So, what happens when all of your PR activity actually prompts a reporter to call for an interview? Getting the interview is only one-half of the deal. Follow the steps below, and you are more likely to turn your interview into a powerful marketing tool.

Set Goals for the Interview

When a reporter calls to schedule an interview, either by phone or in person, ask a couple of innocent questions. Find out the nature of the story, who is the audience, when it is expected to run. The answers to these questions will help you better prepare your responses.

Never Wing It

The primary point of almost any interview you will be asked to give is to get your company’s core message communicated in a compelling manner.

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Build Celebrity Status & Get the Media’s “Seal of Approval” You Can Become A Top Expert In Demand!  Get NEW Clients!

1.  Make a list of all of the topics you can discuss along with sub-categories.  For example, a Workplace Expert would compile a topic list that included how to deal with gossip in the workplace, the dos and don’ts of asking for a raise, workplace etiquette, tips for traveling with the boss, harassment, climbing the corporate ladder, handling burn-out . . .

2.  Create five talking points for each of the topics you list in #1.  Talking points are statements in sentence format that present a concept or commentary.  Example of talking points on the topic of “tips for traveling with the boss” are: “Do not drink alcohol and if you do, never become intoxicated” or “Being on the road with the boss is not a time to ask for a raise”.  Under each talking point create several lines of discussion or commentary.

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Copyright © 2006 Marketing Maven

For many professionals (consultants, designers, architects, etc.), presentations are a key aspect of the sales cycle that can’t be ignored. Let’s face it, you’ve got a lot riding on how you look, what you say, and the way you answer questions. In order to get more new clients, you must become a master of the art of a quality presentation.

A successful presenter is one who comes across as confident, creative, and convincing. Here are some key features of a winning presentation:

1. Be prepared: Know your subject intimately. Be ready to answer questions and describe the benefits to your client in detail. Well in advance, brainstorm your client’s potential objections and have a solution prepared.

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Copyright © 2006 Ike Krieger

If you want to have a fighting chance in the business world, you’d better be an effective communicator.

Here are three steps that will help you operate as a truly effective communicator.

Step #1. Know your outcome. An effective communicator knows her outcome and states it in the positive.

Step #2. Know where you are in the process. Know if you’re moving away from or closer to your outcome. Your questioning and listening skills play an important role in this step for communications awareness.

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If you are a book author, expert or wish to brand yourself
to the media and are in pursuit of media placements Annie
Jennings PR recommends you develop a media site, or
author/expert showcase site developed especially for the
media.

Choose a website name that is easy to type and does not
have any unusual spelling in it.  You want to keep the site
simple and easy to use plus limit or eliminate any
challenges the media might have so the first step is the
name the site in a way that makes it easy and obvious.

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When faced with the prospect of writing a press release,
most writers (even the most well-seasoned) would cringe at
the thought.  The idea of a press release sounds difficult,
but it is not.

A press release is actually a simple form.  Once you’re
used to them it is easier still to create the release for
your own company.  Here are the basic steps that you will
need to follow:

- Find out the format – Depending on where you are
submitting the release, the format may be different.  Try
to determine what the person reading it will be looking for
before you send it off to them.

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Copyright (c) 2006 Todd Brabender

When starting a successful business venture or launching a
new product, most entrepreneurs or business owners conduct
some type of marketing research to determine the extent of
their prospective customer base. And when getting the word
out to that customer base, many entrepreneurs may turn to
the media to help generate a buzz for them. However, as
detailed as their marketing research might have been, very
few business owners are as meticulous at determining their
proper “media market” – that is, all those media outlets
whose editorial profiles are a match to a product/business
profile and would be appropriate for generating media
exposure and publicity.

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Copyright 2006 Todd Brabender

The call came into my office and the voice on the other end
was very energetic, almost giddy: “I have finalized my
marketing budget and need your help launching an
advertising campaign for my new product,” he breathed.
“Congratulations,” I replied, “but before we implement an
ad campaign, I want to make sure you have explored
potential PUBLICITY opportunities that could generate some
cost-efficient media exposure first.” Then, silence. “I
never thought about that,” he sighed. “Frankly, I don’t
know much about it.”

He is not alone. It’s a common conversation. Although many
entrepreneurs or business people know a bit about publicity
or media exposure, the majority of them simply don’t
understand the full benefits of “publicity placements” or
how to go about generating them successfully. Publicity
placements have always been a cost-efficient way to market
a product/business and generate clients or customers, but
because of lack of knowledge or a misunderstanding of what
publicity is and does, many entrepreneurs don’t take full
advantage of publicity opportunities — and that can lead
to missed marketing chances.

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