A reporter calls.  She needs a medical authority to comment on a hot new topic in your field of expertise – and she needs the interview today.  What should you do?

Say “yes” advises Candace BelAir, television health reporter turned medical media consultant, Seattle.  “Make sure you understand the topic and feel qualified to talk about it,” she warns.  “If so, accept the offer.  Your message can reach an unbelievable number of people.”

BelAir says a successful interview hinges on a physician’s understanding of the basic aim of most reporters.  “Reporters usually want what they refer to as “quick and dirty,” she explains.  “Their mission is to get in and out of your office as quickly as possible so they can meet their deadlines.”

To help reporters meet their goals and, at the same time, fulfill your expectations for media exposure, you must understand underlying rules.  BelAir says that physicians who learn the following “insider’s tips” are likely to make media exposure a win-win situation.

1.  Prepare.
Ask the reporter to clearly define the topic and list two or three possible questions.  If you can’t discuss the topic spontaneously, pass up the interview.  However, don’t ask to see questions in advance.  Reporters won’t allow you to, and even if they did, you would lose your spontaneity.

2. Get to the point.
“Sound bites” – short statements that tell the essence of the story – are equally important for print and broadcast reporters who want to keep the attention of readers and viewers.  Keep your comments short and sweet.

3.  Use clear examples and avoid acronyms.
Instead of saying, “48 million Americans will suffer back trouble,” say “About one in five Americans will suffer back trouble.”  Instead of referring to “PMA,” say “Progressive Muscular Atrophy,” “Pharmaceutical Manufacturers Association” or “Positive Mental Attitude” – whichever is correct.

4.  Avoid jargon.
Don’t be afraid to appear too simplistic or conversational.  Instead of talking about a “lesion,” say, “bump.”

5. Don’t fudge answers.
If you give inaccurate information, you lose credibility.  If you don’t know something, offer to find the information or refer the reporter to a knowledgeable source.

6.  Don’t bad-mouth anyone.
Controversial or negative comments are the ones that end up in print or on television.

7.  Don’t go off the record.
Reporters are not always obligated to keep your comments confidential.  With few exceptions, you should not make any comments you wouldn’t want broadcasted.

8.  Tape the interview.
Ask the reporter for permission to tape the interview to emphasize your desire for accuracy and lessen your odds of being misquoted.

9. Clean your desk.
A good reporter notices everything in your environment, including confidential papers and memos.

10.  Don’t ask to “clear” the story.
Practical and ethical constraints don’t allow reporters to grant that request, and demands to review the piece will shut the door on future interviews.

by Peter Neurath

Your secretary tells you there’s a reporter on the phone.

You’re wanted for an interview. On TV, no less. You know if offers you the chance to appear before the public as an expert. It’s advertising you couldn’t otherwise buy. And it’ll cost you nothing…except maybe a lot of sweaty anxiety. You’ve never before been interviewed on TV.

A newspaper reporter once asked you for a comment. You blew it, though, because you weren’t prepared.

If only you could get a little coaching – but from whom?

Wait, you remember one of your friends at the club told you about someone. Yes, a Candace BelAir, wasn’t it?

BelAir, BelAir, hmmmmm. Isn’t she the one who was a news producer for KIRO-TV? Yes, that’s it, and she was a reporter for Newsweek and a contributing correspondent for NBC and CNN.

You decide to give her a call.

And once again, Seattle media consultant Candace BelAir lands a client through the best of all possible ways – word of mouth.

She’ll show how to make a TV ‘bite’ work for you.

BelAir, who’s also a marketing consultant, prepares her clients for the fast pace of TV news. “Andy Warhol would have us believe we’ll all someday bask in our ’15 minutes of fame,’” she says. “Well, in the world of tightly packed TV newscasts, 15 minutes is a luxury few of us will ever know.”

Two minutes is more like it. In fact, despite the actual length of the videotaped interview, you own words in the final story may be reduced to a mere 15-second ‘sound bite.’

But thousands of people may see you and hear your message, however abbreviated. And if you had to pay for that kind of broad-based media exposure, it would cost you plenty.

How to make your message most effective?
Tip No. 1, BelAir says, is to keep it simple.

Unlike the experience of reading a newspaper, your audience has only one chance to grasp your point. “If you speak too quickly, slur your words, mumble or use unfamiliar vocabulary, the viewer is lost. No time to go back and decipher your message.

“Result? A frustrated viewer who turns the dial.”

But that doesn’t have to happen, BelAir tells her clients. Not if you’re prepared. “Make sure you understand the topic,” she warns. “It’s OK to ask the reporter the general subject areas you’ll be discussing.”
But don’t ask to see the questions in advance. You’ll be turned down flat. When asked a question, get to the point. “The reporter is listening carefully for that 15-second pithy sound bite in which you state the essence of the story.” Keeping it simple also means avoiding jargon and shop talk. And stay away from acronyms: “IRA could be an individual retirement account – or the Irish Republican Army,” she says.

It’s fine to sound animated and enthused- people tune out a dull monotone – but never fake an answer, she cautions. “If viewers find out later your statements were in error, you’ll look far worse than admitting ignorance in the first place.”

Other don’ts: Don’t badmouth anyone. “If you do, you can be sure that’s what will end up on TV.”

Don’t assume anything is “off the record.” Don’t say anything you don’t want to see reported on the evening news.

Don’t ask to see your story before it airs. “Trust reporters to tell the story. That’s their job and what they’re trained to do.”

Finally, don’t complain: “Maybe you don’t agree with the reporter’s editorial judgment, and maybe the story didn’t turn out the way you would have told it. But complaining will only create bad feelings and close the door on future interviews.”

If there is a serious error in the story, though, bring it to the reporter’s attention.

She also has a long do-and-don’t list for appearing on a TV or radio talk show. And she’ll put you through a simulated guest appearance, with lights, camera and host (which she plays).

Be prepared for a four-minute interview, and no more, because she’ll cut you off.

“But wait,” protests one client, “I didn’t get a chance to make my point.”

Which is just why BelAir put him through such a rehearsal.

The Puget Sound Media Directory is the only directory of its kind listing newspapers, magazines, wire services, news bureaus, radio stations and broadcast and cable television stations from Bellingham to Olympia. More than 500 reporters, editors, and producers are listed, with their direct phone numbers and mailing address included. Reporter’s “beats” are also noted, as well as a description of each media entry.

“The Puget Sound Media Directory is an invaluable tool for anyone seeking media coverage for their business, organization, event or themselves,” says Candace Kovner BelAir, publisher of the Directory.

BelAir is a former reporter, anchor and producer for such news organizations as CNN, Newsweek Video, Lifetime Television, United Stations Radio Network and KIRO-TV. A professional speaker, she speaks on Media Relations, and also teaches a class called “How to Get Your Name in the News” at the University of Washington.

“For years, my students have been asking ‘How do we know which reporters to send our press kits to?’ It was obvious there was a need for a comprehensive listing of print and broadcast journalists in the area. Thus, the Puget Sound Media Directory was born,” says BelAir.

by Susan Phinney

Candace Kovner BelAir takes the terror out of television for novices who find themselves before live cameras. BelAir, a former anchor, reporter and producer for CNN, has been a media coach for seven years.

Publishers often hire her to groom first-time authors about to go out on a media tour. She also works with physicians and scientists.

Telling them what colors and fabrics look good on camera is just part of her job. During a four-hour session in a private TV studio (complete with cameras and lights), she teaches them how to handle difficult questions, and tells them it’s OK to smile occasionally. “It doesn’t lessen your credibility,” BelAir assures them.

Clients spend two hours on camera to see how they look, while BelAir plays the role of talk-show host. She critiques these sessions so her students can review the tapes and see how they improved.

But even the best coaching doesn’t always create a win. BelAir describes a former student who was acting like a TV pro until she discovered she was seated in a swivel chair – a chair she proceeded to swivel wildly while on camera. “Be aware of body language,” BelAir now preaches.

By Jeff Bond

Communications media expert Candace BelAir has a message for managers: when it comes to dealing with corporate bad news, get your point across to the press by learning to bridge, flag and hook.

No, these aren’t new terms for hunting or fishing; these are three tried and true techniques that any businessperson dealing with the press should know by heart.

BelAir, who was a broadcast journalist for 12 years with companies ranging from CNN to KIRO-TV, has spent the last 14 years tutoring executives and employees on everything from how to communicate during a crisis to the dos and don’ts when giving a PowerPoint presentation.

Almost inevitably, bad things happen in business. When problems do arise and the press comes knocking, BelAir says never offer “no comment.”

“That just invites more provoking and more questions,” she says. “And to the general public, you look guilty.”

Instead, BelAir says that it’s better to explain the situation to the extent possible. But beware: explanations can also make the situation worse if the words aren’t carefully chosen. Picking the right words is where bridging, flagging and hooking can come in handy.

To begin with, an executive or manager talking to the press in any situation should keep the following points in mind:

• Know the main messages (no more than three) that you want to convey.
• Make your explanations jargon free, short and simple.
• Stay on message. Reporters will want you to talk about other subjects, but stick to the topic and your main talking points.

“If you sound like a broken record, you are doing a good job,” BelAir explains. “Because what you continue to repeat is what the reporters will print.”

BelAir says in the case of a corporate crisis, spokespeople must convey compassion, concern and sympathy. Discuss what you are going to do to make everyone safe. Demonstrate that action has been taken. And as calculated as this might sound, always keep in mind that if you express emotions to the press during or following a crisis, that comment is most likely going to be what makes the papers.

To get the correct message across, try using these three techniques:

• Bridging: If a reporter wants to take the conversation in a different direction, acknowledge what the reporter is saying and then bridge back to your main point. “An example of bridging might be the following, ‘I hear what you are saying, but keep in mind that…’” BelAir says. “You are being polite, but firm as you reconnect to the point you want to make.”
• Flagging: Re-emphasize the most important point you are trying to communicate. Occasionally, say, “Out of everything we’ve talked about, the main point is…”
• Hooking: Explaining to the reporter that you are about to discuss a complex issue with various parts. An example of this technique is, “There are three things you should know…” and then go on to explain the three points you want to make. Your audience will be expecting them.

In the end, BelAir says the most important piece of advice she offers her clients facing a corporate crisis is “tell the truth and tell it fast.”

“Be proactive rather than reactive,” she recommends. “It’s best that you tell your story first. The American public has a great ability to forgive as long as you step up and fix the problem.”

Illustration by Rhonda Mulder

For more speaking tips and crisis communications information, go to BelAirTraining.com

Puget Sound Business Journal (Seattle) – by Ben Miller

Friday, September 21, 2007

Why do some people get so nervous when they find out a reporter wants to talk to them?

Not everyone in the media profession is a piranha who wants you to tell them where all the bodies are buried.

Some, in fact, are just trying to put together a good story and your contribution to that story could help the reporter, as well as helping out your business.

If a reporter calls you for information, there are some important things to remember so you can get your point across while sounding like an expert, according to Candace BelAir. She’ll be leading a seminar on “Winning media interviews: Fast-track coaching for busy executives” on Oct. 4 at the Washington State Convention & Trade Center in Seattle (info: www.theseminargroup.net or belairtraining.com). BelAir is a public speaking and media relations expert who’s worked locally for KIRO-TV and who lists Microsoft, aQuantive and Starbucks as her clients.

Getting your name and your company’s name in a story where you’re quoted as an expert is a “fabulous opportunity” for free and important publicity, she said.

But why are so many small-business people afraid to talk to the media?

“They don’t want to look foolish; they don’t want to be misquoted,” BelAir said

It’s important to remember three points when talking to a reporter, she said.

The first is to be clear what your message is and then keep to that message. A lot of business owners don’t even know what their message is, or if they do know, they’ll spend too much time talking in an unfocused manner.

BelAir recommends trying to get across only three key points; any more than that and you’ll risk getting left out of the story.

“A big problem is if you talk too much. Don’t talk and talk and talk,” she said.

Once you know your message, stay on the message. Don’t talk about things you’re not comfortable talking about and worst of all, never tell a reporter “no comment.”

“If you do say ‘no comment,’ a reporter will assume you’re hiding something,” BelAir said.

BelAir said there’s a technique to answering a reporter’s question without really answering the question, called “bridging.” That’s when you’re respectful and acknowledge the reporter’s query (“That’s a good question, Bob”), and seamlessly bridge to talk about the topic you want to say (“But I believe that the bigger question, Bob, is …”).

BelAir said if you’re asked to appear on television, there are some easy tips to maintain good body language that looks better on TV. She recommends always making eye contact with the reporter and if you’re sitting down, always maintain good posture.

“Don’t lean back in your chair. Always keep sitting straight,” she said.

She also warned about making sweeping gestures with your hands on TV that may look good at a company board meeting, but that don’t look good at all on television.

It’s not going to be cheap to learn how to talk to reporters (cost for a single registration is $325). But it may lead to the best publicity for your company that money can’t buy.

Contact: bwmiller@bizjournals.com • 206-876-5429All contents of this site © American City Business Journals Inc. All rights reserved. (Used with permission.)

By Leslie D. Helm

LHDo you have a fear of public speaking? Do you get woozy staring out over a sea of eyes and freeze up when it’s time to speak? I do, or at least I used to.

Oh, I could stand before a bunch of people and read a prepared speech. But I always felt awkward. And I know I sounded stilted. I envied people who sounded great on stage: They always seemed to enjoy themselves. And they did a great job of representing their companies.

But public speaking is a skill that not all of us are born with. Fortunately, it can be learned. So a few months ago, I decided it was time to vanquish my fears. I began attending a weekly Toastmasters meeting. I’m sure you’ve heard of the organization. It’s been around for 80 years. But unless you’ve attended a meeting, it’s hard to understand how effective it is at its job: making people better public speakers.

To help boost confidence—the key to good speaking—virtually every member has a speaking role at every meeting. There is the time keeper, who keeps time, and the grammarian, who introduces a new word other speakers are encouraged to use and counts every speaker’s “ums” and “ahs.” There is a brief “inspirational” talk and sometimes a joke. Every meeting also features three speeches, each shorter than seven minutes, followed by assessments of three evaluators who are instructed to be positive and constructive. It’s a safe, nurturing environment in which to learn.

The program was great, and I could feel my fear dissolving with each talk. But I knew it would take months to make progress under this program, and I had a speech coming up in only a few weeks.

For a quick primer, I asked Candace BelAir, a public speaking coach, for a quick lesson. BelAir began by offering this critical insight: 55 percent of how an audience rates a speaker, she says, is based on nonverbal communication, such as facial expressions, eye contact, hand gestures and posture. She shows a video of the famous Nixon-Kennedy debates with the sound turned off. Compare Kennedy’s relaxed demeanor and his confident smile to Nixon’s tense, sweating face and hunched-over posture and you know who won that debate without listening to a word of it. Another 38 percent of an audience’s response is based on the speaker’s voice: its volume, variation in tone and quality. This was a shocking revelation for me as a writer: Only 7 percent of an audience’s evaluation of the speaker is based on the actual content of the speech!

Fortunately, BelAir had some simple advice: To “open” yourself to the audience, walk out from behind the podium. Don’t cross your arms on your chest or hold your hands behind your back.

With some of the basics done, BelAir had me give a practice speech, which she videoed. Watching myself for the first time, my weaknesses were apparent. I looked restless, shifting my weight and fidgeting with my hands. My eyes tended to sweep across the audience, as if I were looking for someone.

BelAir had me touch my thumb to my forefinger, yoga style, and hold my arms at my side in “home” position. She forced me to make eye contact with her, looking down at my notes only after I had finished making a point. She made me speak from a simple outline with just three bullet points. She underscored the importance of being authentic, confident and enthusiastic. Don’t lecture people, she warned. Talk to them.

My first speech, thanks to my new lessons, was far less traumatic. But I was still stiff. That’s where my continued attendance at Toastmasters kicked in. I progressed through the lesson plan giving one speech that focused on using hand gestures and yet another moving and changing the pitch and volume at which I spoke.

I have yet to do a “table topic.” That’s where you are given a topic and required to present a two-minute speech with no preparation. The best speakers can pick up any theme and have a great time with it. That’s where I want to be, and it’s where anyone can be.

___________________________________________________

Leslie Helm is the editor of Seattle Business magazine.

By Candace BelAir

Being interviewed on television is one of those proverbial double-edged swords.  Yes, you have the chance to shine before hundreds of thousands of people.  But it’s also the chance to blunder before those same hundreds of thousands of people.

So what should you do if you are presented with the opportunity to appear on TV?  Play it safe and pass it up? Absolutely not.  I say, “Carpe diem!”  But in the same breath, I say, “Prepare, prepare, prepare!”

Appearing on camera is intimidating for most people.  You not only have to be concerned with what you say, but how you look.  And with a “live” (rather than taped) broadcast interview, you get only once chance to state your case.

So, how do you make the most of your “fifteen minutes of fame?”  The following tips will help avoid some of the more common mistakes media novices make.

Planning for a Successful News Interview

Have a topic outline. If you could make only three points about your subject, what would they be?  Write them down ahead of time.

State your main point first.  You may not have time to state the others.

Get to the Point. Avoid long, drawn-out sentences to finally make your point.  The reporter is listening carefully for that succinct “sound bite” in which you state the essence of the story.  Practice saying your message “short and sweet.”

Time is limited. You can’t cover everything, so don’t try.

Watch the technical jargon. Your audience is not as familiar with your subject as you are.  Avoid “shop talk” and use conversational English.

If you don’t know the answer, admit it.  And offer to find someone who does.

Stay calm. Even if the reporter takes an antagonistic approach, remain calm and polite.  Avoid getting into a verbal sparring match.  You stand the greatest risk of losing.

Don’t badmouth anymore. If you do, you can be sure that is what will end up on the evening news!

Tape rolling. Ask the reporter is the tape rolling.  Because of the reporter’s casual attitude, you may be unaware that the tape is rolling and the microphone is on – recording your every gesture and word.

Clear your desk. Yes, reporters can read upside down!

On/off the record. It is important to remember that whatever you say could end up as the lead story on the news.  There is no such thing as “off the record.”

Tips for a Successful Talk Show Interview

Know the Show. By the time you appear on a talk-show, you should know the format and the host(s).  If time permits, tape and review the show before you go on.

Watch what you wear. Avoid all black, all white and busy patterns.  A solid-color suit, pastels and earth tones look good on camera.  Shiny or noisy jewelry is distracting.  Wear glasses if you do normally.

Be aware of your body language. If you’re nervous, you may tap your foot or squirm in your chair without realizing it.  Try to sit up straight, keep your feet planted on the floor and your hands folded in your lap.

Think like a star! Assume you are on camera at all times, not just when you are talking.  A camera may be focused on you during the interviewer’s remarks to show your reaction.  After the interview, do not assume you are off the air until you are told so.

Avoid one-word responses.  Sometimes a question can be answered with a simple “yes” or “no”.  But this is a mistake on a talk show.  Always elaborate a little, possibly using an example.

Don’t ramble. Although you want to avoid one-word answers, don’t get carried away with long explanations either.  Taking control of the interview is rude to the host and other guests.  Remember, the audience has a short attention span and time is limited!

Flow into your point. If you feel the interview is not getting your main point across, answer the question and then make a transition such as, “It’s also important to point out that…”  or “However, a key point I’d like to make is…”

Show and Tell. No matter what your topic, a television interview can get boring without something to look at.  Props, graphs or demonstrations are generally encouraged, but clear it with the host or producer first.

No sales pitch! Interviewers cringe at anything that sounds like advertising.  However, you can subtly promote yourself by saying something like, “Many of our customers write to tell us that our product saves them hours each day.”

Be Yourself. Television is an intimate medium.  Try to treat the interview like a meeting with an interested client.

Smile! Usually on a talk show the audience is friendly, not hostile.  By smiling, you appear relaxed, open and approachable.  Don’t be afraid that an occasional smile will lessen your credibility – it won’t.

Media coverage can do wonders for your business.  It gives you the kind of credibility and publicity money can’t buy.

Heed the above tips when it’s your turn to face the camera and you’ll appear knowledgeable, confident and sincere – exactly the type of guest that interviewers invite back!

By Candace BelAir

A reporter calls and wants to interview you for his or her article.  Or a TV producer wants you to appear on a talk-show to discuss industry trends.

These are great opportunities for you and your company.  Exposure through the media can result in the kind of favorable publicity and credibility money can’t buy – only if you know how to handle the interview.  To do that, you need to know some basic media manners.

Always be prepared. If you agree to an interview, take the time to prepare.  Looking or sounding disorganized will hurt your credibility.

Never ask to see a reporter’s questions in advance – your request will be denied.  However you may ask the reporter for the general topic he or she will be covering.

Do not ask to clear the story before it runs and don’t complain after it does. Even if the story didn’t run or air the way you would have told it, trust that the reporter knows his or her audience.  If the story is factually incorrect, however, call and state your case.

Expect the unexpected. Even the best-laid plans may change with breaking news and your story may not run when scheduled, so go with the flow.

Show your appreciation. If you think the reporter did a fair job, write a thank-you note.

In addition, here are a few helpful hints that will help you make the most of your “15 minutes of fame.”

Create a topic outline, detailing key points that you want to make during the interview. State your main point first; in a live interview you may not have time to get to the others.  Avoid using acronyms – P.M.A. could be short for Pharmaceutical Manufacturers’ Association, positive mental attitude or previous mailing address.

Keep your information simple.  For instance, instead of saying 48 million Americans use your product, say one out of every five Americans does.

Make sure you tell the truth.  If you don’t know the answer to a question, admit it and find someone who does.  False information is far more damaging than lack of knowledge.

Don’t memorize your presentation. A canned speech will sound stiff.  Instead, memorize facts and figures.

If the interview is getting off track, answer the questions and then make a transition such as “however, the point I want to make here …”

Keep in mind that anecdotes can help your audience relate to the topic.

Be subtle in your self-promotion: Interviewers cringe at any hint of free advertising.  Try something like “Just last week, one of many Seattle clients landed a new job thanks to our service.”

By following these guidelines, you’ll project yourself as believable and confident and gain valuable publicity and widespread exposure for your business.  What’s more, you may be invited back!

by Candace BelAir

Ever see that survey that lists the things Americans are most afraid of? Remember what tops the list? Not financial ruin. Not illness. Not even death. No.1 on the list of our most dreaded fears is PUBLIC SPEAKING (death, by the way, is No. 2).

Only a few short years ago, I too would have listed public speaking as my biggest fear. But over time, that’s dramatically changed. Now, I actually look forward to speaking in front of groups. Why? Because every time I speak, I GET BUSINESS.

Speaking is a highly effective tool for marketing yourself (IF you don’t fear it worse than death). Every time I speak at a Chamber of Commerce or Rotary, I generate enough business to last me for months. So, if you’re considering taking your message to the platform, let me share some of what I’ve learned along the way:

• Speak as often as you can.

The more practice and exposure you get, the better. In the words of Barbara Jack, president of the Pacific Northwest Speakers Assn., “Speak anytime anywhere.” there are numerous professional organizations looking for experts to speak.

• Speak about what you know best.

Business audiences want talks with take-home value. If you can give your speech a title such as “How to…,” or “What to do if…” you’ll be perceived as an expert giving “insider” information.

• Customize your presentation.

Do your homework before you take the microphone. Tailor your talk to match your audience’s needs.

• Arrive early.

Familiarize yourself with the room’s set-up: make sure your requests (e.g., an overhead projector, easel, glass of water, etc.) have been met.

• Get to know your audience.

Before it’s time for you to speak, mingle with individual audience members. Then, when you’re on stage, you’ll spot familiar, friendly faces…far more reassuring than a crowd of anonymous strangers!

• Interact with your audience.

Try to weave into your speech examples using individual audience members. This is a great way to “connect” with your audience. (Mingling beforehand will give you your material.)

• Have a strong opening and a strong closing.

Your last words need to motivate. Ideally, after you finish, people will flock to you and say, “I want to know more about your services.”

• Don’t overload your audience with information.

Find out how long you’ll be speaking, and practice your timing. If you try to squeeze too much information into too short a time, you’ll feel rushed and race through your talk.

All of us who speak – from the novice to the pro – can improve our presentation skills. Fortunately, there are a number of resources available to help.
Thousands of people with stage fright have joined Toastmasters Clubs to develop self-confidence at the podium. To find a meeting near you, call 624-6680.
I’m a member of the National Speakers ASSN, (NSA), which teaches not only the nuts-and-bolts of delivering speeches, but how to market yourself as well. Monthly meetings and the January Speakers Academy (a full day of workshops covering the do’s and don’ts of speaking) are open to the public.

One last telling observation: The most successful presenters are those who speak in order to HELP their audience. THAT ALONE is their mission. Keep this in mind and you’ll shine on the platform.