
          TALK EFFECTIVELY WITH REPORTERS

           Copyright 1994 Marcia Yudkin.  You may reproduce this
           entire electronic book and pass it on as shareware.  All
           other rights reserved.

               Occasionally a magazine or newspaper will print your
           press release word for word.  Other times they excerpt it or
           restate your information in their own style.  More often,
           they call the contact number you provided to get additional
           quotes and details in order to write an article tailor made
           for their audience.

               It's possible for you to blow the opportunity when a
           reporter calls.  Follow these guidelines to maximize your
           chances of ending up in the story.

           1.  Call the reporter back as soon as possible.  Even more
           important, call him or her back, period!  In researching my
           two most recent books, I was astounded at the number of
           businesspeople who didn't seem to understand what being
           mentioned in a book could do for them.  Usually if I left two
           messages and they didn't call back, I crossed them off my
           list.

           2.  If the reporter catches you in, however, you don't need
           to do the interview on the spot.  It's reasonable to ask about
           the focus and scope of the story and set up another time to
           talk, so you can be thinking in the meanwhile about what to
           tell him or her.

           3.  Know your agenda.  Decide ahead of time what you most
           want to communicate and prepare your "talking points."  Think
           also about any topics it might not be in your best interest
           to discuss.  Either steer conversation away from them or
           politely end the interview if it turns out those are the
           reporter's primary interest.

           4.  Be specific, anecdotal and colorful during the interview. 
           The more quotable your remarks, the more likely you'll be
           quoted at length.  Instead of "very profitable," say, "it
           took three hours every morning to count the checks."  Instead
           of "I love it in New England," talk about how you enjoy the
           changing of the seasons and respect the neighbor who is
           rebuilding the stone wall between your property and his.

           5.  Spell out names and explain any unusual terms you use. 
           Even better, fax or send fact sheets or a bio for the
           reporter to use as reference.  People often complain about
           reporters making mistakes, but you can prevent them by
           putting the appropriate facts literally in front of them.

           6.  Don't ask to approve the story before it's published.  At
           most, a responsible reporter may agree to read back to you
           portions of the article in which you're quoted to make sure
           it's accurate.  And if mistakes or distortions do turn up in
           the story, thank the reporter anyway.  Chances are the
           article will benefit you even with half a dozen bungles.

               For more perspective on dealing with the media, consult 
           SIX STEPS TO FREE PUBLICITY by Marcia Yudkin (Plume Books),
           available at your local bookstore or from (617)266-1613.

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