| |
| |
|
PR Information |
|
|
|
How to Stay Composed During Contentious TV Interviews
NOTE: Brad Phillips was a Producer for CNN's The Capital Gang from 2000-2001. Robert Novak's meltdown on CNN's Inside Politics was predictable, perhaps. After all, he's spent the past two years fending off growing public criticism for his role in the Valerie Plame leak investigation and has watched helplessly from the sidelines as his media brethren have turned an increasingly scornful eye at his silence. If there's one thing "old school" reporters like Mr. Novak can't stand, it's being part of a story they're supposed to be covering. But when he swore after James Carville's mild provocations and stormed off the set, it was a complete surprise. I ought to know. I used to be Robert Novak's producer. Within hours of his outburst, more than 300 news stories - from as far away as Russia, India and South Africa - had already appeared about the incident. With each story, you could faintly hear the echo of liberal commentators uncorking bottles of champagne. Media darling Jon Stewart went so far as to rub his nipples with delight on The Daily Show. It's an unsurprising case of schadenfreude, perhaps, since Novak has spent years mocking politicians who self destruct on camera. In early 2004, for example, he wrote about Howard Dean that, "Being overworked is a poor excuse for Dean's gaffes." Robert Novak just had his Dean scream moment. He's not alone. Today, as a full-time media trainer, I see spokespeople from across the nation embarrassing themselves unnecessarily. One recent client, a high-ranking city official, also ripped off his lapel microphone and stormed out of an interview only to see the clip used for seven straight days on the local news. But the job of a journalist - particularly a television journalist - is to elicit drama. By pairing conservative vs. liberal, the entire construct of the show is intended to create a fiery debate, excluding most of the nuanced views that could lead to a thoughtful conversation. Although CNN's "Crossfire" may officially be canceled, the left-right debate format is here to stay. I often advise clients to avoid appearing on those programs altogether and to seek a more substantive venue instead. In many other cases, like that of the city official, viewers will never see the questions posed by a reporter. These "bites" interviews allow a reporter to ask leading, obnoxious, and downright insulting questions, but if the spokesperson loses control and gets angry, that's all viewers will ever see. So how can a high-profile spokesperson stay in control during an interview? First, remember the "Seven Second Stray." Being on message most of the time isn't good enough. Those seven seconds during an hour-long interview when you respond angrily or say something flip or sarcastic is guaranteed to be included in the segment, and will likely be played over and over again. Novak's entire incident lasted just 11 seconds. Second, think out what your response will be to an unexpected antagonistic comment in advance. Practice with someone who knows you well - your spouse, perhaps - and ask them to criticize you in a way they just know will get under your skin. Stay calm during your response, and choose your words carefully. It may make for an awkward dinner with one another, but the practice will help prevent self immolation when you're on live television. Third, monitor your non-verbals. Studies show that more than half of the way people perceive you is based not on what you say (or don't say), but on how you look. If you successfully restrain yourself from making a sarcastic remark but your eyes, face, or body betray your true feelings, viewers will notice. Mr. Novak's fate is still uncertain. But just like Janet's Super Bowl flash, President Clinton's finger wag and the Dean Scream, Mr. Novak's walk-off is destined to become a remembered pop culture moment. Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world. For more information and to sign up for free monthly media relations and media training e-tips, visit http://www.PhillipsMediaRelations.com
MORE RESOURCES:
PR - Google News |
|
|
|
RELATED ARTICLES
There Is No Such Thing as Competition A wise friend of mine has often said, "There is no such thing as competition." I happen to agree with that philosophy. Creating Event Magic through Planned Video Production Once upon a time, there was a young, stressed out corporate events planner called Tanya. She was organising a large-scale event for her firm's biggest client. Publicity - What to Say to a Reporter You can have dozens of marvelous ideas to get free publicity, but nothing will happen unless you pick up the phone and call a reporter.Here's where the publicity game gets interesting for marketing-minded financial planners. Oprah! How to Appear on The Oprah Winfrey Show Do you dream of being on Oprah Winfrey's television show? Lots of people do. An appearance on Oprah is considered by many to be the pinnacle of success. Grow Your Financial Planning Practice by Taking Your Publicity National Think that you aren't big enough for national media coverage? Says who? Certainly not the USA Today. In one recent two-week period, they quoted financial planners in Southfield (Michigan), Dublin (Ohio) and Clearwater (Florida). PR Power: How to Write a Killer Press Release I'm what we in the business (the "business" being journalism) call a poacher turned gamekeeper -- that is, a journalist turned press officer. As a reporter I spent a huge part of my day sifting through a slush pile of press releases, all sent out by eager business owners desperate to get some publicity for their latest project. Marketing-Minded Financial Planners, Its Not Who You Know But What You Know Almost every day, I hear the same question, over and over, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. It goes something like this:"Who do you know in the media? (Or, sometimes they frame it as, "Who do I need to know in the media?") Can you get me publicity?"My answer is always the same. Managers and PR: One Thing Is Clear As a business, non-profit or association manager, you have a clear choice when you set up your public relations. Arrange your resources to generate a variety of product and service plugs on radio, and in newspapers and in magazines. Why PR Packs a Punch Done right, it delivers the key, target audience behaviors you know you must have to achieve your organizational objectives.I refer to perceptions of your organization, and resulting behaviors such as:customers making repeat purchases;prospects starting to do business with you;employees really valuing their jobs;suppliers doing all possible to expand your relationship;community leaders strengthening bonds with you;businesses seeking beneficial joint ventures;unions bargaining more frequently in good faith;and legislators and political leaders viewing you as an important member of the business community. How to Write a Media Release That Wins You Coverage & Exposure The Today show? The New York Times? Vanity Fair? What's your dream hit? While nothing inspires more fear and trepidation in public relations professionals than media relations, it doesn't have to be complicated. There are 2 keys to a press release. Franchise Work Vehicles Should Have a Flag on Them If you own a franchise and have company vehicles, be sure you have a flag on it. First let's discuss the American flag. 3 Essential Elements For Turning Your PR Pitch Into Publicity Exposure 1) Establish Rapport, then get the editor/producer excited.There's not a shortage of stories, but there is a shortage GREAT stories. Why Public Relations Doesnt Just Happen Public relations is a very important part of the marketing mix. A successful PR campaign provides third-party endorsement of products or services which is something no other marketing element can deliver. How to Keep PR Working for You Managers in the non-profit, association and business worlds need to persuade outside audiences with the greatest impact on their operations to their way of thinking. And then move those external stakeholders to take actions that help their departments, divisions or subsidiaries succeed. Are You a PR Chowderhead? You are if you stand by while your public relations people futz around with communications tactics instead of nailing down those outside audience behaviors that help you reach your objectives.No slap at communications tactics. Publicity for Financial Planners--Eight Tips For Success Individual financial planners can outscore bigger competitors and gain market share with publicity. The key to doing it well: don't mimic the big guys and gals. Creating Your Online News Room: How To Build a Site The Media Will Love From time to time, people ask me how public relations has changedduring the two decades in which I've been seeking publicity.� Myanswer:� technology. Think Like a Reader, Viewer, or Listener to Get Great Publicity About a year ago I read a feature story in the Wall Street Journal. It was about a new trend -- baby showers that were being thrown for grandmothers. Interviews - Five Tips To Handle Tough Questions From Reporters Journalists are trained and often experienced at getting information out of their subjects. Conflict and other negative situations often make the news and journalists often have a knack for taking a positive situation and twisting it into something else in order to make it more "sell"-able as news. Three Publicity Tips for Marketing-Minded Financial Planners Financial planners, the first thing to know about reporters is this: they are busy.Often, they are too busy to read a press release, too busy to wait for you to call back, too busy to find the "best" resource.
|
| home | site map |
| © 2006 |
