Here are a few media do’s and don’ts to be mindful of, regardless of why someone might be knocking on your front door.  

DON’T be difficult

Yes, you are busy. No, the reporters don’t care. Their job is to tell the story about what you do in a way that resonates with their audience. This can be a lengthy process compounded by impatience and frustration. The less time and effort you give to a member of the media soliciting your insight, the greater the chances the piece won’t come out the way you’d like – they’ll see you as a challenge. Perhaps they’ll even feel less inclined to give you a follow up ring to clarify a comment they aren’t quite sure is 100 percent correct. It doesn’t work to your advantage when reporters have to work harder on simple tasks. Do yourself a favor – don’t make an interview harder than it needs to be.

DO be prepared

The reporter, journalist or blogger you’re speaking with may or may not know everything about your project, product or service. You’re the expert. Be prepared to talk about the basics and fundamentals of your subject. Keep it simple; avoid jargon. It will save you time when a reporter is putting the final touches on their story. If you’re organized, careful and concise, you’ll be able to communicate your message clearly and effectively like you’ve been doing it your whole life.  Also, consider that the journalist, in asking a question that you consider simplistic, may be doing so on behalf of a reader, listener or viewer who may be less familiar.

DON’T fall for reporter interview tactics

It is best to avoid sharing controversial details- even if the reporter assures you that the conversation is “off the record.” Fight the urge to fill any awkward silence with conversation. If it is confidential, don’t disclose the name of the person who can provide the information you won’t divulge. Don’t let the reporter persuade you to provide details you shouldn’t by using the public’s right to know as a justification. Reporters have been asking questions for years. They know how to extract the smallest details that will unlock greater depth to their stories. It can be as simple for them as asking the same question a different way. Don’t underestimate the tricks. They are used when you least expect it.

DO know the rules of ethical news reporting

Assume everything is “on the record” and could appear in print. Tread carefully; you never know where a reporter stands on the hierarchy of ethics. As soon as a journalist identifies themselves as such, the conversation is already on the record. Honest journalism practices dictate that a reporter should not publish insight they receive from a person prior to notifying them that they are a journalist. Additionally, recognize that the journalist can err later in determining what was on and off the record.

Terms like “on background” and “on deep background” directly protect sources from being identified explicitly but allow reporters to publish the information they receive. Most journalists avoid using information they received from unidentified sources unless they’re dealing with matters of national security. A reporter’s neck is on the line when they share information from an unnamed contact. The risk is for them not often enough worth the reward.  Even still, it is important to realize when a reporter may have breached ethical standards. It could give you a good sense of who to interact with moving forward.

DON’T get off topic

Answer the questions you’re asked without distracting from the point. Nobody likes to speak to someone who will bury them in irrelevant details when they ask a simple, straightforward question. Reporters are looking for high-level information and will dive deeper into a subject if need be. Don’t miss the opportunity to provide a strong quote or share insightful expertise because you’re caught in the minutia of the story. Help them understand what they need to know and correct misinformation as you encounter it. If faced with a confrontational discussion, apply bridging techniques to organically introduce a relevant concept to a difficult question when reporters are watching for evasiveness. It is on you to communicate your message effectively. If you fall off point, discussions may not result in the coverage you’d like.

Are you interested in learning more about best practices and interview techniques? Contact us to learn more about our media training program.

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Here are five tips for gaining a foothold with this fast-growing population:

1.       Incorporate Hispanic values into campaigns

Whether Latinos are Puerto Rican, Mexican or Argentinian, certain similarities distinguish them from other ethnicities, including strong family ties, overwhelming sociability and unified communities. When considering how to reach Hispanics, brands need to keep this culture in mind and create marketing plans with Hispanic resonance. Simply translating generic materials will yield only a lukewarm outcome. To get impactful results, brands should base their campaigns on cultural insights.

2.       Earn credibility by partnering with a trusted influencer or institution

Last month Macy’s launched a new clothing line with Thalia Sodi, a well-known Mexican singer and telenovela actress. By partnering with a Latin American household name, Macy’s gained leverage that is likely to translate into increased sales. Macy’s projects that 20 percent of the traffic in its stores will be Latino within a few years, up from the current 16 percent. When asked why this Latina audience is so important, Macy’s chief marketing officer, Martine Reardon, responded simply, “They over-index in buying apparel, food, jewelry, cosmetics and fragrances.” Since Hispanics are one of the country’s heaviest-spending target markets, communicating with them effectively can play a vital role in a successful marketing plan.

3.       Generate awareness at a local level and get results

Last year, Mosaico, Fineman PR’s multicultural division, developed a comprehensive media relations and community outreach campaign for the Mission Economic Development Agency, an organization that serves low- and moderate-income residents of San Francisco’s Mission District, a historically Latino area. The goal of the campaign was to generate awareness of MEDA’s economic security initiatives and boost participation in its programs. By implementing strategic media outreach and conducting an effective media ad-buy campaign, Mosaico saturated local media with MEDA’s initiatives. The result: leaders of the organization saw an increase in the community’s awareness of MEDA and growth in the number of participants at its events. Latinos are very community-focused, so by designing PR and advertising messaging that resonates with their needs, brands can establish themselves as the answers to what community members are seeking.

4.       Engage Digitally

The median age of American Hispanics is 28, compared to 32 for African Americans and 42 for Caucasians. Even more noteworthy is the median age of the American-born Hispanics – just 18 years. As of 2012, 78 percent of Latinos surveyed by the Pew Hispanic Research Center said they go online, and 68 percent reported they visit a social networking site. In an effort to engage with this audience, Kellogg’s launched DiasGrandiosos.com, a website that offers recipes and lifestyle articles designed to reach and engage with the American Hispanic consumer. The site is a great example of how brands can create shareable, culturally relevant content that leads back to a branded website.

5.       Invest now and gain a competitive advantage in the future

By implementing marketing initiatives that target the Hispanic audience now, brands will be one step ahead of their competition in the future. As the audience continues to grow, marketers would be wise to reach out to it now and see what works before it becomes an even larger segment of the population. Companies that are currently reaching out to Hispanics should evaluate their campaigns to ensure that they are engaging with them in a culturally relevant, productive way.

For more information on how you can most effectively reach Hispanic consumers, please visit www.mosaicopublicrelations.com.

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To assure my team gave this sufficient thought and reflection, I asked our junior and more seasoned staff to give me their best definition of public relations, whether it was their own or another, perhaps, that set them off on their career path.

My particular favorite has been around for a while, having originated, I believe, years ago with Denny Griswold of Public Relations News: “The management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”

And, while that works for me, it may be a mouthful for someone – for example one of my junior people – to explain to family members who are trying to understand what their son or daughter, sister or brother, does for a living. So, with the assumption that all organizations need their publics’ goodwill to achieve their goals, here’s a few simpler suggestions from my staff that may help:

There is one other definition that I like – though at this point I’m not exactly sure of the source – but it takes a strong stand on including the public relations function in all high level executive decision making:  “Managing the creation of goodwill for an organization and its products among audiences that can affect its present and future welfare, including the exertion of influence in the formulation of an organization’s policies and direction.” That’s the seat at the table so many public relations professionals have been advocating for years but only few of us have attained.

For context, here is the official definition of the Public Relations Society of America: “A strategic communications process that builds mutually beneficial relationships between organizations and their publics.”

In my next blog, coming soon, I will summarize the definitions and impressions the Fineman PR team came up with for “Brand PR,” the focus of how we practice our profession, and it may be instructive to understand how we incorporate the definitions above in our practice.

The post PR 101 appeared first on Fineman PR.

Digital footage secured through broadcast interviews or even a chance recording from a passive bystander can live online forever. For this reason, media training is an important tool to ensure you present your best self with prepared and practiced messages in order to maintain your approved public image.

You may have mastered the art of board presentations and can already deliver a stirring elevator speech in your sleep, but how you present your message in front of the camera is the true test. When the little red light is flashing, how do you measure up?

At Fineman PR, we regularly conduct media training for both our Brand PR and Crisis PR clients to help strengthen spokesperson performance, rehearse responses to tough questions and prepare for the unexpected. We provide a safe playground for clients to experiment with new messaging and delivery. Through repetition and analysis of on-camera performance, a good spokesperson can become great.

We look for confidence – a trait that matures with practice. How you deliver your message is as important as what you are saying. Below are key takeaways to ensure a memorable, effective presentation before you say a word.

In 5, 4, 3, 2, 1:

• Food and Drink:
  • Drink water before the interview to prevent your mouth from becoming dry. Stay away from carbonated beverages
  • Eat! Do not give an interview on an empty stomach. Avoid salty foods; they will make you thirsty.
  • Caffeinate, but with caution. Early calls for morning show interviews and green room buffets may tempt you to down more coffee than you usually would. Caffeine-induced jitters can easily be misread as anxiety or discomfort. 

• What Not to Wear:
  • Viewers should focus on what you have to say, not your appearance (unless of course, your appearance is the message). Avoid jarring patterns, flashy jewelry or loud clothing that will distract from your message. That arm party on your wrist is amazing, but will create too much noise when you shake hands with your interviewer.
  • Be careful with the colors you wear. Too much black can be viewed as harsh. White will not appear “crisp” on camera. Wear white only if you are a doctor … or play one on TV.
  • Avoid stripes, herringbone, and small intricate designs or patterns. Conservative dress and solids work well, especially pastels. Shelve your seersucker blazer for casual Fridays and keep the leopard print locked up.
  • Powder makeup (in the same shade as your skin) will mask oil and sweat. Fun fact: powder and even antiperspirant can be used on a receding forehead to avoid glare. Ladies, do not wear lip-gloss or shiny makeup. Matte is always in fashion for broadcast, regardless of season.
  • Make sure your earpiece fits properly before the interview begins. Tuck in your shirt and adjust your collar as needed after any microphone or earpiece adjustments.

Lights, Camera, Action:

• Tone:
  • Be confident. You are an authority on your topic. Own the message.
  • Project yourself more energetically; normal conversation can appear weak, flat or monotone, making you sound insincere or uninterested. 
• Body Language:
  • Maintain good eye contact with the reporter/interviewer; do not look at the camera or the monitor. If you need to look away for a moment, look down, never up at the ceiling.
  • If appropriate for your message, smile gently while on camera; you will look confident, relaxed and pleasant.
  • Let your arms hang; gesture naturally. Do not slouch or make distracting movements, e.g., rubbing your eyes, touching your hair, etc. Don’t cross your arms or put them behind your back or in your pockets. Keep your hands in your lap without clasping them.
  • If you are sitting, lean just slightly toward your interviewer; communicate that you are engaged, positive, confident, open and warm. This can also help you appear slender and project a stronger jaw line.
  • If sitting, you may cross one leg over the other, but do not rest your ankle on your knee.
  • When the interview is over, sit still until the producer or host tells you that you are finished and may remove your microphone. Hold all chit chat until your microphone is removed and you are off the studio floor.

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