Are you inadvertently chomping on your own foot when you talk to reporters? Media mentor/trainer Steve Bennett offered some words of advice in a recent online edition of Entrepreneurial Edge Direct. The article, titled "Oh, the Mistakes Spokespeople Make: Ten Sure-Fire Ways to Blow an Interview," offers pitch tips for the media-maligned. Examples of common spokes-mistakes:
- 1. Misunderstanding the Media.
Too many spokespeople confuse PR opportunities with free advertising. Ouch! No reporter, editor or host wants to be a billboard for your products or service; their job is to provide interesting and useful information to their readers or audience.
2. Misunderstanding the Spokesperson Role.
Some spokespeople think that they're on a sales call when they meet the press. So they toss out puffery or hyperbole, or try to "close on the objection." Then they become frustrated by the "poor" coverage, if any, that they receive. The key is simple: inform, don't sell.
3. Lacking Message Points.
At first blush, it might seem that telling spokespeople to have message points is as obvious as telling them to
4. Unleashing a Core Dump.
When spokespeople feel the need to educate the interviewer about everything that could be known about their
5. Over-Answering.
Most inexperienced spokespeople don't know when to stop talking. By babbling on, they increase their chances of being
6. Failing to Listen.
A guaranteed way to irritate an interviewer is to interrupt or finish his or her questions. You need to establish a
7. Speaking in Jargon.
It's tough for spokespeople to adjust their technical level to that of the interviewer. But it's also critical. If
8. Missing the "So What?"
Too often, spokespeople focus on the intricacies of their technology and forget that ultimately, the game is about offering a better value proposition for your customers. Demonstrate how your products and services solve your customers' problems and help them achieve their goals.
9. Trashing Competitors.
Spokespeople can easily lose credibility if they boast about overthrowing the 800-pound gorilla in their market
10. Playing Tug of War.
Some spokespeople believe that they need to come across as "tough," so that they can control the interview through intimidation. Bad idea; you might win a battle or two, but you'll still lose the war: victory goes to he or she who controls the ink.
Are there other mistakes?
Steve Bennett can be reached at 617/492-0442 or [email protected].