Managers' Corner: Take Five
There’s no time like the present to become a media relations star. Just remember the number five
by Richard Virgilio | Published in November 2008 Departments
Now is the perfect time for you or one of your top executives to become a “media star” — sought out by reporters and producers for your insight on breaking news and feature stories.
In the current climate of economic uncertainty, some executives are ignoring the value of media coverage in order to turn all their attention to business operations. That means an opportunity for those willing to help reporters with their job.
Becoming a media-recognized industry expert has never been more important, or more opportune — and it is a simple, cost-effective way to increase revenue and exposure for your company, and to lay the groundwork for long-term success.
Don’t hide under your desk or send the call to voicemail when a reporter comes knocking. Each time you decline a media inquiry or are overlooked by the media, you deliver an advantage to your competitors that you can never win back.
Here are some foolproof tactics to becoming the go-to person for CNBC, Fox News, The Wall Street Journal and various trade, national and local media outlets. Think “five”:
[five seconds] Give a sound byte that is no longer than five actual seconds — which is pretty long if you count it out. Anything longer will almost surely be edited or deleted. Keep a clock on your desk with a second hand for reference if you need it.
[five words] Keep your business title to five words or less. Long titles are a turn-off in a media age where quick reads are essential — both in print and on television (many executives watch TV during the day with the sound off). Several companies now use longer, descriptive titles internally (“John Smith, senior vice president, domestic sales and marketing”) and brief, media-friendly titles for media spokespeople (“John Smith, VP marketing”).
[five points] Before your interview, develop no more than five concise message points. If you have more, you will be rushed and scattered, giving the impression that you are unsure of your message, and leaving the reporter without the well-defined content needed to build a strong story.
[five sentences] Increasingly, reporters on deadline are e-mailing their proven experts questions to provide their stories with professional insight. Answer the questions directly, using no more than five sentences.
[five counts] Immediately before a print or broadcast interview, breathe to the count of five and exhale to the count of five, five times. After content, breathing is the most important preparation for any interview. If you are not composed, alert and focused, interviewers will sense your tension and lack of attention or confidence, resulting in reporters losing interest, or worse, digging in places they needn’t.
Practice these five practical tips and before long, you’ll be doing them in your sleep. See you in the greenroom.
About the author: Richard Virgilio
Guest columnist Richard Virgilio is the managing director of PayPerClip public relations, a pay-per-placement PR firm based in Califon, N.J. Contact: rvirgilio@payperclip.com