Posts Tagged ‘reporter’
Tuesday, March 27th, 2012
You’ve determined your company’s compelling story. But before pitching it to journalists who can’t wait to share it with the world (or at least your local market), you must make an important decision: Who would give the interview?
Plenty of minds that excel at business and are attached to fancy titles don’t do well in interviews. Some businesses feel compelled to put their bosses front and center with journalists and several of those executives over the years sent me into sleep mode. Some at the top are at the bottom in personality. And that’s OK. We all have our strengths and weaknesses. But you don’t want to offer a journalist someone knee deep in industry lingo who can’t connect with the public. You certainly don’t want someone talking to the media who is gruff and naturally defensive. As any sports fan knows, just because someone can afford to buy a football team doesn’t mean he or she should be the face of the team.
Watch Andy the miner in our video Nearly One Mile Underground. He is not the CEO, but he is an excellent example of someone who can help sell a message. And most journalists prefer to interview someone in the trenches rather than a suit in the corner office. If the boss offers the best of both worlds, so be it!
1. Personality: Choose someone outgoing who speaks with energy and passion and doesn’t find speaking to reporters nerve-racking.
2. Genuine: Find a spokesperson who journalists will believe genuinely loves the company and feels invested in its success.
3. Smart: Select someone who can speak from the heart without sounding like he or she has memorized a trail of talking points. But your choice must be smart enough to adjust to tough or unexpected questions and to realize what words would lead to an embarrassing experience.
4. Appearance: Being genuine doesn’t mean being a slob. We all know good executives and employees who disguise themselves as fools in fashion. Some journalists judge a book by its cover, so find someone who at a minimum appreciates a tucked-in shirt.
5. Story: Find someone with a good story to tell. Why did that person join the company? How did it change their life? What are their really cool experiences? I found some well-spoken people with all the key messages only slightly more interesting than a press release. Most journalists want to focus on people. Give them someone interesting and they’ll likely give you a good story about your business.
Tags: Arizona, boss, ceo, communication, executives, interview, journalist, journalists, media, Phoenix, PR, press release, reporter, reporters, Scottsdale, talking points, video
Posted in Media Relations, Media Training | No Comments »
Friday, March 23rd, 2012
One of the best ways for your business to grab a blogger or journalist’s attention is to position yourself as the voice of a timely and newsworthy subject.
When I was reporting on air, someone in public relations contacted me about his client, a company cleaning linens for hotels and restaurants. Grabbing airtime for such a business might seem difficult. But the PR person didn’t try to sell me on the virtues of washing hotel bed sheets and restaurant table clothes. He explained the company was converting its factory to meet “green” guidelines, with the goal of saving both the business and city tons of water during the washing process. Finding reporters who want to tell important stories about the environment is less difficult than finding ones to discuss linens.
Sometimes your business must position itself as a voice on an indirectly related news event or trend. Let’s say you own a small music store selling old records. The world’s every day news events do not include much about old records. But you know the number of old albums still selling in today’s digital world would really surprise those outside your industry. Many people still like the pops and crackles of vinyl and that’s why your register keeps ringing. You don’t contact music bloggers and feature reporters and argue they cover your store’s 30 years in business. You alert them to a little known trend, invite them over and provide an easy interview.
Finding your news story may not always seem easy. But you should always be thinking of one. Follow the news, especially breaking stories when journalists are desperate for quick, local experts on a topic. Keep track of what people are discussing on social media. What are the most popular issues? Stay on top of the latest trends in your industry. More often than you realize, you will find an important event or issue you can speak on. You must be willing to discuss your industry as a whole instead of just talking about your company.
Publicizing your knowledge on a topic is a great, indirect way of publicizing your business.
Tags: Arizona, bloggers, journalist, media, Media Relations, media training, news, Phoenix, PR, Public Relations, reporter, Scottsdale, Social Media
Posted in Media Relations, Media Training, Public Relations | 1 Comment »
Tuesday, March 20th, 2012
I started discussing this video with Resolution Copper during a lunch last summer. Shooting a video deep underground is not an ordinary undertaking. Our window of opportunity was short and would include us spending much of a day inside a mine. We first convened at a Resolution Copper office to ensure we had a plan, the correct resources in place and properly prepared for an experience of a lifetime. Who would we interview? Would we have firm, level and dry footing for our camera equipment? We bought a camera rain cover after hearing water might trickle on our heads while shooting. We would voyage nearly a mile underground and show the skills and capabilities of a new generation of miners. On the day of the shoot, we met early one sunrise at a small building in Superior, a town about 65 miles east of Phoenix. We dressed as miners, watched safety videos and learned how to use equipment we had never seen before. When we reached our destination below the Earth, the task was even more than we expected. We had little room to maneuver. Men were pouring concrete. Watching your step was critical. Light was in small supply. In some areas, our tripod stood on a platform I can best describe as a large grate. Mud made up other parts of the ground. It’s one thing to shoot video in the controlled environment of an office. This was unlike any office. I remember thinking we had little time to worry about how to shoot under these surroundings. We just pushed forward both carefully and enthusiastically. A TV reporter takes part in many experiences much of the public does not. But I had never faced telling a story in a place such as this. This reminded me of being a kid and fearing the amusement park rollercoaster. Once the ride ended, you couldn’t imagine turning the opportunity down. We felt a sense of accomplishment. And Loren and I may have been the first husband and wife team down the mine. Check out our more than 100 still photos of our visit. To learn more about the mining project itself, click http://www.resolutioncopper.com/ And to watch our video shot nearly one mile underground, click below.
Tags: Arizona, copper, interview, media, mine, miners, Phoenix, PR, reporter, Resolution Copper, Scottsdale, video, video marketing, video production companies, video production service, video production services, videographer, videography
Posted in Video | No Comments »
Monday, March 19th, 2012
I often sat at my desk, reading story pitches from PR pros. Any email can deliver a tip for a great news story. But who has time to read them all?
I’m a big believer PR pros should carefully choose the journalists they pitch. For example, you shouldn’t pitch a serious story to an entertainment reporter. Unfortunately, life is full of shortcuts and some in public relations prefer to throw targets at a dartboard. Those publicizing professionals don’t even take the time to address the reporter by name. They just send out group emails, dropping a line and hoping a fish with a notepad or camera will bite.
That’s where my shortcut came in. If a PR pro couldn’t even address me by name or take time to sensibly select the right journalist, I assumed that was someone who didn’t know much about reporters, me and the proper way to truly get their clients coverage.
The following 14 phrases are from real emails I received from PR pros who wanted me to cover their stories. They started their emails with these words instead of “Hi Keith.” I ended their chances of coverage, at least with me, by swiftly hitting delete before reading further.
- To News Media
- For Immediate Release
- Dear Media Colleague
- Good Afternoon
- Happy Holidays!
- Hi All
- Dear Friend
- Hi ya!
- Hi Everyone
- To: Editors, Reporters and Producers
- Hi again!
- Hi Folks
- Hi there
- Greetings!
Tags: journalist, media, news, news story, pitches, PR, PR pro, producer, Public Relations, reporter
Posted in Media Relations | 2 Comments »
Tuesday, December 27th, 2011
CNN interviews presidential candidate Ron Paul. Paul begins with quick, short answers and then tells the journalist “Why don’t you go back and see what I said yesterday on CNN?” Paul continues to answer questions and later says “and it’s been going on 20 years that people have pestered me about this. CNN does every single time. When are you going to wear yourself out?”
Later in the interview, the journalist says “These things are pretty incendiary.” Paul responds “Because of people like you.”
While the journalist continues the discussion, Paul pulls his microphone off his suit jacket. As he continues the process of removing the microphone, he says “Goodbye.”
This exchange between CNN and a presidential candidate is not black and white. The person conducting the interview is to some extent awkward in how she delivers her string of questions. And she continues to question him on the same matter even though Paul feels he’s answered the question then and countless times before.
Paul’s critics may use this interview as more ammunition to question his character. Paul’s supporters may applaud him for toughness and dub CNN the “Clinton News Network.”
You don’t need to run a campaign for president to come across a confrontational interview with the media. Even small business owners thrilled about their upcoming media opportunity may without warning smack into a reporter determined to dig up a serious news story instead of delivering a “fluff piece.”
Be ready. Prepare yourself for any question about your business. Be equipped for any inquiry about your industry that has little or nothing to do with your company. If you find out ahead of time who is interviewing you, Google that person and watch the tone of some of their prior stories.
Maybe the reporter isn’t being reasonable. Maybe the reporter is playing a game of “gotcha!” But stay professional and let reporters sink themselves by appearing unfair and badgering. I once watched a local TV personality drill a local politician with one question after another. The journalist probably assumed viewers saw the questions as an attempt to keep the local politician honest. Most people I talked with thought the journalist went over-the-top, tried too hard to appear tough and frankly looked silly.
Journalists are not always fair. They may ask you the same question 20 times in a different way. You may feel ambushed. You may feel angry. You may think you answered the question 10 years ago. But don’t prematurely take off your microphone. Be the bigger man or woman. Take the high road. Always practice for the worst. Have prepared answers. Have prepared statements if you must answer the question over and over.
Some TV news people use the expression that something makes for “good TV.” Ending an interview before the reporter is ready makes “good TV” for some broadcast journalists. Your behavior, not your business, ends up making the news.
Some viewers may not have heard or been only slightly aware of the questions CNN asked Paul. Taking off your microphone early and appearing aggravated give media (and everyone on YouTube and social media) an excuse to play your performance over and over. Now the question you’re tired of answering is getting even more attention.
As of Monday, more than 96,000 people on YouTube watched Ron Paul’s clip with CNN.
Tags: CNN, interview, journalist, media, media training, presidential candidate, reporter, Ron Paul, small business, tv news, YouTube
Posted in Media Relations | No Comments »
Tuesday, August 23rd, 2011
Tags: Arizona communications consulting, Arizona public relations agency, Arizona small business marketing, branding, communication consulting, employee communications, HR communications, HR communications consulting, Human Resources communications, Internal Communications, Keith Yaskin, marketing strategy, media interview, media pitch, media training, Phoenix communication consulting, Phoenix Public Relations, Phoenix public relations agencies, Phoenix public relations firms, Phoenix video production, Phoenix video production company, Phoenix videographer, PR, Public Relations, reporter, small business strategy, Social Media, The Flip Side Communications, TV interview, tv news, video, video marketing, website videos
Posted in Media Relations, Public Relations, Social Media, Video | No Comments »
Monday, August 15th, 2011
It’s a cardinal sin but I still see it all the time: photographers shooting interviews of someone against a white wall. The white wall sometimes is built of bricks, which adds the sophisticated texture of a street alley. Others shoot against a green wall, technically known as a green screen. The weather forecaster lives against the green screen. He’s looking at a green wall behind him, not a wall of expensive, consultant-approved graphics, maps and numbers.
Some companies will produce a video for your business by placing you against a green screen. It’s pretty easy. Just stand in front of the green screen, talk for a minute or two about your company and watch your logo or other video magically appear behind you when you receive the final product. This approach also might save you some green.
You would never promote your business as a cookie cutter company. You stand out from the competition. You find ways to set yourself apart. Why play the role of weatherman and stand in front of a green screen like 30 other businesses did before you?
Green screens serve their purposes, but telling a business’ story is not one of them. Shoot your video at your business. Find an interesting background. Get visual. Show your place in action. What happens behind the scenes? Who are the characters who make your company click?
If your job is standing around in one spot all day with nothing more than a PowerPoint presentation, maybe you can justify green lighting a green screen video. But I bet even that type of boss has something more interesting to show potential customers.
A green screen can make your brand feel blue.
Tags: Arizona communications consulting, Arizona public relations agency, Arizona small business marketing, branding, communication consulting, employee communications, HR communications, HR communications consulting, Human Resources communications, Internal Communications, Keith Yaskin, marketing strategy, media interview, media pitch, media training, Phoenix communication consulting, Phoenix public relations agency, PR, Public Relations, reporter, small business strategy, Social Media, The Flip Side Communications, TV interview, tv news, video, video marketing, website videos
Posted in Video | No Comments »
Tuesday, August 9th, 2011
An HR manager in a satellite office sends an email to employees about changes in building security stemming from a corporate office mandate. The tone of her email is hostile and employees feel like children being chided by a teacher. They didn’t do anything wrong but the email makes them feel that way by including warnings about things to avoid – all starting with “DO NOT…”
The tone of employee communications directly reflects the relationship an organization has with its employees. And in this case, the HR manager’s email indeed reflects the employer/employee relationship and a lack of established tone or voice of the corporate brand. (Turns out, we have never seen any evidence of an established brand voice for this company.)
Writing Tone
The tone of your communications piece is as vital as the content of the message. With so many different communication channels in the world today, including emails, memos, newsletters, social media posts, it’s easy for ideas and intentions to be misconstrued. If it can’t be shared with the world, don’t even put it in writing and send it out. Here are some helpful points to keep in mind. The tone of your business communications should be:
- Accurate – Review all statements and facts for accuracy before sharing them.
- Professional – Avoid personal remarks or inappropriate comments.
- Positive – Avoid disparaging remarks, negative comments and using ALL CAPS which often comes off as yelling.
- Polite – Don’t include rude requests or make demands. Treat others like you would want to be treated.
- Open – Be as open as you can be in your communications. Being vague or unclear can cause miscommunication or start rumors.
- Consistent – Sending mixed messages can make you appear disorganized or dishonest. If there’s a change in message content, it’s important to address the previous communications in your new piece.
- Clear – Jargon, slang and acronyms are okay if you are sure that your audience will understand your meaning.
Before you push the send or publish button, review the tone of your piece to make sure that it represents your intentions and is consistent with helping to build a compliant culture that achieves your company’s strategic priorities and objectives. Also, ask at least one colleague to review your piece before you send it.
Does your company have a distinct writing tone that reflects your brand’s characteristics? What steps does your company take to make sure communications reflect it?
Subscribe via email to our blog, join us on Facebook & follow us on Twitter.
Tags: Arizona communications consulting, Arizona public relations agency, Arizona small business marketing, brand voice, branding, communication consulting, employee communications, HR communications, HR communications consulting, Human Resources communications, Internal Communications, Keith Yaskin, marketing strategy, media interview, media pitch, media training, Phoenix communication consulting, Phoenix public relations agency, PR, Public Relations, reporter, small business strategy, Social Media, The Flip Side Communications, TV interview, tv news, video, video marketing, website videos, writing tone
Posted in Internal Communications | No Comments »
Tuesday, August 2nd, 2011
Tags: Arizona communications consulting, Arizona public relations agency, Arizona small business marketing, branding, communication consulting, employee communications, Facebook, HR communications, HR communications consulting, Human Resources communications, Internal Communications, Keith Yaskin, marketing strategy, media interview, media pitch, media training, Phoenix communication consulting, Phoenix public relations agency, PR, Public Relations, reporter, Rockville Central, small business strategy, Social Media, The Flip Side Communications, TV interview, tv news, video, video marketing, website videos
Posted in Social Media | No Comments »
Saturday, July 16th, 2011
The job interview is the face of your employment brand to prospective employees. It can either breathe life into your brand or extinguish any sparks that attract an applicant to your company in the first place.
A woman gets a call for an interview with a company where she applied for a job. She asks the recruiter who calls her what the title is of the person who will be interviewing her. The recruiter doesn’t seem to be certain. Red flag no. 1. She also asks the recruiter if she will interview with anyone else and she is told no.
Now it’s interview time. There are a total of six people sitting around a board room table waiting to interview her. Red flag no. 2. They say their names without any explanation of what they do. Red flag no. 3.
The woman who appears to be heading the interview (the only person the applicant thought she would interview with) gives a bare bones overview of the company.
The people around the table take turns reading awkwardly-worded questions. Red flag no. 4. The first question is one that appears to be out of sequence: Give an example of when someone in the same room said something that was unpopular and what was your reaction?
The interview continues and some of the questions include several questions in one. And sometimes the interviewers seem to be confused by them. Red flag no. 5.
The woman leading the interview indicates they are pressed for time and have to finish. There is barely time for the applicant to ask questions. What number red flag are we on here? At this point she is left with more questions than answers. On the way back to the lobby with the interview leader, the applicant asks a question to determine this person’s role. (She didn’t have time in the interview and the woman never volunteered information about herself.) She confirms the applicant’s suspicion: She isn’t even an employee – she is a consultant! Red flag no. … Oh forget it.
The applicant walks away from this experience with a bad taste in her mouth. The more she thinks about the interview, the angrier she feels about the whole thing. She is turned off. The interview extinguished any interest she had of working for this company.
She describes the process as robotic. The questions didn’t give her a chance to get to her experience and the essence of who she is. She didn’t get to know much at all about the people interviewing her. She didn’t get a feel for the culture and what makes the company a great place to work other than its cafeteria and on-site fitness center.
What should this company have done differently? Trained their employees to interview or at the very least provide some guidelines. Offer key messages that reflect the employment brand. And those awkward interview questions! Sure companies have key competencies or success factors they seek in their applicants, but clearly worded interview questions could have done a much better job gauging the desired skills.
Please share your thoughts. What does your company do to ensure the job interview process is an authentic reflection of its employer brand? Do hiring managers have the tools they need to conduct effective interviews?
Subscribe via email to our blog, join us on Facebook & follow us on Twitter.
Tags: Arizona communications consulting, Arizona public relations agency, Arizona small business marketing, branding, candidate experience, communication consulting, competencies, employee communications, employment brand, HR communications, HR communications consulting, Human Resources communications, Internal Communications, job interviews, Keith Yaskin, marketing strategy, media interview, media pitch, media training, Phoenix communication consulting, Phoenix public relations agency, PR, Public Relations, recruiting, reporter, small business strategy, Social Media, success factors, The Flip Side Communications, TV interview, tv news, video, video marketing, website videos
Posted in HR Communications | No Comments »