Cybele NegrisMy fellow Small Business Roundtable board member Garth Frizzell, CEO of Terra Cognita Software Systems Inc. has compiled 10 tips on how small businesses can prepare for media interviews that I want to share with Webnames.ca readers. With the mass of media about to descend on Vancouver in less than a month for the 2010 Winter Olympics, I believe that these tips are especially timely.
With reporters and videographers roaming the Mainland for human interest stories, are you ready to capitalize on the opportunity for your business to be featured?
Here is a quick checklist of do’s and don’ts in getting the most out of free media exposure:
1) Choose interview locations with powerful visual impact since stories with the best visual appeal have a higher probability of being featured
2) Open and close an interview with reference to name of your small business.
3) Ensure your straightforward call-to-action information is up to date and at your finger tips e.g. “go to www.mywebsite to get more information about…” or “go to www.mywebsite to get your own…”
4) Keep the story angles and language simple – reporters focussed on human interest stories related to the Games may not have the background to appreciate business complexities.
5) Don’t give quotes about things outside your expertise; don’t speculate, or give an opinion, stick to the facts.
6) If you can’t answer, say why you can’t, don’t use the phrase “no comment”.
7) Don’t speak off the record; assume everything you say may be used.
8) Repeat the question before you answer – this gives you time to compose your response BUT don’t repeat negative questions.
9) When you have an open-ended question and a lot of time to fill, don’t. Answer the question, then stop.
10) Project the confidence and energy of a small businessperson with a compelling story.