 |
| Constructive feedback is essential to growing your PR program |
Most of us err on the side of being too critical of ourselves and are often too kind when critiquing others. Yet, constructive feedback after an interview is invaluable to fund managers who want to be invited back. Feedback is also essential to strengthening the results of your PR program over time.
Wouldn’t it be nice to get the feedback first, so you can get better results sooner?
In this issue of FundFactor, we’ve chronicled top “do's and don’ts” for successful media interviews. This list is based on our experiences in working with our clients and from reporters who were nice enough to take the time to share their thoughts.
And yes, one top performing fund manager really did fall asleep during a lunch meeting with a major news publication.
Other tips that made our list include:
Communication skills
Don’t
• Ramble on and on and on. The reporter will have lost what you were saying several minutes ago
• Fumble through materials or check your Blackberry. If a chart that supports your data isn’t readily accessible, move on or promise a follow-up call
• Put reporters in a defensive position or interrupt while being asked a question
Do
• Keep small talk to an appropriate level and focus on why you were invited
• Keep your comments on topic
Body language
Don’t
• Show your emotions or reactions with odd facial expressions
• Get too comfortable, slouching or lounging in your chair
• Continually check your watch or clock on the wall
Do
• Look the interviewer in the eye
• Be conscious of any nervous habits and keep them in check, e.g., moving your chair side to side or clicking your pen
Etiquette
Don’t
• Be late or too early for the meeting
• Flaunt other reporters/publications who may be on your agenda or who featured you in the past; reporters are competitive and are not impressed easily
• Ask a reporter if or when he will be writing about your fund or if you should expect a visit from the photographer
• Make inappropriate comments to or about members of the opposite sex or badmouth other reporters/channels/competitors
Do
• Be aware that you’ll need to talk with reporters during breakfast or lunch meetings, so take small bites
• Keep your political and religious beliefs at home
• Remember to turn your electronic devices to silent mode
Promotion
Don’t
• Brag about how smart you are or use excessive jargon
• Force in your 800 number AFTER the anchor say’s “we’re out of time.”
Do
• Bring plenty of business cards
• Answer questions on-topic, bridging to your fund where you can make a relevant statement
• Remember to showcase the key messages that differentiate your fund
Preparation
Don’t
• Go in cold, knowing absolutely nothing about the reporter, publication and their audience
• Over prepare material that is your daily bread and butter, you’ll end up sounding unnatural
Do
• Make a concerted effort to remember and use a reporter’s name
• Find out what a reporter’s typical interests are in talking with portfolio managers and covering funds
• Know where a story is likely to end up, i.e. online, print, syndicated
If you are on a media tour arranged by your public relations firm or internal PR pro, know that it is their job to help you prepare, both in advance and minutes before you meet a particular journalist. The PR pro is also responsible to get you to the right place at the right time. This allows you to relax and focus on your message.
Finally, ask for feedback after each interview and keep an open mind to hearing it.
Click to learn how your mutual fund can get discovered.
Test
ReplyDelete