On the Media

Carpe Sound Bite: 7 Ways to say it your way

You can tell your story in any news interview—no matter how negative or off your topic—just follow these seven sure fire ways to say what you want.

• Take control
Seize control from the first question. Have your first response—a key message—prepared and give it no matter what the question is. Most interviews begin with an open ended question
• Active listening
Put your big ears on. Listen for the attack and the opportunity. Make sure the reporter understands you and buys what you're saying. Advocate
• Bridge to your answer—but always be responsive to the question
Use a phrase—“the real issue is”—then convey your message. Never totally dodge—at least acknowledge the tough issue and tell what you’re doing about it.
• Turn negatives into positives
Many questions have an element of truth and you can’t ignore it. Agree with the problem offer a solution consistent with your message
• Don’t volunteer the negative
Never repeat a negative question—say "That's not true"—then bridge to your message and what you’re doing to make things better.
• Pick the one big thing
Messages may work best in threes—but in today’s hyper—tight media environment choose the one message—the main thing that HAS to be in the story
• Market through your message
From trend story to giving reporters vital information every interview is a marketing opportunity. Be subtle but answer their questions with data and proof points that promote your themes.