PR and marketing

Recently we ran a media training session with a client who had a very important face to face interview with a few Australian Financial Review journalists. I thought I would share some of the tips I discussed in the session. The first step is preparing for the interview but during the it there are key techniques to get the most out of it: 

Answer plus one
To ensure you maintain control of the interview, don’t just answer the question. Your objective must always be to communicate your key messages. Use the questions as an opportunity to make your points. This is called ‘answer plus one’. In other words, answer the question then add one of your key messages or key issues outlined in your game plan.

Answer in your own time
The journalist is interested in what you have to say, so don’t get flustered if you can’t think of an answer immediately. Just take your time, collect your thoughts and take a deep breath before you answer.

Don’t be afraid of silence
Some journalists use it as a technique in the hope you will fill the silence with unplanned information. Silence can be powerful and there is no need to fill it.

The “no comment” rule
Don’t say “no comment” as it implies confirmation of the question. The audience will interpret it as guilt or a cover up. The rule of thumb for responding is to explain why you can’t respond and use one of your key messages. For example, “I can’t respond directly to that for legal reasons, however, what I can tell you is…”

However, never allow wrongful allegations to stand. If the journalist says something wrong, correct them immediately. Do not repeat the incorrect information or question. If you do, it will only reinforce it. Read more about this on our blog Public Relations Sydney. 

Don't use jargon
Every industry has its own jargon. Remember who your target audience is and communicate in language they will understand. Also, don’t assume that the journalist is trained in your specific area of expertise; as a result, they may not understand your jargon.

Use your customers as testimonials
Depending on the topic of the interview, it may be effective to use one of your valued customers to validate your key messages. You would have to ensure that they are comfortable speaking to the media. Often this is an effective way of illustrating your point and helps your audiences understand and identify with you.

I recently had a conversation with customer service specialist, Nancy Georges, about how important customer service is. Without exceptional customer service, a business cannot thrive, grow or survive long term.  Through the internet and social media customers can share their experiences - both good and bad - immediately. 

Here are some of Nancy’s tips to help elevate your customer service experience:

• Know that customer service is giving your customer what they want, when they want it, not just the greeting as they come into your business.

• Remember that customer service is just good manners applied to your business, your customer and every interaction you have. Be respectful especially in cases where there has been a less than positive experience, this will ensure emotions do not get in the way of resolving the issue positively.

• Be genuine. Smile when speaking to customers (especially on the phone). People respond immediately when others smile at them.  It will also mean that they associate you with a positive experience. People are always happy to do things that make them feel good repeatedly which is good for your business.

• Take customer comments, feedback and complaints as tools to help shape future behaviour. If something had a great response, do it again, apply it to other areas of your business and promote it.  Use complaints to put in systems and procedures to ensure this does not happen again.

• Every single person in your business needs to value the same customer service standards and values.  Training, reinforcement and feedback are vital for any business owner and their staff.

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