Selling Books

Your Guide to Writing, Publishing and Marketing Books and Ebooks

  • Blog
  • Free Newsletter
You are here: Home / Author Interviews / Media Training Tips To Deliver A Knockout Interview

Media Training Tips To Deliver A Knockout Interview

June 29, 2010 by L. Drew Gerber

Giving a media interview is like going on a first date: It will lay the groundwork for your relationship with the journalist interviewing you and make you attractive for future interviews with other media.

You’ve caught their attention. Now you need to show them you can deliver a professional interview that meets their needs and exceeds their expectations. Do that, and you are on your way to a long-term, mutually beneficial relationship that will pay returns in publicity results for years to come.

The key is to be prepared. Business professionals who deal with the media regularly undergo extensive media training to learn what to say, how to say it and how to make the best impression in broadcast and print interviews.

Professional media trainers give their clients many practical tips to deliver a knockout interview, from posture and speaking recommendations that convey confidence and authority down to specifics on how to dress and groom for the interview. Those are all important. But just as important is remembering the key messages that shape you as a brand the public will remember.

Companies have long known the importance of making a name for their products and services to set themselves apart from their competition. Today’s rapidly shifting economy, combined with our increasingly Web-driven communications, make it essential for individuals to constantly assess, update and promote their personal brands. Your media interview offers the chance to do this and shine.

The easy way to define what makes your expertise special is to practice your “elevator pitch.” This is the one where you are on the elevator with Oprah, Larry King or Glenn Beck and have from the second floor to the 15th floor to explain why your expertise should be featured on their show.

You would have to make your point in three sentences. What would you want Oprah, Larry or Glenn to know? You would need to get their attention before they exited the elevator. How would you do that? Through snappy sound bites and a perfect pitch, that’s how.

You can imagine, Oprah, Larry or Glenn would say, “Oh, great, I’m being pitched.”  Your job is to be so interesting that they follow that thought with “Wait, you just said something that perked up my ears. Now, what did you say?” Then you’re in.

Before you have your first media interview, be clear on what defines you as an expert. Your interests, talents, skills, education, hobbies and perspectives are unique. Your personal brand is where your expertise and your passions meet. Know that first, and you will be able to connect with the media in your interview in a way that’s authoritative, compelling and leaves the media wanting more.

Giving a great media interview is also about promoting yourself in such a way that you do not appear to be promoting yourself. This is all about giving the media what they want, answering their questions and avoiding blatant self-promotion of your book, product or service.

As with the first date when you want to make a great impression, concentrate on what your interviewer needs and useful information you can give their audience. Remember, the interview is your best promotion. Take a backseat to the interview’s promotional power and enjoy the publicity results. Chances are they will identify you by your profession or company, perhaps including your Web address or contact information.

Now that we’ve covered the big principles to make your media interview amazing, let’s discuss some basic tips to assure you are on your game and everything goes smoothly:

1. Don’t let a bad connection ruin it. If the interview is going to be over the phone make sure you use a landline, not your cell. A dropped call or a bad connection can lead to confusion, wasted time, or worse, for you and the person interviewing you. It’s the same reason you don’t talk to your date with you mouth full. Good crisp connections are the key to achieving the publicity results you desire.

2. Dress to impress. If you’re doing television, give some thought into what you’ll be wearing. Ask yourself, “How will I look on set?” You want to stand out, not blend in. Solids are preferred. Bright colors are best. Avoid black and patterns (stripes, plaids, etc.) as they don’t play well with cameras. Wear great jewelry and great shoes (just in case that gets on screen). Also, bring an extra outfit just in case the anchor is wearing the same one, and do your makeup/hair (most studios will have a stylist on the scene, but you should be prepared just in case). An easy way to prepare your best look is to watch Headline News and just model yourself after the anchors you like. It’s even a good idea to dress professionally for a phone interview. You’re likely to be more confident in your professional attire than in your pajamas. Publicity success lies in a person’s confidence.

3. Help them to focus on your expertise. Send in a suggested list of questions for the interviewer to use. (Note: Do not try this before a first, second, or third date.) You’ll be able to answer these questions in a very succinct and clear manner, making great sound bites that can be pulled out and used in print articles, getting more publicity for you. It’s always a good idea to review your online press kit prior to the interview as well. Print media in particular will appreciate any background, supporting studies or research you can provide to back up your expertise.

The best free publicity tip is also the Scouts motto: Be prepared. Lack of preparation is a publicist’s nightmare — yours too. So dress up, know your sound bites ahead of time, and review your online press kit.

Being interviewed by the media is the best free publicity you can get. So do all you can to be the best interviewee (date) the journalist has ever had so that you will be the first person they call when they need a spokesperson in your area of expertise.

Remember, good publicity begets more good publicity. When you come across as a polished professional in your media interviews, journalists will take note and call you for many future dates.

About the Author:
L. Drew Gerber is CEO of www.PublicityResults.com and creator of www.PitchRate.com, a free media tool that connects journalists and the highest rated experts. Gerber’s business practices and staffing innovations have been revered by PR Week, Good Morning America and the Christian Science Monitor. His companies handle international PR campaigns and his staff develops online press kits for authors, speakers and companies with Online PressKit 24/7, a technology he developed (www.PressKit247.com). Contact L. Drew Gerber at: AskDrew@PublicityResults.com or call him at 828-749-3548.

Related Posts :

Summarize Your Book and Increase Your Book Sa...
Essential Tools for Better Self Publishing
The Pros and Cons of 3 Difficult Self-Publish...
4 Free and Effective Ways To Market Your Book

Filed Under: Author Interviews Tagged With: Book Marketing, interview tips, media training, PR, publicity

Sell More Books!

FREE! Sign up Cathy Stucker's Selling Books newsletter. You will get useful tips and techniques for writing, publishing and selling books, plus member-only exclusives such as free webinars.

BONUS! Get instant access to Cathy's audio program on how to Build an Effective Author Platform!

I respect your privacy & will NEVER sell, rent or share your email address. More than a policy, it's my Privacy Pledge.

Recent Articles

  • Save the Cat! Writes for TV
  • Summarize Your Book and Increase Your Book Sales
  • Why Structure Is a Friend, Not a Formula
  • Save the Cat Story Cards
  • Save the Cat! Cracking the Beat Sheet
  • Stop Procrastinating, Start Writing
  • FAQs About Children’s Book Illustrations
  • 5 Posts Every Author Should Write on their Website
  • Reducing Everyday Distractions So You Can Get More Writing Done
  • E.S.Danon – Moon in Bastet

Pages

Contact
Contribute Articles
Contributing Authors
Free Newsletter to Help You Sell More Books
Get Interviewed
Publishing Resources
Subscribe/RSS
Privacy/Disclosure Policies

Categories

Agents Amazon.com Article Marketing Author Interviews Author Platform Blogging Book Business Book Design Book Marketing Book Proposals Book Publicity Book Publishing Book Reviews Book Signings Bookstore Book Titles Book Tours Cathy's Blog Children's Books Content Marketing Copyright Copy Writing Ebooks Editing Fiction Writing Freelance Writing Get Published Ghostwriters Internet Marketing Marketing Fiction Motivation Networking Non-Fiction Writing Oprah Winfrey POD Publishing Public Speaking Research Resources for Writers Running Your Publishing Company Self Publishing Social Media Special Sales Video Marketing Writers Block Writing

Return to top of page

Copyright © 2006 - 2022 Cathy Stucker · All Rights Reserved

Log in to your account