How Journalists Find Quotable Experts

Ever wonder why one of your competitors – perhaps even someone who is less experienced or less knowledgeable than you – is frequently quoted as a “subject matter expert” in news stories? 

In many cases, as in other situations in life, it’s not so much a matter of what you know or who you know … but who knows you. 

A reporter’s livelihood depends upon developing good sources. And today, good sources are more important than ever, as reporters are expected to produce more stories in less time, because of smaller newsroom staffs.

Here are six methods reporters use to find the expert sources they quote:

1. PR people they trust – Often, reporters will go to the PR people or firms that have delivered quickly and appropriately in the past.
2. Online searches – Journalists sometimes conduct Google or Bing searches to see what experts are tied to the subject or issue they’re writing about.
3. ProfNet – Reporters sometimes turn to ProfNet (http://tinyurl.com/bsrgswh), an online database of experts  companies or agencies can use to expose their experts to a wide array of reporters.
4. Conference speakers – Reporters like to note which executives have spoken (or are speaking) at major conferences related to the topic at hand.
5. Other reporters – Many times, reporters will turn to the same sources their colleagues, competitors and trade publication counterparts are quoting.
6. Trial and error – Sometimes reporters will go to new sources because they just stumbled upon them, met them at a reception or sat next to them on an airplane.

In short, reporters first go to sources that are known and visible, because they’re the easiest to find.

As a business-to-business PR firm, we spend much of our time and effort positioning key executives as experts with the appropriate trade, local, regional and national media.

We make introductions; we identify the topics, trends and issues these experts can address; and we strive to keep these experts top of mind with the right reporters, because, sooner or later, we know each reporter will be looking for an expert source.

But beyond that, once you’ve connected with a reporter, what else can you do to enhance your likelihood of becoming a “go-to” expert for key journalists?

1. Credential yourself – Demonstrate how your education and experience give you authority and a unique perspective.
2. Make it easy – Be responsive, make it easy for the reporter to interview you, and offer good, useful quotes and information, quickly.
3. Be accessible to talk – Reporters want more than just emailed responses to their questions. They want a conversation, so they can ask follow-up questions, they want the nuances and tone that can’t come through on email.
4. Deliver the real deal – Reporters want expert sources who shoot straight … and don’t play them or make them look bad. Burn them once and you’ll move from “go-to” status to “never again” status.
5. Offer depth – Journalists want experts who go beyond their basic talking points or key messages to provide real background, perspective and insights.

There’s an old American adage that an expert “is someone who is 20 miles from home.” To that definition, we might add the words: “… and is widely quoted by the media.”

Favorite PR & Communications Quotes

(Guest post by Account Supervisor Leslie Dagg)

Sometimes there’s nothing better than a good quote to succinctly make a point or generate a smile.

Below you’ll find a sampling of favorites that our staff has collected.

Overall PR Quotes:

“Advertising is what you pay for. PR is what you pray for. – Unknown

“If I was down to the last dollar of my marketing budget I’d spend it on PR.” – Bill Gates

 “Public relations is a key component of any operation in this day of instant communications and rightly inquisitive citizens.” – Alvin Adams

“Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad.” – Richard Branson

PR Being the Best Bang for the Buck versus Advertising:

“Historically, PR, Marketing and Advertising budgets are the first to be cut; however, that could be one of the first mistakes a business makes in an economic crisis. In a downturn, aggressive PR and communications strategy is key.” – Doug Leone, VC, Sequoia Capital – Silicon Alley Insider 

“Other than word-of-mouth advertising and other than the one-in-a-million breakthrough commercial or ad, backed by huge spending budgets, the best way to build positive brand awareness is through publicity.”  – Sales guru and author Jeffrey S. Fox

Importance of being prepared for crisis communications:

“A lie gets halfway around the world before the truth has a chance to get its pants on.” – Winston Churchill

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” – Warren Buffett

“If it’s going to come out eventually, better have it come out immediately.” —Henry Kissinger

Importance of being prepared for a media interview or speech:

“The questions don’t do the damage. Only the answers do.” —Sam Donaldson

“It usually takes more than three weeks to prepare a good impromptu speech.” —Mark Twain

 

What quotes would you add to this list?

Where Did THAT Reporter’s Question Come From?

Your news conference is tomorrow. You’ve prepared for all kinds of questions around your announcement topic. You’ve nailed your key messages. You’ve rehearsed your speech. You’ve prepared your press materials. You’ve learned a little about each reporter who will attend your event. So you’re all set, right?

Right … but ONLY if you prepared for the unexpected … the off-topic question that comes out of left field.

Frequently, PR folks and the executives they support focus so intently on the subject of their news conference, on getting the key messages just right and being able to handle the tough questions related to their newsworthy topic, that they forget about being ready for those crazy questions that can come out of left field … and can throw an otherwise well-prepared executive off his or her game.

How often does it happen? More often than you might think.

I was surprised to note that, for the past few news conferences I’ve attended, one-half of the questions that reporters asked had no direct connection with the main topic of the event.  And in a few cases, the speakers were a bit rattled by these off-beat questions.

Although you may have organized your event to announce your news, reporters often have their own agenda – and their own story – in mind.

Although they may accept your invitation to attend your news event, you cannot expect that reporters will limit their curiosity to the subject of your announcement.

They can, and often will, use your event as an opportunity to gain access to your executive … to pose a question that has nothing to do with your news.

So, to keep your executive from getting tripped up by an off-topic question, we suggest you:

1)      Make sure to include a few potential off-beat questions for your speaker(s) in your pre-event briefing Q&A document;

2)      Conduct a mock Q&A session, complete with a few off-topic questions, as part of your speaker rehearsal – to help the speaker(s) learn to retain composure and control in unexpected situations;

3)      Identify, if possible, which reporters might be most likely to ask the off-beat question, based on your (or your PR agency’s) knowledge and experience; and

4)      Have your speaker(s) practice the use of bridging techniques to smoothly transition from the reporter’s odd-ball question to one of your key messages.

The key is to prepare your speaker to handle the “unexpected” with confidence and composure.  For more help on dealing with difficult media questions, see http://wp.me/ppqb5-fL .

The Play-by-Play: Tackling the Tough Media Interview

Post by Jessica Killenberg Muzik, APR, VP – Account Services

In sports, it’s often said “the best defense is a good offense.”

This is true, too, when it comes to tackling media interviews, especially the tough ones.

So when an issue (such as a product recall, a strike, a plant closing or a layoff) arises for your organization and you’re faced with media interviews, here’s a play-by-play on how best to handle things:

•  First, if there is some human impact (and there usually is), try to genuinely, honestly and briefly express your concern and empathy for those affected. Then, focus on what you are doing to offer those impacted some assistance or what you’re doing to prevent this situation from reoccurring.
• Go into the interview knowing what three to four key messages you want to deliver and make sure they are pro-active, positive and pertinent.
•  Keep your cool. Even if you feel you have the right to lose your temper or get defensive, don’t.  Be calm, be diplomatic and show your genuine concern and compassion. 
• Prepare for the worst. Think about the most negative questions a reporter can ask, then practice answering those questions. 
• Tackle any negative questions carefully – rather than ignore them or become flustered by them – using the following approach:

– First, acknowledge the question – without repeating any inflammatory or loaded words.

– Second, use a bridge to one of your key messages. For example:

• “However …”
• “The real issue is …”
• “Another way to look at it is …”
• “Let me put that in perspective …”
• “Actually, our research shows …”
• “What many of our customers find …”
• “There’s something else to consider …”
•  “It’s important to focus on …”

– Then state one of your key pro-active, positive messages.

If you’re prepared, you can make your next tough interview a win-win for all involved.

One final play: No matter how tempted you are, never say “no comment.” To a reporter, “no comment” can be considered an admission of guilt. You can almost always say something, which in these situations is better than saying nothing at all.

 What are the best substitutes for “no comment” that you’ve heard or used?

7.5 Media Interview Tips

 Guest post from Account Supervisor Leslie Dagg.

You’ve landed a media interview and have done all your homework. You know some background on the reporter and you’ve prepared your key messages.

So now it’s time to get down to the nitty gritty.

Whether your interview is in person, over the phone, being recorded for radio or a podcast, or recorded on-camera for a video segment, the tips below can help ensure your success:

 1. Find a quiet place to conduct the interview where you won’t be inter­rupted by anyone and remember to turn off your cell phone, radio, fans, etc.

 2. If doing a phone interview, use a land line if possible. Cell phones are more likely to cut in and out and not offer as much consistency. Also be sure to turn off your cell phone and any call wait­ing or intercom alerts on the land line to avoid interruption.

 3. Regardless if your interview is on camera or over the phone, remember to speak up and smile while talking. It makes you look and sound better … and automatically bumps up your enthusiasm. Practice your key mes­sages out loud before the interview to get a feel of how they’ll sound.

 4. If you’re being recorded for a TV or video segment, dress appropriately. Try to avoid wearing busy patterns or solid black, red or white. Pastel tones and blues work best. Also be sure to nix any large or bulky jewelry that might distract or interfere with a microphone.

 5. Remember to always face and answer the interviewer – not the camera – unless otherwise directed. Find a comfortable position to sit, leaning slightly forward, and don’t change positions or fiddle.

 6. Be sure to speak in shorter sound bites, especially when responding to questions that go above and beyond your practiced key messages. Be careful not to be long-winded or use too much technical jargon. Covering a lot of information is great – just be sure to break it up. into digestable chunks.

 7. Don’t get flustered and stop mid-interview if you misspeak. Correct yourself and keep going. If the interview is being recorded for video, the interviewer will stop and back up if they deem it necessary.

 7.5. Always be camera-ready. Many print and radio reporters bring iPhones or Flip-Cams to capture interviews on video, so treat your interview as if it were for TV (see #4 & #5).

 What tips would you add?

Three Ways to Be More Quotable

Your PR folks have done the groundwork. They’ve introduced you to key media, they’ve positioned you as an expert in your field and they’ve provided reporters with a list of trends and issues about which you can provide valuable commentary. And a few days ago, you did the media interview you wanted.

In viewing the resulting story, however, you’re disappointed that the reporter did not quote you — in spite of the facts that you spent more than an hour with him and you provided what you thought was brilliant insight.

There are a number of reasons this can occur: (see related post). Sometimes it’s due to the space allocated to the story or to the editing process, and there’s not much you can do. But sometimes, it’s related to what you said … or how you said it. For example, after the reporter had talked to a number of sources, you may not have added anything new to the story. Or you may have provided good information, but said it in a way that was too awkward or too complex for the reporter to use a direct quote.

While there are no guarantees in PR, here are three ways to enhance the likelihood that you will get quoted:

1)      Prepare for the interview by thinking about your key messages. Ask yourself: “If there are three things I want the reporter to take away from the interview, what would those messages – in 20 words or less each — be?” Write them down. Then spend the necessary time to hone them into meaty sound bites that bring your message to life. They should be concise, conversational in tone and colorful in that they paint a mental picture. Keep working with these messages until they are direct, impactful and memorable.

 2)      At the onset of the interview, ask the reporter who else she/he has talked to for this story, what key points they made, and then build upon what the reporter already knows. If necessary, steer your input toward new territory and perspective, so you don’t cover the exact same ground as others already have. If you’re the first – or only – person being interviewed on a certain angle, you’ll have more opportunities to be quoted.

 3)      Hit the bottom line first … and use analogies, which summarize your story and bring your points to life, when possible.

Once, in a media interview, a client spent more than an hour talking about the painstaking technical work conducted over the past 15 years to implement electronic data interchange across the auto industry. Seeing the reporter was sinking into the quicksand of frustration, the interviewee finally threw the reporter the lifeline he needed, with a simple summary analogy: “Thanks to 15 years of industry collaboration, EDI now works as well as email. While it’s not perfect, it gets the job done, it’s more accurate and it’s five times faster than the old way.”

Often, the reporter will start the interview by saying: “Thanks for taking the time to talk with me today …” and then they will either leave an opening or go right into their first question.

Either way, take the opportunity to hit your most important key message (or messages) upfront. 

Say: “Thanks, (reporter’s name), for the opportunity to talk about our company’s relentless pursuit of innovation. We drive new ideas like NASCAR’s Carl Edwards drives his #99 Ford – hard, relentless and focused on a win. And because of that, we have earned more new product patents than all of our competitors combined. Now, to answer your question, the way we encourage that kind of innovation …

Remember Mark Twain once described the concept of a good sound bite, long before the term came into use: “a minimum of sound to a maximum of sense.”

Not only does his advice make sense, it makes for good quotes.