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.
Saturday, September 26, 2009
Friday, September 4, 2009
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!
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!
Saturday, August 22, 2009
Letters of Recommendation
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!
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!
Tuesday, August 11, 2009
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!
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!
Sunday, July 26, 2009
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!
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!
Thursday, July 9, 2009
Bad Podcasts
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.
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.
Thursday, July 2, 2009
Delivering Bad News
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.
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.
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