2. Selling Your Story Brad & Janet Ritter The Sequel

4. What Should You Ask A Reporter Before You Agree To An Interview? Topics/questionsTopics/questions DeadlineDeadline Length/depth of interviewLength/depth of interview Location/formatLocation/format

5. What Do Reporters Want More Than Anything Else? SOUNDBITES!

6. What Is A Soundbite? Brief – 7 secondsBrief – 7 seconds PithyPithy ColorfulColorful Supports a key messageSupports a key message Is memorable and quotableIs memorable and quotable

7. How Many Key Points Should You Try To Cover In One Interview? 3 - 4

8. True Or False: You Should Never Go “Off The Record” During An Interview. TRUE!

9. True Or False: It’s Good To Give Personal Opinions During Interviews. FALSE - YOU ARE SPEAKING ON BEHALF OF C.A.R.

10. What Matters Most In A TV Interview: Your Words, Appearance Or Voice? Put in order of importance….

11. What Matters Most In A TV Interview: Your Words, Appearance Or Voice? AppearanceAppearance VoiceVoice WordsWords

12. True Or False: Stripes And Plaids Look Good On TV FALSE!

13. What Should You Do If You Don’t Know The Answer To A Question? Offer to research it and get back to the reporter by his/her deadline.

14. True or False: It’s unprofessional to use true stories as examples in interviews. FALSE!

15. Fill in the Blank: When preparing for interviews, the best source of media information is___________________________When preparing for interviews, the best source of media information is___________________________

16. Fill in the Blank: The best source of media information is www.car.org/newsstandThe best source of media information is www.car.org/newsstand

17. Interviewing Recap

18. 3 Steps to Successful Interviews Managing the inquiryManaging the inquiry Preparing for the interviewPreparing for the interview Conducting the interviewConducting the interview

19. Managing the Inquiry What to ask the reporter What is the topic?What is the topic? What questions will be asked?What questions will be asked? When is the deadline?When is the deadline? Where will the interview be conducted?Where will the interview be conducted? Who else is being interviewed?Who else is being interviewed?

20. Managing the Inquiry What to ask yourself Should I do the interview?Should I do the interview? Am I the right spokesperson?Am I the right spokesperson? What do we have to gain?What do we have to gain? What information can I provide?What information can I provide?

21. Preparing for the Interview Learn the interviewer’s needs and wantsLearn the interviewer’s needs and wants Prepare your messagesPrepare your messages Practice your interviewPractice your interview

22. Think Like a Reporter!

23. What They Want Information… …Trends……Perspective

24. What They Really Want… Soundbites&Quotes!

25. “A lot of people are looking back to real estate in California as a place to invest once again, and now is the time to get in the market.”

26. “Too many people got trapped in risky, exotic loans that were never meant to be permanent. But when prices dropped they were stuck.”

27. “With sellers being more positive about the future of home prices, the vast majority of sellers who are currently renting plan to buy again in the future. “With sellers being more positive about the future of home prices, the vast majority of sellers who are currently renting plan to buy again in the future.

28. A mortgage can last 15 or 30 years, renting lasts forever.

29. Preparing Your Messages 5 Key Tips 1.Focus on 3-4 key points, prepare to them often 1.Focus on 3-4 key points, prepare to repeat them often 2.Think from the audience’s point of view 3.Anticipate questions and write your answers 4.Start with your conclusion 5.Prepare “soundbites”

30. Preparing Your Messages Bonus Tip Be Human! Use personal experiences and stories… “I’ve sold real estate here in ____ for more than 20 years, and even with the ups and downs, a home here is still a great, long-term investment.”

31. Secret Weapon What one question do you not want to answer?

32. Conducting Interviews

33. Never say “no comment”Never say “no comment” Always tell the truthAlways tell the truth Stick to your game planStick to your game plan

34. Conducting Interviews Use the “strip-tease” methodUse the “strip-tease” method Use the K.I.S.S. method and avoid jargonUse the K.I.S.S. method and avoid jargon Don’t blame, speculate or criticizeDon’t blame, speculate or criticize If you don’t know, say so, and offer to find outIf you don’t know, say so, and offer to find out

35. Mark Twain “It’s better to keep your mouth shut and appear stupid than to open your mouth and remove all doubt.”

36. Conducting Interviews Be passionate, but sincereBe passionate, but sincere Talk quickly, but clearlyTalk quickly, but clearly Listen for misstatements or errorsListen for misstatements or errors Never speak “off the record”Never speak “off the record”

37. Conducting Interviews The Negative Question Don’t restate it!Don’t restate it! Be careful with denialsBe careful with denials “Bridge” to a positive statement“Bridge” to a positive statement “I’m not wacko.” ~Mariah Carey

38. 3 Magic Words To the contrary …

39. Conducting Interviews “Bridging” “What’s most important to note is …”“What’s most important to note is …” “The real issue here is …”“The real issue here is …” “I can’t speculate on that, but I can tell you …”“I can’t speculate on that, but I can tell you …” “What people really care about is …”“What people really care about is …” “Let’s put this in context…”“Let’s put this in context…”

40. Conducting Newspaper Interviews Usually by phoneUsually by phone Can be in-depthCan be in-depth May include wide range of questions and topicsMay include wide range of questions and topics Reporters may be knowledgeable about real estateReporters may be knowledgeable about real estate

41. Conducting TV Interviews

42. What Matters Most? WORDS VOICE 7% 38% APPEARANCE 55%

43. TV Techniques Think SOUNDBITE!Think SOUNDBITE! Look at the reporter, not the cameraLook at the reporter, not the camera Speak quickly, but don’t rushSpeak quickly, but don’t rush Vary your paceVary your pace Be animated and livelyBe animated and lively Most of all…Most of all…

45. Mannerisms to Avoid “uuhhmss” and “ahs”“uuhhmss” and “ahs” “You know” and “so”“You know” and “so” Weaving back and forth or leaningWeaving back and forth or leaning Facial mannerismsFacial mannerisms Playing with thingsPlaying with things

46. Dressing for TV Success Dress for the story, your brand and your personalityDress for the story, your brand and your personality Lean toward conservative stylesLean toward conservative styles Solid colors are best: reds, blues, grays – avoid greens, stripes & plaidsSolid colors are best: reds, blues, grays – avoid greens, stripes & plaids Keep jewelry to a minimumKeep jewelry to a minimum

47. A Few Final TV Tips Put Vaseline on your lips and teethPut Vaseline on your lips and teeth Use the reporter’s nameUse the reporter’s name It’s OK to use notes with a FEW bulletsIt’s OK to use notes with a FEW bullets Remember, the camera never blinks!Remember, the camera never blinks!

48. Recap Manage the inquiryManage the inquiry Prepare your messages and practicePrepare your messages and practice Conduct the interviewConduct the interview

49. You Will Be A Media Star!