Did you ever wonder why your news release never resulted in an article or story in the media to which it was sent? Or did you ever wonder if the release was ever read? Do you know why some news releases always get tossed into the wastebasket? Your strategic thinking business coach shares the following tips for your news releases that will help get them on the news desk instead of in the news wastebasket.
Strategic Tip #1: Make your news release sound like news, not like an advertisement.
Strategic Tip #2: Send your news releases only to the media that are related to the topic of your news release.
Strategic Tip #3: Develop an attention-getting headline for your news release.
Strategic Tip #4: Strive to always keep your news releases to a single page.
Strategic Tip #5: Always place your header, contact information and release date at the top of your news release.
Strategic Tip #6: Use short sentences in your news release.
Strategic Tip #7: Double-space your lines in your news release.
Strategic Tip #8: Always carefully proofread your news release for spelling and grammar errors.
Strategic Tip #9: Write a news release about new products and/or services and their unique benefits.
Strategic Tip #10: Write a news release about the results of an online survey or poll you have conducted and highlight interesting trends or impacts.
Strategic Tip #11: Write a news release about an award you or your business has won.
Strategic Tip #12: Write a news release about a famous person or celebrity endorsement of your product or service.
Strategic Tip #13: Write a news release about a celebrity or well-known speaker you are hosting at an event.
Strategic Tip #14: Write a news release about a new book or newsletter you have authored.
Strategic Tip #15: write a news release about an appearance or speaking engagement you have before a well-known or recognized association, club, professional society, etc.
Thursday, August 2, 2007
The Wind Up & The Pitch
Successfully pitching a story idea to the media is just good marketing. Follow a few simple marketing rules, then wind up and let ‘er rip.
Just as in marketing, we first need to develop a positioning statement for the product: our story idea. Write a brief outline, including the proposed angle for the story, possible news hooks and the people who would be appropriate to interview for the piece. Any supporting statistics would be a bonus.
So, let’s say your story idea is about the changing face of advertising, which has not kept up with market changes like the Internet, the downsizing of corporate America and the decline of the mass media.
Your angle is focused on a new type of marketing firm that is made up of independent freelancers, who have left the agency world. The firm has low overhead because it assembles only the highly experienced freelance experts it needs for the project and then disbands once the project is complete. Corporations are hiring the firm because they have downsized and gone lean, so they understand and appreciate the firm’s model.
News hooks include a recent layoff at mega-agency Cambell Mithun and the loss of the GM account at McCann-Erickson. Additionally, what little growth there has been in ad revenues is moving away from traditional media - where old-line agencies are comfortable - toward the online environment.
Who to interview? Why, My Creative Team’s partners, of course, and Stuart Elliott, advertising columnist at the New York Times.
Got supporting statistics? “U.S. advertising spending will rise less this year than forecast earlier by TNS Media Intelligence, climbing 1.7 percent, to $152.3 billion, as small businesses limit spending and bigger companies shift money to the Internet and away from traditional mass media.”
Now, we need to define our audience. This is a story for a business reporter at a daily newspaper or a business publication. In my market, it would be The Charlotte Observer, Charlotte Business Journal or Business North Carolina Magazine.
Identify the appropriate reporters or editors, do a little research on their interests, how they prefer to be contacted, and recent stories they have covered. With this knowledge in hand, pitch away.
Just as in marketing, we first need to develop a positioning statement for the product: our story idea. Write a brief outline, including the proposed angle for the story, possible news hooks and the people who would be appropriate to interview for the piece. Any supporting statistics would be a bonus.
So, let’s say your story idea is about the changing face of advertising, which has not kept up with market changes like the Internet, the downsizing of corporate America and the decline of the mass media.
Your angle is focused on a new type of marketing firm that is made up of independent freelancers, who have left the agency world. The firm has low overhead because it assembles only the highly experienced freelance experts it needs for the project and then disbands once the project is complete. Corporations are hiring the firm because they have downsized and gone lean, so they understand and appreciate the firm’s model.
News hooks include a recent layoff at mega-agency Cambell Mithun and the loss of the GM account at McCann-Erickson. Additionally, what little growth there has been in ad revenues is moving away from traditional media - where old-line agencies are comfortable - toward the online environment.
Who to interview? Why, My Creative Team’s partners, of course, and Stuart Elliott, advertising columnist at the New York Times.
Got supporting statistics? “U.S. advertising spending will rise less this year than forecast earlier by TNS Media Intelligence, climbing 1.7 percent, to $152.3 billion, as small businesses limit spending and bigger companies shift money to the Internet and away from traditional mass media.”
Now, we need to define our audience. This is a story for a business reporter at a daily newspaper or a business publication. In my market, it would be The Charlotte Observer, Charlotte Business Journal or Business North Carolina Magazine.
Identify the appropriate reporters or editors, do a little research on their interests, how they prefer to be contacted, and recent stories they have covered. With this knowledge in hand, pitch away.
5 PR Power Tips
Love them or hate them, these ladies are major power-brokers of a gem that is more scarce and precious today than diamonds: Attention.
There are powerful self-promotion lessons to be learned from these ladies. Here are 5 PR Power tips that you can apply to get your business and ideas the attention and name recognition that you deserve.
1. Let your personality shine through Drop the grey, corporate speak already, let your own unique personality shine. Share more about your own story. What personal challenges did you have to overcome to get where you are today? Are you a natural at what you do? When did you realize that you were going to make this your chosen career?
2. Share your problems and challenges Jessica Simpson’s popularity soared when news of her crumbling marriage surfaced. We relate easily to others who are facing problems that we are struggling with ourselves. So inspire your target audience to continue working to overcome their challenges, by sharing your own personal battles and triumphs.
3. Develop your own fans, who can share your story for you. The average joe can give you a brief life overview of Paris, Madonna and Jessica in fifty words or less. Are you leveraging the experiences of your satisfied clients to tell your story?
When a client is pleased with your services, get more than a verbal thank-you. Get them to send in a letter, preferably with a picture of them using your product, that you can use as a testimonial.
4. Move beyond the boring, traditional boundaries Madonna has successfully reinvented herself decade after decade by taking calculated risks, by pushing the boundaries. Likewise, you can raise your profile by stepping outside your industry soap box. Support local charities with more than just a check, start up your own awards service, start a podcast. Remember no one ever talks about the plain vanilla.
5. Escape the perfection trap Name any major talent that Paris Hilton has?At best she’s an ok actress and a sub par cover singer, but she does not let that stop her from putting her work out there.
Stop waiting for your ideas, projects to be perfect, they’ll never be. Do the best that you can to get your ideas out there and let your audience tell you what’s good enough.
As the level of advertising noise and daily distractions continues to rise, finding a way to get noticed in your marketplace is becoming harder and harder.
Free publicity is now even more valuable than paid advertising, as your audience becomes more time strapped, ad weary and cynical.
So what’s a hard working author, real estate agent, chiropractor or small business owner to do to get a share of the publicity goldmine- if they don’t have the family fortune to hire a publicist on a $10K monthly retainer?
Fortunately with the rise of web2.0 and user generated content, web 2.0 publicity is turning many mom and pops shops into local celebrities in their back yard.
The key is the ability to win the web2.0 publicity game. The lowest hanging goalpost in the web2.0 free publicity game is setting up an effective MySpace profile.
The best part is that MySpace is free to join and you can establish your own profile in a matter of five minutes or less, with a host of free tools that MySpace places at your fingertips. See you on the inside
There are powerful self-promotion lessons to be learned from these ladies. Here are 5 PR Power tips that you can apply to get your business and ideas the attention and name recognition that you deserve.
1. Let your personality shine through Drop the grey, corporate speak already, let your own unique personality shine. Share more about your own story. What personal challenges did you have to overcome to get where you are today? Are you a natural at what you do? When did you realize that you were going to make this your chosen career?
2. Share your problems and challenges Jessica Simpson’s popularity soared when news of her crumbling marriage surfaced. We relate easily to others who are facing problems that we are struggling with ourselves. So inspire your target audience to continue working to overcome their challenges, by sharing your own personal battles and triumphs.
3. Develop your own fans, who can share your story for you. The average joe can give you a brief life overview of Paris, Madonna and Jessica in fifty words or less. Are you leveraging the experiences of your satisfied clients to tell your story?
When a client is pleased with your services, get more than a verbal thank-you. Get them to send in a letter, preferably with a picture of them using your product, that you can use as a testimonial.
4. Move beyond the boring, traditional boundaries Madonna has successfully reinvented herself decade after decade by taking calculated risks, by pushing the boundaries. Likewise, you can raise your profile by stepping outside your industry soap box. Support local charities with more than just a check, start up your own awards service, start a podcast. Remember no one ever talks about the plain vanilla.
5. Escape the perfection trap Name any major talent that Paris Hilton has?At best she’s an ok actress and a sub par cover singer, but she does not let that stop her from putting her work out there.
Stop waiting for your ideas, projects to be perfect, they’ll never be. Do the best that you can to get your ideas out there and let your audience tell you what’s good enough.
As the level of advertising noise and daily distractions continues to rise, finding a way to get noticed in your marketplace is becoming harder and harder.
Free publicity is now even more valuable than paid advertising, as your audience becomes more time strapped, ad weary and cynical.
So what’s a hard working author, real estate agent, chiropractor or small business owner to do to get a share of the publicity goldmine- if they don’t have the family fortune to hire a publicist on a $10K monthly retainer?
Fortunately with the rise of web2.0 and user generated content, web 2.0 publicity is turning many mom and pops shops into local celebrities in their back yard.
The key is the ability to win the web2.0 publicity game. The lowest hanging goalpost in the web2.0 free publicity game is setting up an effective MySpace profile.
The best part is that MySpace is free to join and you can establish your own profile in a matter of five minutes or less, with a host of free tools that MySpace places at your fingertips. See you on the inside
Socialize Successfully With Your Boss and Employees
During the twenty-three years I spent in management, there were many occasions when I participated in social events with my employees. Likewise, I attended parties where my supervisors were present.
By participating in hundreds of receptions, dinners, celebrations, award ceremonies, fund raising campaign kickoffs and other out of the office happenings, I have learned which communication behaviors work and which ones backfire.
You will agree that, handled wisely, social time with employees can boost morale. Employees welcome chances to get to know the boss as a person, not just a manager. During the frenetic work week, they encounter the boss as the source of discipline, assignments, occasional reprimands and, typically, very little personal chit chat. So it's refreshing to be around the supervisor when she showcases her humor, asks about your family and hobbies, and gives an unrestrained laugh.
However, both employees and bosses should be aware that the social scene does not erase the workplace lines of authority. Example: Because the boss likes your personality at a party does not mean you will get the next promotion, which depends instead on your professional skills.
Here are seven guidelines that every employer and employee should keep in mind for after-hours mingling:
ONE: Avoid off color humor. The jokes you would tell your golf buddies could jeopardize your professional reputation if you share them with workplace colleagues, no matter how informal the setting. True, they might laugh out of courtesy, or maybe from discomfort. Yet you risk losing their respect. Play safe. Don't tell any joke that you wouldn't tell at an office staff meeting.
TWO: Refrain from touching, other than a handshake greeting, unless you happen to go dancing with the group. Draping an arm around a colleague might prompt an eventual lawsuit, especially when you don't give that person an expected raise. And the employee who caresses the boss can create an image of fakery and pandering.
THREE: Drink moderately. Every year, holiday parties, company picnics and similar outings become career graveyards for bosses and employees who want to become "the life of the party."
Sometimes we assume that two more drinks will help us talk more easily. That's a mistake. Two more drinks will encourage you to talk more--period. The impaired speaking and unsteady walk that follow those extra cocktails could brand you: "lush," "a drunk," "undisciplined," or something similar.
Along those lines, never mention that drinking is important to you. Stay away from "Nothing like a stiff drink at the end of the day to help a guy unwind." Whimsically, we slip into comments like that, such as "Thought that bartender would never bring our order." Although you are trying to inject a bit of levity into the conversation, the quips could backfire, categorizing you as a problem drinker.
FOUR: Make sure you circulate among everyone present, not just the managerial group you feel most comfortable with. The person who talks with his or her clique and avoids everyone else nullifies the inclusive good will the event is intended to foster. Spend time with line employees as well as "the suits."
FIVE: Avoid shop talk. Demonstrate that you have an interesting, meaningful life away from the corporation. Nobody wants to hear your opinions about a five year plan, a drop in sales or the employee you had to fire. As an old song advises, "talk happy talk, things that people like to hear."
Stay well informed about major sporting events, releases of new movies, great places to vacation, new restaurants your friends have recommended, bestselling books and national events. Definitely, party goers want to talk about them, not corporate problems and plans.
SIX: Listen attentively. Good listeners become our favorite people. We move away from motormouths who dominate conversations. Encourage others to talk, with comments like "very interesting," "tell me more," and "What happened next?" When Stephen Covey wrote 7 Habits of Highly Effective People, he titled chapter five, "Seek first to understand, and then to be understood." Follow that advice, and you'll become the hit of the company's social outing.
SEVEN: Mind your manners. If the occasion includes a meal, pay special attention to your table etiquette. You want to look like you belong at top-tier banquets. Illustrate that you have acquired polish and grace.
By participating in hundreds of receptions, dinners, celebrations, award ceremonies, fund raising campaign kickoffs and other out of the office happenings, I have learned which communication behaviors work and which ones backfire.
You will agree that, handled wisely, social time with employees can boost morale. Employees welcome chances to get to know the boss as a person, not just a manager. During the frenetic work week, they encounter the boss as the source of discipline, assignments, occasional reprimands and, typically, very little personal chit chat. So it's refreshing to be around the supervisor when she showcases her humor, asks about your family and hobbies, and gives an unrestrained laugh.
However, both employees and bosses should be aware that the social scene does not erase the workplace lines of authority. Example: Because the boss likes your personality at a party does not mean you will get the next promotion, which depends instead on your professional skills.
Here are seven guidelines that every employer and employee should keep in mind for after-hours mingling:
ONE: Avoid off color humor. The jokes you would tell your golf buddies could jeopardize your professional reputation if you share them with workplace colleagues, no matter how informal the setting. True, they might laugh out of courtesy, or maybe from discomfort. Yet you risk losing their respect. Play safe. Don't tell any joke that you wouldn't tell at an office staff meeting.
TWO: Refrain from touching, other than a handshake greeting, unless you happen to go dancing with the group. Draping an arm around a colleague might prompt an eventual lawsuit, especially when you don't give that person an expected raise. And the employee who caresses the boss can create an image of fakery and pandering.
THREE: Drink moderately. Every year, holiday parties, company picnics and similar outings become career graveyards for bosses and employees who want to become "the life of the party."
Sometimes we assume that two more drinks will help us talk more easily. That's a mistake. Two more drinks will encourage you to talk more--period. The impaired speaking and unsteady walk that follow those extra cocktails could brand you: "lush," "a drunk," "undisciplined," or something similar.
Along those lines, never mention that drinking is important to you. Stay away from "Nothing like a stiff drink at the end of the day to help a guy unwind." Whimsically, we slip into comments like that, such as "Thought that bartender would never bring our order." Although you are trying to inject a bit of levity into the conversation, the quips could backfire, categorizing you as a problem drinker.
FOUR: Make sure you circulate among everyone present, not just the managerial group you feel most comfortable with. The person who talks with his or her clique and avoids everyone else nullifies the inclusive good will the event is intended to foster. Spend time with line employees as well as "the suits."
FIVE: Avoid shop talk. Demonstrate that you have an interesting, meaningful life away from the corporation. Nobody wants to hear your opinions about a five year plan, a drop in sales or the employee you had to fire. As an old song advises, "talk happy talk, things that people like to hear."
Stay well informed about major sporting events, releases of new movies, great places to vacation, new restaurants your friends have recommended, bestselling books and national events. Definitely, party goers want to talk about them, not corporate problems and plans.
SIX: Listen attentively. Good listeners become our favorite people. We move away from motormouths who dominate conversations. Encourage others to talk, with comments like "very interesting," "tell me more," and "What happened next?" When Stephen Covey wrote 7 Habits of Highly Effective People, he titled chapter five, "Seek first to understand, and then to be understood." Follow that advice, and you'll become the hit of the company's social outing.
SEVEN: Mind your manners. If the occasion includes a meal, pay special attention to your table etiquette. You want to look like you belong at top-tier banquets. Illustrate that you have acquired polish and grace.
Promoting Your MLM Business Using Press Releases
Press releases are used to tell the world about your business. They are ideal for promoting any type of business, particularly MLM Businesses. Press releases are used for a variety of reasons and in a variety of different mediums such as newspapers, television, radio, magazines, and the most popular medium, the internet. In this article, we will discuss press releases and how they can benefit your Multi Level Marketing business, when used properly.
What Is A Press Release?
A press release is an announcement issued by your business to specific publications and news related media. The press release increases public awareness of developments and activities within your company. Essentially, a press release is a statement made by your company to promote a person, event, or product that occurs within your MLM business.
Typically, press releases are used solitarily and sent to any of the chosen mediums via postal mail, fax, or email. However, many companies choose to make press releases an integral part of their complete press kits or send along with a pitch letter sent to potential investors, distributors, or clients.
When Should A Press Release Be Used?
This is perhaps the most fundamental aspect of concern for any MLM business. When is a press release appropriate?
A press release should only be used when you have something news worthy to portray. A press release has a specific format that must be followed and in general, it is the same for most all mediums. With that being said, here is a guide you can follow for understanding rather any aspect of your MLM business is press release worthy.
1. Grand Opening - When you first open your MLM business, this is an appropriate time for a press release. It create exposure and knowledge of your business.2. New Partner - If you have brought a new partner into the mix, this is news worthy and again, creates exposure.3. New Products - If you have added an exciting line of new products to your MLM business, this is press release worthy news.4. New Divisions - If you have added a new division within your company, let the world know with a press release.5. Events - Huge sales, customer appreciation, and other major events within your company are press release worthy.
It is important to remember that press releases are only used for news worthy items. You have to have actual news, it cannot be simply because you feel like writing a press release. It has to tell a story, portray news, and give your customers a reason to read the release.
How Can Press Releases Grow Your Business?
Essentially, press releases are free advertisements. If well written, they can increase awareness, knowledge, and interest in your MLM business. Consider all the money you spend on advertising, well, a well-formed and properly distributed press release can create more revenue than your advertising campaigns put together, and the best part, is that it's free.
If you have something to say, news, that is exciting to the general public, you will find that your MLM business begins to prosper. You will see more sales, more interest, and more visits altogether.
Tips For Writing A Successful Press Release
The following are some tips that will help your write your press release successfully.
1. Find your angle - What is your news? What will grab the attention of a reporter and a reader? 2. Remember The Format - Company Logo, Contact Information, FOR IMMEDIATE RELEASE (or date of release), Title, Sub-Title, Body, Boiler Plate, and Company Information.3. Make a Great Headline - It has to attract, inform, and lure the reader. 4. Keep to the facts - Don't hype up your company, don't sell your company, and definitely don't fluff. Lead in with solid and hard-core, verifiable facts.5. Quotes - Use them, but sparingly and appropriately. Make sure they are exact and in the proper format. Attribute the quotes to its source.6. Phrases - Some phrases instill boredom and instant dislike. Avoid using phrases that are "hype-like", such as state of the art, unique, and breakthrough.7. 3rd Person - Never write a press release and use the first person perspective. Avoid using instances of we or I, unless these words are used in an exact quote.8. Length - Your press release does not need to be several pages long. Keep it at a maximum of two pages, but shoot for a one page press release.
What Is A Press Release?
A press release is an announcement issued by your business to specific publications and news related media. The press release increases public awareness of developments and activities within your company. Essentially, a press release is a statement made by your company to promote a person, event, or product that occurs within your MLM business.
Typically, press releases are used solitarily and sent to any of the chosen mediums via postal mail, fax, or email. However, many companies choose to make press releases an integral part of their complete press kits or send along with a pitch letter sent to potential investors, distributors, or clients.
When Should A Press Release Be Used?
This is perhaps the most fundamental aspect of concern for any MLM business. When is a press release appropriate?
A press release should only be used when you have something news worthy to portray. A press release has a specific format that must be followed and in general, it is the same for most all mediums. With that being said, here is a guide you can follow for understanding rather any aspect of your MLM business is press release worthy.
1. Grand Opening - When you first open your MLM business, this is an appropriate time for a press release. It create exposure and knowledge of your business.2. New Partner - If you have brought a new partner into the mix, this is news worthy and again, creates exposure.3. New Products - If you have added an exciting line of new products to your MLM business, this is press release worthy news.4. New Divisions - If you have added a new division within your company, let the world know with a press release.5. Events - Huge sales, customer appreciation, and other major events within your company are press release worthy.
It is important to remember that press releases are only used for news worthy items. You have to have actual news, it cannot be simply because you feel like writing a press release. It has to tell a story, portray news, and give your customers a reason to read the release.
How Can Press Releases Grow Your Business?
Essentially, press releases are free advertisements. If well written, they can increase awareness, knowledge, and interest in your MLM business. Consider all the money you spend on advertising, well, a well-formed and properly distributed press release can create more revenue than your advertising campaigns put together, and the best part, is that it's free.
If you have something to say, news, that is exciting to the general public, you will find that your MLM business begins to prosper. You will see more sales, more interest, and more visits altogether.
Tips For Writing A Successful Press Release
The following are some tips that will help your write your press release successfully.
1. Find your angle - What is your news? What will grab the attention of a reporter and a reader? 2. Remember The Format - Company Logo, Contact Information, FOR IMMEDIATE RELEASE (or date of release), Title, Sub-Title, Body, Boiler Plate, and Company Information.3. Make a Great Headline - It has to attract, inform, and lure the reader. 4. Keep to the facts - Don't hype up your company, don't sell your company, and definitely don't fluff. Lead in with solid and hard-core, verifiable facts.5. Quotes - Use them, but sparingly and appropriately. Make sure they are exact and in the proper format. Attribute the quotes to its source.6. Phrases - Some phrases instill boredom and instant dislike. Avoid using phrases that are "hype-like", such as state of the art, unique, and breakthrough.7. 3rd Person - Never write a press release and use the first person perspective. Avoid using instances of we or I, unless these words are used in an exact quote.8. Length - Your press release does not need to be several pages long. Keep it at a maximum of two pages, but shoot for a one page press release.
Master Media Interviews - 10 Tips
1. Bridge. When done correctly, a bridge takes you from the reporter’s agenda to your agenda without making it seem as though you’re avoiding the question. First, answer the question as briefly as possible, then bridge (make a transition) to get to one of your key messages. Bridges are endless, everything from "but" to "what's even more important" to "another way to look at that is."
2. Hold your ground. Don’t let reporters get you to say more than you want to say about a particular answer. Stick to your messages. Don’t feel you have to come up with a new answer just because they ask the same question over again. Repeat what you've already said in different language or with additional proof points. If you don’t know an answer, say so, and offer to get the information.
3. Stay positive and keep your cool. Never repeat a reporter’s negative or inflammatory language, even to deny it. Once those words get put in your mouth, they will overwhelm anything positive you say afterwards. What is Richard Nixon's most famous quote? "I am not a crook." What's most memorable is the word "crook." Much better to start with a positive: "I am an honest man." Also ever get defensive or lose your temper, even if you feel you have a right to. You'll be the one who ends up looking bad.
4. Be clear and concise. Keep your answers short and to the point. Boil down information for the interviewer. Make your answers simple and understandable. Avoid jargon and acronyms that neither reporters nor the audience will understand.
5. Invert the triangle. Start with the most important part of your answer, the bottom line or summary statement. This "billboard" statement helps frame your answer, making it more likely reporters will hear your most important point before their eyes glaze over. It also makes it easier for them to follow the rest of your answer.
6. Use colorful statements. You are more likely to get quoted if your answers are colorful, pithy, and interesting.
7. Pause before you answer. A pause lets you think before you open your mouth. Make the pause silent (no “ums” or “ahs”) and maintain eye contact. And don't let reporters put words in your mouth. Say what you want to say. If a reporter says, “So what you're saying is … ”, you reply: “No, what I'm saying is … ”
8. Don’t predict or speculate. Your words may come back to haunt you later. Only talk about what you know for sure. "I can't speculate on that, but what I can tell you is..."
9. Don’t go off the record. You’re bound to get burned some day if you play this game. Assume that everything you say might be printed.
10. Don’t fill silences. Don’t let silence trap you into saying more than you want to say.
Bonus tip: Stay on guard. Whether or not the microphone is on or pens are in their hand, reporters are always listening and can use anything they hear. Be careful at trade shows, cocktail parties, or when dining with a journalist. Reporters are never just “socializing.”
2. Hold your ground. Don’t let reporters get you to say more than you want to say about a particular answer. Stick to your messages. Don’t feel you have to come up with a new answer just because they ask the same question over again. Repeat what you've already said in different language or with additional proof points. If you don’t know an answer, say so, and offer to get the information.
3. Stay positive and keep your cool. Never repeat a reporter’s negative or inflammatory language, even to deny it. Once those words get put in your mouth, they will overwhelm anything positive you say afterwards. What is Richard Nixon's most famous quote? "I am not a crook." What's most memorable is the word "crook." Much better to start with a positive: "I am an honest man." Also ever get defensive or lose your temper, even if you feel you have a right to. You'll be the one who ends up looking bad.
4. Be clear and concise. Keep your answers short and to the point. Boil down information for the interviewer. Make your answers simple and understandable. Avoid jargon and acronyms that neither reporters nor the audience will understand.
5. Invert the triangle. Start with the most important part of your answer, the bottom line or summary statement. This "billboard" statement helps frame your answer, making it more likely reporters will hear your most important point before their eyes glaze over. It also makes it easier for them to follow the rest of your answer.
6. Use colorful statements. You are more likely to get quoted if your answers are colorful, pithy, and interesting.
7. Pause before you answer. A pause lets you think before you open your mouth. Make the pause silent (no “ums” or “ahs”) and maintain eye contact. And don't let reporters put words in your mouth. Say what you want to say. If a reporter says, “So what you're saying is … ”, you reply: “No, what I'm saying is … ”
8. Don’t predict or speculate. Your words may come back to haunt you later. Only talk about what you know for sure. "I can't speculate on that, but what I can tell you is..."
9. Don’t go off the record. You’re bound to get burned some day if you play this game. Assume that everything you say might be printed.
10. Don’t fill silences. Don’t let silence trap you into saying more than you want to say.
Bonus tip: Stay on guard. Whether or not the microphone is on or pens are in their hand, reporters are always listening and can use anything they hear. Be careful at trade shows, cocktail parties, or when dining with a journalist. Reporters are never just “socializing.”
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