Your business is up and running. Your sales are profitable, and your
customers rave about your product or service, but all this could change--for
better or worse--with a 15-minute interview. Are you media-savvy? And will you
know what to say when the journalist comes knocking?
Barbara Laskin is the founder of Laskin Media, a New York City-based
communication training company. A former anchor and reporter, Laskin offers tips
and counsel on media relations. "People make mistakes," says Laskin, who has
worked with clients ranging from Polo Ralph Lauren to Liz Claiborne. "They say
things they shouldn't or, more commonly, don't express themselves persuasively."
So if charm and wisdom don't come naturally when the tape is rolling, read
on. Laskin offers some golden media relations tips that can become lifelines in
dire situations:
- Be prepared and practice, even if you have to ask yourself
questions and record the answers.
- Focus on the information you wish to convey. "[Reporters] don't
have time for the entire story," says Laskin. "They just want the essence."
- Keep it simple. "Brief is best. Less is more," says Laskin. "The
more you say, the more you can hang yourself with."
- Pay special attention to being animated and speaking clearly,
especially during a phone interview. According to Laskin, voice is
everything.
- Repeat the name of your company and key messages at least twice.
"Repetition breeds retention," says Laskin, who advises this as a way not
only to be remembered, but also to prevent the reporter from editing out
important information.
- Be positive, especially on television. Use animated expressions,
a smile when appropriate, and gestures. "A positive outlook does amazing
things," Laskin points out. "It hides insecurity."
- Be proactive--not reactive. Don't wait for a question that may
never be asked, advises Laskin. Take the information to the journalist.
After all is said and done, make sure you profit from your moment of fame. As
brief as it may be, it has the potential to make or break your business. "If you
get the opportunity [to talk to a reporter], take it to the highest level you
can," says Laskin. "Be prepared. Do your best. Shine."