Don’t Let A Restless Leg Kick Out Your Message
Today we have a guest post by the inimitable Robb Yagmin of PSPR, the firm he runs with PR legend Pete Swickles. Robb is an ex-TVer whose first career was telling stories. He’s interviewed two presidents, many do-gooders and a million criminals. One of the best media trainers in the business, Robb offers up some great tips on acing your TV interview:
Don't Be A Relentless Restless Leg Victim.
So according to FishbowlDC … MSNBC’s Chris Matthews could have restless leg syndrome. He recently was caught bouncing his leg up and down and up and down and up and down while talking about an Obama speech. I’m not going to say if he was happy or mad about the president’s speech, but if you are familiar with the journalist, THAT is not a secret. First, a professional shouldn’t tip his hat one way or another about their political leanings. We all learned objectivity in Journalism 101. But I digress.
Matthews was shaking his leg SO much that a guest laughed at him and they spent time talking about THAT instead of what he wanted his message to be. During my media training seminars, this is one of the main things I try to teach nervous folks about television. When you score a TV interview, whether you are nervous or not, sit in a chair that doesn’t have wheels OR a swivel seat OR a reclining back. Keep both feet flat on the ground. Sit up. Period. I was on TV for 15 years and cameras don’t worry me, but I still would be tempted to sway, move around and generally just fidget. If an interviewee does any of these things, it takes away from the message they are trying to convey.
If you are nervous, here are a couple other on-camera tips:
- Take a quick swallow of water before an interview starts. If nothing else, it lubes the pipes and limits the ‘clicking’ sound when your spit is too thick in your mouth. That sound is annoying.
- Only answer the question you are asked. You are a professional. If you don’t know the answer, say so and offer to call with the information ASAP or get someone else to help out.
- No gum. (Do you really need to tell me this? You’d be surprised). The viewer will notice this distraction and it reduces the effectiveness of your message…have I mentioned this before?
- If the photojournalist is asking the questions and he remains behind the camera (no reporter present) DON’T look into the lens…answer the question by looking at his ear. Exception: a live or satellite shot and you are hooked up with an IFB.
- Nerves are normal. If your interview is taped, do not feel bad if you need to just stop and say, “I’d like to start over.” Unless you are being bird-dogged by a reporter for embezzling money, editors aren’t going to put you on TV stumbling all over yourself. If the interview is live in studio and you draw a blank, just stop talking. The anchor is skilled in filling the gap. Believe me; the more they can hear themselves talk, the better they feel anyway.
Remember, if you are lucky, you may only get 20 seconds on TV. You want the viewers to listen and remember your message…not anything else.
Want more TV tips, tricks and strategies? Goto Pspublicrelations.com, where this piece is cross-posted.
What’s Your Biggest PR Challenge?
We do a lot of “talking” about public relations on this blog–but we also want to listen.
We’re looking for you small business owners, non-profit execs, corporate PR pros, politicians, consultants, authors and musicians (and really anyone else) to weigh in with your biggest public relations challenge. Do you feel like you’re always climbing a wall, pushing a boulder–yet getting nowhere?
In your public relations efforts, is there something holding you back or getting in your way?
Is it:
- Hiring the right PR pro?
- Finding budget for PR?
- Finding your message?
- Moving from tactical to strategic efforts?
- A bad image?
- No image?
- Rebranding?
- …or something else?
Please share your challenges in the comments section below. We may feature your challenge and some suggestions on how to address it in an upcoming post. You can also remain anonymous by emailing us with your challenge at team@alexgpr.com.
So let’s hear from you–the PR program you save could be your own!
Get results from a PR firm: Fees
Source: http://www.tvkc.co.uk/site/index.php?start=63
We just read an article with some great advice on hiring a PR firm. We recommend the entire article, but this section on fees is especially worth a read.
Phase in the fees.
Retainers for smaller agencies run $2,000 to $5,000 or so per month. But don’t begin on retainer. Set up a specific project with a price tag attached so you can evaluate results.
Paying for customized services is another option. For instance, hire a publicist to write press releases on an hourly basis for about $100 to $250. You can also contract with a PR pro to work in-house for you. Rates vary with experience, say, $50 to $200 per hour. Some PR companies, such as Pinnacle Worldwide, provide a network of international independent agencies, so you can contract for services in any country or city.
We totally agree with their stance on retainers. AlexanderG PR welcomes the opportunity to show what we can do on a single project or closed-ended time period before we “earn” a retained relationship.
And yes, the retainer fees mentioned in the article are industry standard. We get paid for our work like any other professional. Most reputable PR firms and consultants can command every penny of that retainer because they offer a great ROI.
Project fees are also a good way to go, too.
Here are some warning signs that usually indicate you will not get what you pay for:
A firm promises “guaranteed results.” No one can ensure press coverage or other specific outcomes. (Editor’s Note: emphasis ours)
A firm does too much research. “There should be a balance between planning and doing,” says Dave Kowal, whose agency is based in Northboro, Mass.
There are proposals with no specifics. You should know exactly what’s planned.
You’re charged an unusually low retainer. This probably means you can’t expect much work.
We hasten to add, however, that an unusually low retainer is often accepted–and plenty of work is done–because many clients will not or cannot pay more. Not all firms that accept a low fee are dodgy; many do it in hopes of establishing a longterm relationship.
That’s tricky, though. Once a PR firm gets into a “lowball” situation with a client, they may never get paid what they’re really worth and end up losing money in the long run.
Be advised…you get what you pay for. If you pay a PR firm a non-professional wage, you’ll likely get non-professional results.
Best PR Advice…Ever
The Cover-Up was Worse Than the Crime
“When you’re in the mix of these really obtuse situations where nobody really knows the facts, in some sense the facts are less important than your posture toward the facts,” says Mr. Reeves, the former Merrill Lynch media relations executive.
“People are reasonable. They know companies make mistakes, and people will forgive an honest mistake. They will not forgive a dishonest cover-up.”
via P.R. Missteps Fueled Fiascos at BP, Toyota and Goldman – NYTimes.com.
Power Outage No Outrage
Heavy thunderstorms knocked out the power at AlexanderG PR HQ last night. As I lit candles I thought of the ways I had been burning the candle at both ends.
After a long week with more than 70 hours of work (most of them billable!) I frankly welcomed the lack of electronic communication.
Admittedly, I did Tweet a little from my cell to my Tweeps in the local news media to get the info on how long the outage was anticipated to last; but after that I settled down to an early night of blissful, much-needed sleep.
This morning I awoke before seven and have already completed a pitch for a client and re-arranged an account in my billing software.
Were the electricity on last night I’m sure television, the internet or work in general would have kept me up late, and I’d be snoozing instead of writing this. Not saying one is better than another, but it was certainly nice that Mother Nature put the brakes on work and other distractions and gave me no other option than to get some rest.
It’s a good reminder–work will always be there, and no matter how hard you shovel you’ll never fill the hole in one night.
Maybe next time I have a crazy week I should just trip the breakers?
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Does Your PR Measurement Measure Up?
When measuring PR success, it’s most important to have clear goals and expectations set in advance of the campaign:
A client’s expectations of what business objectives media exposure should fulfill can vary dramatically as well. As Sara Pereira, founder and president of Pereira PR in Vancouver, British Columbia, explains, “It’s not only about the amount of coverage we are able to get, but how clients expect that garnered coverage to translate into business results. Do they want media exposure to drive web site traffic? Do they want media coverage to create sales leads?”
Pereira goes on to explain, “When we are able to understand client expectations based on business goals, and make them measurable, we create PR strategies that are much more focused, rather than just driving hard to get as many press hits as possible.”
If you’re a PR pro, make sure you don’t over-promise.
If you hire a PR firm to serve your company, make sure they don’t promise you the moon either. Any public relations firm that tells you they can guarantee non-paid media placements is being overly optimistic at best. At worst, they’re probably lying.
Read more about measurement expectations at IABC: CW Bulletin Padidar.
I Won’t Help You Move, Either.
My Advice to Small Businesspersons and Bootstrappers:
At the risk of sounding worse than the Joker: I (mostly) agree–don’t give it away if it’s what you do to earn a living.
Okay, straight up–I’m not saying I never do pro bono publico. I’ve done a lot of volunteering and I’m happy to do it. I also have a couple of clients who don’t have a lot of money, but I believe in their potential and want to help.
However, I’d be disingenuous if I told you that (besides the volunteer work) I don’t tire of the persistent entreaties for free or outrageously discounted services from organizations and companies. Especially those that have the means to pay me for my work.
It’s always something. Rewrite some copy, design an invitation, critique a for-profit website or do free publicity for that annual fundraiser for prickly heat. I could go on, but suffice it to say that some people think that since I own my own company (and their cause is just and “you’re just so good at this!”) surely I would be happy to donate my time for free or for a pittance (that’s called a loss in business-speak).
Now if I do those things in hopes of creating a relationship that will lead to new business, that’s one thing–you pays your money and you takes your chances. But anybody who has walked in my bootstraps knows the difference between a legit opportunity to create a new business relationship and just plain being taken for a sucker.
Hey, to be fair–every one of those examples I gave are my fault because I said “Sure, I’d be happy to help. Who cares if that puts me behind with a paying client?”
But now, I have to say this: I’m flattered to be asked, but no. Can’t do it. I can’t help you move, either.
Doctors who volunteer in inner city clinics or third-world countries two weeks a year deserve our admiration; ditto for lawyers at legal aid or accountants who help out folks for free a little at tax time. Same goes for PR/marketing/advertising people who serve charitable organizations as a board member in charge of publicity. They’re doing their own version of ministering to the needy: putting their modest talents and connections to work pro bono publico–for the public good.
But you can do the public so much good that you go out of business. Then the joke’s on you. (At least at that point you’ll have plenty of time to volunteer.)
My advice is simple: pick one or two causes/organizations per year that you will help pro bono–then set boundaries. Say yes only when it’s feasible. Never, ever get overextended due to your generous heart or the quality of their cause or organization. Trust me, if you do you’ll begin to resent the very people you volunteered to help.
And if somebody who owns a business tries to hire you on the cheaps, playing on some misplaced sense of loyalty or the passing acquaintanceship so easily called “friend” these days, don’t even think about it. Do what Nancy told us to do in the eighties. Just say no. Work for peanuts and you lose money, time and respect–and when you’re bootstrapping a business you can’t afford to lose anything.
If I sound like a Grinch so be it.
Honestly, I believe we should give with a generous, happy heart. That’s easiest and most genuine when you have a roof over your head and you don’t feel like a sucker. No joke.
Thanks to Erika Napoletano, Shelly Kramer and Chris Brogan for inspiring this post.
