Publicity: Nailing an Media Interview, Part I

Written by Ned Steele

The most important thing to remember for any interview: stay on topic. I ask clients to repeat this like a mantra before they go onrepparttar air, or even when onrepparttar 145523 phone with a reporter.

A print reporter gets maybe 700 words to do your story. A TV or radio reporter has two minutes. So your interview shouldn't be hours long.

Donít give them more than they need. Itís too overwhelming for them, and can divertrepparttar 145524 story to a tangent. Tangents have a place Ė in intellectual dialogue; when youíre talking among colleagues. Remember this formula always: in mediaworld, almost allrepparttar 145525 time, tangent = someone elseís story, not yours, getting talked about.

Making the Intangible Real

Written by Robert F. Abbott

How do you makerepparttar intangible real? How do you take an idea or concept, something that can't be seen or touched, and convey its essence to others, quickly and easily?

That challenge faces many of us in this age of information and knowledge marketing. In advertising and other marketing communications, we have to convince prospects to respond to words and ideas. Intangibility is a challenge I often face as I promote my communication products and services. My prospective customers can't touch or see what I'm selling.

It's a factor in employee communication, as well as in marketing communication. After all, what are you selling when you ask employees to get behindrepparttar 145522 new plan or to work safely?

Every once in a while I come across something that bridgesrepparttar 145523 gap between tangibility and intangibility in a single bound.

One of my former newsletter client companies developed software that provides stereographic (like 3-D) views of oil and gas reservoirs. Now, I've seen many of this company's developments in reservoir simulation overrepparttar 145524 past 10 years or so, but this one was special.

Why? Because to use this software, you put on 3-D glasses. Likerepparttar 145525 kind we wore in movie theaters inrepparttar 145526 1950s, albeit much more sophisticated.

For my client,repparttar 145527 significance ofrepparttar 145528 software is its ability to run on regular desktop computers, which makes it more affordable than existing software. For its customers, mostly engineers in oil companies,repparttar 145529 view isrepparttar 145530 thing: it can make or save them millions of dollars.

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