By: Jennifer Vander Sanden
There’s no argument that owners and managers know more about their businesses than anyone else. That being said, no matter how knowledgeable someone may be about the inner workings of a business, it’s still important to properly prepare key messages for all media interviews.
I’ve had plenty of clients tell me that they don’t need to do this; that they can answer any question that comes their way. That may be true, but there’s so much more that goes into messaging than simply knowing the facts.
First, it’s finding a way to get the most important details out in a clear and concise manner. Interviews, especially live ones, are often short, and throwing out a lot of facts and figures or rambling on-and-on about the different aspects of a business will only lead to people tuning out. If you’re doing a taped interview, these things can increase the chance of what you say being taken out of context when it’s edited down. Speaking in short, concise sentences, known as sound bites, takes practice!
Next, it’s incredibly important to avoid using jargon. The majority of interviews are with media outlets that have a general audience, so you want to use words and terms that everyone can understand. If people feel like you’re using big words and they don’t know what they mean, you are once again going to lose their attention.
Finally, there are some ways you can really make your message pop. For example, using colorful and punchy language and analogies can grab people’s attention if they have the television or radio on in the room, but are only half listening. It’s also great to add a personal touch by using real stories and specific examples that people can easily relate to. If they feel a connection to you and your business, you are more likely to get their business!
