2009 by admin.

Not every interview is a perilous journey through a minefield of potentially disquieting questions. But there are two types of questions you should always be prepared to answer the right way, to avoid shooting yourself in the foot.

What if… or What would you say if… - Any question that starts with ‘what’ and includes ‘if’ is a hypothetical question. Hypothetical is bad. You’ll already come prepared to the interview to discuss your ‘Must Air Points,’ so use those. Respond to hypothetical questions by saying “I can’t respond to a hypothetical question, but I can tell you that..” and then insert your Must Air Point.

So-and-so has said… - So-and-so may have said exactly that, about something completely different or in the context of a fuller answer. Your response to such a question should be “I’d like to read the full text of that comment before I respond.”

- Amy Biemiller

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2008 by admin.

The reporter is calling or e-mailing, or the news cameras are on and in your lobby. You are already prepared with a statement or information. But interviews can often get off-track and result in statements that do more harm than good. Do you know the three things you must NEVER say to a reporter?

“Off the record “– Take this out of your vocabulary – there is no such thing. If you don’t want something in print, don’t say it.

“No comment” – This only makes you and your company look bad. Consider responding to questions you do not want to comment on with a statement like this: “I’m not the best source for this information. You should speak to so-and-so.” Or “Once that information is available from the such-and-such agency, we can share it.”

Jargon and its first cousin, rhetoric – You may know what the M-Quat is, or the CAGR, but your audience won’t. In addition, any reporter worth his or her salt will read between the lines of a rhetoric-laced response and dig deeper, possibly causing you so much more discomfort. Stick to short, simple and specific answers.

–Amy Biemiller

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2008 by admin.

Want to increase the response rate you get from media pitches? Forget about attaching a press release, and make your e-mail subject line and body copy do the work for you.

Journalists and editors work at the speed of light, and read just as fast in order to learn about and write about news important to their audiences. Their in-boxes are full to the brim with pitches. Make yours stand out by telling them how your story has significance to their readers. Start with a clear and concise subject line, and support that with a facts-based pitch in the body of your e-mail – not as an attachment.

–Amy Biemiller

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2008 by admin.

Someone, somewhere, once said that there is no such thing as bad publicity. We beg to differ. There is much you can do to position your company in the best light when the media comes calling. Here are three easy-to-remember tips:
1. Ask about the deadline – A reporter calls you for a specific reason, and with a specific deadline. You are not obligated to respond to the reporter asap. Ask when the deadline is, and respond back to the reporter before the deadline. If you can’t do an interview, say so promptly. This buys you goodwill with the press.
2. Take “no comment” out of your vocabulary – If a reporter calls or asks a question during a press conference, and you can’t provide a comment, provide a reasonable explanation. What sounds better to you? “No comment,” or “Because the incident is under investigation, we are not able to provide any additional information at this time.”
3. Know the audience and prepare to address their needs. – If reporters from Entrepreneur and Working Mother magazines call you for interviews, you will need to get different messages across to their audiences. One audience will want to learn about the importance of your business plan and how that has made you a success. The other audience will want to learn how your top female executives balance their work and home responsibilities. Good interviews start with preparation on your end.

–Amy Biemiller

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