All materials copyrighted 2002
You've sent the press releases and after what seems like an eternity of waiting, you finally get the call! The call that says, "Hey, we loved the press release and think there is a story to be written!"
What do you do now?
Don't panic. Take a deep breath, say a silent prayer of thanks, and
ask the reporter how you can help him or her.
Don't forget to jot down the name of the reporter.
If you were in so much shock, that you didn't get the name, simply
say, "I'm sorry, I didn't get your name." The reporter
will repeat his or her name.
Then say, "How may I help you?"
The reporter will mention your press release and an angle that he
or she wants to use to write a story about you or your business.
If you disagree with the angle, don't be afraid to say so and definitely
do not be afraid to decline the interview. However, if the angle
is complimentary to your business, you most definitely want to
take the reporter up on the offer! (It is very important to know
why the reporter called and how he or she is going to use your
quotes in relation to the article being written.)
Answer each question after you have given a moment to collect your
thoughts.
Do not ramble on and on. Get directly to the point, as reporters
are busy people with deadlines to keep. Keeping on topic shows the
reporter that you are appreciative of the call and understand his
or her time is valuable.
If you encounter dead silence after you have finished your statement, do not continue to ramble on. Wait for the reporter to ask another question.
Always stay on the positive side.
Never let a reporter goat you into speaking negative of anyone, whether
it be your business, your clients, your customers, your competition,
or life in general.
Be friendly, personable, and confident.
Don't be afraid to laugh during the interview should the occasion call for it.
Have sources readily available.
As soon as you send out a press release, think of customers, clients,
or others that are targeted towards the angle you took in your
press release. Call them up and ask if you could use them as a
source or reference should an interviewer request this information.
Then keep a handy list next to your phone, that includes...
-
The Name of your source
-
Source's Busines
-
Phone Number
-
Website Address
-
Email Address
Statistics...
If your press release makes note of statistics, research material,
or other data, have that information readily available, so that
you can refer to it during the interview. As the questions pop
up, should the occasion call, do not be afraid to say, "I
happen to have an article or back up material on this very subject.
Would you like me to email or fax it to you?"
Do you know facts off the top of your head?
Cite them during the interview, when appropriate. Don't know any
facts off the top of your head? Keep a note card next to the phone,
with possible facts that the reporter may be able to use during
an interview, based on the press release you sent out.
Do you have an anecdote to share?
Have you noticed how articles share stories to make a point? Do you
have a compelling anecdote that will keep the reporter intrigued
enough to use?
Never say anything that you want to be "off
the record."
If you don't want the reporter to make use of your quote, don't say
anything. If a reporter requests that you answer something "off
the record," decline. Assume that anything you say will be
used in that article.
If you do not have an answer to a question asked, don't lie and don't make up an answer. Definitely do not use hypothetical statements. Simply state, "I'm sorry. I honestly do not have an answer for that." Or "You know, I don't know. But I can find out and get back to you later today." Or "I don't have the answer to that, but it brings up a good point about... (then use this opportunity to bring up a point you did want to make).
If you find that you answered a question and you made absolutely no sense, or it came out sounding wrong. Simply say, "I'm sorry, I didn't answer that very well. Let me see if I can give you a more clear answer."
If the reporter requests follow-up...
information to be e-mailed, faxed, or snail mailed to his or her
office, ask the reporter when his or her deadline is. Then make
it a top priority to get that information to him or her the same
day you get off the phone and no later than a two days before the
deadline. Following up in a timely manner will make it easier for
you to get another interview when the time arises, as the reporter
will find you a valuable resource!
Before you hang up...
Thank the reporter for his or her time, ask when the article may
appear in print, ask for the correct spelling of his or her name,
and get his or her contact information. Finally, let the reporter
know that he or she can call back regarding clarification, or should
another story idea come up where you could be useful.
What if you were out when the reporter called?
Gather your thoughts, and any information you may be able to use
for the interview, then call the reporter back, ASAP! More often
than not, the reporter will request a phone interview. It's fast,
painless, and allows them to meet their other deadlines with ease.
If you can get away with having the reporter email you a set of questions, that is your best bet. After all, you can reword and regroup your thoughts to sound as professional as possible. Then after proofing your answers, you can send them off to the reporter. There is also less of a chance of getting misquoted.
What if the Reporter called at a bad time?
Simply state, "This is a bad time, can I call you back at such
and such a time?" Then get the reporter's contact information
and make sure that you call back, on time.
© 2002 Alyice Edrich
Alyice Edrich is a copywriter, freelance writer, simple web designer, and discount telecommunications agent. She is also the Editor-in-Chief for The Dabbling Mum.com - - An Online Magazine for BUSY Parents. http://thedabblingmum.com
