Page 216 - Duct Tape Marketing

Earned Media Attention and Expert Status

Redirect
Sometimes reporters just won’t get what you are trying to com-

municate. Or worse, they seem to want to talk about everything but
the key points you are trying to communicate. It’s not that they are
intentionally being difficult; most of the time it is because they may
not really know much about your industry. In these cases you need
to have a few redirecting phrases that allow you to answer their ques-
tions with your answers. Here are several that work wonders:

“What’s important to consider in this case, though . . .”
“Let me make that more relevant for your readers . . .”
“What we can take from that point is . . .”
“That’s a good example, but I think you’d also be interested in

knowing . . .”

The key to redirecting a question from a journalist, of course, is
to have a plan and preset answers. Then all you have to do is be alert
for the proper way to direct the journalist to your message.

Don’t Panic
Sometimes you will get a question for which you don’t have an

answer. Don’t panic and don’t make up an answer. Simply tell the
journalist that you don’t know the answer, but promise to get it. This
can give you a great excuse to follow up with a reporter. Often, you
will remember some other points you wish you had made, and you
can add them during a follow-up call.

One Last Thing
I find that it’s good to get the last word. Many journalists have been

schooled to finish an interview with an open-ended question like, “Is
there anything else you’d like our readers to know about . . . ?” This is
a great sound bite opportunity, and you should always have a prepared

197