Newsmakers Can Learn Lessons from Watergate

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Top 10 Reasons to Hire a Soundbite Coach

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.

Maintaining Media Coverage

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.

Making Sense of a Candidate's Gaffe

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

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.

Keep Your Own Appointment Book

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!

Looking Your Best

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.

Suggested Questions

You may have heard me advise before that to prepare for your interview, you provide (and then practice) eight to ten questions to each media outlet.

I had the opportunity to practice what I preach a week ago when I was interviewed by a radio station in Abilene, Texas. I'm going to speak there Monday, and the sponsoring organization had set up the interview to drive registration for the event.

When you compose your questions, realize that there is no guarantee the host or reporter will ask you the questions. See my list below--the host asked most of them, and added a few of his own. Also, make sure you want to answer the questions you submit. On my radio show, I'll ask questions and the guest will say, "Great question!" I always laugh to myself and think, "It should be--it was one of yours." What gets me is when I ask a question right off the list, and the guest stumbles or acts like he or she has never heard it before.

Here is what I submitted. Maybe it will help you get an idea of questions for your list.

Suggested Questions for Lorri Allen

1. You’re coming to Abilene to help our newsmakers speak more confidently. Do you know who will be attending your session sponsored by the Abilene Convention & Visitors Bureau?


2. Do you think our newsmakers need some help?


3. You’re speaking to this year’s kickoff of the Abilene Public Relations Organization. This is a neat group. Can visitors attend the meeting?


4. What are some of the most common questions you get about dealing with the news media?


5. What are the biggest problems you see?


6. What advice are you going to offer the students in your audience on the 24th?


7. In addition to helping business owners and community leaders be pro-active with their publicity, I understand you also help organizations having a crisis. Tell us a little about this.


8. Is it true you have special memories of this area?

(Always try to make the last question upbeat, and if you can localize your responses to the coverage area, so much the better. Just don't assume what some of our guests do--that because we are based in Fort Worth, Texas that we only broadcast there. Our audience stretches from Canada to the Gulf Coast.)

Interview with Susan Battley, PsyD, PhD, Executive Coach

Susan Battley is an internationally renowned psychologist, CEO coach and author with more than 20 years of experience working with world-class leaders and executives here and abroad. Her clients include JP Morgan Chase, Jones Apparel Group, Olympus, and Brookhaven National Laboratory.

"Fast Focus on Success," her radio program on leadership excellence, was commended by the Clinton White House Office of Science and Technology. Her most recent book is Coached to Lead: How to Achieve Extraordinary Results with an Executive Coach (Jossey-Bass, 2006).

A respected media resource, Susan has been featured in numerous outlets including the New York Times, Wall Street Journal, CNN, CNBC, National Public Radio, Chief Executive, Harvard Management Update, and Entrepreneur. I'm so pleased that she is going to share a bit about her media experiences.

LA: Susan, you’ve worked with newspapers, journals, radio and broadcast reporters. Do you have a preference of format? Which has been the most effective for you?

SB: From a cost-benefit perspective, my preference is for print media, including the web. Why? First, because my clients, who are typically senior decision makers and subject matter experts - prefer the written word. Second, print has a long "shelf-life" and makes for easy accessibility via the web. Thanks to search engines such as Google and Yahoo, anyone can check my expertise and "body of work" via newspaper and magazine article archives. Finally, the fact-checking process used by many magazines and periodicals before going to press affords a level of accuracy that often isn't possible with radio and television reporters, especially in "breaking news" situations.

LA: What are lessons you learned the hard way?

SB: Always assume that everything you tell a reporter is "on the record," especially if this is your first interview with him or her. For radio and television segments, be sure you clarify with the producer and interviewer before the interview any issues or topics that you cannot - or will not - discuss. For example, if you don't want your corporate clients to be named on-air, you'd better point this out in advance.

LA: That's a good suggestion and a request that ethical reporters will honor. Susan, do you have a secret for coming up with a soundbite?

SB: I try to hone my message or commentary into bullet points. I also try for pithy alliteration, such as the phrase: "leadership, not lawyering" to describe effective crisis management.

LA: That's helpful for journalists and listeners alike to remember your points. You have a great new book out, Coached to Lead. Will you continue to use the media as part of your strategy for publicizing the book and your coaching services?

SB: Of course. But I believe that being an expert resource to the media comes first. After all, they are looking for content that's of value and interest to their audience.

LA: We are, and we get turned off by people who only want to repeat the title of their book and not offer content. But turnabout is fair play. Since you coach executives, what is one aspect on which you’d like to coach reporters?

SB: Honor any and all promises made, or say up front that you can't offer a specific assurance or guarantee so that I can decide accordingly.

LA: Thanks for your time, Susan. Now that we shared the serious content, I want people to know that a smart person like you with two doctorate degrees can be a lot of fun. So I'm posting the photo of when you and I went out to dinner last summer!