Publicity: Nailing a Media Interview, Part I

The most important thing to remember for any interview: stay on topic. I ask clients to repeat this like a mantra before they go on the air, or even when on the phone with a reporter.

A print reporter gets maybe 700 words to do your story. A TV or radio reporter has two minutes. So your interview shouldn't be hours long.

Don't give them more than they need. It's too overwhelming for them, and can divert the story to a tangent. Tangents have a place ? in intellectual dialogue; when you're talking among colleagues. Remember this formula always: in mediaworld, almost all the time, tangent = someone else's story, not yours, getting talked about.

Sure, you can become a reporter's friend by steering them to new resources, trends, and information. But don't feel obligated to point out all opposing points of view, or to lead them to those who may dispute you. Who needs that?

Remember... becoming buddies with the press is a good thing ? but our ultimate goal is to attract prospects and clients.

To avoid these pitfalls, practice your answers to the questions you expect before the interview. Whether it's on- or off-camera, your interview has no "do-overs." So make your mistakes while practicing for it.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

In The News:

PR: Postar - Public Chain Transaction Platform  Bitcoin NewsRecently, Postar, the world's first public chain eco-transaction platform,has attracted the attention at home and abroad. However, emerging in the bear market, ...
Meghan Markle's biggest PR problem still remains her beleaguered father  Independent.ieAt the best of times, it's hard to understand Thomas Markle's motivations.
Blockchain PR firm Wachsman cuts 16 staffers amid crypto volatility  PRWeekNEW YORK: Blockchain PR and events firm Wachsman has let 16 staffers go in its New York and Dublin offices. The firm employed more than 110 people ...
The future of PR and AI: It's never been better, or worse  Media UpdateThe public relations industry is not being left out of the digital innovation wave, but the need for the human touch – especially when reputations are at stake – will ...
Leading Women in Business: Valerie Roe of Valerie Roe PR  RSVP LiveThey are the boss ladies extraordinaire who are shaping the Irish business world for the better. Here, Valerie Roe shares her story of success.
Tactics That are Essential for PR to Make the Business Shine Brighter  EntrepreneurPR is more urgent and incorporated with a brand's potential for progress or disappointment than any time in recent memory.
P-R Leaders Club serves holiday meal to senior citizens  Tribune-ReviewOn Dec. 6, the Pine-Richland Middle School Leaders Club prepared and served senior citizens a holiday meal in the school cafeteria. This well-attended meal is ...
Nexus names new managing director  PRWeekNexus names new managing director. From PR Week.
JLP picks Samuda to lead its PR campaign  Jamaica GleanerSenator Matthew Samuda is the new head of the Jamaica Labour Party's (JLP) Public Relations Committee. Samuda's appointment was ratified by the party's ...
PR Vets Steven Wilson, Ron Hofmann, Hayley Antonian Leave BWR to Form New Agency  VarietyBWR's Steven Wilson, Ron Hofmann, and Hayley Antonian have announced the formation of a new communications company, Scenario, headquartered in Los ...
Barista collaborates with PR agency Saints Art to boost mkt objectives | FNB News  fnbnews.comBarista Coffee Company Limited, one of the largest Indian coffee chains, has collaborated with Saints Art, a leading public relations firm, to further support its ...
PR Practitioners Should be Innovative, Professional – TPT Boss  BrandspurngPublic Relations professionals in the country have been urged to be awakening to innovative ideas that could resolve issues relating to the profession...
Flume Digital Marketing and PR appointed by Tsogo Sun  Media UpdateFlume Digital Marketing and PR has added Tsogo Sun – South Africa`s largest listed hotel and hospitality group – to its growing stable of clients.
I'm A Celebrity PR expert reveals three campmates set to benefit most  Birmingham LiveHarry Redknapp could earn huge sums before the adulation fade.
Watch: 'Shopping on ice' - Iceland installs in-store ice rink  PRWeekThe company – which has been widely praised for its main Christmas campaign highlighting the environment impact of palm oil – has refitted its Stratford store in ...
Ranieri rebrands agencies under one name as it targets 'rapid growth'  PRWeekRanieri rebrands agencies under one name as it targets 'rapid growth'. From PR Week.
5 things for PR pros to know on Monday morning  PRWeek5 things for PR pros to know on Monday morning. From PR Week.
Journalists think reporting good news is propaganda or PR, says Harvard professor Steven Pinker  Times of IndiaSunday Times News: It is a terrible time to be an optimist.
State Farm Reviews PR Duties  The Holmes ReportThe insurance giant has worked with Weber Shandwick for nearly a decade.
4 Tips to Launch Your First Effective PR Campaign  EntrepreneurWhen you dive into public relations, the spotlight will be on you.
Banita Sandhu prefers to focus on craft over PR  Sify NewsThe London-based actress says she would love to work more in India, but is disappointed that there isnt much for her to do in the industry as of now.
Payless Shoes Becomes the Ultimate Troll in an Sneaky and Clever PR Move  Inc.Payless just pulled a great PR prank--really pulled out all the trolling stops--and took a satirical shot at influencers. Trying to market via people who have ...
Rachel Gilley Leaves Bite for Clarity PR  The Holmes ReportGilley is the new UK managing director at tech agency Clarity PR after 19 years at Bite Global.
PR PUSH FOR PERSONALISED PACKAGING LAUNCH  BdailyEden Public Relations has been appointed to deliver a comprehensive media relations programme to support the launch of a new personalised packaging ...
IN PICTURES: PR, Communications Practitioners Network at PRAU Nite  softpower.ugThe December edition of the PRAU Nite held on Thursday evening at the Sheraton Kampala hotel brought together several Public Relations (PR) and ...
​Deb Sharratt Wins Outstanding PR Practitioner for 2018  BdailyNewcastle-based Public Relations professional, Deb Sharratt has been named as the Outstanding Independent PR Practitioner (North East), in the industry's top ...
Beleaguered WPP predicted to announce job losses  PRWeekWPP is expected by analysts to announce thousands of job cuts on Tuesday as it attempts to soothe investors' worries, which today dragged its share price ...
Snap names 21st Century Fox's Julie Henderson chief communications officer  PRWeekNEW YORK: Snap Inc. has hired Julie Henderson as chief communications officer. Reporting to CEO Evan Spiegel, Henderson will lead global communications, ...
The Startling Thing Hurricanes Are Doing To Puerto Rico Watersheds  ForbesWhat hurricanes like Maria and Irma are doing to Puerto Rico watersheds and why it worries scientists.
How Facebook’s crisis PR firm triggered a PR crisis  The VergeFacebook hired Definers Public Affairs to polish its reputation, but instead it created a new PR crisis for Mark Zuckerberg and Sheryl Sandberg.
'Air taxi' firm appoints Walker-Jones as head of comms  PRWeek'Air taxi' firm appoints Walker-Jones as head of comms. From PR Week.
Puerto Rico to hire crews, fix 106K streetlights post-Maria  ABC NewsPuerto Rico's power company said Monday that it plans to hire private firms to repair some 106,000 streetlights across the U.S. territory that remain in the dark ...
Behind Puerto Rico's Debt, Corporations That Drain Profits from the Island  CADTM.orgThe Phenomenal Drain of Profits Beginning in the 1970s, Puerto Rico's economy began to suffer a drain of profits, to the point where the measure (...)
Puerto Rico overhauls tax laws to help workers, businesses  ABC NewsPuerto Rico's governor signed a bill on Monday to overhaul the U.S. territory's tax laws in a bid to attract foreign investment and help workers and some business ...
Alexandria Ocasio-Cortez: I come from Sephardic Jews who fled to Puerto Rico  The Jerusalem Post - Israel News"So many of our destinies are tied beyond our understanding." Ocasio-Cortez said regarding her family lineage.
McDonald's is a social and healthcare burden – whatever its charity PR might indicate  The Conversation - UKStepping into a McDonald's in Dublin, the front window is covered with little yellow cut-outs of children's hands. Donation boxes are displayed prominently on the ...
ICCO World PR Report: Profits Expected To Rise In Every Region  The Holmes ReportSINGAPORE — The ICCO World PR Report 2018-2019, launched today, reveals agency heads in every region of the world are predicting increased profitability ...
PR: More Stamps Global Is the One Stop Shop for Crypto Travel  Bitcoin News"Community is about ownership and as the companies have started owning these decentralized networks of payment they are reaching out the horizon of ...
Juniper Networks Reviews PR Agency Support  The Holmes ReportEdelman has been serving as Juniper's global AOR since 2011.
PR queen Montarna McDonald weds lawyer Nick Pitt  Daily MailPublicist Montarna McDonald, 28, tied the knot with lawyer Nick Pitt in an intimate ceremony on Friday.
Crossing borders? Read this before you embark on an international PR campaign  The DrumDrafting press *content*, maintaining distribution lists, disseminating releases with the click of a button… local PR can become an all-too-comfortable groove when ...
Over 57,000 foreigners with PR status granted citizenship since 2008  New Straits TimesKUALA LUMPUR: A total of 57191 people holding Malaysian permanent resident (MyPR) status were awarded Malaysian citizenship between 2008 and Sept ...
Judicial Service launches digitised platform for Public Relations  BusinessGhanaThe Judicial *Service* on Wednesday launched a digitised platform of the Public Relations and Complaint Units (PRCUs)...
Public Relations Officer In PMO Dies; PM Condoles Death  NDTV NewsPublic Relations Officer (PRO) in the prime minister's office and senior journalist Jagdish Thakkar passed away on Monday.
Masdar Shifts PR Duties To H+K Strategies From Edelman  The Holmes ReportABU DHABI — Masdar, the multibillion dollar planned city project in the UAE, has shifted PR duties to H+K Strategies from Edelman, the Holmes Report has ...
Coca-Cola Picks Frank As UK PR Agency For Diet Coke  The Holmes ReportThe agency takes over from Text100 to lead the PR brief for the diet soft drinks brand.
PR: iCumulate - A New Era in Social Investing  Bitcoin NewsiCumulate is an industry changing Social Investment Trading Platform and Ecosystem based on the Ethereum blockchain. The platform combines all of the ...
By hoping Kareem Hunt issue goes away, Chiefs have made it linger longer  The Kansas City StarNine days after Kareem Hunt was released by the Chiefs when video surfaced of his attack on a woman, owner Clark Hunt finally met with Kansas City reporters ...
'We need male as well as female change agents' - Women in PR UK names first 'ambassadors'  PRWeek'We need male as well as female change agents' - Women in PR UK names first 'ambassadors'. From PR Week.
New Congress, same issues for Puerto Rico | TheHill  The HillLast week, 34 members of Congress, all Democrats, signed a letter calling rethink the restructuring of Puerto Rico's debt.
The media is not the establishment's PR machine  Asia TimesAt a recent press conference, Major General Asif Ghafoor Bajwa, the director-general of Inter-Services Public Relations (ISPR), warned the Pashtoon Tahfafuz ...
PR: Social Messaging App DappGram Launches in New York  Bitcoin NewsDappGram, a Telegram-like app used in blockchain field was launched in New York, attracting much attention of the regional blockchain players. Users in all ...
Facebook's Definers Public Affairs statement is an old PR trick  QuartzIt's a classic PR strategy: If you have bad news to deliver, drop it on the eve of a holiday, or in the middle of a massive news event. Not only will it garner less ...
Samsung is reportedly reviewing its PR agency amid concerns over growth  SamMobileAccording to a report, it appears Samsung Electronics has decided to review the performance of its PR partner for the company's mobile business, Edelman.
PR: Lightning Fast Stablecoin USDX Launches Token Sale  Bitcoin NewsStablecoins have been a hot topic in 2018, and many different companies are creating cryptocurrencies for P2P payments. The USDX Wallet payment system ...
Capitalism is losing the PR battle against its failed alternative  The TimesRuth Davidson, the Scottish Conservative leader, put it best in a piece for the Unherd website last year. “The instabilities of insecure employment, opaque career ...
Read the mud-slinging pitches Facebook’s PR firm sent us  TechCrunchFacebook's latest PR crisis has cast a lurid spotlight on a GOP-led publicity firm called Definers Public Affairs, after a New York Times investigation revealed last ...
How PR Guru Brandy Fons Stays Ahead In A Rapidly Changing Industry  ForbesBased in Austin, Texas, Brandy Fons, the founder of Fons Pr, has managed to survive (and thrive) in an industry characterized by its swift innovations and ...
Paul Ralph “PR” Chopard – Edgewood – Mix 94.7 KMCH  kmch.comPaul Ralph “P.R.” Chopard, 66, of Edgewood, Iowa, passed away suddenly, on Monday, December 3, 2018, at his residence. He was born on June 23, 1952, ...
Yadier Molina: Returning to Puerto Rico when he was most...  The Athletic"To see what he did when Puerto Rico needed it most, how he stepped up, was just very impressive.”
Parkland shooting PR consultant criticized in Broward was recommended by Orange schools  Orlando SentinelWinter Park PR consultant Sara Brady, hired by Broward County schools in the wake of the Parkland shooting, has been blasted for a speech in which she ...
A Fugitive Financier’s Charm Offensive Has P.R. Firms Proceeding With Caution  The New York TimesJho Low is accused of masterminding the disappearance of more than $2.7 billion in Malaysia. Firms representing him are being careful amid scrutiny of foreign ...
No changes proposed to PR certificate rules, Gov tells Omar  Kashmir LifeSrinagar Governor Jammu and Kashmir Satya Pal Malik on Sunday evening replied to a letter by former chief minister Omar Abdullah who on behalf of his party ...
Weightlifter Meso Hassona Back Squats a Massive 300kg PR  BarBendCheck out 20 year old weightlifter Meso Hassona's latest massive 300kg/660 lb back squat PR.
UE project aims to repower Puerto Rico school with solar panels  Evansville Courier & PressA University of Evansville class is working to provide solar power to a school in Puerto Rico, helping it save money it can reinvest into education.
PR: Bithumb Celebrates Its Fifth Anniversary with BTC Air Drops  Bitcoin NewsThe global cryptocurrency stock exchange Bithumb is holding its third commemorative event in celebration of its fifth anniversary. The 'Super Airdrop Festival' ...
Public Relations Society of India Vizag receives Best Chapter Award  The Hans IndiaPublic Relations Society of India PRSI, Visakhapatnam Chapter has been adjudged as the Best Chapter in organising programmes among all the 22 chapters ...
Puerto Rico House to request Jones Act exemption  Caribbean BusinessSAN JUAN – Puerto Rico Rep. José Aponte Hernández will ask the new U.S. Congress to study a request made this weekend by the National Hispanic Caucus ...
Chhattisgarh PR Commissioner transferred amid sting row  All India RadioIn the midst of assembly elections, Chhattisgarh government has shifted out its Commissioner Public Relations Rajesh Sukumar Toppo - two days after ...
Matthew Hedges 'shocked' after PR deal between British Government and his captors is revealed  Chronicle LiveMatthew Hedges and his wife Daniela Tejada say they are shocked to discover the Government signed a PR deal with the UAE while he languished in jail.
Real Madrid and UEFA's PR play to cover up Sergio Ramos' doping controversy is a threat to fair play  FirstpostRamos is often hailed as the poster boy of winning-it-all-costs and has had a long history of bending rules, and he gets adored by his fans for it. It's hard to rule ...
Popular's Stock To Thrive As Puerto Rico Recovers  Seeking AlphaMultiple catalysts will drive growth for Popular as Puerto Rico recovers from hurricanes Irma and Maria. The stock is still valued attractively, leaving more ro.
Jonathan Lopez, Alfredo Santiago, Abimael Ortiz Win in PR  BoxingScene.com'*Fresh* Productions Boxing' showed that its young boxers have the skills to beat opponents who have won world titles. From the Pedro 'Perucho' Cepeda ...
Candelero All-Inclusive Makes Debut in Puerto Rico  Caribbean JournalThe first new all-inclusive to open in Puerto Rico in years has made its debut in the town of Humacao: the transformed Candelero Beach Resort.
EMEA News In Brief (December 10, 2018)  The Holmes ReportAd agency Grey moves into PR and PA in Denmark; Michelle Hutton is chair of Cannes PR Lions jury; Propeller Group acquisition; new work for Frank and ...
Democrats pledge to use new House majority to investigate Puerto Rico’s oversight board  Washington PostA leading House Democrat is vowing to investigate the fiscal board overseeing Puerto Rico's debt crisis, arguing that its push to slash government spending ...
Puerto Rico needs more entrepreneurs. What's being done to help them?  NBCNews.comWhile business owners in Puerto Rico have survived Hurricane Maria, the island needs to build support and incentives to foster entrepreneurship, according to ...
Will the Annexation of Puerto Rico Lead the Dolphins to the Playoffs?  The PhinsiderRemember all the media types trying to jinx the Miami Dolphins, citing Tom Brady's record in Miami? Some of us saw the premonition of the “Narrator's Curse” ...
Facebook's outgoing VP of comms defends using PR firm to dig up info on critics  CNETElliot Schrage says Definers helped Facebook "understand the backgrounds" of its critics, but denies it pushed fake news.
U-20 WNT Takes Down China PR 1-0 at 2018 Women's Nike International Friendlies  U.S. SoccerThe U.S. Under-20 Women's National Team defeated China 1-0 in its final match at the 2018 Women's Nike International Friendlies. The USA broke through in ...
Amazon Studios PR Chief Craig Berman Exits Jeff Bezos Company  DeadlineFollowing years of shuttling back and forth between L.A. and Seattle, the Communications chief actually left the Jeff Bezos run home of Transparent and The ...
Facebook policy chief admits hiring PR firm to attack George Soros  The GuardianCommunication head takes blame for hiring Definers Public Affairs as Sheryl Sandberg says antisemitism claim 'abhorrent'
Miss Puerto Rico Valeria Vazquez crowned as Miss Supranational 2018 on their 10th-anniversary  Times NowThe night is finally here. After a long wait, Miss Supranational 2018 has been crowned. Miss Puerto Rico, Valeria Vazquez was crowned as the 10th Miss ...
$3,700 Generators and $666 Sinks: FEMA Contractors Charged Steep Markups on Puerto Rico Repairs  The New York TimesFEMA is spending more than $1 billion on emergency repairs to homes in Puerto Rico damaged by Hurricane Maria, but much of it is going to contractors ...
Puerto Rico and storied resort hotel weather the storm, finally  OregonLiveOn Dec. 14, more than a year after the hurricane, El San Juan Hotel will swing open its double doors, ushering in guests and the soft Caribbean breeze.
PRWeek US Awards 2019 Shortlist Revealed  PRWeekScroll down for a list of all the finalists for the 2019 PRWeek U.S. Awards. Go here for tickets and more information! Best in Arts, Entertainment, Sports, and Media
'My Father Is In There': Anguish Builds In Puerto Rico Mountains Over Decimated Tombs  NPRThe damage to 1800 tombs in the Lares Municipal Cemetery was so extensive — and so horrifying — that health officials locked the cemetery gates after ...
School PR consultant calls Parkland critics 'crazies'  ABC NewsA public relations crisis consultant hired to advise a Florida school district after a mass shooting is apologizing after dismissing the district's critics as "crazies" ...
Deadpool has absolutely wrecked The Avengers with a new PR stunt  JOE.ieAfter months and months of waiting in agony, fans of the Marvel Cinematic Universe were finally treated to their first view of the aftermath of Avengers: Infinity ...
How Facebook’s P.R. Firm Brought Political Trickery to Tech  The New York TimesDefiners, an import from Washington to Silicon Valley, thrived with opposition research and a fishy campaign to push Apple's C.E.O. for president.
The lame duck Congress has four opportunities to help Puerto Rico before it goes home | TheHill  The HillCongress can take legislative action before the end of the year to give Puerto Rico a shot at a better year ahead.
Facing scrutiny, Facebook reportedly hired a PR firm that wrote negative articles about rivals Apple, Google  CNBCFacebook expanded its relationship with a Washington-based public relations firm last year that wrote dozens of articles critical of rivals Google and Apple and ...
Puerto Rico is slowly recovering  The EconomistON A BALMY evening Cocina Abierta, a restaurant in Condado, a neighbourhood on the oceanfront in Puerto Rico's capital, is fully booked, as it has been most ...
Facebook's PR attack dog also targeted Apple and Qatar  Wired.co.ukThe PR firm hired by Facebook to discredit its critics with online articles also carried out campaigns against Qatar, Apple, and American environmentalists.
3 Things Franchises Should Know About Hiring a PR Firm  EntrepreneurGetting the word out about your business -- to both consumers and potential franchisees -- is crucial. But working with a PR agency is an intimate experience.
What's really behind Carole Middleton's PR blitz?  Daily MailFor someone who recoils from public attention, Carole's PR drive is the most unexpected of developments. She used to be the model of discretion, writes ...
Hurricane Maria's economic impact on Puerto Rico: At least $43 billion, possibly as high as $159 billion  USA TODAYThe latest report from Puerto Rico's planning board paints a grim picture, estimating the impact of Hurricane Maria on the island's economy at $43 billion, ...
Puerto Rico Pledges to Go All-Renewable by 2050  Scientific AmericanScientific American is the essential guide to the most awe-inspiring advances in science and technology, explaining how they change our understanding of the ...
Corker mocks White House as 'public relations firm' for Saudi crown prince | TheHill  The HillSenate Foreign Relations Committee Chairman Bob Corker (R-Tenn.) on Tuesday criticized the White House for acting like a “public relations firm” for Saudi ...

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More

How Video Production can be used in PR

At the core of any successful public relations campaign is... Read More

Take the High Ground With Quality PR

Quality public relations does something positive for business, non-profit and... Read More

Prep for a Successful Trade Show

Well, autumn is upon us and with the onset of... Read More

Whats Your Op-Ed?

Everyone has an opinion on something, and you can leverage... Read More

Effective Media Relations ? You Won?t be Talking to the Media Without It!

The media's role is to package and spread news, current... Read More

Why PR Can be Effective Medicine

When properly applied by business, non-profit and association managers, public... Read More

Hey, Mr/Ms Manager!

Does it really make sense to bet your PR budget... Read More

How PR Helps Fiercely Competitive Managers

Fiercely combative business, non-profit and association managers use every PR... Read More

How To Use PR To Build Your Business

Everyone knows the value of free publicity. And given the... Read More

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More

Managers, Start Your PR

There'll never be a better time for a manager working... Read More

Public Relations 8 Fix Factors

I say to business, non-profit and association managers, a key... Read More

How To Write More Powerfully For PR, Offline And Online

Years ago when my Dad owned a group of local... Read More

A PR Question For Chinese Managers

As the practice of public relations in China continues to... Read More

Top Ten Tips for Writing your Best Press Release Ever

Keep these few crucial details in mind when writing and... Read More

What People Believe Can Bring You Success

Just think about it.If I come to believe that you... Read More

Grow Your Financial Planning Practice by Taking Your Publicity National

Think that you aren't big enough for national media coverage?... Read More

Got Publicity? How to Become a Household Name

Are you working as hard as you can in your... Read More

Financial Planners Publicity and Marketing - Live By The Calendar

The media live by the calendar. Your story pitch might... Read More

How to Get More Mileage Out of Your Media Coverage

Maybe it played for Kevin Costner in "Field of Dreams,"... Read More

Youve Done PR the Hard Way Long Enough

As a business, non-profit or association manager, let the tacticians... Read More

Trade Show Tactics Revealed

Being part of a trade show gives small business a... Read More

All Youve Got To Lose Is Everything

Everything, that is, if you ignore those folks whose behaviors... Read More

Building Community Support for Project Permitting, Construction, and Marketing

Redevelopment is replacing new construction throughout the Greater Boston area,... Read More