PR Tips and Techniques
Marilyn Mobley

1.  Tips for telephone interviews
2.  How to add credibility to your message
3.  How to write a great e-mail pitch
4.  How to write a press release that gets noticed 

1. Tips for telephone interviews with the media

A majority of interviews are conducted by phone. Since many of us spend several hours a day on the phone, it’s easy to let our guard down and be more casual than we might be if the interview were face-to-face. That’s when mistakes can happen. To ensure you’re at the top of your game when being interviewed by phone, consider these helpful hints:

Isolate yourself prior to the call:  Ideally, spend at least 10 minutes alone before conducting a phone interview. Breathe slowly and hum for a couple of minutes to warm your vocal chords.

Remove distractions around you:  Turn off your computer and turn papers on your desk face down so you won’t be tempted to read while talking or listening. 

Review key messages: Take a moment to look at your notes and think about the key messages you want to relay before the call even begins. I recommend keeping a card next to the phone with specific points and phrases you want to work in during the conversation.   

Stand while you talk:  You’ll sound more energetic and you’ll find it easier to regulate your breathing. It also prevents you from leaning back in a chair and getting too comfortable, therefore lowering your guard. 

Smile. When appropriate, smile just as you would if you were talking to the reporter face-to-face. It’s really true that a smile can be heard. It will boost your confidence and make you sound more approachable. 

Track your speed: Occasionally ask if you’re speaking too fast. Many reporters still take notes by hand. They’ll appreciate the courtesy. 

2. How to add credibility to your message 

One sure way to become a regular source for the media is to provide information that is credible, clear and concise. Learn to paint mental pictures for the reporter so it’s easier to relay your key messages to the audience. Avoid using weak phrases like, “I think” or “I feel.” Instead, build your credibility by using:

Common language:  Lose the buzzwords and catch phrases. Be original, don't be afraid to use your sense of humor, and always ask yourself, "How could I make my Uncle Jed understand this at the dinner table?" 

Facts: Use simple statements that describe a situation, condition, or position. Don't say you 'think" or "feel" something is true. State it as the fact that it is. Remember, though, if you state something as a fact, be prepared to back it up.

Statistics: Put them in easy-to-understand terms. For example, use "3 out of 4 people said" instead of "a majority of respondents replied." Quote "gee whiz" numbers, stats that make people really sit up and take notice. 

Authorities: Provide contact info of other experts who can back you up. Quote from well known, respected sources.

Analogies and comparisons: Paint a mental picture by comparing/contrasting. Be able to say, “It’s like ______, but it's not like _______.”  

Personal experiences: People love to hear personal anecdotes and stories. Keep them short and make sure they illustrate your point strongly. 

3. How to write a great e-mail pitch 

Most reporters now prefer to receive pitches by e-mail. It allows them to manage their time more effectively, avoid telephone interruptions, and ponder the idea being presented before responding. Once you’ve identified a reporter you want to pitch a story idea to, follow these simple guidelines to improve the chance of having your e-mail read and responded to: 

Keep it simple: No more than a five word subject line. And be specific. For example, use “Why Dieters Usually Fail” rather than “Story pitch on dieting.” Short lead paragraph, ideally 20 words or less. Keep the entire note to 250 words or less. 

Make it stand out:  State your idea/angle up front. Write in a straightforward manner and ensure your note is clear, concise, and tightly written.

Offer a news hook:  Tie your idea to current events, trends, tips, seasonal happenings. Looking for an event to connect to? Use Chases Calendar of Events at www.chases.com. It lets you search special events, anniversaries, historical references, etc., by keyword. Only $52.95 per year.

Remember, the journalist is the customer:  Don't suggest they do a story about you; instead, offer to be an expert source who can provide valuable information to their customers, the readers, viewers or listeners. Use phrases like, "I can offer you some insight on why....." or "I'd be happy to share some _______ (experiences, anecdotes, examples, case studies) that your audience will find enlightening." The key here is to position yourself as wanting to help make the journalist's job easier.

Never send an attachment:  Most reporters will erase a note containing an attachment without even opening it. If you feel it’s important to attach a file, summarize what’s in it and ask in an e-mail if you may send it. 

Always spellcheck: Seems simple enough, but you’d be amazed how often people send notes riddled with errors. It ruins your credibility and irritates the recipient. 

4. How to write a press release that gets noticed 

The average daily metropolitan newspaper receives about 300 press releases a day, so to get yours noticed takes more than just competent wordsmithing. It takes understanding your audience and knowing what makes news. 

The most important thing your release should do is make the editor’s job easier. Print and broadcast media are constantly searching for fresh news. If  you can give it to them in the way they want to receive it, your clip file will be bulging before you know it. 

You’ll increase the chances of your release getting the attention you crave if it is: 

Timely: Are you addressing a current topic or hot issue? If it ties into issues already being written about, you’re halfway home.

Local: Find a local angle for your news. Media outlets want to tie into something in the region: people, educational issues, sports, politics, business, etc. How will your announcement impact folks in a specific region? 

Relevant:  Why should someone reading the local paper care about your announcement? Show how it will affect the reader’s life. 

Unusual: The media always look for something out of the ordinary. In Atlanta, the AJC ran a front page story in the Metro section about a funeral home that offered a free casket and funeral services to anyone who put in writing they intended to drink and drive on New Year’s Eve. If they died in the process, the funeral home would provide everything free of charge. It was a great gimmick for getting media coverage. But be careful – think about the image you want to cultivate. 

Interesting:  News flash here, readers! Editors rarely care that you have a new product or service. Write about how your product or service is being used to make users' lives more productive, more profitable, less stressful, more enjoyable, etc. 

Finally, don’t send your release to every news outlet you can identify. It’s a waste of money and time. Target specific outlets that typically cover the kind of news you want to share. Not every news outlet has the same demographics and mission.                     
Copyright 2002 Marilyn Mobley, Acorn Consulting Group, used with permission. Courtesy of Bob ‘Idea Man’ Hooey www.ideaman.net

Reprint rights: If you would like to reprint any of these tips in your own e-zine or publication, you may do so absolutely free. Just attach the following credit line: By Marilynn Mobley, Acorn Consulting Group, www.theacorngroup.com, 770-578-6002. I'd also appreciate receiving a copy of your publication.