- March 27, 2024
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One business owner's dream come true — media coverage — could be another's worst nightmare.
Indeed, the old saw that any publicity is good publicity isn't actually true all the time. Many Gulf Coast business owners are living proof of that, believing they have been treated unfairly at one time or another by a TV, radio or print reporter.
But Brad Phillips, a New York-based media consultant and onetime producer for ABC's Nightline and CNN, says the entrepreneur vs. media encounter doesn't have to be a confrontation, or even a negative experience. Phillips, founder of Phillips Media Relations, spoke about the issue at a recent event hosted by the Central West Coast chapter of the Florida Public Relations Association.
His talk focused on the seven ways to control the message. The steps include:
• Stop saying so much: The less is more approach is key, says Phillips, especially since people's memories and attention spans tend to be short. “Don't tell the public everything you know,” says Phillips. “Self edit and be a vigorous and harsh self editor.”
• Repeat, repeat, repeat: Don't necessarily say the same thing over and over, says Phillips, but remember to highlight a few key points. “Every answer should have your message,” he says.
• Support your message: Phillips goes by the three Ss — stories, stats and sound bites. A combination of all three, when possible, is important to reach a broad audience.
• Get back to your message: Phillips has worked with several clients who will stay on point for 59 minutes and 53 seconds of an hour-long interview, but the seven seconds they stray is the seven seconds that hurts them. “Your message is your lifeboat,” says Phillips. “When you are asked a question, especially one that's negative, you need to swim back to your lifeboat.”
• Do your ABCs: Phillips says the ABCs of staying on message in an interview is answer, bridge and content. The bridge, says Phillips, is a redirection of the question, such as saying “But the important thing to remember is...” or “But there's a bigger issue here...”
• Don't open doors: Avoid off topic jokes. Those can give an interviewer a chance to change the direction of the conversation.
• Watch your tone: Don't create a story by being angry or frustrated when faced with a hard question. Instead, consider a tough question a way to clear the air. “Greet difficult questions like your best friend,” says Phillips. “Make them an ally.”