Media Tips for Expert Sources
NAWBO San Antonio has compiled an “Expert Source” list on NAWBO-SA members who have asked to be contacted for comments on stories related to their areas of expertise. Here are some tips on what you should do when the media calls.
1. Call the reporter back as soon as possible. Most reporters work with very short deadlines. Their articles usually must be complete by end of business day. If you wish to be quoted, you must respond quickly.
2. Be prepared. When you initially talk with the reporter, ask her to share with you the scope and focus of the article. Once you understand what you will be commenting on, ask if you may call back in 10 minutes. This will allow you time to gather your thoughts so you are mentally prepared.
3. Know in advance what you want to say. Review the areas of expertise that you have listed and prepare in advance a brief sentence on each essential point you would like to convey. Write these down and have them easily accessible. Remember, you can gently guide the reporter in a direction that allows you to stress the importance of a particular subject area.
4. Have precise and useful information. As an “expert source,” the reporter is looking to you for specific industry information, not your general observations. Support your comments with statistics and facts. Try to avoid any technical language that may not be understood by the general public. Make sure to spell your name and company name when necessary for accuracy.
5. Speak clearly, concisely, and slowly. Being prepared will allow you to avoid the “ahs” and “uhs” as well as vague words. Rehearse what you will say in advance of any interview. Choose active, powerful words that “paint a picture” of what you want to convey.
6. Repeat your essential points. During the interview, repeat your main message as often as possible. At the end of the interview, reiterate again the main points you want the reporter to understand. Ask him if you have answered his question. Let him know he is welcome to call you back for clarification on any information.
7. You have control over what you say. You do not have to comment on an area you are not familiar or comfortable with. When possible, refer the reporter to another NAWBO member who may have more information on the particular subject.
8. Be courteous and thank the reporter for her interest. Consider this as “free” publicity about you and your business. If you are courteous, cooperative, and grateful, you may find reporters calling you again on other stories.
9. Editors have the final say. Once a story is complete, the editor will have the final say on what will be published. PR pro, Marica Yudklin, reminds us, “Great quotes from nice people sometimes do not make it into the article.”
Compiled from information provided in “PR101” by the Air Force Association; “Steps to Free Publicity” by Marcia Yudkin; and “The Publicity Handbook” by David R. Yale.
NAWBO San Antonio Contact: Elise S. Cox
210-826-0291
ecox@adgraphics.biz