THE TWO MINUTES UNDERDOG
Edward Everett was one of the most famous orators of his time. Standing before an audience of thousands in a Pennsylvania field on a cold winter's day in November 1863, he delivered one of the impassioned speeches that made him famous. His two-hour speech reportedly captivated the crowd.
The poor fellow who was scheduled to speak after him had only prepared a two-minute speech.
The man was Abraham Lincoln, and the speech was the Gettysburg Address.
Less is more.
ACCOMPLISH MORE BY SAYING LESS
Most interviewees are experts in their fields. They have a lifetime of acquired learning in their subject, and could easily pontificate for hours about even the smallest detail. Their expertise rarely fails to impress at dinner parties, and they are regarded as wise counsel amongst friends.
But in the setting of a media interview, they almost always say too much.
Perhaps they feel the need to demonstrate the depth of their knowledge in an attempt to build their credibility. Conceivably they think that giving a reporter extensive background is helpful. Or maybe their nervousness uncontrollably propels them to chatter endlessly. Either way, they've lost total control of their message, and are inevitably disappointed by their quote in the next day's paper.
An interview isn't about demonstrating knowledge ? it's about organizing knowledge. Instead of downloading raw information to a member of the press, interviewees should prepare no more than three main message points (single sentences) prior to the interview. During the interview, questions should be answered directly ? but quickly ? before segueing to a prepared message.
In general, try to keep your answers to 30 seconds or less; complicated questions can occasionally require up to a full minute. By doing so, the audience stands a much better chance of actually remembering your most important points. Remember ? even the smartest audience won't be able to recall everything you said. But they will remember the highlights ? if they remain unburied by nonessential verbiage.
THE LESS YOU SAY, THE LESS YOU STRAY
Another reason to "talk short" is that it limits your risk of saying something you'll ultimately regret. As an interview continues, most interviewees become more comfortable. That's a good thing. But too often, they become victims of what I've dubbed, "The Seven Second Stray."
The Seven Second Stray is the often inevitable moment when a comfortable interviewee makes a slightly sarcastic or flip remark. The spokesperson may have been on message for the other 59 minutes and 53 seconds of an hour-long interview. But I can almost guarantee that the reporter will ultimately use the less-than-favorable seven seconds. Why? Because it's unscripted, off-the-cuff and probably more dramatic than everything else you've said.
BILL CLINTON BOMBS
Before he became president in 1993, Bill Clinton was best known for his 1988 nominating speech at the Democratic National Convention.
His speech droned on for more than an hour. Television cutaways showed delegates of his own party nodding off. When he finally uttered the words, "And in conclusion," the delegates cheered wildly.
A few nights later, he appeared on Johnny Carson's "Tonight Show." Carson's first question? "So, governor, how are you?" Without pausing, Carson reached under his desk, pulled out an hourglass, and turned it upside down. The audience roared.
Less is more.
Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.
For more information or to sign up for free monthly media relations and media training tips, visit http://www.phillipsmediarelations.com.
scheduled cleaning services Winnetka ..Business to Business relationships come to expect a certain level... Read More
What may be the more appropriate question is: What makes... Read More
If you don't have a grip on public relations, how... Read More
Almost assuredly you do, especially when your most important external... Read More
In my travels around the country while building my business... Read More
1) Do you NEED solid, consistant media exposure...week after week,... Read More
Last month, we told you about "pay for play," a... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
The easiest way to meet city council members is to... Read More
I've worked in media and public relations for 20 years,... Read More
There are many ways you can get tons of free... Read More
There's good news for public relations execs, marketing professionals and... Read More
We rely on all kinds of tools and advice to... Read More
Whether you are a business, non-profit or association manager, your... Read More
I say public relations can be a matter of survival... Read More
Simply that the behaviors of their most important outside audiences... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
Media management has become one of the strategic tools for... Read More
Imagine you're the technology reporter at a daily newspaper. You... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
As you start getting more media-savvy, you'll find yourself coming... Read More
As someone with expertise in media relations, I've been asked... Read More
It happens to business, non-profit and association managers when their... Read More
You are getting a good deal when you accept the... Read More
Do editors of newspapers, magazines and online news sites really... Read More
reliable maid service Lincolnshire ..I am often asked by clients to target USA Today... Read More
Corporations are willing to pay substantial amounts of money to... Read More
In fact, here are three really foolish goofs made by... Read More
That's like asking if advertising is all about type faces... Read More
What is the true purpose of public relations and how... Read More
What are you trying to do with your business, non-profit... Read More
It's safe to say that we live in interesting times.... Read More
Looking to get your name into a magazine? You need... Read More
Early in my career as a public relations consultant, I... Read More
If you're an online business using public relations (PR) to... Read More
In an ideal world, your business would be overflowing withnewsworthy... Read More
We rely on all kinds of tools and advice to... Read More
When special events and communications tactics rule the PR roost... Read More
It doesn't matter how cruel the reality programs get, there... Read More
You know that getting publicity is vital to the health... Read More
How you answer questions depends on many factors. Example what... Read More
I define public relations failure this way:key audience perceptions are... Read More
It used to be that all you had to do... Read More
Always ask, "Is now a good time?"Deadlines in journalism are... Read More
And here it is: public relations alters individual perception leading... Read More
How do you make a good relationship with a newspaper... Read More
When you pay good money for public relations services, you... Read More
The media's role is to package and spread news, current... Read More
One of the most misunderstood and most underutilized promotional tools... Read More
Managers in the non-profit, association and business worlds need to... Read More
Public Relations |