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.
| | Marketing-Minded Financial Planners: Put Extra Content in an E-ZineWritten by Ned Steele
As you start getting more media-savvy, you'll find yourself coming up with more and more information and ideas to help public. Not all of these ideas will strike fancy of your media contacts, but don't let them go to waste—become a media person yourself by publishing an e-zine.Fill your e-zine with same advice, information, and tips you use in your publicity articles. You'll want to edit in for readability on Web—that means short paragraphs. Studies have shown that people hate reading long blocks of text on a computer screen. You are using same content, but have more ways to get it in front of your sources of referrals, clients and potential clients. Better publicity, better marketing, more business.
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