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Talking to the Press: Soundbites are Good; Aphorisms are Bad
Particularly when you speak with broadcast reporters, you will rarely see more than 8 seconds of your quote appear in the finished segment (though in some cases, you will enjoy several bites at the apple). The best way to convey your point is to brainstorm some succinct phrases in advance, and make sure you deploy them at key points in the interview. It also helps if you change your tone of voice and use hand gestures to emphasize a choice phrase, helping the reporter understand you just said something critical and important for their story.
At the same time, try to avoid what many in PR consider the 'athlete-style' sound bite. Example include: 'We just need to go out there and win the game.' 'We're all playing on the same team.' 'Our opponent is tough.' There is nothing inherently wrong with these phrases, but they are little more than verbal boilerplate, and represent a missed opportunity to get a reporter excited about your interview.
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Talking to the Press: Differentiate Yourself
Though you may think about your company 24-7, reporters (and their readers or viewers) always care about the larger landscape. How do you fit into your industry? How is your business having an impact on society? What is different about what you are doing? One of the things that Apple has done so successfully is consistently distinguish itself from the competition by being the first to offer a certain type of product – iPod, iPhone, iPad. When you think about it, though, many of these products existed before Apple launched its version. But the company successfully played up its products' differences – better design, ease of use, a wide ranging number of applications that can easily be downloaded.
There is no need to mention your competitors by name, but feel free to compare and contrast your product or service with what is already out there on the market. And don't be surprised when the coverage of your company includes references to the competition – it's the reporter's job to think about the industry overall. If you help them place your business in the larger context that, in a way, benefits your company and its story, all the better.
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Talking to the Press: Imperfections are Good
Pimples, warts, and bruises may be a bad thing on a job interview or a first date, but looking at imperfections are part and parcel of news coverage. Your company is not perfect; the reporter will know that, and you should be prepared to talk with candor about your weaknesses.
In some cases, there will be negatives that can't be 'spun' into a positive, so don't even try. In these instances, come up with a clear, concise way to answer a difficult question head on. Any attempt to shy away from a problem will be seen as evasive. Take the opportunity to position yourself as a business leader who recognizes his company's flaws and is taking specific steps to address them.
There are other issues – obstacles overcome, personal foibles that were addressed over time, and lessons learned at the school of hard knocks – that can make for a great news story. Sure, it means you need to air some of your dirty laundry. But the fact of the matter is, entrepreneurs who know how to identify and respond to challenges in a timely and effective manner are widely respected. So be willing to talk through your issues with the press. And remember: Talking about tough times then sets you up with the opportunity to describe how you, your company, and your product is stronger than it was before.
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Talking to the Press: Final Thoughts
There are plenty of businesses that try to stay off the press's radar screen, on the theory that no news is good news. And there are certainly bad articles out there that have the potential to hurt a company. But the benefits of press coverage still frequently outweigh the risks. If you go into an interview knowing a little bit about a reporter, knowing what story you want to tell, being prepared to address challenges, and thinking about what the reporter is trying to achieve (instead of just what the company wants to see in print or on the 5 o'clock news), you should end up with coverage that enhances your business and its reputation.
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