Media Roadmap: Tips to a Successful Interview

Prepare:

• Visualize a successful conversation.
  
• Do your homework: watch the TV program and/or listen to the radio station.Check out their websites
  
• Find out who the audience is. Decide beforehand, what is in it for them? How can they benefit from what you have to say?
• Figure out what you want the audience to do, think or feel as a result of your interview.
• Stave off the impulse to shop or run for botox shots. Find a comfortable, attractive outfit that doesn't upstage your message.

Rehearse:

• Practice the interview beforehand until it becomes second nature.
• Video-tape it.
• Vocalize the day of the interview. Sing, breathe, do 10 deep diaphragmatic breaths.

Present:

Before the interview:

• Anticipate the tough questions.
• Prepare the 3 to 5 core messages you want to state.
• Decide upon your wardrobe and shelve anything plaid , polka dotted or glittery
• Gather all the little must-haves you might need like water, tissues and contact lens.
• Reconfirm time, date, address, and the format the day before. Set your alarm clock.
• Eat a healthy breakfast and drink water. It hydrates you and your voice.

On the set:

• Sit at the edge of your seat and lean towards the host. Mirror his/her energy and body language.
• Use the host's first name. Smile and thank the host for having you.
• Keep the interview conversational and relaxed.
• Never get defensive. Smile and reframe any negative comment in a positive light.
• Take control of the interview and lead with your key messages.
• Say 3 to 5 core messages in short, clear and dynamic sound bites. Think in headlines.
• Figure out a strong grabber to open your interview.
• During the interview, pause and breathe between thoughts.
  
• At the end of the interview, repeat your key points.
• Bridge any questions asked back to your core messages.
• End with a "call to action to the audience.

A Media Miss: Lucy, the Girl with Kaleidoscope Eyes

After Ann Coulter's recent and much-noted interview with Matt Lauer, I thought of the authors and journalists I train who need a dose of Ms. Coulter's single-minded refusal to get off-message. Ann is a dog with a bone.

Her extreme opposite is a new client I recently media-trained after watching her crash and burn in a national TV interview.

This is her story:

After 4 years, this author, let's call her Lucy, had a publisher, a pub date and was invited to appear on a national morning show for a 4-minute segment with a popular female host.
She had a day to prepare. Not an early bird, Lucy, was unfamiliar with this a specific morning show but felt confident-she was the expert. She sat down and imagined the questions she would be asked.

Afterwards, looking wildly in her closet, she had nothing new to wear. Out she went and purchased a black, short Armani suit, a silk polka dot blouse and sexy red heels. She knew the skirt was a tad too short, but she had great legs and it gave her a little 'edge'.
She called her publicist, found out her call-time was 6:00 am and was told she'd get the format later. Later never happened.

That night Lucy lay sleepless until 3:00 am . Finally at 6:00 am she flew out of bed, scrambling to answer her publicist's frantic call wondering where she was. She overslept. Careening out of her apartment, she ran and found a cab. Not a great start.

Her publicist (happy to see her alive) looked askance at her mini and suggested she not cross her legs.The hair and make-up man thought she was an actress. (maybe "edgy" was off) The producer informed her that her segment was bumped back and that the host was replaced due to a breaking news story. As for the format? No mention.

The producer suggested she keep her jacket closed since the polka dots would most likely jump.
Jump?

What with no breakfast and too many cups of coffee, Lucy was becoming unglued.

The publicist, behind schedule, gave her an air-kiss and waved goodbye. At last, she was retrieved from the green room and escorted to the set.

The bright lights were blinding and it was hard not to trip over the cables, particularly in 3 - inch heels, but she landed on a squishy sofa while the sound man slipped a wire up her blouse and clipped a mike to her lapel.

" Do a sound check," he said.

"What's that?" she queried.

"Say anything."

"Anything?"

There she sat across from America's favorite substitute Dad. He leaned over and whispered, "Sorry, but I just don't approve of male bashing", and extended his hand.
Male bashing? In a nanosecond, she realized they were are not on the same team.

Lucy was told not to look at the camera but to keep her eyes on Big Bad Dad.

Before she knew it, the camera was rolling and the anchor asked an abrasive question. Lucy spat out a response and continued to go up in flames with his on-going queries and her endless defense.

He was the household name, not she. Oh, he never asked a question she prepared.

Watching her, I remember thinking her voice sounded disembodied and tinny. She seemed unable to sit upright with her legs glued together and why was she bobbing up and down?
Before she knew it, it was over.

She tanked.

Her publisher wished she had more on-air experience.(Hence the call to me.) Her agent suggested she just forget it. (Does he mean the book? ) Her friends loved her shoes, but wondered what was wrong with her voice.

She took to her bed and emerged 2 days later and swore she would never be ambushed again.

I love Lucy, and after media training her, she now knows:

Prepare, Organize and Rehearse for every media, press, radio and new media interview.

Prepare:

• Never imagine anything.
• Thoroughly research the program
• Find out who the audience is. Decide beforehand, what is in it for them? How can they benefit from what you have to say?
• Figure out what you want the audience to do, think or feel as a result of your interview.
• Stave off the impulse to shop or run for botox shots. Find a comfortable, attractive outfit that doesn't upstage your message.

Organize:

• Organize your wardrobe and all the little things you might need like water, tissues, contact lens and shelve anything plaid , polka dotted or glittery.
• Reconfirm time, date, address, and the format the day before. Set your alarm clock.
• Eat a healthy breakfast and drink water. It hydrates you and your voice.
• On the set, sit at the edge of your seat and lean towards the host. Mirror his/her energy and body language.
• Use the host's first name. Smile and thank the host for having you.
• Keep the interview conversational.
• Anticipate the tough questions.
• Prepare the 3 to 5 core messages you want to state.
• Say them in short, clear and dynamic sound bites. Think in headlines.·
• Figure out a strong grabber to open your interview.
• At the end of the interview, repeat your key points.
• Bridge any questions asked back to your core messages.
• End with a "call to action to the audience.

Rehearse:

• Practice the interview beforehand until it becomes second nature.
• Video-tape it.
• Vocalize the day of the interview. Sing, breathe, do 10 deep diaphragmatic breaths.
• During the interview, pause and breathe between thoughts.
• Never get defensive. Smile and reframe any negative comment in a positive light.
• Take control of the interview and lead with your key messages.
• Get the red shoes. A little "edge" never hurt anyone. Have fun.
  

The Cable Guy: A Case of Bad Manners

Is it me or does it make you wild when people react to you as if you are an idiot?

Even if you are, shouldn't an attempt be made to hide it from you?
It is called Good Manners.

Recently, I chose to go for the all under-one-umbrella-phone, Internet server and cable service. All services co-existing on one scaled-down phone bill. Why deal with three different companies?


Why live happily ever after?

I made my appointment with the cable guy, he was late and relayed endless tales of stupid customers and birdbrain drivers.
We started off badly. The cable guy thought I had a hearing impairment. He spoke alarmingly loud at me rather than to me. I felt like a Ukrainian immigrant with someone over-articulating, wildly gesturing and bellowing. The lug, thinking I might gather some notion of what he is saying, SCREAMED at me.

Unconsciously, I stepped backward in response to his flat, loud and disaffected dissertation on what was to transpire. As for eye contact-not possible. Cornered, I blurted out, "Stop." I can't do this. I can't have you screaming at me. I am right here, next to you. So please, just talk to me."

The magic elixir.
Suddenly, he was all smiles and whistled as he worked, replacing the "stupid" work done by other "stupid" incompetents.
All went well until he was to show me how to work, the not one, but 3 remote controls.

Being challenged in an era where people hopscotch from watching a movie on a computer while listening to an ipod and text messaging simultaneously, makes me feel like a hostage to my comparative technological ineptitude. My suggestion to "take notes" seemed to push the wrong buttons in the cable guy and his, oh so, disapproving self, reappeared.
He gave me a canned demonstration, I still asked questions. His visible impatience and incoming phone calls silenced me. Was I to be seen and not heard?

I would figure it out. I didn't watch that much TV anyway.

We moved on to the phone, the Internet and the steps involved in setting up a new email account. While he raced through how to retrieve phone messages on my computer, I so wanted to experiment with these supposedly simple, but new features, and my desire was met by a stony silence and a glazed look.

Never mind, there must be a booklet.

One imperative, I had to know how to work the various remotes for the VCR. I taped clients, and it was vital to my business. So there he stood wielding the three clickers like a sharp-shooter at the OK Coral showing me with a flick of the wrists how to do so.
Satisfied, he asked to use the rest room and handed me the bill.

Maybe, I could go back to nursing?

Unfortunately, the cable guy had to return due to "technical difficulties'. My college-age daughter was present. He never spoke to me directly, never looked at me and only spoke to her.

I was the customer, the one paying for the service costing over $1600 a year and the one loathe to give him a tip, much less say thanks for his added visit.

The message in this story? Have Good Manners. Such as:

• Call if you are going to be late.
• Turn off your cell phone before a meeting or during an actual job.
• Remember, you create an impression in 7 seconds. Leave your frustrations at the door.
• Introduce yourself, shake hands and smile.
• Engage with whomever you speak to- mirror their vocal rhythms.
• Watch your body language. It sends a powerful message of its own.
• Make eye contact.
• Don't make disparaging remarks about anyone.
• Don't be a bully and show by your behavior that you know more than your client or friend.
• Take the time to answer all questions even if they seem "stupid." It's your job.
• Don't leave until a client is completely satisfied.
• Never ignore someone in the room, particularly, if they are paying the bill.
• Rudeness is considered bad taste. Imagine what your boss would think?
• A good sales experience is expected but a bad one becomes a legend.

As my mother would say, "he doesn't know any better." But I do and so should you.

Shopping? Bah- humbug

This Christmas I decided not to give gifts. I sound like Scrooge- but the dwindling economy paralyzed my impulse to whip out my credit card and say for heaven's sake's "it's Christmas"and just buy.

I was cutting back. Children and grandchildren don't quite understand such economics or appreciate coal, spiritual bouquets or warm- wishes as consolation prizes. Out I went, a wary and dispirited shopper.

Since J Crew is a store I could count on for its chic and fashionable designs and the necessary cache my daughter appreciates, I grabbed the substantial discount coupon they mailed and made it my first stop. Why not save some money?

After wrangling for a parking spot on Main Street in Westport, I slipped into the store to purchase a sweater- fast and dirty- and then be on my way. The store looked dazzling and felt welcoming and bustled with shoppers. Wow, the sales people were smiling and a lovely woman name Petra introduced herself and started calling me by name. Gee,they like me, they really like me.

Petra asked me what I was looking for and what my daughter did and led me to several sales tables to offer suggestions and took the time to go through mounds of $9.99 T- shirts to find my daughter's size and the oatmeal shade I requested.

Her fashion sense was impeccable and before I could say "sold," I was looking at items that I realized were perfect for me. What a surprise!

My new best friend insisted on unburdening me of the selections, I chose what I wanted, and she placed them at the cash register for me at the check-out register.

I was whisked into an empty dressing room while different tops were chosen to go with my new pants and boots and well ...you don't need all the details.

Was it the punch? Where was that scrimping and scrappy shopper? Out and about munching on yummy Christmas cookies and sipping coffee and wondering if thigh high boots were a little over the top for her. It was beginning "to look a lot like Christmas." And now- the piece de resistance- a nine month pregnant Cynthia gift wrapped!

While my new purchases were placed in actual boxes with bright red ribbons, Cynthia suggested I run up to the men's department, so I wouldn't have to wait. How thoughtful!
Upstairs I found the perfect shirts and sweaters to go with my husband's baby blue eyes.

Finally, with wrapped packages in paper bags, I actually hugged my unflagging wrapper goodbye, waved to my new pal Petra and left thinking what a wonderful life it was.
Once I reached the car, I called my best friend and suggested she get herself down to J Crew and get her 20% coupon off the web ASAP. She did.

So what's the lesson in all this?
As a corporate sales trainer, I thought of this shopping spree often. I ended up buying several items and left perfectly happy. I went in with one mindset and it completely changed based on my shopping experience.

Curious, I went to J Crew's website and their number 1 priority is "We're here to help!" I received first class service and I was satisfied.

In this economy, it's vital to go the extra mile to compete for a sale, yet often the simplest of sales techniques are forgotten. So here's my list of the solid sales techniques that the J Crew Brand and their Brand ambassadors personified.

Tip 1 - Your Brand speaks volumes.
J Crew- simple, elegant designs and soft, sexy fabrics.
How would you define your brand?

Tip 2 - Know your customers and what their needs are.
These are tough economic times - that coupon got me in the door.
What incentives can you offer clients for new or return business?

Tip 3 - Create an emotionally "feel good" experience.
Do you make your clients feel special ?
How can you remain the professional yet make it personal?

Tip 4 - Anticipate your clients needs.
How? Ask questions. Listen. Deliver based on the information given.

Tip 5 - Don't make assumptions about potential clients.
Treat everyone with the identical respect and care.
You will be surprised at who turns out to be your best return clients.

Tip 6 - Make their experience with you informational and professional.
Use your know- how and expertise to help them discover what they want and need. Be the expert. No pressure, please.

Tip 7 - Know how to close a sale.
Ask for business and do not assume it will take care of itself. Set a date. Put it on the calendar.

Tip 8 - Offer something special!
What can you add-on to your services that separates you from your competition and make you the consultant of choice? Be innovative and think of original ways to stand- out.

Tip 9 - Satisfied clients are your best source of referrals.

Tip 10 - Keep in touch.
Once you make a sale, find a way to keep that new client engaged and aware of services you offer that will benefit them.

I have to run. J Crew is having a Final Sale!

Ground Hog Day in Cyberspace

Blogging has become such a rage that not to consider it as a means of becoming a thought leader in your area of expertise seems naive.

Blogging allows you to create a web presence reaching your buyers directly. You avoid a middle man and it is a cost effective way of promoting yourself and your services for free!

But the way you go about it deserves forethought and planning. Yes , you can you can use social media to voice your personal opinions, do some social networking and become a member of the on-line community, but before you do, read this cautionary tale.

I have a darling, smart friend who having completed her undergraduate degree, attended a Career Fair and snagged a job with a research and technology firm. The recruiter, impressed by her innovative ideas and her 4.0 average in journalism, made her the new editor of a “green” newsletter for their corporation.

Tossing her Birkenstocks aside, she purchased smart, sensible flats, carried a briefcase and worked continually putting out the company newsletter. She felt her life was just beginning -that is- until she stared blogging.

In the company newsletter, she maintained a corporate voice and but felt emotionally hamstrung and found herself surfing the web at night reading hilarious and fiercely opinionated blogs on-line. Blogging was the perfect personally- disguised vehicle to express the unfiltered “her.” She found her matrix; a no-holds- barred on- going conversation with an anonymous group of like- minded readers. Reading blogs became a welcome cocktail after spending the day behaving in the marketplace.

Now she felt it was her turn. Logistically, setting up a blog was easy.

Our girl followed the directions on the web and chose a service, customized her space by selecting some zany but sexy shots of herself and for a laugh posted a shot of her collection of Ms. Piggy paraphernalia.

She found herself blogging late into the night and she entered into, no, not the twilight zone, but a hip, edgy exchange where language is uncensored. She divulged funny and embarrassing office exploits – like getting a little drunk at the bar after work and doing an “on the dime” albeit, snarky imitation of the CEO’s erratic diatribes.

Other bloggers responded and before she knew it she was the new Carrie Bradshaw blogging about being sexy and single in the corporate scene with friends.

Sure, she alluded to some of the issues and concerns of the company but she also celebrated the collaboration and the company's break-through research.

Her first quarterly review was a rave there and there was talk of her attending graduate school and life couldn’t be better, until the following Monday morning when she was called to the CEO’s office and introduced to the company’s attorney.

Our girl Friday was reported for divulging company and propriety information in her blog. One of her colleagues recognized some company references while surfing the web and reported it to the front office. I guess he recalls the dead-on imitation of the CEO. Tracking her down was easy.
Pages of her blog lie on the conference room table where huge sections were circled in red and she winced upon seeing the face of the CEO as he glared at her quips, the 4x4s of her sexy poses and, oh god, the Ms. Piggy collection lay spotlighted out on the table.

She was no longer the company’s best Brand ambassador.

Without much ado, she packed up her things and before slinking out the door, she was informed no legal action would be taken if she signed a release form that states she had no hidden agenda and would cease blogging.

Legal action? Hidden agenda? She never realized the blog would even surface. “Surface?” the lawyer queries-“It is there for life.” Life? As in a life sentence? She promised to cease and desist blogging immediately.

Blogging, the once cozy conversations with strangers, had become a public flogging.

Our sadder but wiser heroine has become a Blog detonator! She called her college roommate and suggested she remove the shots of herself that limit her career to being a Playboy Bunny-- as a major in accounting she must know the Playboy mansions are no longer the rage.

She notified her cousin that his anarchistic quips about the government may prevent him from getting into Colgate and working with the Pentagon. She recommended to her Uncle that the shots of him dancing – dead drunk - at his daughter’s wedding come off Facebook in this precarious economy.

She learned hard and fast that once you put something on the web- It sticks- it just keeps coming up- in the most surprising of places. That wonderful feeling of anonymity is a false one- think 6 degrees of separation.

Remember you are writing in permanent ink once the hypnotic pull of truth- telling calls you. And as your fingers start dancing over the keys, know that you have now entered some place far stranger than the Twilight Zone – it’s Ground Hog day in Cyberspace.

http://www.thewinnickgroup.com/