bank robber grabbed your spouse as hostage... you get the idea.

Sometimes you won't be that close to the victim, but because you are a company or community leader, you will be asked to comment on the bad news to lend perspective. Let me encourage you to do this, if asked. You can offer grace and honor the memory of the fallen/victimized/terrorized.

Last week, a son and his mother were killed in a car crash. Not a big news story in most cities, but a minister was interviewed, and he handled the questions so beautifully. His soundbite went something like this, "He was a wonderful teenager, dedicated to helping people in other countries. He was the kind of young man you'd like to have for your own son."

The minister didn't need the publicity in a week of grief and funeral planning. But by being available, he helped grieving friends. He also told a city about the special young man who died.

We've heard lots of soundbites this week about celebrites who've passed on. But sometimes, the most important soundbites will be the ones you deliver in small settings that are never broadcast. Be available. Be gracious. Take every opportunity to comfort the grieving.

Happy Independence Day

2009-07-02T12:59:00.000-07:00

"Without an unfettered press, without liberty of speech, all of the outward forms and structures of free institutions are a sham, a pretense -- the sheerest mockery. If the press is not free; if speech is not independent and untrammeled; if the mind is shackled or made impotent through fear, it makes no difference under what form of government you live, you are a subject and not a citizen."- William E. Borah

Huge Breaking News

2009-06-26T13:47:00.000-07:00

If you were watching local newscasts or news cable channels yesterday, you had a textbook case of an evolving story. The jargon, much overused these days, is "breaking." It means it's big and it's happening so moment-by-moment, reporters cannot give you the whole story.

First we heard that the King of Pop had collapsed and gone to the hospital. Then, depending on which network you were watching, we heard that he had cardiac arrest. Then, he was in a coma, and then several sources confirmed that Michael Jackson was dead at age 50.

Kudos to ABC. I was so enthralled with the coverage on that network that I didn't channel surf as I usually do on big stories. This morning, Robin Roberts said that Jackson provided "the sound track for a generation." What an apt description.

But what happens to you as a newsmaker when big, breaking news happens? Most of the time, your interview will get scrapped. The best course of action is to be gracious because there is nothing you can say that will convince a producer or guest scheduler to change his or her mind. Follow up when the story seems to die down and remind your contact that you were canceled due to wall-to-wall coverage of Michael Jackson (or whatever story that took priority over you).

Be nice and you will likely be re-booked if your story is still timely.

2009-06-19T11:30:00.000-07:00

Newsmakers can take advantage of social networking sites to get publicity. Reporters research blogs, Twitter, Facebook, LinkedIn and others to get story ideas and spot trends. Sometimes a short message such as, “I’m going to be on CNN tomorrow” will help a reporter realize that you have a message for her outlet, too. In fact, I saw an entry like that from a friend on Facebook and didn't even know he had expertise on the timely topic. When I found out, I scheduled him on my morning talk show.

Here are some tips:

1. Keep in mind that what you’re writing is fair game for a reporter. Would you want to be interviewed on your notes and tweets?

2. Consider establishing two accounts--a personal and a professional account. Only the food critics care what you had for lunch.

3. Watch the abbreviations. Although journalists can translate the acronyms, they are trained and drilled in grammar, spelling and punctuation. So an entry too challenging to read may have them glazing over your content.

4. Offer solid content—not just personal observations. Be helpful and become recognized as a resource.

Keep 'em Talking About You

2009-06-14T13:17:00.000-07:00

Recently on our talk show, a guest brought coffee cups with his organization's logo and presented these to us on the air. Appropriately, his cause is The Kindness Revolution, and the coffee cups had an infectious Smiley Face. In fact, the cups were so cute, so visual, we kept them on our set and referred to them and the organization the rest of the morning. This guest was on for 12 minutes, but he got many more mentions and free publicity the rest of the day.

This past week, Blue Bell Creameries visited and brought plenty of samples of new flavors. The reps had several bowls on the set for my co-host and me... but they also set up in the nearby break room and served station employees for half an hour--until very generous supplies ran out. The reps left coupons and lots of good will. The next day, we talked about how nice that was and how great the ice cream tasted... so again, more mentions and more free publicity.

What can you do to leave people talking? Here are some pointers:

1. Make it relevant. People do bring gifts that don't get mentioned. It's not the gift--it's the fit.
2. Go above and beyond. We expect people to be nice to us--we're on the air. I'm impressed when you're nice to the folks behind the scenes.
3. If you're selling food or other products, bring lots of samples and coupons.

At least one person asked me, "You mean people lined up for ice cream before 9 in the morning?" Yes, they did, and as one who had at least two scoops -- hey, it was part of my hosting responsibilities--it makes a delicious breakfast.

Twitter

2009-06-14T10:45:00.001-07:00

Clients are asking me about using news media principles to take advantage of grass roots exposure on social networking. We are in exciting times... times when we can all be reporters and publicists. While for the forseeable future we will continue to get news in traditional ways... economic pressures, technology and creativity are changing the nature of news gathering and news reporting.

Be on the forefront of this cultural shift by getting a Twitter account to publicize your book, your services or products. It's easy: go to www.Twitter.com and sign up for a free account.

You are welcome to follow me! I will give short "tweets" on news and soundbites. Click here and follow the instructions.

Details that Derail

2009-06-07T10:47:00.001-07:00

When you're trying to get publicity, pay attention to the details. Here are a few turn-offs that immediately tell producers you're not ready for prime-time:

1. Mistakes in your emails or press releases. Proof-read. If you can't get it right on a document that you've had time to work on, why should producers take a chance on you to get it right on live TV or radio?

2. Low energy telephone call. When you call to pitch, be just as high-energy, fun and peppy as you will be during an interview. If you speak too slowly and sound bored, the producer figures that's how you will sound for the guest spot and be afraid to book you.

3. Guest does not fit the format of the show. Do your research. A publicist pitched me for a book last week saying it was like "Sex and the City." When I laughed politely and said then it wouldn't be a good fit since a Baptist pastor owned our TV station, she replied, "Oh, I'm so embarrassed." I'll be very careful about taking her pitches in the future, since I realize she doesn't know who our audience is.

4. Distracted or disorganized. Be on point when you call a reporter or producer. They work in minutes and seconds for a living and will only give you a few seconds before losing patience. Talk quickly and tell them immediately why you are a good fit for their program.

Take care of the details and get positive publicity!

Tips for Better Podcasts and YouTube Videos

2009-05-19T15:20:00.000-07:00

Newspapers may be dying, but news coverage is taking a new twist with many people broadcasting on the Internet. Here are a few tips to make your small screen debut look and sound more polished:

1. Practice before you post. Don't be in such a hurry to upload that the world sees your first-and worst-effort.

2. Pay attention to your background and attire. Some auto-focus cameras will put the flowers in the foreground in sharper focus than you are. Wear a solid color with non-distracting jewelry. Bookshelves or a backdrop are nice in the background, but you should be the main element.

3. Get as close to the microphone as you can to avoid a hollow sound. This may mean getting closer to the camera.

4. If you have to use notes, get them as close to the camera as you can. This will keep you from looking all around or being perceived as shifty-eyed.

5. Aim for vocal variety. Low energy or a monotone will bore your viewers. Let them see and hear your passion for your topic.

Last, consider hiring a coach to tell you what you are doing right and what you need to tweak. An objective third party can keep you from turning into one of those videos that's passed around for all the wrong reasons.

Public Relations

2009-04-10T11:50:00.001-07:00

Reportedly, Gore Vidal said, "Never miss a chance to have sex or appear on television."

And if that's not enough for you to increase your publicity efforts, Alan Corenk is quoted as saying, "Television is more interesting than people. If it were not, we would have people standing in the corners of our rooms."

But not all people like the spin doctors. Robert Fitzhenry said, "The art of publicity is a black art."

And you have to laugh at the lyrics to Jimmy Buffett's song "Public Relations" from his musical Don't Stop the Carnival:

Public Relations, Public Relations
Boozing and schmoozing, that's what I do
PR's my vocation
And I'm a sensation
Public relations
Such hullabaloo

I appreciate the talented PR folks who make my job easier. They are organized, responsive, easy to find when a problem pops up, and they don't push when I say, "This is just not a fit for our audience."

If you're hiring a PR professional, look for someone who responds to your calls and emails quickly, someone whose writing is free of mistakes, and someone who has nice manners. Those qualities will endear them to the reporters and producers to whom they're pitching your story.

Great Example of Following Up

2009-04-02T09:40:00.000-07:00

Right after the entry about maintaining media interest, I received the following email from a guest we'd had on our talk show a few days earlier. It was such a perfect example, I asked Joel Zeff for permission to share it. Enjoy and learn!

Lorri:

Thank you again for the opportunity to be on your show last week. I had a wonderful time with you and Larry. It was a true pleasure to be on a show where the hosts actually have read the book.

I just wanted to let you know how much I appreciate the time on your show. More importantly, thank you for the support, help and for the entire wonderful experience. I wish you and Larry much success.

If I can ever help again, please let me know. I would be thrilled to have the opportunity to be a guest on a future show.

Here are some topics that I have discussed on other shows:

Staying positive and passionate during the job search.
Reducing stress and motivating employees during a difficult time (recession/merger/layoffs).
Dealing with a bad boss.
Managing your career through a recession.

I have attached two articles. The first article discusses reducing stress and motivating employees. The second article is about staying passionate during the job search.

I don’t have any Atlanta trips on my calendar right now, but I would be happy to do a phone interview.

Thank you again for everything. I look forward to receiving the DVD of my appearance.

Take care and continued success.

Joel

Maintaining Media Coverage

2009-03-29T13:53:00.000-07:00

The executive director of a non-profit poses this question: "We used to get great coverage, and now it seems as though we have fallen from grace. What can we do to maintain media interest?"

The simple answer is to become a resource for reporters. Be the kind of newsmaker producers and journalists mark in their database as someone who is always good for a soundbite. That means you are accessible, articulate and willing to say, "I'm not the expert you need for this story, but call my colleague, who would be perfect for the angle of this story."

As for talk shows, coordinators are always looking for local guests who can come into the studio on a moment's notice, who offer ideas for future topics and who are interesting and provocative behind the microphone.

You can fall from grace if you tell the same old story every time. Or one too many times you are tied up. Reporters will find someone who has an expertise close to yours, and he or she could become the go-to source.

C'mon People - Focus!

2009-03-14T15:11:00.001-07:00

Please, please quit multi-tasking while you're doing phone interviews. I've pleaded with guests and newsmakers on this issue time and time again here in this forum and in my monthly Media Savvy eTip, but some folks just don't get it. Here's one more attempt to convince you that bluetooth or not, we CAN HEAR WHAT YOU ARE DOING.

Live, I've interviewed authors, speakers, organization presidents and pundits who think we can't hear their extra activities while they're answering our questions, usually in a short time segment that they or their publicist begged for.

Cell phones ring. Emails are delivered. Dogs bark. Pots and pans clang. And a few days ago, a man must have been standing in front of his freezer while the ice maker unloaded a fresh batch of cubes. Was he on a deadline to have a cocktail or smoothie at 7:10 am?

Not only does this make you sound unprofessional, it distracts us from promoting your cause. Instead, we have to acknowledge a loud interruption:

"Oh, the garbage trucks must pick up early in your neighborhood."

"No," the guest answered, unapologetic. "I was just making breakfast."

She couldn't have waited five minutes for the interview to conclude?

Many shows will ask great guests back again. But if you forget to turn off your cell phone, lower the volume on your computer, put the dog out or insist on multi-tasking, chances are you won't get a return invitation on that program.

A Whole Lotta Apologizin' Going On

2009-02-07T14:41:00.000-08:00

From former Senator Tom Daschle to Olympic Champ Michael Phelps, the phrase of the week seems to be "mea culpa." Did it help?

Yes, it will help both men in the long run, their supporters in the short term, and more importantly, it was the right thing to do. When a newsmaker commits an error in judgement, the public -- and the press -- want accountability. That's what's made the Rod Blajojevich story so confounding. He hasn't apologized.

Tom Daschle lost his chance to be in the Cabinet, and Michael Phelps lost an endorsement or two. We hold lawmakers and athletic heroes to high standards, but most of us realize they are human. So when they apologize, we forgive them. We have short memories. If you would've asked me a couple of years ago, I would've said Senator Joe Biden would never be elected to higher office because of the plagiarism incident that clouded his career. And now, he's a heartbeat away from the highest office in the United States.

We will probably hear from Tom Daschle again. And Michael Phelps may be back on a cereal box in 2012.

Learn from them. If you goof up, be ready to say, "My bad."

The Tylenol Test

2009-01-24T09:27:00.001-08:00

Dateline: Illinois. In 1982, the makers of Tylenol spent $100 million to rehab the brand when seven people died in Chicagoland after tampering. Despite the tragedy, Tylenol survived and the incident is a case study for public relations students. The spin doctors, Hill & Knowlton offered this advice: "Tell the truth. Tell it all. Tell it now." It's terrific advice for any person or corporation facing a crisis. Think of the newsmakers who would have not gone to court or prison if they had told the truth early on in a scandal.

Now, the governor of Illinois is facing impeachment. He's also a master manipulator of the media. In America, he's innocent until proven guilty. But in the jury of the press, if I were his Soundbite Coach, I'd ask him to quit creating news diversions and learn the lesson from the event that happened in his neighborhood 27 years ago: tell the truth.

Cool Way to Send a Press Release

2009-01-12T14:49:00.000-08:00

One of the public relations companies that routinely pitches guests to me for my daily talk show has started doing something that's definitely different--important with the dozens of books, emails and letters I get each day.

This company is sending its pitch on a thumb drive. To make the pitch even more solid, the logo of the guest's book or product is on the drive, and a video report is included with a press release and photos. I'm impressed. It undoubtedly costs more to make and send these drives than it would to just send a letter or email, but when you consider the cost of advertising or mailing preview books, the investment may be smart.

The drive alone doesn't sell me; the content still has to be right for our program. But in a world where catching attention is the first biggest hurdle, this works.

Happy 2009 - Media Savvy Resolutions

2009-01-01T13:05:00.000-08:00

Happy New Year! I'm excited that this begins the 9th year I've been sending out my montly e-newsletter, called Media Savvy eTips. I always put different advice in the eTip than the suggestions or observations I share in this blog. But I've had such terrific reaction to the latest edition, that I wanted you to benefit from it, too. The eTip urged readers to set Media Savvy goals for each month of the new year. Here are the first five resolutions:

For January, I resolve to create a media contact sheet. It will include names, emails, addresses and phone numbers of local, regional, national and trade reporters and editors.

For February, I resolve to introduce myself as an expert resource to each person on my media contact sheet.

For March, I resolve to raise my profile on social networking sites such as LinkedIn, Facebook, Tweeter, etc.

For April, I resolve to submit myself as a source on www.HelpAReporterOut.com.

For May, I resolve to improve my ability to speak in soundbites in one of the following ways: getting coaching, joining Toastmasters or recording myself answering questions on a home camera.

If you are not already a subscriber to Media Savvy eTips, please consider signing up. You can do so by going to my website and clicking on the portion on the upper right that mentions the free newsletter. Or you can send me an email with "etips subscribe" in the subject line. And if you'd like the other seven resolutions, just ask.

In the meantime, have a happy, productive new year!

Wild Abandon

2008-12-01T15:19:00.000-08:00

Sometimes those being interviewed are nervous. If I could whisper words of encouragement to them beforehand, I would say, "We are interviewing you because your opinion counts. Just be yourself."

In the place where I'm working now, there are huge movie-screen-type monitors off to the side of the set, and routinely a person will catch his or her image, realize he or she is on national TV and suddenly exhibit signs of terror. On the other hand... occasionally, a guest will become so enamored of seeing himself on the screen that he will stare at himself. That makes it hard to continue the interview, too.

So the learning point is this: be your best self... maybe for you that's not wild abandon. But you're energized, you're on, you're confident, you have a message to share.

We can't wait to hear it.

Cures for Gapiosis

2008-11-22T03:50:00.000-08:00

To my horror, I noticed in the monitor that my white bra was showing on national television! Mom called this "gapiosis," when your buttoned shirt gaps wide enough at the bust to show your lingerie underneath. Now let me set the record straight... this was not a Janet Jackson sighting... just a little bit of white in a field of royal blue.

I immediately clasped my hands together, covering the offending whiteness with my wrists. That was a stop-gap measure that worked temporarily. But here are a couple of steps you can take to prevent this dreaded disease from happening to you:

1. Wear a blouse without buttons. This is what my colleague Lisa Ryan does. She will wear a camisole under a button-up shirt, but never a buttoned shirt by itself. Or you could wear a blouse under a suit jacket that buttons or zips.

2. Use wardrobe or toupee tape. This is double-sided tape that holds the cloth between the buttons together. It works pretty well, but is hard to handle.

After the show, the first thing my husband said was, "Why did your producers let your bra show?" With a smile, I responded, "What? You didn't think it helped ratings?"

I went to the producers to ask them why they didn't alert me, and one said, "I didn't even notice." Let's hope the rest of the viewers didn't either.

New Ways to Generate Publicity

2008-10-29T03:42:00.000-07:00

A few weeks ago, a friend of mine sent me a link to a YouTube video she created. It was so clever and so timely, I asked her permission to air it on my morning talk show. She agreed and later asked me for a quote to put in a press release. I happily obliged. She wrote and posted the press release with a distribution service called "PR Web." I was notified through a Google alert! She has given me permission to share her press release. Maybe you can take a clever idea and leverage it like this, too.

Top Mom-Blogger Urges Mothers to Vote, Not Fight

After noticing that the nomination of Sarah Palin had re-ignited the "mommy wars," mom-blogger Dena Dyer created a Dr. Suess parody video called "Red (State) Mom, Blue (State) Mom" urging mothers to vote their beliefs, not fight about them.

Fredericksburg, Texas (PRWEB) October 18, 2008 -- The nomination of Sarah Palin has re-ignited the "mommy wars." Over water coolers, in chat rooms and in person, mothers are once again sparring over politics, childcare choices, and the work/life balance.
Award-winning mommy blogger Dena Dyer says, "It bothers me that so many mothers are up in arms, and that they are spending countless hours fighting about the candidates."Dyer has friends on both sides of the political spectrum, so she came up with a Dr. Suess parody that encourages moms to vote their beliefs, not fight about them. "Red (State) Mom, Blue (State) Mom" is based on the classic children's book One Fish, Two Fish, Red Fish, Blue Fish and is available on YouTube at http://www.youtube.com/watch?v=GxVugi06wyM.

The video was featured on FamilyNet's national morning show, "Mornings with Lorri & Larry." Co-host and guest coordinator Lorri Allen says, "We are always looking for timely stories on our morning talk show. Dena Dyer's Dr. Seuss parody was a perfect fit for us. She not only entertains, she also offers a peaceful solution to political bickering."

Dyer believes that moms have more in common than they think. "I've been a stay-at-home mom, at work-at-home mom, and a work-outside-the-home mom. I've had my kids in public and private schools, and I have a lot of friends that homeschool their children. And you know what? We moms are more alike than not. We tend to want the same things for our children, though we may disagree on how to get there."

She adds, "I hope moms will watch the video and laugh. I also hope they'll realize that the energy they're spending on battling other moms could be better spent on making the changes they long for a reality."

For more info, including the text to "Red (State) Mom, Blue (State) Mom," visit http://www.denadyer.com.

Simulcasting

2008-10-18T16:39:00.000-07:00

A few of the publicists and prospective guests pitching stories to me for my daily talk show can't seem to grasp the idea that it broadcasts on TV AND airs on radio at the same time.

Here's how I describe it in my email signature, and either people don't read it, or I need to do a better job: "Mornings airs on Sirius 161 from 6-9 am eastern. From 7-9 am eastern, the program is also simulcast on FamilyNet Television."

We're not the only ones doing it. You've heard of Don Imus, whose radio show now airs on RFD-TV. And if you're a sports fan, you probably know about Mike and Mike on ESPN.

Still, I get questions like:

How can you be on the radio and the TV at the same time? (not only are we are going to a listening audience all over the U.S. and Canada by radio and across the U.S. by TV, Sirius plays our show live on the Internet!).
When does your radio show end and when does the TV show start?
Can I listen and watch at the same time?
So you're on the air for five hours a day?

Because simulcasting is cheap television, expect to see more of it in this tight economy. The great news for those of you seeking publicity is that you get a bigger audience with simulcast shows!

Honesty is the Best Policy

2008-10-17T14:07:00.001-07:00

Every other month or so, I present a "Mastering the Media" course to CEO's who belong to a terrific organization called Vistage.

When I speak to one of these think-tanks, at least one of the business owners has trouble with my advice to be honest with the news media. He or she insists that honesty could lead to lawsuits. But here's the rationale: I'm telling you to not lie, to not deceive, to not be deceptive. Lies and dishonesty come back to haunt news makers. Think of several high-profile celebrities and politicians, who, if they had told the truth in the first place, may not have been in such hot water. They may still have been impeached, lost their office, lost the lawsuit or gone to federal prison, but the court of public opinion might have prevailed.

In more explicit terms, you can be honest by saying something that is not saying anything at all. You never want to say, "No comment." But you can say something to that effect without lying. For instance, you could say, "I would love to tell my side of the story. But right now, my lawyers are asking me to refrain from doing so." The news media is happy--reporters have a soundbite-- your attorneys are satisfied, and you haven't told a whopper.

Honesty is the best policy.

No Book Yet

2008-10-06T16:01:00.000-07:00

I had the pleasure of conducting a teleseminar last week for the Business Coaching Group of the National Speakers Association. One of the participants asked, "Can I get any publicity since I haven't written a book yet?"

It's a great question. It is easier to establish your credibility with guest coordinators and assignment editors if you have published a book. But I answered the woman honestly, "I have to read so many books now, that I prefer to schedule guests who aren't promoting a book."

Without a book, you can establish your credibility in these ways:

Years serving a certain industry
Education
A life-changing experience
On-the-job results

You do have to explain why you are the perfect person to discuss the topic. Sometimes your title alone makes you worthy to be interviewed... for instance, if you are the President of a successful bank, I'd love to interview you this week. Or you may be the Executive Director of a non-profit agency helping hurricane victims... or those who've lost their homes in the sub-prime lending mess.

Don't wait for your book to come out to pitch the media about your expertise. The fact that you can show media experience and contacts will help you sell your book proposal to agents or acquisition editors.

Confirming an Interview

2008-10-05T11:00:00.000-07:00

A talk show will typically send a confirmation notice to you by email or fax when you have agreed on a date to appear. These notices may tell you what colors to wear (if it's a TV show), what the producer or host needs from you and what numbers to call or where to go at what time.

If you get a confirmation without that information, here is an appropriate response:

"I'm looking forward to the interview on (name of show). To help (name or names of hosts) prepare, I'm attaching suggested questions and my bio. Here are my landline phone and backup cell numbers if you need to reach me. What else do you need?"

Other items programs may want include:

Photos
Video
Copies of your book, CD or DVD
Giveaways to callers
Bullet point information for full-screen graphics

Give the contact person every thing exactly as he or she is asking for it. Don't say, "You can get what you want on my website." If you are cooperative, you will be remembered in a positive way.

Opportunities Lost

2008-10-04T12:45:00.001-07:00

If a reporter or talk show producer calls you, respond immediately. In this age of Blackberries, voicemail, smart phones and more, there is no excuse for waiting hours to return calls or emails... that is if you're serious about getting publicity.

One reason to get back at once is that your story may be topical or timely for that moment or day only, and if you let time go by, the producer could change his or her mind about wanting to interview you.

The scheduler may have had a hole to fill and was desperate. Your pitch wasn't that great, so when you finally got back to the coordinator, she had made other plans and was not interested in scheduling you for a future program. Or maybe she didn't trust you to get back to her in a timely fashion, so she doesn't want to risk working with you.

In a crisis situation, not getting back to the caller usually leads to your side of the story not being addressed in a news article or report. So if you ignore the press, you're likely to hear or read that you "were unavailable for comment" or "did not return our calls."

Don't bypass an opportunity by waiting.

Bias

2008-09-23T14:00:00.000-07:00

I used to be naive enough--or optimistic enough--to believe that journalists were objective, fair, accurate and balanced. I still believe that most working reporters do their best to present each side of the story. But we all bring life's experiences/traumas/worldviews that keep us from being totally unbiased.

So my advice to you is listen, research and find out for yourself if the news outlet on which you are going to be interviewed leans to the left or right... or focuses on a special issue. Don't make assumptions: one television market's affiliates might be more or less sensational than the national brand.

More advice: don't stereotype reporters. They come in all political flavors. Most are more interested in writing a great story than they are pushing any agenda. In most cases, be fair and non-judgemental with a journalist and he or she will be fair and non-judgemental with you.

But do be careful.

Bio vs. Sales Pitch

2008-09-06T12:48:00.001-07:00

When TV or radio producers ask you to send a bio... send a true biography (more than one page is too much), not a sales pitch.

Often I ask for bios to help us prepare for an interview and to post on the show's website, and the document I get has nothing to do with why we booked the guest. If you are booked to promote a book, the bio should mention you are an author, not sell your speaking services or the products of your company.

And by the same token, if a guest scheduler asks for a bio, don't say, "It's on my website." The producer may not have time to search for it on your website and you lose a chance to get promoted.

Learning Ground

2008-09-06T12:36:00.000-07:00

Never mind your political affiliation. You can learn so much about soundbites every four years. The convention speeches are full of them. Listen on talk shows to hear the lines that people are repeating. If the phrase is repeatable, that means it's a soundbite.

Sarah Palin's joke in her acceptance speech ("... the difference between a hockey mom and a pit bull? Lipstick.") is an example of a repeatable soundbite.

Soundbites are also short and they inspire mental pictures. They should evoke emotion, such as humor, surprise or even anger. You may not agree with or even like every soundbite you hear, but if it makes you think, send money or vote a certain way, it's done its job.

Looking Your Best

2008-08-30T12:30:00.001-07:00

So many questions I get are about how to look your best on camera. I've found a new product that will probably be of more interest to women than men. It helps your eyelashes grow! I was skeptical at first, but I tried it, and then came across an article about it. Apparently, people who were putting glaucoma drops in their eyes were growing fuller, thicker, longer lashes. So the product is based on that science.

The name brand I've been using is called, "RevitaLash." But the article I read said other manufacturers are about to come out with a similar product, so you might want to shop around. You put this on the base of your lids before going to bed, and it takes a few weeks to work, but it does work. So if you're lash-challenged, this may be good news to make you look better and feel more confident.

A cheaper alternative, but a big hassle: false eyelashes!

An Association to Know About

2008-08-01T13:19:00.000-07:00

It's that time of year again. I'm headed off to the National Speakers Association's annual convention. If you speak to promote your book, your practice, your services or for any other reason... you may qualify easily for membership.

And if you want to speak professionally because you enjoy being in front of audiences, have something to say and think it might be a viable career for you, please check out the national association or your local chapter. The networking is great--most of my business comes from referrals through other speakers. And the educational sessions are just as terrific. The chapter meetings, workshops and conventions will shorten your learning curve. For anyone who seeks positive publicity, NSA should at least be on your radar.

Pitching Tips

2008-07-26T08:24:00.000-07:00

Here is a short (we love short), email-appropriate template for pitching yourself to TV producers or guest schedulers:

“With _______________ going on in our nation/world/community, my expertise—(use one phrase here)-- lends itself to helping your audience. So please consider me as a guest on (title of the show). In addition, I may be a good fit because ________________. As for visuals. I have video/jpeg photos/books/props that could lend themselves to a unique/fun/interesting/poignant segment.

“If you want to know more, please read the press release/article/feedback I have added below. Thanks for your time and consideration. I look forward to hearing from you soon.”

If this is true, add this sentence before that last paragraph: "Because I live in __________, I can be at your studio on short notice. Think of me if a guest cancels at the last minute."

Add your contact information, including your website. When people send long, complicated emails, the screeners are likely to delete them without a second thought.

Listen for Cues

2008-07-15T17:06:00.000-07:00

If you are being interviewed live, the interviewer or host will give you cues. Pick up on them. The interviewer will say, "In the 90 seconds we have left, tell us..." that means you have a whole minute and a half. Don't give a one-sentence answer, unless it takes you a minute to spit out a sentence.

And if the host says, "Quickly, before our break..." give your answer quickly. You will appear media savvy if you pick up the pace of your speech and avoid a "Well, uh, I was thinking that..." just answer.

If you are in the studio and there's chaos going on, just keep going unless you are stopped. For instance, lights can go out or hosts can choke, and if you're talking, the cameras may be avoiding the problems and be focusing on you. By keeping your cool, you're saving the program... and building your reputation as an excellent newsmaker or guest.

Phone Interviews

2008-07-01T15:37:00.000-07:00

Phone interviews are frustrating for you, the newsmaker and for the talent interviewing you. You just can't hold as good of a conversation when you can't see the person's non-verbal communications.

For this reason, I recommend that you get to the studio if you're offered the option.

What happens in a phone interview is typically this... you take too long to answer a question or you pause, and the interviewer thinks you've finished your answer. So the host begins to ask you another question at the same time you start speaking again.

Interviewer: "I'm sorry. Go ahead and finish your sentence."

You: "No, my apologies. What were you asking?"

Interviewer: "No please..."

All this politeness can waste your valuable interviewing time. Unless you're being interviewed on Hardball, in which case you will always be interrupted.

So here's another tip (if you can't get to the studio). If the host interrupts you, just go silent. Let the interviewer either tell you to finish your sentence or ask another question. He or she may be interrupting you because you're speaking too slowly... or because (put your thick skin on) you're boring.

If this is happening to you in every interview, practice speaking a bit faster or hire a soundbite coach!

Making Sense of a Candidate's Gaffe

2008-05-26T08:42:00.000-07:00

Maybe the presidential candidate with the fewest verbal misstatements will win the 2008 race. Senator Hillary Clinton's comment about assassination last week may be the final straw that keeps her from getting chosen as VP or cabinet member.

If you missed it, she was making a case for staying in the race. She said her husband didn't wrap up his nomination until June and referenced Robert Kennedy's assassination in June 1968. Some political commentators talked about the inaccuracy of her statement and many took great offense, claiming that Senator Clinton was hinting that she was hanging on in case Barack Obama got assassinated. Others defended her, saying she is a nice person and would wish no physical harm to the senator from Illinois.

As a soundbite coach, the tack I take on it is, "What in the world would I do if I were HER coach?" A couple of learning points from this ill-timed remark may help you in crisis:

1. Exhaustion cripples--As Vince Lombardi said, "Fatigue makes cowards of us all." I say, "Fatigue makes fools of us all." Don't go in front of the cameras if you've been running on little sleep. Hillary Clinton may be hanging on to her candidacy for many reasons, but hopefully, she wouldn't have made this social blunder on a good night's sleep... which she may not have had for months.

2. Words matter--Word like "assassinate" should seldom be used in political or corporate campaigns. Pastor John Hagee and Senator John McCain parted ways over the use of "Hitler." And Senator Barack Obama probably wishes his pastor, Jeremiah Wright, hadn't used several incendiary phrases. The point is some words (like "hope") inspire and others inflame. When you're practicing your soundbites, know what results you're aiming for and use words accordingly.

3. Good apologies help; bad apologies make it worse--Mrs. Clinton's apology about using the assassination reference left me wanting more. She said she hoped she didn't offend the Kennedy family--but what about the Obama family?

If I were her coach, I would've counseled her to apologize like this: "During this tough week for the Kennedy's, I hate that my remarks might have reminded them of an even sadder moment in their family's history. And I would never wish ill on my colleague in the Senate and presidential candidate, Barack Obama. I did not mean to insinuate that I was still in the race because something bad might happen to him. I am still in this race because people deserve a choice for their Democratic candidate."

If you find yourself needing to apologize, make sure you cover all the people who could be offended and end on a strong note.

This history-making campaign will continue to give us fodder for coaching moments. Let's hope future candidates and newsmakers will learn all they can.

One Big Thing that Irks a Producer

2008-04-22T13:26:00.000-07:00

Our producer came unglued a few weeks ago when a publicist walked into the control room (from the studio audience) near the end of the LIVE program and started handing him notes and telling him what to do. At many news stations and production facilities, an unauthorized person can't gain access to the control room, but I've worked at several places where visitors are encouraged to watch the sausage being made. If you're visiting a place like this, DO NOT interrupt a live technical crew... unless you are the paying client.

If the control room has a closed door on it, do not open the door unless you are invited in. If you are invited in, please be silent until asked a question.

So, why did our producer get so upset? The publicist was waving papers in front of him, and he couldn't see the computer buttons to give us our time cues for the end of the show, so we kept talking and the program was over! It was ugly. That publicist and her clients won't be asked back.

Things That Irk an Interviewer

2008-03-24T16:18:00.000-07:00

Recently, a newsmaker hit the trifecta. That's right, he committed three sins in one short interview. First, when I was introducing him in a live setting, he corrected information HE GAVE ME from his bio, as in "I'm not really living there yet. I'm in City X." Well, then, don't put City Y in the document you send me. And why bring it up anyway when time is short and you're trying to sell books?

Second, he was slow putting sentences together. So when my colleague tried to help him out, the guest asked, "Well, what do you expect when it's 5:30 am?" Don't accept early morning interviews if you're not a morning lark. And worse, if you do, don't complain about it. No one is holding a gun to your head.

Third, in response to three questions, the fellow said, "Well, my co-author is really the expert on that. Here's what I think he would say..." If you can't speak for your co-author, don't accept the interview.

I'm not mad at the guest. He just needs coaching. I'm mad at the publicist who told me this guy was high-energy and articulate. He was neither.

Lessons from the Campaign, Part Two

2008-03-19T14:46:00.000-07:00

Since I promised to give coaching tips to each candidate, Mike Huckabee has dropped out of the race, but I'll still give him advice, since some of you may benefit. With each candidate, I'll explain how you can apply the tip to yourself.

Huckabee--Watch the 5 o'clock shadow, Governor. It makes you look tired. And don't complain during the debate about the questions and time you're not getting. Instead, inspire and make the most of every second.

For everyone: Make sure you don't need a touch-up shave for a late-night interview or speech. Focus on the positive instead of complaining. Reporters don't like nags.

John McCain--Don't get short and testy with reporters. They will just report on your temper again. Instead, invite them to another barbecue.

For everyone: Don't say things to reporters such as, "That's not news." Don't yell at reporters. Don't curse reporters. You'll likely end up on YouTube. Reporters don't like to be yelled at.

Hillary Clinton--Spend time with a voice coach. When you raise your voice in rallies or when making a point in a debate, your voice gets shrill, strained and flat.

For everyone: If you do a lot of interviews or a lot of speeches, your voice could be damaged or strained. Consider hiring a voice coach. Reporters get tired of grating voices.
Typically, you can find a speech or voice expert at your local community college. Help can be had for as little as $50 per hour.

Barack Obama--When you're on your game, you're engaging and inspirational. Every once in a while though, we get a cutaway during a rally or a debate and you appear to be stifling a yawn or going cross-eyed with fatigue. Get some rest.

For everyone: As media savvy as you may be, remember Vince Lombardi. The coach told his players, "Fatigue makes cowards of us all." Rest makes your skin glow and your voice resonate. Rest makes you think faster and articulate your thoughts easier. Reporters will get drowsy if you're boring. So keep them on their toes by being at your rested best.

Lessons from Campaign 2008

2008-02-24T13:30:00.000-08:00

The U.S. Presidential campaign can be a university for those studying Media Savvy. Keep watching what the four contenders are doing and learn. The candidates have been through lots of coaching, but that doesn't mean they're perfect. Here are some of my observations that will work for you whether you're president of your company or running for dog catcher.

Hammer home a vision instead of criticizing.
Keep a sense of humor.
Look your best, and that means looking alert and awake.
People will attack you--know that and decide beforehand how you will respond. Will you counter attack or will you take the high road?

What soundbite lessons have YOU learned from the contenders? I'd love to hear from you. Next time, I will share what coaching tips I would give each candidate.

Keep Your Own Appointment Book

2007-12-16T17:15:00.000-08:00

Recently, two newsmakers with whom I've scheduled interviews a couple of weeks in the future have asked me to call them up the day before and remind them.

The immediate thought I had was, "This opportunity for you to speak to an international audience is not important enough to you for you to remember or write down on your calendar?" Instead of speaking my mind, I politely explained that if I had time, I might send an email reminder.

Most guest schedulers will send a confirmation so that you have something in writing to jog your memory. But asking for a reminder call is out of bounds. One of these newsmakers even had the nerve--or naivete--to ask me if I could call her 15 minutes beforehand and practice with her.

That sounds like someone who needs a soundbite coach to me!

Website Gives Everyone a Chance to Report

2007-11-24T03:39:00.000-08:00

Citizen journalism makes all things equal. I received the following press release and wanted to share it with you for two reasons: 1) It's a way for you to get your story out, and 2) It's also an example of a long, but good press release. I have edited it a bit for length.
+++++++++++++++++++

You Are the News! Five Reasons Why Citizen Journalism Is a Concept Whose Time Has Come

Tired of feeling unrepresented by the media machine? The solution is citizen journalism, which allows writers and viewers alike to decide for themselves what is timely, relevant, and newsworthy. Paul Sullivan, editor in chief of Orato.com, offers his insights.

New York, NY (November 2007)—A few short years ago when a big story broke, the nation would anxiously wait for reporters to share the scoop with the folks at home. Today, the image of families crowded around the TV has a slightly anachronistic feel, almost as though the flat screen set is the glowing radio of WW II lore. The ubiquitousness of the Internet has changed everything. Not only does news travel faster, it may be accessed via any Web site, blog, or virtual community of your choosing. No surprise, then, that "we the people" are not only shaping how we get the scoop, we're demanding a hand in dishing it out as well.

"Journalism is changing right alongside the technology that brings it to us, and a whole new style of reporting has emerged," says Paul Sullivan, a veteran newspaper editor and editor in chief of citizen journalism site Orato.com. "Listen closely. That sound you detect is nothing less than the powerful voice of the people demanding to be heard."

What is citizen journalism? As the name suggests, it's the act of untrained everyday citizens assuming the role of reporter and sharing their stories in the first person. And it's not just some "fringe" movement; it's becoming downright mainstream. This month, as massive wildfires ripped across Malibu, San Diego, and other parts of the California countryside, CNN begged for eyewitness accounts of the live destruction for their "I-View" news segments—showing that even big networks acknowledge the growing need to involve the masses in history-making newscasts.

Sullivan says Orato.com, founded byentrepreneur Sam Yehia, was born from this desire to give average people with extraordinary (and ordinary) stories an outlet for sharing what they know. This interactive Web site is a grassroots platform from which citizen journalists can tell it like it is and have their stories acknowledged by hundreds of thousands of visitors a month. And what's more exciting is if the audience likes a story, they can tip the author online!

"'Orato' comes from the Latin word meaning 'I speak,'" says Sullivan. "It's hard for today's news machine to do justice to current issues and the real experiences of people involved in them. We showcase vivid, first-person stories from individuals involved in current events or living amazing lives. Whether it is politics, sports, entertainment, science, love, or war, Orato.com captures news and stories in their rawest form. We are a celebration of every person's right to be heard in his or her own words."

Whereas most news stations tend to lean a little (or perhaps a lot) to the left or right, Orato.com covers all kinds of stories and opinions. For example, recent entries include a compelling argument on gun control alongside a first-person account from a minuteman. Anyone can post a story, and if you don't fancy yourself a writer, you can share your viewpoint via audio, video, or photo essay.

The key difference between Orato.com and traditional media? On Orato.com, the subject owns the story. Everyone who shares his or her story gets the final editorial cut. "It's their story," says Sullivan. "Why shouldn't they get to tell it the way they want to tell it?"
Orato.com divides its stories into several categories. For instance:
*Current Events *E-Buzz *Mysteries
*Love & Sex *Sports *Travel & Adventure
*Health & Science *Lifestyles *Arts & Entertainment

In addition, readers will find a newsletter to which they can subscribe, along with the option to join Orato Village, an interactive writer's community. The possibilities are virtually endless.
Since its inception in 2006, Orato.com has steadily picked up steam. Currently, the site receives dozens of submissions each week, and the numbers are only increasing. Sullivan says Orato.com's growing popularity is a gauge that measures the burgeoning acceptance of this exciting new trend known as citizen journalism.

Read on to discover five reasons why citizen journalism is here to stay:
The Internet rules the roost. Who knows how people managed to survive before life online? It's changed the way we work, shop, communicate, and—yes—stay on top of current events. Even the majority of those who grew up in an un-wired age now find it impossible to imagine society functioning without the Net. Because of the Internet's unprecedented speed and the scope of information available, more and more people "sign on" to get their news before (or often instead of) opening the paper or turning on the TV or radio.

Sites like Orato.com fit in with the blogger's agenda. "People are no longer closet narcissists," laughs Sullivan. "They are proud to let the world know what's going on in their own lives." Web sites such as MySpace and FaceBook, not to mention YouTube and countless blogging sites, are thriving because people want to be seen and heard. Orato.com is simply the next step to empowering the average citizen and giving him or her a voice. People are no longer hesitant to share what they know with the rest of the world—and more importantly, they are empowered by finding validation in that choice to be the ones telling the story.

People want to tell their own stories—in their own words. They are tired of being the fodder for some journalist's ambition. They are tired of being edited and excluded. Now, with Orato.com, they have a chance to say what they mean. Perhaps surprisingly, they are no less candid when they control the agenda. They're working with a reporter they trust—themselves! "Quite often we get in touch with people who have been worked over in other media," says Sullivan. "Once they find out they can own their story on Orato.com, they are amazed and wonder why no one thought to do it this way a long time ago."

People are ready to decide for themselves. Many people no longer feel the need to turn on the news to hear an anchorperson interpreting stories for them. Some people perceive traditional newscasts to be overly "PC," steered by sponsors, and watered down into sound bytes. They don't want to be hand-led, but rather have decided to draw their own conclusions. Society seeks the invested reporter. While news anchors and reporters consistently do a great job of telling the facts, they are still just doing their jobs. They are not personally invested in the story or in the lives of the people they report on—rather they are working for a paycheck. Citizen journalism, on the other hand, is usually reported in the first person. The speaker owns his or her story, so to speak, and with that story comes the passion and integrity that goes along with sharing something so personal.

"We live in a cynical world," notes Sullivan. "There are so many horror stories in the news that we've gotten numb. And when the news is reported by professionals who are taught how to 'sell' the story a certain way, well, people just don't buy it anymore. So when we see a story that's written from the heart, without compensation, we respond in a visceral way. It's powerful to hear a story from someone who deeply feels the words."

Citizen journalism sprinkles some surprising stories amid the expected ones. The traditional newscast consists of all the common stories people are used to hearing: the war in Iraq, local crime, weather, and politics. The same old stuff. We know what we will see and hear when we turn on CNN. That's not a bad thing, of course. Sometimes all we're seeking is tried and true coverage of a particular story. Other times, though, we crave the experience of looking behind Door #2 with no idea what might be lurking there. And while sites like Orato.com usually do feature citizen journalists' take on major stories, they also include a healthy sprinkling of completely unexpected treats.

"Readers never know what they're going to get when they visit us," says Sullivan. We allow the people of the world to inform us of what is relevant, interesting, and powerful—and we are never disappointed with the stories that come pouring in from citizens worldwide. From ghost sightings at Gettysburg to hard news stories like the San Diego fires to celebrity confessions, we have it all, and it's all deemed worthwhile."

Perhaps the main reason citizen journalism is finding such a foothold is the "do it yourself" spirit that has permeated Western culture, says Sullivan. Our collective suspicion of government, Corporate America, and authority figures in general is manifesting in an "If you want something done right, do it yourself" attitude.

"People have started making fiercely independent choices regarding researching their own health issues, seeking medical treatment overseas, growing and cultivating their own food, and providing for themselves as never before," he points out. "Entrepreneurship is the new American dream. People want to make their own choices and live life as they see fit. Why shouldn't their news also reflect this drastic change?"
# # #
About Orato.com:
Orato.com is an entirely new kind of media organization, specializing in grassroots citizen journalism. Since its launch in June 2006, Orato.com has become a place for newsmakers and ordinary people to tell their stories in their own words—a global community where readers can interact with writers and respond to stories with their own comments. Orato.com's 3,000 registered correspondents tell stories in a first-person voice. Unlike in traditional journalism, where "I" is a dirty word and subjectivity is suspect, Orato.com actually encourages the "I" and the personal perspective behind the story, giving correspondents the final editorial authority on their byline stories. Orato.com is not trying to replace traditional media; instead it provides a voice that traditional media cannot.

Get a Taste of Orato.com with This Selection of Popular Stories
Curious about all that Orato.com has to offer?

Below are bite-size story samples to whet your journalistic appetite. Dig in and enjoy.

The Bridge: Looking into the Abyss
by Eric Steel

As those footsteps took place, I knew it must have been the darkest moments of a human life, but because it occurred in public, on some level I believed the act was meant to be seen and understood. Suicide is something we choose not to see. It's not that it's not there. It's there in staggering numbers.

In the wake of 9/11 and the discussion that ensued regarding the "jumpers"—those who chose to leap to their deaths rather than perish in the flaming inferno—Eric Steel spent a year creating a documentary on suicide. As his setting he chose San Francisco's iconic Golden Gate Bridge: one of the most sought-after locales for desperate souls seeking peace. The resulting film gives people—those contemplating suicide as well as victims' families and friends—an opportunity to face the emotions and issues that the final leap conjure up.

I Spent 18 Years on Death Row
by Juan Roberto Melendez
I went to say goodbye to my friend who lived in the cell next to mine, but when I stood in front of him, I was suddenly unable to speak. I was happy, but part of me was still sad because I was leaving him and the others behind. The men who had taught me how to read and write, I was leaving them there to die. With tears running down his cheeks, my friend looked at me and said, "Don't get in trouble out there. Take care of yourself and your momma, and don't forget about us."
Serving a jail sentence as an innocent man is one of the grimmest fates imaginable, but it pales in comparison to knowing that that sentence ends with a trip to the electric chair. Sentenced in 1984, Juan Roberto Melendez, a Puerto Rican migrant worker, lived 18 years in a rat-infested Florida prison cell with no one to hear his voice. The tale of his incarceration and eventual release is a testament to the human spirit's impenetrable strength and courage.

Owen Wilson: After the Laughter
by Scott Cooper
Persistent sadness is considered weakness and no one will tolerate a basket case for long. Being a basket case is un-American. It's not in the brochure.
The compelling subject of depression will always be topic for debate. For many, it is the ultimate truth behind a façade of contentedness. Most people living with depression disguise it well and live behind a mask that cloaks their despair. In the aftermath of Owen Wilson's shocking suicide attempt, Citizen Correspondent Scott Cooper faces his own battle with despair and the universal denial of the disease known as depression.

Fear and Cabin Fever in San Diego
by Mary Griffin
I feel like all I can do to help readers is to tell them to NOT wait for an emergency to think about being prepared.
A San Diego resident explains the complacency most of us face when we feel comfortable and safe in our environment. As the fires still rage across California, residents learn that disaster can strike anyone at anytime. One California resident learned the hard way. She shares the importance of preparing for the unexpected. By keeping a 72-hour kit with clothes, flashlights, and other supplies, people can be ready to escape to safety at a moment's notice.

# # #

Orato.com Q&A: Some Common Questions about Citizen Journalism and the Web Site That Gives It a Voice Paul Sullivan, editor of Orato.com, takes a moment to tell us a little bit about this multi-faceted Web site and the future of citizen journalism.

Tell us a bit about who's running the show.
We at Orato.com are journalists, designers, and all-around news junkies. We've all worked in the media before and understand the demand for relevant, thought-provoking, and useful stories. At the same time, we want the news to be delivered in a new, more colorful way—by adding the voices of the people we traditionally think of as the audience.

Talk about why Orato.com is successful.
We feel that people today feel disenfranchised in the world. Most of us have something to say but too many people have no one to listen to them. There is a very real sense of helplessness because important issues are often overlooked by the traditional media. Orato.com makes the point to reveal stories people want to read about and give everyday citizens a chance to be heard.

How did citizen journalism become what it is today?
More and more people are blogging and making their lives accessible to the public online. They are becoming empowered to interpret the world for themselves and citizen journalism is simply the next step in the evolution. Major news networks are adding segments devoted to citizen journalism as long as it fits in with the theme of their broadcast. We are taking it a step further to allow the people to choose the theme and its interpretation! And to top it off, we hand over final editorial authority to the authors. It's their story, after all.

What kinds of stories do you receive?
We get all kinds of responses and try to use as much as we can. We have had some pretty fascinating personalities submit stories. Duane "Dog" Chapman. Hollywood actor Corey Haim. And most recently, Mildred Muhammad, the ex-wife of the DC Sniper. And countless other "unknowns" who are no less interesting for their lack of celebrity. And we also have many traditional submissions regarding current events. We try to find that delicate balance of news that is relevant, thought-provoking, and at times edgy. We encourage anyone to bring us a story. And we are very satisfied with our results so far.

Do you edit or have a fact checker?
We won't print libelous statements, nor will we accept stories we find to be fabricated or plagiarized. Accuracy is the key to Orato.com's credibility. We also encourage our correspondents and visitors to report stories they're concerned about.
So are there other platforms offered for the non-writing reporters out there?
Yes, we have a number of multi-media platforms to choose from in addition to text, including audio, video, and photo essay slideshows. There is a place for everyone!

What makes a great story for Orato.com?
We simply ask that the submitter uses his or her own words and keeps it simple. Even though the stories come from people not professionally affiliated with the media, we couldn't ask for better quality than what we receive. This suggests that a great story may have little to do with training in journalism. We forget that not so long ago, most reporters did not have journalism degrees. Anyone with a vision and a heart can tell a story—and do it justice.
So Orato.com gets to the heart of journalism?
Let me put it this way. Reporters do a great job passing on secondhand information, but they are simply a mouthpiece for the story's source. But our stories are straight from the horse's mouth. You can't get a better interpretation anywhere because we go right to the source and liberate the speaker, so to speak.

Does Orato.com support a specific political viewpoint or are you neutral?
Orato.com has one strong principle: we believe in freedom of speech for every man, woman, and child. There's too much censorship, even in America, where if you say something that's politically incorrect, you get pilloried. Human rights are important, but none of them work unless everyone has a right to say what they believe, even if what they believe is unpopular. If you don't break the law of the land, and if you respect our rules and guidelines, we'll post your story.

You have a few stories penned by celebrities or their families and friends. Please talk about this. Any interesting tidbits about these journalists?
Our editors have established some surprising relationships with celebrities. They think it's great that Orato.com gives them the final editorial authority over their own words—they're used to being put down or distorted by the media. And most of the ones we talk to seem pretty conflicted about fame—they crave the public eye, but there are days when they just want to be left alone. We're there for them in ways that other media aren't. We're just interested in their own story, in their own words. Orato.com is a sanctuary for celebrities!

So I hear word of a tip jar. Please elaborate on this feature of your Web site.
Budding writers, videographers, podcasters, and photographers can earn money for their pieces by the tips audience members offer, based on the popularity of their pieces. We keep looking for unique ways to put the power back into the hands of the people and this is one way to do it.

Where does most of your media come from?
The vast majority of our audience and our stories come from the US...more than 60 percent. Canada is the next biggest source and then, as you'd expect, other English-speaking countries such as Australia and New Zealand. But we've had stories posted from more than 100 countries around the world, from Norway to Tasmania.
# # #

Looking Your Best

2007-11-12T02:20:00.000-08:00

I've been coaching a newsmaker who gives brilliant soundbites, but needs help when it comes to how he looks... not in terms of clothes or cosmetic appeal, but where he looks. When this fellow talks, he sticks his chin up. It makes it look as though he's looking down his nose at you in an arrogant manner. And to make it worse, his eyes dart around. He looks off in the distance, down at the floor, up at the ceiling--giving him the appearance of being shifty-eyed.

He's a quick learner, so he'll do fine in front of the TV cameras. But learn from his example. When you look at a reporter, tuck your chin down and hold eye contact. It's OK to look away, but do it slowly and deliberately.

That way, you'll always be looking good.

Don't Give Up

2007-10-20T12:40:00.000-07:00

This year, I have been a full-time coach and speaker and a part-time radio host. I only spend a few hours a day at that job. I tell you that because there are probably other interviewers like me. You, as a prospective newsmaker or guest, are anxious to get booked or hear back from your publicist and you probably think, "Those lazy journalists! Why can't they decide if they want me sooner?"

So that you won't feel rejected or passed over... sometimes it just takes longer for us to get through the stacks of books, letters, emails and phone calls. I might book an author who sent me a book six months ago.

Here are ideas to get you to the top of the stack:

1. Call when we're there. Remember that morning programs likely have staff that work in the morning.

2. If you can find a mutual friend who can genuinely recommend you as a great fit, that helps. When we're trying to find a guest, an endorsement from someone we trust can make a difference.

3. Send an email and make a phone call. I work in an old building with unreliable connections, and the email spam filter is confining. Don't count on the fact that we get your emails.

4. Be persistent, but not pushy. Nothing turns reporters off more than someone who doesn't get the message. If the reporter does not show any interest or says "it's not a fit," move on. If the reporter asks for more information or asks you to call back in a few weeks or months, she's interested. Stay in touch.

Press Conferences

2007-10-10T11:58:00.000-07:00

There are times when you might want to hold a press conference. When your company or organization has been hit by major crisis, for instance. Think Virginia Tech. Another time might be when good news is of such global proportions happens that people all over the world are interested. Think Iowa Septuplets or Nobel Peace Prize announcements.

Typically, the newsmaker will make a statement then take questions. It's good to let reporters in attendance know what's going on. Here are some ways to smooth your transitions.

TO BEGIN a PRESS CONFERENCE

1. My name is ___________________. It is spelled ________________. My title is _______________________. After I speak, our ___________________(title) will also speak. His/her name is _____________________ and it is spelled _________________.

2. After a short statement, I will take questions.

AFTER a STATEMENT

At this time, I welcome your questions. (Gesture, don't point to the reporter with a raised hand).

TO CLOSE

We must get back to taking care of this situation. Thanks for being here. We plan another press conference (tomorrow, in two hours, next week--make a promise you can keep).

When They Get It Wrong Again

2007-10-02T06:43:00.000-07:00

When I was in Abilene, Texas last week speaking to newsmakers and public relations professionals, a common complaint was that reporters in the market were getting their facts wrong again and again. If I'd just heard this from one person, I might've thought she was having trouble communicating to the reporters. But I heard it from three different people. And they couldn't single out one station.

First, that scares me about what is going on in our journalism schools. If you're a professor, please make sure you're making a proper emphasis on credibility, accuracy and truth. If you're a student or recent graduate, know that the only good reputation you can earn is one based on reporting the facts.

Second, if this happens to you, take the steps I recommended in Abilene:

1. At every event, hand out a tip sheet or tip card... even if you've given it to the same reporter before. Just because she got it right last time doesn't mean she'll remember this time.

2. Hold an academy. One Fire Department's Public Information Officer got so fed up with the way the media reported incidents that he created a "school" in which reporters wear turnout gear, hold hoses and climb on ladders and engines. He strongly urges news directors in his market to let only those who have graduated cover his department.

3. Call the news director. Explain the steps you've taken to correct the situation with the reporter and give examples of mistakes that have aired. Ask the news director how you can help make sure the mistakes don't happen again.

4. Reward good behavior. If the reporter takes care and starts filing great stories, send a nice message on your letterhead. The reporter will hang this in her cubicle and file it with HR.

If none of these steps work, ask the news director to assign a different reporter to your events.

Quotes About News

2007-10-01T08:12:00.000-07:00

"If one morning I walked on top of the water across the Potomac River, the headline that afternoon would read 'President Can't Swim.'"

Lyndon Johnson

"News is a contact sport."

Dan Rather

The Heart of An Interviewee

2007-09-17T15:15:00.001-07:00

Mellanie True Hills is on a mission to save lives. She is a heart health expert, speaker, coach, author of the award-winning A Woman's Guide to Saving Her Own Life and best-sellers on technology topics, and founder of the American Foundation for Women's Health and its non-profit atrial fibrillation patient resource, www.StopAfib.org. For her past interviews and resources for the media, check out her press room and the StopAfib.org press room.

Mellanie is doing so much right with the news media that I asked her to answer a few questions to help readers of this blog.

Lorri: Mellanie, you’ve made yourself a resource to reporters so that they come back to you every time there’s a women’s heart issue in the news. How did you create these relationships?

Mellanie: I believe in giving reporters what I'd want if I were in their shoes and in going the extra mile to help them put together the best story possible. Here are some of my philosophies in working with reporters:

· Respond immediately, making myself available whenever is most convenient for them (i.e., weekends, evenings, early, late, etc.)
· Ask what they want to cover and where they want the story to go so I can focus my comments and time with them most effectively
· Be flexible and help the writer shape the story
· Give as much time and information as they want, and provide information, tips, sidebar content, unique insights, and even other resources to round out the story (even sending them to my competitors since there is plenty to go around)
· Point them to my online press room for photos and other resources
· Offer to follow up in the future with new stories or an update for next heart month or stroke month—because of this, we frequently become "old friends" and there are several for whom I've done three, four, and five interviews over the past couple of years

Lorri: As a professional speaker and nice person, you definitely have great conversational skills. Do you have a conversational strategy when it comes to creating soundbites?

Mellanie: You're so kind. Thank you. I think that the sound bites and short stories that work well for speaking audiences also work well for radio, TV, and print, so I use those sound bites and stories in interviews.

In preparing for an interview, just like for a speaking engagement, I ponder what important lessons I've learned that would be valuable for the audience and think through how to make important messages easy to remember. Acronyms are good memory hooks, so I use those when possible, such as "LIFE" to remember the four symptoms of a woman's heart attack and "HEART" for the five simple steps to a healthy heart.

Alliteration also helps, so a favorite that is easy for audiences to remember is "Stress Hijacks Healthy Habits." These make great takeaways that readers and listeners not only remember, but easily share with others. Of course, for radio and TV, it helps to be so comfortable with your sound bites that they just roll off your tongue, especially tongue-twisters, as you don't want to mess up with a live audience.

Lorri: When you’ve been interviewed on TV, radio and for magazine articles, do you feel journalists have been fair?

Mellanie: Yes, they have all been professionals. Of course, when you are coming from a place of giving, with no specific agenda other than to convey information, journalists will usually be quite fair. While it's nice to have a plug for my book, giving the audience life-saving information is what the interview is really about; if they mention my book, which they almost always do, then that's gravy. If you give, true professionals give back.

While journalists have been fair, I can't say the same for bloggers, who usually aren't professional journalists like you. Some are professional, others are not. For some, anything goes, whether true or not. Misguided bloggers can post false and defamatory comments about you, and you have little or no recourse.

For example, one physician who blogs read a press release from our web developer mentioning their work on our non-profit atrial fibrillation patient resource, http://www.stopafib.org/. This physician leveled the completely false accusation in his blog that no patient could possibly understand medical procedures, and thus our site must have been written by the marketing department of a medical device company to skirt current regulations and that I was a pawn of this company. Nothing could be further from the truth – as an informed patient, I researched and wrote every word myself. Professional journalists would have checked their assumptions, but there are no rules for bloggers, so this one posted first, then called, and never admitted to me that he had blogged and leveled these charges. Thank goodness for Google News Alerts for the heads up. I commented at his blog to set the record straight, and he fired back with additional false accusations, which I refuted. He will never admit the mistake, nor apologize for the grief he has caused.

Lorri: What lessons have you learned?

There are many, but here are some of the top ones:

Some national media, such as the women's magazines, can be very difficult to get the attention of, but once you get that big national magazine story, the others are much easier to get. Better Homes and Gardens' Heart-Healthy Living magazine recently featured my story. It included my two brushes with death from heart disease and a near-stroke, my mission to save others from a similar fate, my recent surgery to cure my atrial fibrillation (an irregular heartbeat), and the non-profit atrial fibrillation patient site we recently launched. Now, more national magazines are interviewing me, and that's yielding more calls for speaking engagements. Patience and persistence pay off.

Press releases aren't just for the media anymore. They now serve a general Internet audience as consumers and companies follow them, too, and they turn up in search results. Press releases can yield more attention and web site visitors than some media coverage does.

Sometimes we get impatient to get certain "big" media, and even obsess over it, but I believe that if you build a platform and do good work, the media will come to you. Of course, you have to help it along at the same time by being a good resource and partner with them.

Lorri: What advice would you give others?

Mellanie: Some of these I've said already, but they bear repeating.

Go the extra mile and leverage every opportunity to help the media create awesome stories, including connecting reporters with others that can fill out the story. They will remember you and you may get extra coverage. For example, when the national magazine reporter called for a quote and some information for a sidebar to his story about what can go wrong with the heart, we spent a long time discussing my story, and he found my two heart issues compelling. We subsequently spent a couple of hours with my heart surgeons and did lots of back-and-forth e-mails to answer additional questions and clarify details. I also did two photo shoots and last minute fact-checking. All in all, that was a lot of time invested. Was it worth it? You bet. What started as a small sidebar to a story ended up as a four page feature spread in a national magazine, and I've developed a relationship with the team that puts the magazine together and can take them future ideas.

Be a good resource and build relationships because you never know where your contacts will end up. Focus on helping others, not yourself. Press releases are cheap and effective publicity, especially on the Internet.

Lorri: Do you think media coverage is helping get the word out about women’s heart disease?

Mellanie: Yes, it definitely is. We have come a long way in helping women know that heart disease is the #1 killer of women and that stroke is #3. What's important now is helping women and men take actionable steps to prevent heart disease and stroke and to lead a healthier life.

In addition to continuing to talk about women and heart disease, my new passion is raising awareness of atrial fibrillation, the most common irregular heartbeat. Fortunately I have had surgery to cure this devastating, and sometimes deadly, condition, but I can't just stand on the sidelines and watch others suffer. We've created a non-profit web site for atrial fibrillation patients, http://www.stopafib.org/, to provide the help they need to control their condition. Doctors, unfortunately, often underestimate the impact of atrial fibrillation on patients' lives, so we're trying to change that as well.

Lorri: Is there anything else you would like to add?

Mellanie: I think that being effective at getting the word out about what you do requires being patient and persistent, focusing on relationships with the media, and remembering that it's not about you, it's about others!

Thanks, Lorri, for the opportunity to share what I've learned in my media journey.

Soundbites Aren't Just for Newsmakers

2007-08-06T14:10:00.000-07:00

The television generation has morphed into the Internet generation which is quickly transitioning to the Text generation. Today, most adults speak in soundbites. Tomorrow, we may all be speaking in letters!

Until we get there, though, we all use shorthand versions of old sayings, truisms, proverbs, quotes that sum up the situation and explain what's going on. We use these cliches to encourage, to motivate and to help us out when we don't have other words.

Here are a few examples I've heard in conversation recently:

Woman: It's been a rough few months. My husband is in the hospital for kidney stones, my best friend from college died and our air conditioner broke.

Man responding: Well, they say bad things happen in three's, so you've gotten it all out of the way.

~~~~~~~~~~~~~~~~
Friend: I just can't understand why I'm putting on weight. I exercise five days a week and eat better than most people I know.

Friend responding: I hate to tell you this, but we're not spring chickens anymore.

~~~~~~~~~~~~~~~~~

Man: I'm not sure we should take that route.

Woman: What have we got to lose?

~~~~~~~~~~~~~~~~~~

Sometimes the words don't come, and we feel awkward. If that happens to you, often it works to admit the truth, "I just don't what to say."

What are the moments in your life that you need soundbites for? Let me know--I'd love to help you!

Tragedies

2007-08-03T14:18:00.000-07:00

News coverage becomes less controversial when our nation experiences a tragedy. As viewers, readers or listeners, we become hungry for details and focus less on a reporter's perceived bias, but instead, what we can learn about the breaking news incident.

In the Minneapolis bridge collapse and the Phoenix helicopter crashes, did your mind rush to think of everyone you know in Minnesota and Arizona? In our newsroom, we all asked each other if we knew the photographers who died when the two news choppers collided. Broadcasting is a small fraternity, where friends move often from market to market.

When news becomes personal, the what, when, where, why and how fade away, and it's all about the who. I encourage my colleagues in the press to remember that when they cover the tragedies of others. And for those of you who like sensational/entertainment/tabloid-style news better than more factual coverage, stop and think about how you'd like to be on the camera end of those reports.

CNN-YouTube Debate

2007-07-24T16:52:00.000-07:00

I loved the CNN-You Tube Democratic Debate last night. It was so cool to see what's on the minds of Americans across the country. The technology worked seamlessly, and Anderson Cooper did a decent job.

You might ask, "Lorri, is this the end of professional reporters?" Nah. Here's why: I bet those of you who didn't agree with the You Tube questioners' lifestyles, stances, or opinions didn't like the idea of them getting a forum in the debate.

Reporters who can ask questions without emotions tied to the queries or the responses are still in demand. But if this new technology gets Americans more involved in the political process, hey, I'll let go of a question or two.

The GOP CNN-You Tube debate is September 17th. I can't wait.