While I have been focusing my blog posts on marketing, I do also do a degree in PR, also known as Public Relations.
This week I’m going to take you on a crash course for handling the broadcasting media. It’s not hard to see how television has changed the way we operate; it has killed the art of conversation; I believe most are eating their dinner in front of a screen than their partner. For PR, television has mastered the art of influencing people’s opinions… In PR, we can operate based on opinions.
TV has become this massive thing, it makes people believe they should just leave it for the pros- but that’s not the case, with so many programmes and channels, there will be something for every interest, and people to bring you the entertainment.
For businesspeople, using TV as a communications tool, for PR, can go one of two ways, success or failure. To promote your product or your brand TV allows you to use visual and sound to get your points across and attract consumers.
When people decided to go on telly, its normally to make themselves look good, or to promote themselves/business- which is great, however, it’s important to look at the people who won’t go on the telly. More than likely, it’ll be because they’re concerned presenters will as awkward questions, they can’t answer without looking bad. Instead, they should probably hide themselves away, in a fridge. (My one and only Boris reference, I promise.)
Now, I’m not saying going on TV is easy, actually, I think I’d probably look like an idiot if I went on telly, mainly because I am just an idiot and finds it hard to speak their native language; but for a poor spokesperson to fail into a pit on Television is not a good look- for them or the company.
Despite all this having a successful business is about communication and television communication is one of the best ways to get your points across. A business is all about taking opportunities, when you’ve done something good or bad. Knowing how to talk to the press will help no matter what situation you find yourself in… and that is where I can help.
Number One: Know your programme. When saying yes to going onto TV you should probably know what you’re saying yes too- what is the programme about? What do they know? What do they want to know? And mostly, is the recording Live or not?
It’s always good to be the first to ask questions, get a feel for the programme you’re diving headfirst into- the first step into preparation is information. Obviously, you will have an idea of what you’re going to be asked on the show, but if the interviewer finds something the delve more into- expect them to do so. And, never just ‘play it by ear,’ If you know your interview is going to be on a particular topic, make sure you know what your talking about… it’s as painful for those watching as is for yourself to sit through babble.
At most the people watching/listening are only going to take away 2 or 3 points from your entire interview, so making sure you have a skeleton of the most important points, and a plan of making sure you get them across in the allotted time in crucial. These points should relate to the interview taking place- and not seemed forced; Whatever the question, answers and results these points should be put across with emphasis.
What you want to do is make sure your ‘punch line’ comes first. There is very little time windows when it comes to interviews- especially live interviews; they can be cut off at any moment in order to keep to schedule. By getting your ‘punch line’ at the beginning it not only means your most important information is now out there- it also sets the tone for the rest of the questioning.
For most people watching the TV, they’re multitasking. Whether its cooking, cleaning or eating the general population are fixated on every word being said and therefore you should stay as simple as possible. By making the topic as simple as possible you can keep people watching, instead of flicking over to another channel.
Another important factor I’d like to talk about is people loving stories. We always love a good story- its why we watch movies. When you’re in an interview, and wanting to connect with people, you might find the best way to connect is through a story.
If we think quickly to some of the greatest story tellers of all time- Jesus. Regardless of religion, Jesus Christ is one of the best story tellers of all time. Millions of people through-out time have grasped onto his believes, his thinking because he told in stories. They connected with him and saw themselves right there with him (His storytelling is only part of why millions follow his philosophy today.)
What I’m trying to say is make sure to exaggerate or explain your point with a story, not only does it help reason what you’re talking about, but also helps people understand. For example, Black Lives Matter- when talking about it with my peers, I always come back to the house burning analogy. Everyone at this point must know one of the best explanations of why the Black Lives Matter movement is so important. It’s a simple explanation in way of a story that cements the importance of the movement and helps those who aren’t clued up, or simply arrogant on why they should support the movement.
The final step of prep, is ‘so what?’ Whatever you’ve planned to say, you should go over it and ask, ‘so what?” Is it relevant or interesting? Does it add to the conversation? What is the viewer going to think? After all, the opinion of the viewer is the most important, they’re going to make judgement on your company based on this interview. The ‘so what?’ test is crucial in splitting the important from the waffle.
When in the interview itself, just with a business, take every question are an opportunity- bridge the question. Take the question you’ve been asked and make a connection to what you want to say- make that connection and get your point across. This might sound hard to do- and will come easier with practice, you should, answer the question, bridge over, and then add your message.
Many of the questions will allow you to move away from the initial answer, just make sure your bridge is still relevant to what’s being spoken about.
And with that you have to beginnings of making sure you give the best interview you can for TV. These preparation tips can help you in live and pre-recorded interviews and can make sure you stick to your plan; despite any nerves or unexpected twists you may find yourself in.
I do want to leave you with some Golden rules, taken from ‘Effective Media Relations’ a book that helps you put PR into practice:
1. Do not let the interviewer butt in without a fight.
2. Refute any incorrect statements.
3. Stay off the defensive.
4. Do not get side-tracked.
5. Be positive.
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