Posts Tagged ‘interviews’


Mia Moo Fund: A Media Relations Dynasty

Monday, July 28th, 2014
MIa Moo Fund Media Dynasty Johna Burke Duck Dynasty BurrellesLuce Media Relations PR

L to R: U.S. Rep Trent Franks, Mia Robertson, Reed Robertson, Missy Robertson, Jase Robertson. Photo by Johna Burke

A couple of weeks ago I attended the press conference and media event with U.S. Rep Trent Franks and Mia Robertson and her parents (part of the Duck Dynasty family) for the Mia Moo Fund. My niece, who also attended, was born with a cleft lip and palate, so the Robertsons’ admirable charity and the congressman’s invitation for Mia to speak was particularly meaningful. Amidst all of the Duck Dynasty fanfare I was most impressed by the master spokespeople, Mia’s parents, Missy and Jase Robertson.

The Scene: Your beloved daughter was born with a cleft palate and wants to help other kids with the condition, so you help her start a foundation. A congressman born with the same condition helps raise awareness of the condition’s struggles and provides leadership support to the many children affected. Your daughter writes a speech for the event and you take your family to Washington, D.C. The media interviews begin and you are asked about abstinence before marriage and your family patriarch’s controversial remarks. This IS media relations.

MIa Moo Fund Media Dynasty Johna Burke Duck Dynasty BurrellesLuce Media Relations PR Trent Franks

Rosie Fox (front), U.S. Rep Franks, and the Robertson family. Photo by Johna Burke

While it’s always imperative to prep answers to easy questions before a media interview, this event reminded me about the importance and potential perils in lack of preparation on the really tough questions. Mia, Missy and Jase all have strong conviction for their subject matter and their passion resonates in every syllable. That kind of conviction isn’t as easy for the average spokesperson, so in lieu of family conviction and faith, make sure your spokesperson is mindful of these quick tips:

Relevant news topics: If anything is trending in the news even tangentially related to your industry make sure to address the affects to your organization’s mission.

Key messages: All messaging related to the topic and also key messages as they relate to other potential topics that could arise during an interview. Always have strong sound bites.

Importance of rapport: Being relaxed is the goal, but looking relaxed is essential. Body language on camera can indicate when a spokesperson isn’t prepared. While you can’t avoid the tough questions your spokesperson’s ability to build rapport will translate into a more confidence which translates to their ability to control the interview.

A stand-out moment from the interviews was when Mia was asked “What is the coolest part of having a new lip or new palate for you?” Eleven year old Mia responded “I don’t know” and the reporter followed up with “So, no comment. But you’re much happier now.”

No, she didn’t say “no comment,” she answered a bad question honestly. Based on her initial interviews I have no doubt Mia will be bridging and saving reporters from their own bad questions in no time.

The Mia Moo Fund tagline is “Every kid deserves a smile,” and this event gave a proud aunt and PR person a lot of reasons to smile too. Thank you.

When Prepping for a Media Interview, Don’t Forget the Easy Questions

Thursday, June 5th, 2014

When Prepping for a Media Interview, Don’t Forget the Easy Answers Ellis Friedman BurrellesLuce Fresh IdeasWhen someone well-known puts their foot in their mouth, the media delights but the public relations pro cringes. The reps for Charlize Theron and Gwyneth Paltrow had very good reason to cringe this week when they both made ill-thought-out remarks about the nature of fame.

When SkyNews brought up her Google results, Theron replied, “I don’t [Google myself] – that’s my saving grace. When you start living in that world, and doing that, you start feeling raped.”

A few days prior, remarking on harsh online comments lobbed at her, Paltrow stated that such attention is “a very dehumanizing thing. It’s almost like how, in war, you go through this bloody, dehumanizing thing, and then something is defined out of it. My hope is as we get out of it, we’ll reach the next level of conscience.”

In case you needed us to point it out, fame is not like war or sexual assault. So why did they give these answers to what were certainly not hardball questions? Herein lies a very important public relations reminder: when you prep a client or spokesperson for a media interview, prep them on the hard questions and the easy questions.

No one is too good for prep

No matter how accomplished a person is at being interviewed, they’re never too good for practice. Jim Miller, formerly SVP at Dentsu Communications and current president at Momentum Communications Group, says that “the best value you can provide is to cover the basics: review anticipated questions, reinforce key messages” and get in a practice run. A good rule of thumb is one hour of prep for every minute of air time. If someone is interviewed frequently, prep them regularly to keep them sharp and prevent any lapses.

Consistency and Sincerity

Interviewees who get a lot of coverage are likely to be asked the same questions multiple times, and even if they’ve answered a question countless times, it could be the first time a particular audience hears the answer. In order for the audience to be compelled to care about the interviewee, he must be sincere and relatable. Sound bites, even for the repeat questions, are a great aid for avoiding feigned interest or any perceived defensiveness. Your subject needs to connect to the audience and if they get stumped on the “What are your plans for the holiday?” then the rest falls apart quickly.

Rephrase common questions

When you’re prepping, always reframe the same questions to ensure you don’t fall prey to reiterating a negatively asked question and fumbling your response to fit into how the question was asked. practice tailoring canned responses. For example, “Do you Google yourself?” and “How do you feel when you Google yourself?” or “What’s the most surprising thing you’ve seen when you’ve Googled yourself?” Using the same talking points with different delivery will keep your interviewees thinking.

Keep everyone up-to-date

Your client or spokesperson may be asked to comment on a topic that is related, even if tangentially. Make sure they know how to respond with a key message or are adequately trained to bridge back to the primary topic.

Assess what works, then build

The post-interview debrief is equally as important as the preparation. You can get the best assessment of “what we can do better next time” of “need to hit that issue harder” of “have more resources about X to demonstrate expertise on the matter.”

Storytelling is a very powerful tool in the media relations arsenal; unfortunately, when placed in the wrong hands can be lethal. Work with subjects to make sure the images they conjure are relevant and on target. What other tips do you have for prepping answers to the easy questions?

Gaining Insights – Following the 2011 PRSA International Conference

Friday, October 14th, 2011

Colleen Flood*

prsa-logoThe 2011 International PRSA Conference kicks off in Florida tomorrow through Tuesday, October 18th.  Will you be there? Join Johna Burke, senior vice president, BurrellesLuce, for a workshop on ROI and Storytelling in the Digital Age. And to help get you thinking about storytelling, read the October 2011 BurrellesLuce newsletter in our free resource library.

For those of us not attending this year, myself included, there are ways to experience the conference without being there in person. 

Here are just a few of the ways I plan to capitalize on what surely will be an educational week of professional development:

  • Twitter:  Follow the hashtag #PRSAICON to check out tweets from sessions Twitter users are attending.  There’s sure to be live tweeting.  I know the BurrellesLuce team of @gojohnab, @tressalynne, @cldegoede and @_laurenshapiro_ attending the conference will be tweeting under this hashtag.  You may also want to follow the Twitter handles of some of the conference’s speakers. I also set up a column in my BurrellesLuce social media monitoring tool (Engage121) to keep tabs on all these tweets.
  • ComPRehension Blog: This is the official blog of PRSA and will be updated with conferences blog posts, podcasts, interviews and other news related to the conference.
  • Flickr:  Another source I will check out is the 2011 PRSA International photo stream on Flickr to view event photos.
  • Facebook:  While their doesn’t appear to  be an official page setup for the conference, I still plan to monitor PRSA’s Facebook fan page for interesting tidbits, along with some of the local Florida chapters.

I look forward to “listening” to the conference from New Jersey…How are you going to make the most of your virtual, conference experience this year?

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*Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce