Page 261 - Duct Tape Marketing

245Chapter 15: Public Relations and Publicity

ߜ For TV, avoid patterned clothes or jangly jewelry. Accept makeup assis-
tance if it is offered.

ߜ Acquaint yourself with the locations of the camera, microphones, and
monitors, and, whenever you’re in the studio, protect yourself by assum-
ing that you’re on-air.

ߜ Think and speak in sound bites no longer than 20 seconds.
ߜ On radio shows, use commercial breaks to learn from the host what

topic you will discuss next.

ߜ Avoid any effort to be promotional and don’t hog the microphone.
ߜ Smile, show confidence, and be thoughtful with your answers.
ߜ Don’t take notes, don’t answer if you don’t know, and don’t hesitate to

build a bridge to a point you want to make by tagging a statement such
as by the way onto an answer.

Staging news conferences

Companies like the concept of news conferences a lot more than editors and
reporters do. In fact, many media organizations, including many small-town
newspapers and stations, simply won’t attend ribbon-cutting and ground-
breaking events, considering them promotional and easily described in
simple news releases. Even the most newsworthy conference (in your view)
can be eclipsed by late-breaking news. Stage a news conference only for a
huge and time-sensitive announcement and only in the following cases:

ߜ When important news should be announced simultaneously to all media.
ߜ When news is best told in person, backed by displays, and followed by

the chance for reporters to ask questions.

ߜ When you are presenting important speakers or celebrities.

Watch your words

People pay a big price for attacking someone’s ߜ Libel: Printed statements that are untrue,
reputation in the media. To stay out of trouble in defamatory, and harmful
media interviews, steer clear of negative opin-
ions about others. ߜ Slander: The verbal form of libel

For the record, here are two terms you don’t
ever want to hear again: