1. Understand the difference between public relations and advertising. Advertising is a paid placement; you buy space or time to say what you want about your company. PR is reaching the public through the media via editorial coverage; your company is featured in news stories, articles and interviews. This carries an implied third-party endorsement.
   
   
2. Press releases should be done right. Media outlets look for press releases that follow the appropriate Associated Press style format. The headline should be catchy and interesting. The body of the release should answer who, what, when, where, why and how. Correct grammar and spelling is imperative.
   
   
3. Think of the Big Picture: Media outlets love trends. The more you can tie your company/product to a bigger story, the better your chances for coverage.
   
   
4. A Pitch is Worth a Thousand Hits: Press releases should be saved for formal announcements and major news. As an alternative, use informal pitches to present your story to the media. Your local news may love a story about you as the inventor of a problem-solving gadget. A national women’s magazine may be looking for items to feature in a Mother’s Day gifts round-up. Write up a quick paragraph and present it to the press.
   
   
5. Respect Deadlines: If a media outlet has requested a product sample, a photo, an interview or information, it’s in your best interest to respond quickly. If you can’t meet their deadline, say so. But remember; try to nab the opportunity while the interest is there.
   
   
6. Boost Your Business: Reporters prefer to cover successful companies. A small start-up is less newsworthy than a company that’s booming. Keep this in mind when questioned about sales numbers. You might use ‘projected sales numbers’ or an increase in distribution and retail outlets to showcase success.
   
   
7. Prepare for Interviews: Make a list of three points you want to be sure to cover in an interview. Be sure to hit those answers, no matter what is asked. And don’t forget to say your product and company name – don’t get caught on camera saying ‘this product’ or ‘my company.’
   
   
8. Local can be Lucrative: Don’t underestimate the value of news features in your local market. Often, the hometown stories are the most thorough and effective. Also, small regional magazines, trade publications and even online editorials can drive sales.
   
   
9. Don’t Ask for Copies: If you are booked on a radio or TV show, don’t ask the producer for a tape. Media outlets report this to be their #1 complaint. Make arrangements to record it or you can purchase a tape through a media monitoring service.
   
   
10. Use the Power of PR: Make sure to showcase the editorial features on your company’s website; it adds credibility to your brand. Also, use the media interest and coverage to increase your product distribution and retail presence. It’s an excellent selling tool

It’s no secret media interviews are great avenues of promotion.  The challenge, of course, is in maximizing your time to get your message across effectively.   The key to success is all in how you prepare.

Do Your Homework
Before you give an interview, find out as much as you can about the media outlet.  What is their demographic or target audience?  If it’s radio or television, is the interview live or pre-taped?  Get to know their programming format and style of questioning. 

Keep it Simple
Remember, you may have only a handful of minutes to sell your idea to an audience.  Keep answers short, simple and to the point.  Think in terms of each answer being a potential sound bite, which rarely exceeds 15 seconds. Leave the technical jargon at home.  Assume the average newspaper reader or television viewer has a fourth grade reading level.  Make it easy for anyone to understand your idea.

Practice, Practice Practice
Whether it’s in the mirror or role-playing with a friend, conducting mock interviews will help you formulate powerful, concise and effective answers to potential questions.  It will also help you stay on focus and avoid potential rambling.

Jot down some talking points you can easily refer to during practice. It’s a sure bet many interviewers will generate questions based off your promotional collateral.  But, you have to be prepared for what’s not in the media kit, especially if there are possible controversial issues surrounding your product. Include those possible questions in your run-throughs so you have an idea how to field them, if needed. Focus your answers around those goals.  Always return to your primary message.

Engage the Audience
No one likes a boring interview.  If you’re not passionate about your idea, why should the audience care?    For radio and TV, energy is key!  Bottom line, you have to engage the audience.  Be personable and give them a reason to want to listen to you.  Why do they need your product?  How will it make their life easier or save them money?  Always try to include a strong call to action (plugging your website or contact information) in the interview when possible. 

While it can be nerve-wracking for the novice interviewee, it does get easier with practice.   When done effectively, the benefits can be priceless!  If you focus on the message and forget the camera (pretend you’re talking to a friend on the phone), a media interview can actually be a fun and rewarding experience.  Happy chatting and don’t forget to say it with a smile!