1. Course Title

2. Meet the Press: How to Prepare for your Interview
Jo-Ann Geffen, JAG PR
Scott Robertson, NAMM

3. Today We’ll Cover Why you should care about the news media
How to work effectively with media
Interview preparation and strategies
Bridging
Flagging
Local media opportunities
Following up

4. Why You Should Care
Because positive media coverage is just like FREE advertising for your business
Attract new customers
Build your brand
Showcase your good works in the community

5. Working with Media Reporters don’t hate everyone in the world
But they don’t love you, either
Aren’t out to make you look bad
But they don’t get paid to make you look good
Don’t have a hidden agenda
But they think they know what news is and what their audience wants

6. Interview Prep Establish your goals, develop messages
Be a good spokesperson
Know the audience
Know the needs of the media
Know your messages
IMPORTANT: Know when to STOP talking

7. Interview Do’s Prepare. Practice your answers Answer positively
Stay calm
Keep it simple and short
Talk in sound bites
Animate your feelings. Speak from the heart

8. Interview Don’ts Say “no comment” Go “off the record” Speculate
Comment on hypothetical situations
Lie. Ever.
Debate reporters. You will lose.

9. Bridging Helps you get your message across regardless of the question
But…
In the meantime…
However…
Our real focus is…
Let me be clear…

10. Flagging Helps you come back to your message by flagging them
I’ve said it before…
Let me emphasize that…
Don’t lose sight of the fact…
It’s important to understand…

11. Local Opps Events (clinics, giveaways)
Alliance with local charities/organizations
expand the mailing list
an audience that might not otherwise be exposed to your store

12. Following Up
Always follow up with reporters to make sure they don’t need anything else or to thank them for a great story.
Reporters are people and appreciate recognition just like anyone else.

13. Questions?

14. Jo-Ann Geffen, jgeffen@jagpr.com Scott Robertson, scottr@namm.org
Thanks!!!
Jo-Ann Geffen,
Scott Robertson,