We recently worked on a media training project for a client. Here are a few additional tips for working with the news media and making your media interactions more meaningful:
• Ask the reporter for his/her name, the purpose of the story, the deadline, when it will be published, and how you may help.
• Have the main points clear in your mind and speak in short sentences. Don't ramble. Rehearse the main points beforehand but be careful about them becoming too memorized.
• Have your thoughts/message down to two or three key points and deliver these points to the interviewer.
• Go prepared with a number of short anecdotes, which the listener can readily identify with, and use concrete examples.
• Do not answer questions spontaneously. Think about the question before answering.
• If you don’t know the answer to a question it’s OK to say so. If you feel a further response is needed, tell the reporter you will get back with them.
• View any interview as an opportunity to get out your and your brand’s message.
• Tell the story to your audience, the one you want to reach.
• Consider every contact with the media, even on a potentially negative story, an opportunity to get your message across.
• Choose your words carefully.
• Don’t feel pressure to fill silences – often times reporters use this as an interviewing technique.
The media can lead or follow a news story. By anticipating where a reporter is going, you can combat bad news by telling the good news. You can help shape the story with your message by figuring out the reporter's direction and angle.
Remember that from what you say only a fraction will be used.
Contact Nye and Associates at 316-263-5878 for more on our media training and media relations packages.
Friday, December 30, 2016
Thursday, November 3, 2016
Wednesday, November 2, 2016
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Tuesday, October 4, 2016
When we last left Jesse, he was being selfish. Consuming media when he wants, when it's convenient for him, and doing so based on his own availability among his preferred outlets. Nice, Jesse. Thanks for making it difficult for manufacturers or retailers of consumer products to reach you! Okay, off my soap box. In my last installment I told you that we CAN reach Jesse. And, I promised to tell you how. Remember I explained that you need to reach out to Jesse, and hopefully influence him, without interrupting him and on his own turf? This makes for less invasive marketing by affording you the greatest chance for success (you'll become less of a "throwaway" by taking this approach). I believe I also mentioned that Snapchat is Jesse's preferred social media platform. That said, I'm going to provide you with an example of non-invasive marketing.
A regional event recently took place. The event organizers created their very own Snapchat geofilter. This filter was made automatically available to event-goers within a certain geographic radius (parameters are set by geofilter administrator/purchaser). Many SHUs (super heavy users) are very familiar with geofilters, and stories on Snapchat and so they're aware of how they work. Basically, when you're within a certain radius you'll be notified that a geofilter for a specific event is available. Users can choose to select and apply the filter to their own images or stories (stories expire within 24 hours, photos are typically visible for 10 minutes or so depending on the settings you choose). One of Jesse's friends (they're connected on Snapchat) utilized the event's geofilter and Jesse saw it. It quickly got his attention. In an instant Jesse knew his friends were out having fun, and he knew they were having fun at this event! Jesse was informed in a way that was non-invasive, that was relevant and interesting (to him). To learn more about other methods, tools and tactics to reach Jesse, contact Lee at Nye & Associates: 316-263-5878.
This concludes our Jesse is Selfish series. Check back soon as we tackle an issue that most company owners, CEOs, Presidents and CMOs face: educating and equipping the folks who sell your products, for you.
By Lee Clark, President
Nye & Associates, Inc.
Wednesday, September 14, 2016
Consumers are listening, but it is becoming ever-increasingly difficult to reach them. I had a conversation with Jesse, one of our designers in his '30s just the other day. This is what I asked him.
Q: Do you watch TV?
Q: Do you watch HULU or Netflix?
A: Yes, but I pay for the version that's ad-free
Q: Do you listen to the radio?
A: Yes, but it's subscription-based, no ads
Q: Do you read the newspaper?
A: No. I use Reddit for most of my news (which has only sponsorship-style banner ads)
Q: Do you use social media?
A: Yes. Mostly Snapchat. Sometimes Instagram. Fewer ads, fewer politically motivated were two reasons for his choices.
Jesse is selfish. I don't mean that in a bad way. What I mean is that Jesse is motivated to consume what he wants, when he wants it and (here comes the kicker) without being interrupted! The nerve. By the way, the one caveat I'd like to add is that Jesse did say he watches television during major sporting events. For example, the Super Bowl or Final Four. Thank God that he didn't completely abandon us all and leave us with no hopes of ever reaching, let alone influencing him regarding his buying decisions! I digress. Fear not oh faithful marketer of consumer products because the fact is, we can reach Jesse. How we do so and when we do so, has changed. You heard the term when you were younger, "I'm taking my ball and going home?" Well, it's Jesse's ball. It's his playground. We just have to meet him there. And, we have to be nice to him! Again, the nerve. We reach Jesse by offering something he wants. And we offer it to him in a way that's not offensive or intrusive. That can be accomplished through relatable content, through experiences, by keeping up with Jesse and understanding what he's passionate about. Tell me more, you say? I will …. in my next article. Until then … go slay some Jesses!
By Lee Clark, President
Nye & Associates, Inc.