Page 260 - Duct Tape Marketing

244 Part IV: Getting the Word Out without Advertising

ߜ Don’t mention your advertising investment in the reporter’s publication
or station unless the point is relevant to the news story — which likely
it isn’t.

ߜ Don’t let your guard down or assume the slant of the story.

ߜ Don’t swear or make colorful comments that you don’t want to see in a
large quote above your name.

ߜ Don’t try to fill silences. You’re most apt to get yourself in trouble when
you start rambling. Answer the question and then wait for the next one,
unless you choose to use the idle time to advance one of the major points
you want to make in the interview.

Following the interview

Following the interview, thank the reporter and ask when the article will run
or air. Don’t demand prior review of the story, but do offer to be available to
assist in confirming any facts or quotes.

Realize that sometimes, even after interviews, stories get canceled or they
don’t run on the date you were told they would. Also realize that you may
notice discrepancies between they way the story is worded and what you
thought you said. Request corrections only for actual and important errors,
not for differences of opinion or approach. Instead, look for a positive aspect
of the coverage and highlight that point in a thank-you note to the reporter.
Good words will get you further than nitpicking or criticizing.

Guidelines for broadcast interviews

In preparing for and conducting radio or television interviews, follow all the
preceding interview advice and then add these items to your checklist:

ߜ Ask whether the program will be live or taped. The good and bad news
about live shows is that they can’t be edited.

ߜ Ask the name of the program and host and then watch the show to
acquaint yourself with the style.

ߜ Confirm the interview site and length. If the location is out of town, ask
whether the studio pays transportation and lodging costs.

ߜ Ask whether other guests will be part of the same show. If so, ask the
producer who they are and what point of view they represent. The inter-
viewer may be setting up a battleground — in which case, you’ll want to
arrive at the interview with a bulletproof strategy.

ߜ Ask whether submitting a biography and list of possible discussion
topics in advance would be helpful.

ߜ Confirm the interview in writing.

ߜ Try to visit with the host before tape rolls to relax a bit.