We’ve talked about what you need to do to work with the media. We’ve talked about developing your story, writing your press release and even pitching the media. Today’s blog post will discuss what to do when a small business owner or entrepreneur actually lands that big interview on television. When you do more and more PR and pitching, even the national media will come calling. So the question is, when CNN actually does come calling to put you on camera to talk about a specific topic, how can you maximize your opportunity and make the most of it?
1) Be prepared: The first thing you want to do is prepare for your big interview. This means doing the necessary homework to ensure you have a successful interview and, more importantly, that they want you back for another interview. Study the network or station you’ll be going on that will be doing the interview so that you’re comfortable with what its reporters have been covering.
2) Know Your Interviewer: Who is doing the interview? Have you seen his or her stories recently and do you know if he/she will be on your side with what you’ll be talking about? This is important to know so that you can prepare your talking points accordingly.
3) What’s The Subject: Sometimes the producer wants to discuss a subject that is slightly different than what you pitched. After you’ve done interviews for a while and your name has gotten out there, some times the media will call on you to be a talking expert in someone else’s story. When this is the case you need to ask as many questions as possible so that you can be prepared to answer the questions with authority.
4) What Else Is Goin On? Is there anything happening in the news – local or national – that may be tied in to your discussion or topic? This could be anything with the economy or Washington politics, for example, that may affect the topic of discussion.
5) Facts and Stats: Do you have any facts or statistics that could back up your claims? If so be sure to send to the producer ahead of time in case they want to prepare any graphics while you’re being interviewed.
6) Visuals: Do you have any b-roll or background video on your company that you can send to the producer? Again, it’s sometimes a good idea to share so that they can show video of your company or employees in action while the interview is taking place.
7) Three Important Messages: What do you want to make sure the viewer wants to walk away knowing? Remember the important rule of threes. People digest information in threes so be sure to have three distinct and important talking points or key messages ready to discuss in your answers.
Tip: Use flagging as a great technique. Even if the reporter asks you a specific question, answer it quickly and then offer something like this: “But the real important issue here is blah blah blah and this is why it’s important….” This is a great way to answer the question AND promote your agenda.
Pushing Your Agenda: Speaking of pushing your agenda, make sure you work in your agenda to as many answers as possible. Remember, it’s not enough for you to have been invited to go on the show. You also want to get something out of it and get publicity for something – mainly your business. Find ways to work your agenda into your answers.
9) Call To Action: What do you want viewers to do? Call and 800 number for more information? Go to a Web site to learn about something? Remember to avoid being blatantly promotional, but instead direct people to do something where it will benefit them.
10) Body Language: Look and be relaxed but don’t appear to be aloof. It’s ok to make warm facial and hand gestures, which can sometimes emphasize something you’re trying to say. Try to look comfortable and avoid looking stiff.
11) Soundbites: Practice answering your questions in 12-15 second soundbites. Answer with your main point first and then use the remaining time to support that point.
Bridging Technique
Answer the reporter’s question and then use the following “bridge phrases” to push your agenda:
In addition to that…
Let me explain…
I don’t know, but what I do know is…
That’s the way it used to be, but the way we do it now is…
Additional Resources:
What other techniques have worked for you during television interviews?
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