"I didn't get a chance to talk to him and we're not mentioned."
"Yadda…yadda."
Here are some guidelines
to assure your next interview ends up the way you would like.
- Be available. If the reporter can't get to you or you don't
return their call in a timely manner, too bad. They've got a deadline
and it's not the same as your availability.
- Prepare. Educate the journalist…why assume they understand
the story? NFL coaches use cheat sheets of plays during games; so should
you in a game you don't constantly practice or play.
- Ask what the reporter is trying to find out. Now, you know
what to discuss that will get in the piece.
- Be open and honest. State the facts and don't embellish. Be
proactive in getting your important point across. There is no "off
the record," only in movies.
- Integrity counts. Don't trash the competition. Know what you
don't want to discuss and be prepared with a response. "No comment"
is a bad response.
- Enthusiasm. We've seen so many clients get "cool"
in an interview…boring. Passion sells.
- Focus. Be short, concise and stay on your message. Don't get
distracted or pulled into other topics. That's what the journalist might
report.
- Follow up. Thank them and ask if any additional questions have
arisen.
Breaking into a new vertical market isn't really that hard. We've done that many times.
Breaking into a new realm of technology or application is, and that is what we are doing with one of our major clients. Here's what we're doing to help them -
* Setting up
interviews with leading publications in those new markets.
* Creating and distributing press releases to publications/sites
in the new markets.
* Getting
the press in traditional markets see the importance of such new capabilities.
* Establishing speaking opportunities at conventions and conferences
in the new markets.
* Creating articles, including case histories, for new market media.
If you would like
to discuss getting into new markets, give us a call.