Interviewing with Ease: 10 Helpful Hints for the Savvy NichePreneur

Written by Susan Friedmann Friday, 06 May 2011 02:33

As a savvy nichepreneur (someone who specializes in a niche market) you want to look like an interviewing star when a reporter calls, emails or shows up at your office.

As a savvy nichepreneur (someone who specializes in a niche market) you want to look like an interviewing star when a reporter calls, emails or shows up at your office.

Here are the top 10 do's and don'ts to ensure you look like a star in print-and wind up on the reporter's call again list.

1. Do: Think like a reporter. What do they need from you in order to write a good story? Develop several newsworthy angles that showcase your message. Emphasize timely information, such as industry trends, statistics, new technology or products, do-it-yourself tips, techniques or strategies, and useful advice. Human interest stories are great because they allow writers to put a face on what could be a dry nuts and bolts story.

2. Don't: Decide what story the reporter is going to write unless they ask for suggestions. If the reporter is trying to put together a succinct, just-the-facts-Ma'am story, forego all these great human interest angles or wonderful quotes-that's just extra noise the writer doesn't want or need. Listen to their needs and just provide that.

3. Relationship building with the press is essential. Make an effort to become acquainted with writers and editors. It is all about whom you know and who knows you. Offer yourself as a source of information for them. If you are engaging, resourceful and welcoming, you may land on a reporter's source list. Reporters turn to their source list first when they need an expert on a specific topic. Set a goal to make the list.

4. Remember, all press people are important. There are no small time reporters. Just because someone is working for a small town newspaper today, doesn't mean they won't be writing for Wall Street Journal next year. People tend to move around in this industry, pretty quickly. Hold all members of the media in high regard because you may see them again.

5. Have your media kit on hand. Be ready to send to reporters upon request and have a great electronic version that you can direct them to as well. Be sure to have a concise bio (one-pager), list of your services and what makes your offerings stand out. Use high quality paper and photos (action shots), making sure that all contact information is up-to-date. Consider your packaging. Having a distinctive looking kit may catch the attention of the media very quickly.

6. Don't: Pad your press kit with tons of fluff. Short and to the point is much better. Avoid gimmicks, head shot photographs, and outdated, false, or exaggerated information. Misleading statistics are the kiss of death- give context for all numbers. Standard-sized folders or smaller is best, as these easily fit into bags, briefcases, or files.

7. Do: Make every effort to spread the word. Reach out to the media at trade shows, networking events, and any other opportunity. Make your Website a key resource for reporters-post articles, statistics, photos, quotes, FAQs, and more, so they have plenty of information to enhance their story.

8. Have a good reason to hold a press conference. Introducing a new product line and major announcements about industry trends are good opportunities to contact the press. However, make sure your event is well-planned and whatever you announce is truly newsworthy. You do not want to annoy reporters nor make them feel like their time is being wasted. Be careful with this one.

9. Do: Keep your promises. If you schedule an interview, be available and on time. If you arrange to have materials sent to a reporter, make sure they actually get sent- use an overnight or priority service. Promised photos should have appropriate captions. Reporters work tight time frames. Fail to deliver what's expected, and they avoid coming back, moving on to another, more accommodating source.

10. Educate the reporter about your industry. Don't assume they already know it all. Avoid industry jargon and spell out acronyms the first time you use them. Provide contextual information and give true relevant examples. Also, if you are discussing industry specific certifications, licenses, awards, etc., be sure to fully explain the relevancy.