Wichtig!!!! » Summarize your thoughts

It's flattering that the media has noticed your work ?and you聮d love the notoriety. But following that initial pride Rasmus Ristolainen Finland Jersey , your reaction might be (not necessarily in this order):

Fear.
Trepidation.
What if I blow it?
What if they ask me a hard question I can聮t answer?
And, omigod, do I really need this headache when I have a business to run?

If this all sounds far too familiar, you聮ve probably realized the need to be media prepared. That聮s a good thing. After all, most people forget that a media interview is actually an opportunity ?to say what you want to say. You just have to know how to take control.

You聮ve probably noticed that some companies and spokespeople are successful with the media ?and some are not. The reason? Some folks better understand how the media works and how best to work with the media.

So Ville Pokka Finland Jersey , what is the media interested in? news, news and more news. And what is news? Something that聮s a first, a trend, unusual or unique, something populated with celebrities Olli Maatta Finland Jersey , kids or dogs, and oh, of course, something that has a lot of money associated with it. So, if you think like a reporter Esa Lindell Finland Jersey , your job becomes understanding your business in a way that you can communicate news to the media.

What do you need to know to be prepared? Well, first off, you really need to know your company, your product, your industry and your business?success stories. Know the medium you聮re talking to (TV is different from radio which is different from print and online). Know your audience. But Sami Lepisto Finland Jersey , most of all, have three key messages. And make sure, no matter what, you communicate those three key messages.

Which group of people is a great role model when it comes to communicating key messages? Most would say 聯politicians.? Politicians know that no matter what they聮re asked, they聮re going to communicate their key messages ?and consistency is the key to success in articulating their position.

What should you never do in an interview? Never say 聯no comment.? (sounds like you聮re avoiding the issue); never repeat a negative question or phrase (that only reinforces the negative); never use industry jargon (people don聮t understand it); never go 聯off the record?(nothing is ever off the record); never lie; and never attack competitors (you can always take the high road instead).

Here聮s an interview checklist:

A. An interview is a basic tool of news gathering Jyrki Jokipakka Finland Jersey , not a conversation. Think of it as a formal debate
B. The reporter interviews a subject in search of news, not to further a company聮s reputation
C. Do your homework. Read the reporter聮s articles and his publication prior to the interview
D. Anticipate key questions
E. Prepare key answers
F. Identify your three key messages and make sure to deliver them no matter what!
G. Practice, practice, practice!

When should you respond to an interview? Keep in mind that media is deadline-driven, so when a reporter calls Pekka Rinne Finland Jersey , it聮s important to get back in a timely fashion. But if the reporter catches you unprepared, it聮s perfectly acceptable to say you聮re on the run and can you call back? Ask for the deadline and respond within the timeframe. Working with the media is all about relationship-building: once you create positive ones, you need to communicate on an ongoing basis, through good times and bad. But remember: sometimes you聮ll want to participate in an interview and sometimes you won聮t ?and that聮s OK.

So, what are the keys to a successful interview?

1. Develop and practice your three key messages
2. State your objective at the beginning of the interview
3. If asked an unrelated question Tuukka Rask Finland Jersey , bridge to your key messages
4. Provide support for your objective
5. Summarize your thoughts
6. Stop talking!

It聮s important to recognize that it takes time and experience to develop cogent and persuasive key messages. Each spokesperson needs to practice key messages continuously ?that聮s where media training can be extremely helpful. Getting the media interested in your message is an art, not a science. Developing helpful media contacts takes time. And developing messages is a process in and of itself.

Let聮s go back to that original call from the media. Peter King (not his real name, of course) calls from the New York Times. What do you do?Peter King: Hey, Joe, it聮s Peter King from the Times. Got a minute?

Joe Canoli: Actually Mikko Koskinen Finland Jersey , Peter, you聮ve caught me a bad time, I聮m running out the door. What聮s on your mind?

Peter King: I聮m doing a trend story on successful small businesses and wanted to spotlight your company.

Joe Canoli: I聮d love to talk with you, what聮s your deadline?

Peter King: Sometime tomorrow would be fine.

Joe Canoli: Great, Peter. I聮ll get my facts together and let聮s talk at 11 a.m. tomorrow?

Peter King: Good Teuvo Teravainen Olympics Jersey , see you then.

Congratulations! You聮ve made your firstExperience Reflexology at Home

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