Archive for September, 2008

Guest author, Rick Frishman, has some excellent tips to help you with
your media interviews. Even if you do not have one planned in the
immediate future you will want to copy and save this article because
as an entrepreneur you WILL want to have interviews in the future.
You will want to talk about a breakthrough or new product in your
business, a new book just published, and many other topics that are
news for you to promote yourself and your business. Rick Frishman
has written a series of books on “Author 101” topics.

I hope you find this article helpful to your business success.
Joan Clout-Kruse
Word Money Queen

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Tips to help you with your interview

By Rick Frishman

For media interviews be professional and totally
prepared. Don’t leave anything to chance. Look your best. Be
neat, well groomed, and dress to sell. Even dress for radio and
print interviews. Although the audience won’t see you, the
interviewer will–so make a great impression.

Notice how often in print, writers describe the subject and what
he or she was wearing or how he or she acted or looked. Prior to TV
appearances, watch the show to see how the host and guests
dress and conduct themselves. It’s usually safe to dress in the
same manner as the host. If, after watching, you’re still not
sure what to wear, ask the producer.

Keep excellent records of everyone’s telephone numbers,
including the producer’s cell phone numbers in case an
emergency arises. Know how to check into the reception area at
the station because some stations’ doors are locked early in
the morning or they have tight security and require photo
identification.

Also, be aware that when important news breaks, your segment
can be postponed or cancelled. Whenever possible, watch or
listen to the station on which you will be appearing.

In response to interview questions:

* Answer the question that was asked, even if it doesn’t let
you state any of your main points. Answer the question
directly, but briefly. Then, slide into one of your main
points. Try to make a smooth transition by moving gently into
the point that fits most closely. If you’re too abrupt or reach
too far, your response will sound contrived and you will come
off as just a promoter. Slide gently by prefacing your remarks
with, “That reminds me of a story,” “When I was _______,” or “I
heard about a _______.” Sliding is an art that takes subtlety
and practice, so work on it in conversations with your friends.

* “Master the art of ‘clever segues,’” Barbara De Angelis
suggests. “No matter what anyone asks you, say what you want to
say. Comment on the question that’s asked in one quick
sentence, but then move on to the point you want to make.
Practice until you learn to move gracefully from the question
asked to the answer you want to give. To do so, you must really
know your own material so you can quickly decide which point to
make.”

* If you get stuck and don’t know an answer, say, “Thank you,
that’s an excellent question. But what I want to share with
your listeners is . . .” and then go straight to your message.
Study politicians; they use this technique all the time. Watch
how they deflect questions to always get their messages across,
regardless of what they’re asked.

* If, as the media interview continues, you have not had a chance to
address your main points, do so, but don’t be rude. Remember
that you’re there to make your points. So answer the questions
you’re asked briefly and then state, “But I’d really like to
point out that _________” or “I think it’s important for you to
know (or understand) that _________” and then make your point.
Speak directly, calmly, and pleasantly. Never let built-up
frustration or anger seep through.

* Keep your answers short and simple. Don’t lecture or preach.
Simplify complex information because interviewers and audiences
tend to wander during long, hard-to-follow explanations. If
interviewers want more information, they will ask for it.

* Give your interview for the audience, listener, or reader,
not just the host or interviewer. “Ninety percent of the people
who interview you are not listening to what you say. They’re
thinking about the next question, the next interview, lunch, or
their own problems,” De Angelis points out. So focus on the
audience.

* That said, make the host or interviewer look good. Say, “What
a great question” or “No one has ever asked me that before.”
But do it only once or it will seem insincere. Act as if every
question is insightful even as you change the subject to stress
one of your main points.

* Listen closely so you can respond appropriately and
gracefully tie your answers to your main points. If an audience
is present, listen, watch, and speak directly to them. Treat
the audience as your conversation partner, smile, pay attention
to it, and observe its reactions.

* When possible, try to work the title of your book into your
answer. For example, Barbara De Angelis will say, “It looks
like she was having a ‘How Did I Get Here?’ moment.” However,
sometimes the title of your book won’t work or it will sound
too forced. Also, don’t state your title constantly.

* Be yourself. Don’t put on airs or try to be someone else.
Avoid language, expressions, and gestures that you don’t
ordinarily use or that the audience might not understand.

* Be polite, respectful, and likable. Laugh at the host’s or
interviewer’s jokes, but not hysterically. Smile and call him
or her by name: “Well, yes, Phil” or “Thank you, Jane.” Never
steal the limelight from the interviewer or host or be pushy.
Remember that it’s the host or interviewer’s show.

* Smile and act as if you’re enjoying yourself. Don’t paste a
big, goofy grin across your face or laugh loudly. Be humble.
Wear a pleasant look on your face and don’t act like you’re
going through an inquisition.

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Reprinted from “Rick Frishman’s Author 101 Newsletter”
Subscribe at http://www.author101.com and receive Rick’s
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