Avoiding Stings

When You Ask for Questions Ahead of Time

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?

Still More Soundbite Coach Tweet Tips

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

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

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!

Time Zones

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/

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.

One Way to Answer the Yes or No Question

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?

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:

1. A Media Policy - helps keep your employees from talking out of turn to the news media
2. A Crisis Preparedness Plan - includes business continuity strategies as well as how to contact the media
3. 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

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.

Toyota Crisis

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.

A Phrase to Use When You Can't Talk

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

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

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!

Soundbite Savvy from Author, Crisis Expert

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!

Meaty Questions

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

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!

Hear How to be a Great Guest From a Great Guest

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

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!

Huge Breaking News

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.