Going Public - tips to make the journey smoother

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Media Training Tips Video and Media Training Class Announcement

One of the first things I do with any of my agency’s new clients is to put them through media training because it’s crucial to be ready to go before you put yourself in the public eye.

Here’s a video that gives you a few quick tips, but there’s much more to it than this, which is why I have a public Media Training Class scheduled for May 31. More details are provided below.

Usually, my media training programs are private, but I’ve had some requests for an affordable, group class, so I’ve planned one for May 31, in West Los Angeles. For those of you who are too far away to attend, I have other options for you.

Here’s the information about the Media Training Class on May 31.

This class is limited to 10 participants.

Date: Friday, May 31, 2013

Time: 12:30 pm to 4:30 pm

Location: 11620 Wilshire Boulevard, 9th Floor, Los Angeles, CA 90025

You will receive:

preparation techniques to use before your interviews;
on-camera practice interview drills with Lisa;
PDF of “A Great Interview Every Time: Media Interview Handbook” by Lisa Elia;
and access to Lisa’s insightful video interviews with members of major media outlets, who share their likes, dislikes and what they look for in guests for radio and TV interviews and subjects for print interviews.

This class is offered to you at the affordable price of $250.

If you can’t get to Los Angeles, or you prefer a private training program, I have two other options for you:

The Media Training Starter Package, which is very affordable at $497. Click here to see details.

The Comprehensive Media Training Program, which provides you with more hours of training with me and has a price of $2,500. Click here to see details.

As you put yourself further into the public eye, remember this: it’s important to be yourself, but show the world your best self.

Warm regards,

Lisa Elia

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Use Video to Engage Members of the Media

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Use Video to Engage Members of the Media

Videos are extremely important because members of the media (especially TV producers) need to see how you will come across on camera before they will book you for an interview. Increasingly, print media outlets are now including videos on their websites, to correlate to their print articles. Members of the media frequently search YouTube and Google for experts to interview and products to feature. So, if you want to attract the media and keep them interested in you or your company, video is crucial.

If you are an expert, create videos of yourself sharing valuable tips or information, or demonstrating what you do. If you create products, you can also share tips, but be sure to create at least one video that shows the products in use. Be sure that the lighting, audio and video quality is adequate for the media. You can lose the attention of the media quickly if your videos look too unprofessional or if they are difficult to watch.

Host your videos on your website so that you lead people back to your site to view them. For purposes of media pitching, it’s best to host at least some of your videos in an online press room on your website. You can also post your videos in the videos section of your Facebook page and other social media accounts, and share them in your feeds.

Include links to videos in the body of your press releases so that when they are published, readers can view the videos to gain information, be entertained or see something else that is useful, educational and/or entertaining. Also include links to videos of you/your products in your email pitches to the media so they can get an immediate sense of you and/or your products.

Please feel free to leave comments, below, letting me know how you’re doing with your videos.

If you want more specific advice on how to get more publicity, media training tips and more, check out www.becomingpopularnow.com or www.strategyintoactionprogram.com

Warm regards,

Lisa Elia

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Prep Yourself for TV Interviews. I’ll Be on Entertainment Tonight.

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I’m going to be on Entertainment Tonight this weekend, sharing my PR and media training expertise. The show airs at 7:00 pm on CBS.

This will be my third segment with ET, and they had called me two other times when I wasn’t able to do the segments due to scheduling conflicts. However, I believe that one of the reasons they’ve called me so much is that I’m easy to work with.

Here are some things you can do to make yourself easy to work with:

1. Be a true expert in your field, so that if you are asked questions you can quickly formulate an answer or offer your opinion. Stay up on research, trends and news related to your field and think about how to articulate various aspects of your work so that you can easily answer questions about it.

2. Have your preparation ritual down, so that you can center yourself and get your energy up with very little notice. (This is part of what I teach clients who come to me for media training or PR services.)

3. Knowing that many media interviews come up very quickly (sometimes with less than 24 hours’ notice), have some outfits ready to go, have your hair cut and colored the way you want it, nails manicured, etc., at all times. This is the life of a public figure, which is what you become if you put yourself out into the public eye as an expert.

4. Try to shift your schedule around when you can, in order to accommodate media interviews.

I hope you can tune in to ET this weekend!

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3 Bust-Out Growth Tactics

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3 Bust-Out Growth Strategies_Lisa Elia If you want to change your business quickly, quickly change some of the things you’re doing.

1. Look for the hidden gems — products or services you can create easily or re-purpose.

Most business owners and executives overlook some of the very valuable services they could provide because they take their own knowledge for granted and, possibly, assume that “everyone knows that.”
Product-based companies can usually find new uses for their products or they can tweak them slightly to re-position them.
If you look at your current offerings and listen to what your customers/clients ask you for or praise you for, you will probably get some ideas for new products or services to add to your offering.
Don’t be afraid of a product that has a short shelf life if you can flood the market and achieve a high ROI. Not everything is meant to last forever.

2. Conduct a monthly “awareness audit,” and amplify your presence.

3 Bust-Out Growth Strategies

Look at all of the places where you could easily let people know more about your products and services, add-ons and more. See if you could do more with:

Your email signature
The signature on your invoices
Every page of your web site (Is there a call to action on each?)
Your social media profiles and posts
Your business card
Videos you create
If you have a physical location, your signage and waiting area
Your outgoing voice mail message or hold music/message

3. Create specific plans of action to meet the following groups of people and to make them aware of you:

Opinion Leaders: these are the people others look to as trendsetters, style leaders and authorities.
Key Influencers: these are the people who are close to your target customers and who have the power to influence their buying decisions.
Members of the media who could interview you.
Speaking bookers or event organizers who could invite you to speak to members of your target audience.

If you focus on getting to know as few as 10 members of each of these groups each month, imagine how much more widely known you would be and how much potential new business you could be getting.

By reaching out in the right way, you could also secure press coverage and speaking engagements, which can bring you more business and visibility.

Here’s one way you can challenge yourself. Choose one of these strategies to focus on each week, over the next three weeks. Then, track any changes that occur in your business during that time and over the next three weeks.

Feel free to share your experience below or on my Facebook page: www.facebook.com/lisaeliapr

I’d love to hear from you.

Warm regards,

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How to Become a Contributing Writer or Editor

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Being a contributing writer or editor to a major media outlet, like The Huffington Post or Forbes.com, can do a lot to increase your visibility and to establish you as a thought leader. While thousands of people submit themselves, there are some things you can do to stack the odds of being accepted in your favor.

How to Become a Contributing Writer or Editor

How to become a contributing writer or editor:

1. Be sure to carefully read the submission guidelines, which are usually listed on the media outlet or blog’s website. If you can’t find the guidelines, go to the About Us or Contact Us or FAQs page, and you will probably find them there.

2. Before you submit your information, be sure that the written materials that you have online — on your blog, your website and your social media profiles — represents you well, both in terms of content and writing style.

3. If you need to go back and edit some of your posts to correct typos or grammatical or punctuation errors, do so. Remove anything that detracts from your presentation as a professional writer.

4. Think about what you have to add to the specific outlet for which you want to write.

5. Create a list of topics you can write about and an overarching subject theme.

6. If you have the opportunity to submit a complete blog post, rather than just ideas, do so. It will make it easier for the decision makers to decide whether or not you’re the right fit for the outlet.

7. In the brief bio that you submit, be sure to include what’s most impressive about you, such as your education, impressive clients with whom you have worked, previous press coverage in major media outlets, compelling results that you have achieved or helped others achieve, and other honors and accomplishments.

The online submission process can make becoming a contributing writer seem quick and easy, but some planning and forethought will ensure you have the best shot at getting a “yes!”

I’d love to hear how you do, so keep in touch!

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Letters to the editor: should you or shouldn’t you?

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Letters to editors If you want to be seen as a thought leader, one good way to gain visibility is to write a letter to the editor of a newspaper or other print media outlets, in the hopes of it being published, of course.

Letters to the editor are generally meant to be in response to something that a media outlet has published.

People write letters to the editor in order to express opinions in support of, or in opposition to, an article that was published in the editor’s media outlet. Some people write letters to the editor to expand upon information that was shared within an article that the outlet published.

Here are some considerations to help you determine whether or not writing a letter to the editor is a good strategy for you:

Who are the readers of the publication? Are they members of your target audience?

Is the publication prestigious? If so, even if the readers are not in your target audience, a published letter to the editor could be something impressive to add to your press kit and website.

Do you feel strongly about something that was published in the media outlet? If you have a strong opinion, writing about it will be much easier than if you’re solely out to get published.

Do you have expertise or experience that relates to the topic in the article about which you plan to write the letter? If so, establish your credibility by sharing a concise summary of your background. If you hold degrees or certifications or if you have a significant amount of experience in a field that relates to the topic, be sure to emphasize this. This can greatly increase your chances of having your letter published.

Would you be able to handle negative comments or criticism in response to your letter, if it is published? Opinions are like noses: everyone has one. If you want to share yours, know that others may disagree, and they may not always be polite about it.

As with any strategy, consider your resources of time and energy and the potential return on investment of your time and energy.

Warmest regards,

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Humor, Hubris and Hiccups

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Humor, Hubris and Hiccups In an age where photos and graphics are used to tell stories, it’s interesting how words are no less important than they were in the past.

Consider how a quote can make its way around the Internet, crossing time zones and continents.

Make it funny and people can’t wait to share it.

Your voice as a writer and speaker emerges and continues to develop over time.

What you choose NOT to say is just as informative of your brand as what you do say.

Is complaining part of your brand?

Is talking about how tired you are part of your brand?

Probably not.

The way you present yourself to others and the way you treat others, with your pen and your presence, shapes your brand.

Do you think people seem smarter when they’re putting down others?

Do you love it when you read something that shows someone has passed from confidence to arrogance?

Probably not.

If your words are not perfectly composed, do you want people to pin you to a wall for it?

When you’re speaking in public, do you want people to laugh if you stumble?

Probably not.

It makes it easy to know what others want when you look at things this way.

This is what it comes down to:

Humor is welcomed by most, understood by some, and disdained by few.

Hubris is disdained by most, understood by all, and welcomed by few.

Hiccups happen–figuratively in our writing, or literally, when we’re speaking. We’re not always going to be perfect. How you handle hiccups is what matters.

Go back to the humor, perhaps.

As you become more publicly known, you can still be yourself, but show the world the best version of yourself.

Warm regards,

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What does it mean to have influence?

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What Does it Mean to Have Influence

Influence is not control, nor is it pushy.

To have influence with others, you have usually earned it through your experience, integrity, knowledge and willingness to share your wisdom.

When you are influential, you communicate in a way that makes people want to listen to you. This comes through in your body language, your written communication and your speech.

You are influential because you have a sense of maturity about you, and this doesn’t mean you’re any certain age. You could be 20 and still have the maturity to lead others.

To influence others, you show others that you’re enjoying your life. People want what you’re having.

You have the ability to get things done, and this is why people listen to you.

You are focused and on a mission to create the life you want and to help others create the lives they want.

You know that to make great changes, you want to reach more people with your message and your creations.

My challenge to you is this.

List 3 things you can do over the next 3 days to increase your influence. Here are some ideas:

1. Share more tips and/or inspirational thoughts on social media.

2. Look for new groups to join on social media and join the conversation.

3. Think of 5 new important messages you want to share.

4. Add a press room and/or speaking room to your website.

5. Offer to speak at a gathering where people need your information or would want to learn about your product.

6. Look at HARO leads and submit yourself to be considered for media interviews with some of the journalists and TV and radio producers who have posted queries.

7. Create some videos in which you share tips or product information and post them on several video distribution sites, your social media networks and your website.

Please feel free to share what you intend to do or come back in a few days and share what you’ve done to have greater influence.

If you know that it’s time to grow your influence in the world, and you want to learn about our services, click here.

I look forward to reading your comments and to working more closely with those of you who feel ready for the next step.

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Message Delivery Lessons from Martin Luther King, Jr.

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Martin Luther King, Jr. changed the course of history, not only in the U.S., but around the world. His words of inspiration and powerful speeches are still shared on a daily basis, quite often by people who were not even around when he was alive.

What makes Martin Luther King, Jr. so quotable and memorable is a combination of the content of his speeches, his vocal style and his body language.

Anyone who is trying to create an impact in the world can learn from this man, but you must do it in your own way. While many might argue that the world needs more people just like Martin Luther King, Jr., the world also needs people just like you.

Some things to emulate from the good Dr. King:

Speak your truth.

“A genuine leader is not a searcher for consensus but a molder of consensus.” Martin Luther King, Jr.

Choose your words carefully and craft your message thoughtfully.

Dr. King’s words were like poetry, which is one of the reasons he is so quotable.

“The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy.” Martin Luther King, Jr.

“Our scientific power has outrun our spiritual power. We have guided missiles and misguided men.” Martin Luther King, Jr.

See what I mean? Poetry.

Inspire people with your message delivery.

Few speeches are as inspiring as the “I Have a Dream” speech. If you’ve never heard or watched it, here’s a link to do so: http://www.youtube.com/watch?v=smEqnnklfYs

Did you notice how Dr. King paused and varied his vocal tone throughout his speech?

Technical elements to emulate:

Don’t be afraid to use pauses to make points.
Vary the inflection and even the volume of your voice to keep people engaged and to move the audience.
Keep your posture strong, but not stiff and use eye contact to connect with your audience.

Of course, there’s much more, but this will help you gain awareness of what you may want to work on and what already do beautifully.

NOTE: After numerous requests, I am leading a new Woman of Influence Group. I will share more soon, but you can check it out at www.womanofinfluencevip.com

I have also reintroduced the Strategy into Action Program. You can learn more about it at www.strategyintoactionprogram.com

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Are You Popular?

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Are you popular?

It’s a funny question, isn’t it — especially when you’re years (or decades) past high school?

All these years later, popularity is still important, but it’s a different kind of popularity. In fact, some of the people who are the most popular in business bear no resemblance to “the popular kids” you see in those bad after-school specials.

The popularity that helps your business grow is created by your actions every day — the relationships that you create and nurture, your influence upon others, and the number of people who know and respect you.

You’re probably already doing some things to increase your popularity, including social media posts and connections, blogging, attending networking events, and probably even making some sales calls.

Gaining press coverage in the media outlets that reach your ideal clients or customers is one of the best ways to become more popular with thousands or millions more people and with thought leaders.

Seems simple, right?

And yet, many people who get fantastic press coverage don’t even try to do it.

Some people may not see how publicity can help their bottom line.

The truth is that you need the right publicity to attract or impress your potential clients or customers.

Another reason people may wait to seek publicity is that they feel they may not be ready for the onslaught of inquiries or orders that will come in if they get a great press placement.

The reality is that there are simple ways to prepare yourself for lots of inquiries and sales of your product, if you should be so fortunate as to have that problem.

People sometimes put off seeking press coverage because they don’t feel ready or they don’t know how to present themselves to the media.

This is a valid concern, and that’s probably why you’ve subscribed to this newsletter–to get the information you need to prepare yourself.

Here are three things you need to “be” before you begin:

1. Be willing to shape your messaging to suit the needs of the media. There is a manner in which media outlets capture their audience’s attention. You must speak their language.

2. Be open to setting up a simple system that will make it easier to receive an abundance of new business inquiries and product orders.

3. Be responsive. You must respond to feedback and requests from the media promptly.

Please leave any comments or questions below, and we’ll address them as quickly as possible.

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Committing to the Moment

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“Committing to the moment” is something almost any acting student hears over and over. However, anyone who speaks publicly or who is interviewed by the media can also benefit from creating a practice to help them commit to the moment.

Ideally, in any interview or presentation situation, you want to be completely engaged. The moment you stop listening or being fully present, even for a nanosecond, you risk missing an important point or not answering a question as eloquently as you’d like.

When you are truly committed to the moment, with the understanding that every time you are being interviewed by the media or speaking to a group that is your only opportunity to reach your audience with your message at that precise time in history, you will be effective and you will have few regrets.

The ability to commit to the moment generally comes from your habits and preparation. Consider the following:

How do you clear your head and focus on the interview or presentation, without allowing your mind to wander on to other matters awaiting you at the office or elsewhere?

Do you have a ritual to help you shift your attention from whatever you were doing prior to an interview and onto the interview itself?

Do you maintain daily habits that keep your mind sharp and your energy up?

I recommend practicing being fully committed to the moment during situations where the stakes are not very high, such as a casual staff meeting or even when you’re walking down the street or buying a latte. If you’re generally a multi-tasker, it may take some concentrated effort to really listen and connect with the barista or to notice the sights, sounds and smells around you. Doing this on a regular basis will help you become more aware of the sensation of being fully present.

If you have any rituals, experiences or comments you’d like to share, please post them below. We’d love to hear from you.

Lisa Elia, Media Trainer and CEO of Expert Media Training
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Crisis Communications Following Hurricane Sandy or Other Natural Disasters

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If your company has been affected by Hurricane Sandy, create a communications plan to address the concerns of each target audience–employees, clients and customers, investors, shareholders. Address how the company is taking measures to restore strength and make up for lost income and productivity or property damage.

People want to experience a company’s awareness and receive assurance in times like these.

For more detailed information on creating a crisis communications plan, read our previous blog post: http://expertmediatraining.com/crisiscommunications/

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Media Training Tips

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One of the things I’ve noticed lately is that people are becoming more aware of the need for media training. I think it’s because as more people begin to make their own videos they see that it’s not always as easy as it looks to deliver content in a smooth, engaging way. Add to this the pressure of being asked questions by an inquisitive reporter and you could have a nerve-racking situation. BUT, that doesn’t have to be the case.

Like anything else you want to master, learning to handle interviews well just takes practice and guidance. Being a great speaker from the stage or being comfortable making your own promotional videos is not the same as being ready for a media interview.

Here’s my analogy. Rockin’ out on the dance floor is to the dancing the tango beautifully what creating your own videos well is to being great in a media interview. To explain: you may be someone who’s comfortable and even looks good groovin’ it out on the dance floor (like creating your own videos). But, would you be able to do the tango without lessons and practice? The tango is precise and intricate and it takes practice to make it smooth and crisp (like being able to answer questions concisely, without hesitancy and with great energy).

Just as you would get training if you wanted to do the tango well, you should get media training if you want to interview well.

Watch the video below to see some snippets of me giving media training tips at Meet the Media Day, which took place last October.

Want to find out more? Click here.

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Crisis Communications as Part of Your Public Relations Plan

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Hopefully, you will not need to use this information, but it’s good to know what to do if a crisis arises.

If you’re a service provider, crises can arise from several situations, including being discredited publicly, a verbal misunderstanding or use of a poor choice of words. If you produce a product, crises can arise from a fault in your product, problems with distribution or questionable manufacturing procedures, among other things. These things can happen to individuals or companies of any size, from one-person shops to the largest corporations in the world.

These tips are meant to provide you with your initial steps, should a situation like this present itself. You may need to engage the services of a crisis communication firm or PR firm if your issue requires more attention.

1. If there is a situation that reflects negatively on your company that has become public knowledge and the media is contacting you for a comment, here are some steps to follow:

• Do not answer their questions on the spot, but do take their calls and tell them you will get back to them within a certain timeframe, whether it’s minutes or hours, but try to do it quickly enough for them to meet their respective story deadlines. Stall tactics rarely work, and if the media states that you did not respond to their requests for information, the public may assume you’re guilty or that you have something to hide, which is not what you want.

• Speak to your lawyer and/or other trusted business advisors and carefully craft a statement and answers to the questions you may be asked by the press. (If you need help, enlist the services of a PR firm or a crisis communications firm.)

• Don’t allow your staff members to speak with the press.

2. If you have a faulty product that you have sold, consult a lawyer about what you should and should not say about it, but do address it. You can recall the product through news alerts that you send to the media and distribute through social media, if many have been sold. If only a few products have been sold, you can contact the customers directly and offer them a refund or a replacement of the product. The worst thing you can do is ignore the situation, which can lead people to hire lawyers, investigate further and generally make a bigger deal of something that could have been kept in check with some simple communication.

3. If you have said something regrettable to someone who is now making a public issue of it, apologize to the person directly, which may make the situation go away: sometimes people just need to be heard.

If the issue continues to become more public, consult a public relations professional or company that handles crisis communications. This is not a time to wing it, and professionals can help you create a clear message and make a plan for damage control and containment.

4. If one of your staff members has said something inappropriate to someone, craft a specific response that explains why this is not in accordance with your company policy and how the employee is being reprimanded (or dismissed, in some cases). If you have implemented new policies due to this situation, explain what they are.

We hope you never need this information and that your communications are smooth and effortless.

SIMPLE WAYS TO AVOID CRISES:

Don’t write anything you wouldn’t want to see posted all over the Internet. We live in a time when everything we say or do can be blasted to the world via social networking in just a matter of minutes.

Please share your comments or feedback in the comment box below and feel free to share this article with your friends and clients.

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10 Things to Do to Become a Trusted Expert and Thought Leader

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1. Educate yourself.

Even if you hold an advanced degree in your field, there is always more to learn in your own field and in other arenas that will help you become more creative and resourceful. This will automatically spill into your communications.

2. Get the facts.

Add facts and figures to some of your articles to substantiate your opinions, but only include information from reputable, high-level sources, such as top universities, research institutions or government agencies that provide solid research.

3. Know your industry.

Keep up with the trends and discussions occurring in your industry so you can comment on them when asked by potential clients, colleagues and members of the media.

4. Keep up with technology.

Know specifically how current events and technological developments affect your industry. For example, does new technology influence the products or services you can provide or the way you deliver them? How do new developments affect your followers?

5. Have an opinion.

Quite often people are so afraid of alienating some people or not appealing to everyone that they don’t commit to an opinion. However, you will attract “your tribe”, those people who truly resonate with you, ONLY when you clearly state your opinion.

6. Play nicely with others.

Mingle with other experts in your field so they consider you when seeking colleagues to share stages with them or to refer to the media or potential clients they cannot or choose not to serve.

7. Be the solution.

Don’t merely state problems. Provide concrete solutions, tips and resources to help solve those problems.

8. Anticipate their needs.

It’s important to not only stay in touch with the needs of your followers/your audience, but to know what they need before they know they need it. This is how you can advise them on mistakes to avoid and shortcuts to take to help them succeed more easily.

9. Don’t be a stranger.

Whether you share information through your blog, Facebook, a newspaper column or TV segments, keep giving your audience more good information. Don’t tease them with some golden nuggets of wisdom and then disappear for months on end…unless you’re doing something amazing for humanity in some remote place with no Internet access.

10. Get fresh.

Add something new and fresh to the world conversation. People are always looking for creative approaches to old problems, new opportunities that they haven’t considered and hope that there are untraveled roads to be traveled. Show them the way.

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Avoid These Mistakes in TV, Radio or Print Interviews

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Many years ago, I had a client who INSISTED that she didn’t need media training because she had been interviewed by the press and had created some of her own promotional videos. When I booked her on an NBC segment, she was unaware that a second camera was on her while the interviewer spoke. What was caught on camera? My client looking down at the ground, looking disengaged. NOT GOOD! This is one of the reasons I now insist on media training my clients or at least doing a mock interview or two with them to make sure they’re truly camera ready and media ready!

If you plan or hope to be interviewed by media outlets, from the smallest online radio shows to the largest national TV shows, I encourage you to invest in media training from an experienced pro. In the meantime, this article will help you avoid some of the most common mistakes people make in media interviews.

MISTAKE # 1. Assuming you’re “a natural” because you’re a good public speaker or you’re good at making your own promotional videos. When you control the situation, it’s much easier to shine. When you have the pressure of answering questions quickly with cameras on you or a live audience listening in, it can be much more challenging and can fluster even the most confident people.

TIP: Practice being interviewed by a challenging interviewer. (When I conduct media training sessions, one of the many things I do is to play “jerky reporter” and ask tough, sometimes obnoxiously rude questions and then I help you develop answers and strategies to deal with this type of situation in the real world.)

MISTAKE # 2. Providing long, meandering answers to questions. Many TV and radio interviews are very brief, lasting just a few minutes. So, you have to provide concise, meaningful responses to questions. Brevity is important in print interviews, too. A magazine editor I know said that one interview subject she spoke with went on and on about himself for so long during a telephone interview that she stopped taking notes and started cleaning her house…while he was still blabbing on about himself. Don’t be THAT person.

TIP: Get your messaging down. Think of answers to the most common questions you think you will get and rehearse them, but not word-for-word; just get the content down. (Messaging is one of the first things I work with clients to develop. It informs everything, from the way we develop your press kit materials, to the verbiage used on your web site, to the way you introduce yourself to people.)

MISTAKE # 3. Not knowing enough about the media outlet and its audience. The more you understand the media outlet you’re being interviewed for, the better able you will be to communicate with the interviewer or host appropriately and provide examples or anecdotes that suit the outlet’s audience.

TIP: Research the media outlet and the interviewer prior to your interview. If you’re going to be on a TV show, watch it. If you’re going to be on a radio show that you’re not able to access, spend time on the station’s web site to get a feel for it. Read any print publication where you will be interviewed and, in particular, read articles authored by the person who will be interviewing you.

MISTAKE #4. Trying to be funny when you’re not. Not everyone has the gift of good comedic delivery. While humor is welcomed in many interviews, don’t try to force it because it won’t come off well.

TIP: Be the best version of yourself. Don’t try to be someone you’re not. Sometimes a straightforward, clear interview is EXACTLY what the outlet wants and EXACTLY what will attract potential clients or speaker bookers or sponsors who may be watching or listening to you.

MISTAKE #5. Being unaware of the camera. You can’t just BE on camera and forget about, although the most polished show hosts and guests make it look that way.

TIP: Ask how much of your body is included in the shot and where the camera operator wants you to look. Sometimes you will be asked to look at the camera, sometimes next to it and sometimes somewhere else. It varies from show to show.

There’s much more to share about techniques to control your nerves and manage your energy, how to deliver your message in pyramid form, how to incorporate a call to action and lots of other techniques. However, true media training is experiential. There’s nothing like being in the process and learning in a hands-on (or on-camera) way.

If all the world’s a stage, own it while you’re on it!

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What You Say about Others Speaks Volumes about You

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Gossiping about others can actually be good for you and actually help you feel more supported and raise your self-esteem, but only if it’s positive gossip, such as praising another person, according to research conducted at Staffordshire University in the United Kingdom. The study found that people who gossiped negatively about others did not experience the same lift in self-esteem.

If you spend time criticizing others, even if your criticism is directed at a group of people or people who think differently than you, how do you feel afterward? Do you feel really good and happy and energized? You may have an adrenal rush, like you would when you prepare for a fight, but that should not be confused with actual feelings of joy or elevation.

If you criticize others, how do you think others perceive you? What about the people who believe in the things you’re putting down by making sweeping statements about people who do things in a way that you don’t support—have you alienated them?

If you’re positioning yourself as a woman or man of influence, be aware that what you say about others reflects strongly on you.

Your words can make you seem magnanimous, compassionate and like a shining light leading the way. Negative words about other individuals or groups of people can make you appear punitive, judgmental, disgruntled and limited.

One study revealed that your perceptions of others reveal your general outlook on life. If you perceive others positively and speak of others positively, people perceive you as emotionally stable, capable, kind-hearted and satisfied with your own life, according to a study that was recently published in the Journal of Personality and Social Psychology.

When you think of the type of person your potential clients want to work with, wouldn’t they possess these qualities?

One of the biggest mistakes I coach my clients to avoid is to NOT make general negative statements about groups of people or their own industry, which many people do in order to position themselves as different from, or superior to, their competitors. This can backfire as you distance yourself from the very people who could be referral sources or supporters.

So, the next time you think about airing a gripe or grievance about “people who do this or that” think about how it will reflect on you. Others will.

On the other hand, if you have good things to say, let the love flow!

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Ten Great Things You Can Do with Press Placements, Once You Get Them

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Eric Clapton sang, “It’s in the way that you use it.” While this applies to many things, it certainly applies to press coverage.

One of the best things about getting press coverage is that you can use it to help your business in a multitude of ways. Certainly, good press placements can help new clients and buyers find you, so you can experience an immediate burst in sales. However, there’s so much more that you can do to maximize every placement you get.

Being featured in respected media outlets raises your esteem in the eyes of most people because they know that most reputable TV shows, radio shows, newspapers, magazines and web sites will conduct some research before interviewing someone. So, if you’re featured as an expert or your product is selected for inclusion in a magazine, you’re getting a third-party endorsement from the media, who are thought to be “in the know.”

To make sure you know what to do when you get some great press, read on.

Ten Great Things You Can Do with Press Placements, Once You Get Them

1. Post a scan of the print article or a video or audio clip in your online press room. If you don’t have an online press room yet, I highly recommend creating one, especially if you want more press.

2. You can also post impressive press clippings on the home page of your web site so anyone who visits your site can see them.

3. Share links to them with your sales team or use it for your own sales calls. If you take care of sales yourself, send links to great press placements to potential clients and existing clients who can benefit from the information or who will enjoy seeing you or your products featured in the media.

4. If you sell products and you have a sales team or sales reps, share your press clippings with them immediately so they can present them to potential clients who may want to buy more of your product to meet the anticipated increased demand it due to the media exposure. You can also make them aware of upcoming media coverage so they can prepare for increased demand for your product by purchasing more of your product.

5. Engage people you email by sharing a link to the article or broadcast clip that you host on your web site in the signature of your e-mail. Be sure to tell people why they should click on the link (e.g., “Click here to read what the NY Times said about us.”)

6. Use your press to get more press. Use your press placements as fuel for other articles and interviews by including links to articles and appearances in emails you send to pitch the media. Just be sure to NOT pitch a similar idea that’s covered in the piece you’re sharing with a competitive outlet. They really don’t like that.

7. Get your social media friends excited about your good news. In addition to you sharing links to your press clippings on Facebook, Twitter, LinkedIn and other social media, ask friends to tweet and share on Facebook about your press placements.

8. Include press clippings and TV and radio segment clips in sponsorship packages, if you’re seeking sponsors. Companies who are considering spending their marketing dollars on you will want to see that you’re highly visible and that you’re media savvy enough to garner press coverage (or have a PR rep who is) so you can potentially get press coverage for them, if they sponsor you.

9. If you’re a public speaker and you’re trying to attract more speaking engagements, post your clippings on your web page/area devoted to you as a speaker. This will raise your credibility greatly and it will impress people who are considering booking you to speak at their events.

10. Display copies of your press clippings at events where you’re hosting a table. Here’s a great way one of our clients, photographer Kerry Kara, used her press clippings. She took the double-page spread of her photos that we had secured for her in Modern Bride and had it blown up and mounted on display boards to grace her table at a bridal show. The display attracted people to the booth and helped her book thousands of dollars in business.

Press placements are an asset. Use them to your greatest advantage.

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10 Tips To Make The Media Love Working With You

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1. Be polite and respectful.

Remember that these editors, journalists and producers are paid to find stories that will interest their respective audiences. In essence, they are the experts on their particular media outlets. If they tell you your story is not right for their audience, believe them. This does not mean, however, that you can’t offer them another story unless they’ve told you that YOU are not right for their media outlet.

2. Know your message.

You should be so clear on your key messages (i.e., the most important golden nuggets of wisdom you want to share with the world) that you can leave concise voice mail messages or answer questions quickly. (This is one of the first things I work on with my clients.)

3. Read the non-verbal aural cues.

If you’re speaking to a member of the media on the phone and they sound very busy, quickly tell them the highlights of your pitch and offer to send the rest of the information via e-mail.

4. Sometimes less is more.

Many media pros have said that they don’t have a lot of time to read through long e-mails, so a couple of paragraphs are all they want.

5. Don’t send attachments unless they’re requested.

Most members of the media don’t want you to send attachments unless they request them. Put your pitch into the body of the e-mail. Offer to send photos or include links to photos in your e-mail. (Don’t expect the media to download photos from ftp sites: they’re too busy for that.) If you have to send several photos at once, consider using YouSendIt or another service that allows you to send large files. This will eliminate the need to send several e-mails with photos. It’s all about making it easy for the members of the media to work with you.

6. Include video links in your e-mails when pitching the media.

Make it easy for TV producers to see how fabulous you are on camera. These days, many print outlets and web sites want video to post on their web sites, so include the video links in all your pitches.

7. Respond to media requests quickly, usually within 24 hours or less.

When writers and producers are working on a story they are usually under a tight deadline. If you don’t respond quickly they may move on to someone else.

8. Don’t try too hard to control the story.

I’ve seen people lose press opportunities because they tried to re-schedule a TV shoot or they’ve pushed to have certain content included instead of what they producer or writer wanted to cover initially. You can offer your ideas, but pushing too hard can unravel a great media placement.

9. Offer extra valuable information.

If you have pertinent information, such as common misconceptions or new research, that could help the producer or writer with his/her story, offer it. They count on experts they interview to fill in the blanks for them.

10. Be prepared.

When you have an interview scheduled, be sure you’re ready! Have your press kit together, have your elevator pitch and key messages so down that they just spill out of you naturally and be media trained!

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Getting Ready for Press: Why Everyone Needs Media Training

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Media training is one of my favorite things to do because I see how much more clearly and confidently my clients are when after even just one hour of work together. It’s also very gratifying to help people overcome fears about public speaking or speaking on camera and to know that this will open up many possibilities for them.

Being great in an interview begins with knowing your messages inside and out. This does not mean you should have word-for-word answers prepared. It does, however, mean that you know the content you want to share and that you have answers ready for the questions people will ask you the most and answers for those “tough” questions you may be asked in an interview.

While there is much more to media training and more preparation of messaging to do before an interview, I believe that if we de-mystify the process a bit you’ll see that media interviews can be fun. The media training process will help you become a better communicator and more poised and confident in any interview situation, including new business meetings and speaking engagements.

First, let’s start with some basic rules:

THERE IS NO “OFF THE RECORD”:

There is no “off the record,” no matter what. Even if you feel very comfortable with an interviewer, don’t say anything to a member of the media you wouldn’t want to end up in print or on air. Even the most well-intentioned reporter could forget that something you said was not meant to be shared. It’s good to practice restraint with what you say to almost anyone in business situations, with social media and blogs being so powerful and far-reaching.

DON’T SAY “NO COMMENT”:

If you don’t want to answer a question, provide a reason or answer it in a vague manner. For example, if a reporter asks how much revenue your company generated last year and you don’t want to answer you could say, “As a privately held company we don’t reveal financial information.”

GENERAL INTERVIEW TIPS:

1. Know your key messages inside and out. (If you need help developing them first, consult a PR pro or seek advice.)

2. Be clear and concise.

3. Use a conversational tone.

4. Don’t try to use bigger words than you’re used to using because you will not come across naturally.

5. Allow your sense of humor and wit to come through.

6. Remember that you’re sharing information that can help a lot of people, so share your excitement.

7. Vary your intonation so you don’t sound monotone.

8. Use descriptions and word pictures to help illustrate abstract thoughts.

9. Avoid saying, “That’s a great question,” or “What you need to know about me is…” These are time wasters: just get to the point.

10. Know the true meaning of every word you say. For example, one of the most common mistakes in language I hear is people using the phrase, “In lieu of,” when they mean “in light of”. “In lieu of” means “instead of”. “In light of” means “because of some knowledge we now have.”

11. Remember that your words may be used out of context so be clear about what you’re saying and don’t say anything you would not want to be repeated out of context.

12. Avoid using obscenities or any comment that can sound prejudicial or racial, even if the reporter is doing so.

13. Avoid making blanket statements about an industry or a group of people. This is a quick way to alienate a lot of people.

14. Try not to let your voice trail off at the end of a sentence as many people do because it will be difficult for the audience to hear you.

15. Don’t tell the host you’re nervous. It doesn’t help anything and it will just reinforce that you’re “feeling nervous.”

16. If an interviewer attacks you, smile and state a point that clarifies your position. If you’re on a phone interview, smile as you clarify your position. This will come through in your voice and make you sound confident.

17. If an interviewer continues to attack you, you can say, “I understand your position,” and then restate yours or say, “There are many different views on this subject and I believe… or research has found…”

PREPARE YOUR BODY:

Breathe: Breathe in for five counts; hold for five counts; breathe out for five counts. Do this a few times to release tension in your body and your diaphragm. Your voice will sound stronger and less shaky after doing this.

Stretch: Before the interview, take a minute or two to stretch your body. Raising and lowering your shoulders several times and doing a few shoulder rolls will help you look relaxed. (When people are nervous, their shoulders sometimes rise up a bit. Be aware of your posture.)

Vocal Exercises: Before interviews you can sing vocal scales, hum or just belt out your favorite tune to warm up your vocal chords.

Tongue Twisters: Your face and tongue contain muscles that need to be warmed up before an interview, so do your favorite tongue twisters from childhood or make up some of your own.

Be CLEAR:

• Communicate and clarify. When delivering your message, really communicate your message; don’t just state it. Clarify your points and position with examples, metaphors and memorable quotes.

• Love and listen. Come from a place of love for what you are doing and for the people you are working with—the interviewer, the crew, the audience. Listen carefully to the question the interviewer is asking.

• Enthusiasm and enunciation. Speak with enthusiasm and enunciate (no mumbling allowed).

• Appreciation. Express your appreciation for the interviewer, the opportunity to be interviewed and the audience.

• Respect. Behave respectfully with everyone, from the person who answers the phone at the media outlet to the receptionist, to the cameraman. You want these people to want you to come back.

There is much more to media training and it helps to have a professional coach you through it, but these tips should help you see that it’s all about preparation and practice!

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