Marketing-Minded Financial Planners--Appearing on TV? Tell the World! Written by Ned Steele
It doesn't matter how cruel reality programs get, there always seems to be an endless supply of people willing to humiliate themselves to get on television. There's just something exciting about appearing in front of millions of people. Just knowing someone that's going to be on TV or on radio is exciting, so when you know you are going to be on air, send an alert to your mailing list. Send notes, e-mails, faxes – whatever it takes – so they know when they can catch you. You'll be surprised at how many people tune in. After all, they now know a real celebrity! Of course, most people will still miss it. It isn't as easy to send a "reprint" of a TV or radio appearance, but it can be done. Get a copy of your appearance. Never ask reporter (unless they offer), they have to get to work on their next story. Call station next day and see if you can get a copy. If not, call a media monitoring service in your area. Most cities have one. They tape every local TV and radio broadcast and can provide video or audio you need.
| | Publicity: Nailing an Media Interview, Part III (Staying on Topic)Written by Ned Steele
In a media interview, always stick to your main points without rambling or digressing. Practice this when you rehearse. Sometimes, when you are doing a great job of keeping on topic, reporter is leading to you talk about different topics, some of which you aren't as knowledgeable about. If reporter leads you into different areas, go there only if it suits your needs and you are comfortable there. One advanced technique you can use in a tough interview is "bridging." Bridging is simply steering interview back to your topic. Going down any side roads a reporter pursues is usually a bad idea – even if detour is innocuous, it takes you off your main points. You may find, when article is published or interview airs, that only comments of yours that reach general public are those about a topic that you don't know much about. This isn't going to help your marketing efforts at all.
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