Charlie Rose once told me, "A great guest is someone with opinions who speaks from experience and authenticity. They have all the emotions that tell a great story (love, death) and when they speak the interview lives, breathes and engages. It's the engagement that is able to produce the response."
Are your interviews equating to product sales or to a measurable call of action? If not, it could be your messaging and delivery. It doesn't matter if you have a great product; if you don't know how to create a "must have" message and then deliver your message effectively people won't listen. In essence: you've wasted your time.
What's the secret to a great interview and getting people to respond?…
PermalinkTiger Woods is scheduled to give a ‘press conference’ tomorrow at 11:00am. The only problem? No press is allowed to attend…Huh?
After waiting three months for him to come out of hiding, Tiger has agreed to speak and offer a public apology, but on his terms - five minutes, no press, no questions – only cameras in the room with his mother, Tida, among other family, friends and associates in the audience. Is this a good PR strategy to restore his image and reputation with the public?…
In 2002, obscure wife and government secretary, Julie Powell, hungry for satisfaction in her life, cooked 524 recipes from Julia Child’s Master the Art of French Cooking in 365 days – and wrote a blog about it along the way. That same year I moved across the country from NYC to the West Coast with my husband and two young children also desiring greater fulfillment and purpose. That’s where our similarities stop. Well, and we share the same first name and both enjoy writing. Julie Powell’s pursuit ended in a loyal following of bleaders, notoriety from top-notch publicity, and a national best-seller she penned based on her experience, which became a major motion picture starring Meryl Streep and Amy Adams opening to favorable reviews last weekend. How is it that one woman living in Long Island City, NY, on a desperate search for happiness, could end up with such profound success?
It’s a misnomer that the longer you are on a phone interview with a reporter, the more press coverage, or ink, you’ll receive. This isn’t the case. In fact, if you have a reporter on the phone for longer than 15-20 minutes, chances are it’s because you haven’t given “quotable” information. In a digital era where information abounds and media acquire their facts from a variety of sources, you need to have “quotables” to ensure your message will be used.
What makes something quote worthy? Our client, Dr. Tecoy Porter, was featured in an article for Black Press USA which is distributed to 220 newspapers nationwide. Out of the five sources the reporter used for her article, Dr. Porter was quoted ten times! He was given a significant amount of ink because he included quotable elements: analogies, “…from Wall Street to Main Street.”; emotions, “we create an atmosphere of hope…”; clichés, “this too shall pass”; absolutes, “California just got out of the budget crisis so our members are furloughed twice a month…”; bold action words, “the strong must bare the infirmity of the weak”; examples, “we have seminars to help them…”.
If you want to be quoted, begin incorporating some of these elements in your interviews, along with elements of humor, pop culture references, and rhetorical questions. I guarantee you’ll see more ink if you do.
I caught Dr. Oral Roberts on TBN the other night with his eldest grandson, Jon Oral, preaching about seed time and harvest.
My husband Scott and I had the privilege of meeting Dr. Roberts when our firm handled his autobiography, Expect a Miracle. Accompanying him to Larry King, Good Morning America, and the other shows we secured gave us the opportunity to get to know him personally and his ministry intimately. Over the years, we’ve had the opportunity to stay in touch. We visited with him at his home in California not long ago. Seeing him on television and knowing him 14+ years reminded me of an important lesson: a genuine brand will stand the test of time...
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And let us consider one another to provoke unto love and to good works.
-Hebrews 10:24