A few weeks ago, I had the pleasure of attending BlogHer 2011 while working with our client, BillMyParents and our creative partner, FishTank. BillMyParents offers parents a way to track the spending habits of their teens through real time text messages to help teach smart spending habits. BlogHer hosts the largest conference in the world for women who blog (this year’s attendees totaled 3,600+).

Only three weeks out from the August 4 conference date we had a relatively short time to ramp up with Fishtank working on creative execution, while we focused on press materials and pitching efforts – and those ranged from traditional media outlets (Parents magazine, San Diego Union Tribune, Fox 5 News, NBC news), to bloggers spanning the gamut in topics and subscribers, and social influencers.

Objectives behind attending BlogHer:

• Connect and engage with mom bloggers, online influencers and attending traditional media
• Build database/interest list with qualified influencers
• Increase social media engagements and interactions
• Secure blogger and media coverage
• Convert interest list to BillMyParents users

In the weeks leading up to BlogHer, we held many meetings, Fishtank designed an awesome new look around an attention-spurring movement dubbed “the ‘Plastic Is Good’ movement.” They designed and created the BlogHer booth (complete with swag), all while us BGers were working to research and compile lists of influential bloggers that would be attending BlogHer (while drilling in to find those that are parents of teens). We pored over the attending media list, wrote numerous press materials, pitched and tweeted our little hearts out, and made quite a splash singing Fishtank’s “Plastic Is Good” ditty about going anti-green. The conference was a huge success as we built brand awareness for BillMyParents among the mom blogger community.

Before I share the fruits of our fast and furious labor, I’ll let you in on some secrets on how we pulled it off. 3,600 bloggers is absolutely as daunting as it seems. We had three weeks to identify who our target bloggers were going to be at BlogHer, engage in conversation with them and then convert those engagements into relationships resulting in product mentions and impressions.

Identifying our target blogger

BillMyParents is geared toward parents of teens, so it was clear we were looking for influential parents of teens (or bloggers/editors that write about the topic). A tier below this, we identified finance bloggers and tech bloggers if their content fit our product. Because there isn’t a tool that successfully IDs the most influential blogs within our categories, we had our work cut out for us. Luckily, social media played the biggest part in identifying who was attending the conference, so we took to Twitter following the #BlogHer hashtag. It seemed as if all 3,600 attendees were tweeting, so we created a tiered system to expedite the process and outlined qualifications we were looking for. We looked at a number of things to qualify our top bloggers:

1. Number of followers
2. Members/subscribers to the blog (which was not easy to find)
3. Average number of comments
4. Frequency of blog posts and tweets

Though it’s not an exact science, we essentially were looking at a blogger’s influence in the social space overall. By scanning profiles, we were able to narrow our target pitch list to about 30 bloggers. We continued interacting with all relevant BlogHer attendees as they’re all influential to their own circles, but as far as pitching went, we needed a smaller number to work with.

Because of the short period of time we had to build a community and become a trusted name in the space, we partnered with some of the most influential mommy bloggers in the space by hosting a sponsored luncheon and book signing event at our booth. Kristin Chase and Liz Gumbinner from CoolMomPicks helped moderate a not-s0-serious discussion about Parenting in the Digital Age with special guests, Eden Kennedy and Alice Bradley, authors of the hilarious book, Let’s Panic about Babies. Their tweets and blog posts about our product helped solidify us a trustworthy brand in other bloggers’ eyes.

Pitching our target blogger

Once we had our target list down to a digestible size we sent personalized emails sharing information about our product as something useful to them (vs. simply asking for coverage). We began building a relationship introducing ourselves as the PR people working with BillMyParents. Pitching in general should be transparent and this works exactly the same, if not more, when reaching out to bloggers. These women and men tend to share the ins and outs of their personal lives, so it’s always important that we respect them by being aware of what they do share in their blogs and don’t overstep our boundaries. In addition to emailing our top identified bloggers, we continued responding and retweeting their articles on Twitter, joining in on relevant chats about #BlogHer and tweeting live from the conference with images of bloggers that stopped by our booth, as well as tweeting our target bloggers during the conference asking them to come by.

And all of that hard work paid off. We saw tremendous results across the board:

• 337% increase in website traffic from the day before the conference (August 3) to the first business day following the conference  (August
• 62 YouTube video views of BillMyParents’ “plastic is good” demonstration between August 4-8
• 138 Twitter @mentions throughout the three-day conference (August 4-6)
• 401 Facebook page views throughout the three-day conference
• 20 blog posts about BillMyParents within two weeks of the conference from influential blogs including Mammarazzi Knows Best, Mom-entum, Mom Bloggers Club, After the Bubbly, The Succulent Wife and San Diego Momfia’s Stefanie Mullen posted to her blog, Ooph
• Coverage on Fox 5 News
• BillMyParents social influence increased from a Klout score of 26 to 47 in a matter of three weeks

The team had such an amazing time meeting some of the most interesting and engaged women bloggers (and a few men, too!). BillMyParents was well received by the crowd and we now look forward to building a community of ambassadors and friends in the community.

As public relations professionals, it’s our job to stay on top of the latest news and trends, both in our industry and the world at large. Pick a PR person, any PR person, and I bet you’ll find they check at least half a dozen news sources before they’re done with their morning coffee.

Newspapers, RSS feeds, Facebook, Twitter, e-blasts and so on and so forth – we’re constantly looking for media opportunities for our own clients. Part of the fun of our job is finding new and compelling ways to tell their stories and generate interest in their brands, but that can also be one of the greatest challenges. Some stories may be easier to tell than others, so we seek inspiration to deliver our message in various ways.

Beyond news outlets, there are a number of other resources that may spark professional creativity:

• Well-executed rebranding campaign (or a poorly-executed one, for that matter) might teach us about the goals, strategies and tactics that brought it success or failure.
• A panel discussion between respected industry peers could help us gain insight into best practices – some great discussions take place within professional organizations such as PRSA or Press Club.
• A news release written from a new or interesting perspective could show us an alternative to the way we’re used to writing – Ragan recently offered a few great tips for writing great releases (my favorite is #1).
• Looking at other marketing techniques from colleagues might help us become more well-rounded for our clients – I’m constantly learning new things from our advertising and creative teams.
• Perusing the blogs of smart, quick-witted pros could give us a new tip or trick (and maybe a laugh, too) – here is PRWeb’s list of the top 25 PR blogs to get you started.

Heck, there’s even an app to help get your creativity moving – Bailey Gardiner’s brainstorming app, Brain Grease.

But sometimes you need a break from your own industry to find inspiration. Looking to your pastimes and interests outside the office can clear your head and provide you with new perspectives. I personally love arts and crafts, discovering music that’s new to me and spending time outdoors, so my current list of inspiration reads a little like this:

• Design*Sponge – An awesome artsy craftsy blog with posts about furniture revamp projects submitted by readers; sneak peeks inside the houses of creative types; how to make delicious food and cocktails; and how to run a business.
• Etsy Finds – The daily e-blast from Etsy, the magical place for everything vintage, reclaimed, sewn and otherwise made by hand.
• NPR’s All Songs Considered – My standard workday playlist, All Songs Considered plays an awesome mix of mostly mellow tunes.You’ll find everything from Motown to Björk to Tupac, with great sound bites from music legends such as the Beatles. Stream it live online.

Herbs de Provence roast chicken - yum

And sometimes you don’t even need to try. Sources of creativity surround us in our everyday lives and better our careers without us even knowing it. A few of mine:

• Jam sessions with friends
• Nature
• Food

Working at a creative agency, there’s no end to the thoughtful, cool and amusing ideas bouncing around. However, writer’s block (or any position’s equivalent) is an inevitable fact sometimes.

What I want to know is this: where do you find your creative spark? Do you draw from more traditional sources, in line with your profession? How about when that’s just not doing the trick?

This past weekend BlogHer (#blogher11) took over Downtown San Diego – and my Twitter feed – as bloggers of all different creeds ranging from mommy bloggers to fitness and fashion bloggers poured into the Convention Center. And brands were there to greet them, stuff their swag bags, and hopefully entice them to blog, Tweet and Tumbl about their products with their respective readerships.

My #blogher11-occupied Twitter feed got me thinking, do brands really know how to leverage bloggers in an authentic way? For the most part, no not really, but they know they need to pitch them alongside traditional media, so that’s a start.  Having partnered multiple bloggers with an array of brands, here are a few tips I’ve compiled to “pitch” bloggers in a way that will help you establish an authentic relationship with them, their network and your brand.

Tips to Pitch Bloggers

• Audience is Everything. – It’s not (all) about the size of their followers, network, and monthly blog views, it’s about who they are reaching, and how that audience interacts with them. If you are selling Twizzlers, don’t pitch the Fitnessista because it’s a fat-free food, 5 minutes on her blog should tell you her eating dos and don’ts are not a fit, and her vegetarian/vegan/clean eating set of followers will see right through a Twizzler stint.


The Fitnessista, aka awesome food and fitness blogger

• Get to Know Them – Before approaching a blogger you should know exactly what they blog about, if they’ve supported other brands or products, what their hobbies are and why they blog.
• Read their Comments – Find out who is commenting on their posts and in what manner. You’d be surprised what you can learn from comments, including who their fans are, how engaged they are and how responsive your blogger is.
• Be selective. Less is More. – I once worked with Teen Vogue on a blogger lounge where brands threw clothes, shoes and jewelery at the chosen bloggers. One brand in particular took the time to research each of the 30 Teen Vogue bloggers and selected five they could see aligning with their brand. Those five bloggers were invited to preview their Spring line with “champagne,” and each walked away with one garment that matched their personal style as portrayed in their blog. Of the hundreds of brands at the event, this particular brand garnished the most coverage by a landslide.
• Don’t shoot in the dark – Know who is talking about your brand, your competitors and your type of product offering. There are some cool tools out there like Social Mention, and Radian6 that will help you search and identify potential bloggers to work with whether they are already a fan of your brand or simply an enthusiast/influencer in your field.
• Talk to Naysayers – Some blogger(s) will bash your product, but don’t write them off. Their feedback could be really valuable to your product development team, and what’s more they could be simply misinformed. For instance, if you are a running shoe company and identify a running blogger who wrote about the terrible experience they had with your shoes, see it as an opportunity to find them the right fit. Comment on the particular post and offer to product test them with a style that will better suit their running needs. Not only will they be happy you took the time to listen and read the blog, but their followers who network in their comment section will see your interaction as well.
• Comment, Tweet, then Email – Don’t just track down a blogger or their agent’s email (yes they have agents these days) if you find a blogger you think you’d like to work with, start with commenting on their posts, re-tweet their posts, and you will gauge their appreciation or lack thereof. If the love seems reciprocated, then attempt emailing them your pitch.
• Start small - Give without asking for anything in return and identify in your pitch exactly how your brand can support their efforts. Product testing is a great way to start a relationship, but don’t ask them to write about what you send. They have a following they need to remain authentic with, if they love your product they will more than likely give it a shout.

In the end, there are thousands of ways a brand can partner with a blogger. But make sure it is an authentic fit for both parties, do your research and incorporate bloggers into your overall marketing and public relations strategy.

What are your best tips on working with bloggers?

*This post is part of Bailey Gardiner’s What New PR Pros Need to Know series, which offers advice, insights and guidance to students and new professionals who want to learn more about the PR industry. Topics and suggestions are welcomed.

Ever catch yourself talking to a friend about what you do, and notice a blank stare on their face? PR has a language of its own, and when you take into consideration the plethora of media terms and marketing-speak we use on a daily basis, it’s easy to get lost in the ever-evolving industry words and jargon. New PR pros, no need to fret, I’ve compiled a list of the top words and phrases PR pros in training need to know. Enjoy:

• Wire distribution/distro – Short for sending a press release through a distribution service. Usually used when you need to cover a broad scope of media outlets in a short amount of time – also when you need to announce breaking news quickly.

• Clip – Refers to an article or news mention you’ve secured for a client. For example, you’ve been pitching the launch of a new product, and San Diego Magazine included the item in a story about cool new gadgets – after capturing the coverage, you can refer to the individual placement as a hit or clip. 

• Masthead  – The publication title that appears across the first page, front cover, or title page of each issue. The masthead is often referred to when someone is compiling a clip for reporting purposes. The masthead and copy of the article are usually cut and pasted together in order to present an organized and condensed version of the placement.

• Round up – A summary of items combined to create a news trend. For example, there are a ton of round ups on gift giving, especially around the holidays. Top ten gifts for mom, The ultimate Valentine’s Day Guide to Romance, so on and so forth. The story is comprised of a variety of options for a particular topic. This is often a smaller mention, but an excellent way to get your brand in front of bigger media outlets. 

• Hit time – Often used when coordinating television interviews, a hit time refers to the estimated time of a live interview. These times may change depending on breaking news stories for the day, but it gives a general idea of when the spokesperson can expect to go on camera.

• Segment – Refers to a block of time used to discuss a specific topic on television or radio broadcast. There may be several hit times throughout the segment, but all fall under one segment pertaining to a certain issue or topic.

• B-roll – Previously taped footage that can be used for an interview. For example, if you are promoting an annual event and have footage from the year before, you may be able to loop video from the previous year’s event into an on-air segment. It’s usually used as an added value for television.

So, what else is on your list? We all know the list is long and ever-growing.



The PR plan is the foundation to any public relations campaign. It outlines, over a certain time frame, what the agency intends to do for the client. It ensures that client is clear on what is being promised and the PR agency can use the plan to hold itself accountable and stay on track. Oftentimes, however, PR pros get caught up in the to-do list and focus the PR plan too much on tactics, and not enough on the bigger picture – how PR can help a company or brand reach its objectives and goals. As David Davidoff mentioned on Spin Sucks, PR needs to focus on results not process, and I couldn’t agree more. Below are a few steps every PR pro should think about while drafting a PR plan:

1. What are the company’s objectives? Before you can begin to put a PR plan together, think about what the company’s goals and objectives are and include these in your PR plan. A goal, by definition, is a broad plan with a generic action. An objective is a narrow plan with a specific, measurable action. Does the client want to increase sales by 10%? Increase traffic to the website? Get more brand awareness in a certain demographic? Before you can start pitching and discussing initiatives, you have to figure out how you can help the bottom line. It may not necessarily mean that PR alone will increase sales by a certain percentage, but it can certainly help.

2. Who is the audience? This is another important thing to consider before putting pen to paper on a PR plan. Is the client trying to reach the Hispanic community, for example? If a client only wants to reach a niche audience with a specific interest, say boat owners in San Diego for example, it may be more effective to target specific blogs that cater to this niche audience rather than the New York Times.

3. Now that you know the objectives and audience, what is your strategy? This is the plan or method to achieve your goal. Perhaps if your goal for a client is the build awareness and drive traffic to a new restaurant, your strategy is to target local and regional media and blogs to build buzz around the launch. This will help guide the rest of your plan.

4. What are the tactics that support your strategy? This is when you can finally break down your plan month by month with the specific actions you will use to fulfill the strategy. You can get into the nitty gritty of the plan, like which publications you will contact when and with what story.

If you follow these steps you will have a more well-rounded PR plan that is focused on RESULTS not tactics. If you do not know the answer to the questions above, it is a good idea to meet with the client and ask. Not only will the client be clear that you understand their situation and needs, but the PR agency and client will be working together towards the same goals and hopefully the client will get the results they are looking for.

*This post is part of Bailey Gardiner’s What New PR Pros Need to Know series, which offers advice, insights and guidance to students and new professionals who want to learn more about the PR industry. Topics and suggestions are welcomed.

As a new(er) PR professional, I’m always looking for ways to grow and get better at what I do. At Bailey Gardiner I’m lucky to work with some of the best PR pros in town, and believe me, I take advantage of every opportunity I get to pick their brains about the field. That said, I also love talking to students getting ready to make the jump from school to the real world. I was there not too long ago, and I remember how many questions I had, with so much to do, in so little time – or so I thought.

Recently, I attended a UCSD alumni event and spoke with a plethora of students interested in working in the Communications field. Knowing that UCs are primarily theory based, I received a number of questions like, “What is PR?” and, “How did you start working in the industry?” and it made me wonder, how DID I start working in the glorious field of Public Relations? These questions really made me stop and reflect on the important steps I took along the way, before I was lucky enough to land a spot with the BG PR team.

Below are some of the frequently asked questions I received at the event, and answers to provide a little insight into what you can do as a student or new PR professional, looking to get ahead of the game.

Q&A on starting a career in Public Relations:

Q. How do you get involved in the PR industry?

A. The Public Relations Society of America (PRSA) is an organization designed to bring people together within the field to network and grow professionally. I volunteered to help with media relations around the International Conference, and also assisted with event planning for the annual Summer Social. Volunteering for any professional organization is an excellent way to meet seasoned vets who just may very well be your next employer.

Q. How do you create a portfolio if you have no experience?

A. Seems like a catch 22, but who says you can’t create a mock portfolio of brands or clients similar to those you’d like to work with? It shows initiative and that you’re passionate about PR – and also that you’ve done your homework about the company.

Q. What are the most important skills to have for PR?

A. Public relations professionals are pretty well rounded if you ask me, but I’d say my communication, writing and organizational skills are put to work every day.  Also, perseverance, commitment and a little competitive edge helps push you through those really tough days.

Q. How important is writing, and how do you keep up with AP writing style?

A. Writing is an essential piece of the public relations puzzle. A well-written pitch, press release or media alert may be the difference in scoring you a huge media placement for your client. I try to stay up-to-date on the latest AP style guides. An easy way to do so is to follow them on Twitter @APStyleBook.

Q. What’s your favorite part of working in Public Relations?

A. PR is unique because every day is different. Whether its planning an event or writing this blog post, there’s a constant energy and results-driven environment you get in this industry. Building relationships and being a part of a team are also high on my list.

Q. What aspect of PR is most challenging?

A. Time management plays a huge role for a PR professional, even more so for a new PR pro. Learning how to prioritize your workload and meet deadlines is one of the biggest tasks to conquer as a newbie in the business. My suggestion- speak up. Ask for deadlines, what’s the priority and what can wait. Remembering, communication is always key.

What other questions do you have about working in the PR industry as a new pro? Or, if you are a new pro, what do you have to add to these answers?

*This post is part of Bailey Gardiner’s Public Relations Tactics series, which highlights tools and best practices to ensure a successful public relations campaign. The series will run weekly.

Technology has revolutionized the public relations industry. Almost all our communication these days is done via email, phone or social media. While all these technology advances may have made our jobs faster and easier, they have made our communications with media more impersonal.

We have spoken before about the importance of face-to-face meetings with the media. Also important, but getting lost in the hustle and bustle of our job, is the art of the handwritten thank you note. Whenever I work with a journalist on a story, I always make sure to send them a handwritten thank you note afterward. It makes a much bigger impact than an email/text/tweet. It is thoughtful and stands out from the thousands of emails and clutter on our computers, and is just one more way to build stronger relationships with the media. I keep a stack of beautiful stationery on my desk so I have them handy for whenever I want to send a gracious thank you.

Handwritten notes may be old-fashioned, but a thoughtful, personalized thank you will never go out of style.

*This post is part of Bailey Gardiner’s Public Relations Tactics series, which highlights tools and best practices to ensure a successful public relations campaign. The series will run weekly.

As one of San Diego’s top public relations firms we are lucky to book a lot of TV for clients. Whether it’s bridal segments for Tiffany & Co., Busker Festival segments for Seaport Village, or live coverage from every station in town for Opening Day of the Del Mar Racetrack, the topics vary but the preparation is the same.

Live TV segments shot on location take extra preparation since they vary greatly from live in-studio segments. The biggest difference is control. When taking the segment to the streets, you can only control so much as there are numerous factors that come into play. Here are just a few to consider in advance and have a plan for:

Live Signal - This is an issue I’ve seen sneak up on many people. If it’s your first time having live TV at your venue or for your client make sure the station can get a signal. This may seem like a no-brainer, but there are often pockets where the trucks can’t bounce their signal to one of the mountains or satellites. Ask the station if they have shot live from your location before, or better yet, see if they will do a test run prior to the segment to ensure success.

Weather – While San Diego averages a lovely 72 degrees throughout the year, there are times when Mother Nature doesn’t quite participate. If you’re doing an outdoor segment have a back-up plan for rain. Consider an indoor venue you can move to if necessary, a tented area, or bring umbrellas.

Wind – This could fall under weather, but I list separately because wind can occur throughout the year. If your location is prone to wind take into consideration and try to do the segment in an area that is blocked as much as possible. Nothing ruins a segment quite like wind whipping through the microphone.

Onlookers or Crashers- There’s no way to be prepared for everything, especially when it comes to people on a mission.  Years ago I had the great pleasure of a homeless man in his underwear walk through a live segment with a former real estate developer client downtown. We managed to work through it and all got a chuckle. Truth be told, none of us were shocked by the incident, we were in an urban parking at 6 a.m., after all.  We knew what to expect in our surroundings, which is the key takeaway. Try to prepare yourself and client for the environment in which the interview will take place. Sometimes the best advice is to be prepared to just go with the flow.

Speaking of Flow – Be sure to do your homework prior to the live segment (if possible) to ensure a smooth flow and transition if there are multiple hit times. Make sure all parties are clear on when and where they should be and what is expected from them. We find down to the minute timelines work best. If the timing will be cut close (say one spokesperson jumping from station to station) warn the reporter so they don’t get nervous, and have a back-up spokesperson if possible.

These are just a handful of tips for live TV shot on location. Have any points you’d like to share? Or perhaps your own PR war story in regards to live TV?

*This post is part of Bailey Gardiner’s Public Relations Tactics series, which highlights tools and best practices to ensure a successful public relations campaign. The series will run weekly.

In my last blog post, I wrote about how to prepare for a TV interview to make sure you could tackle the hardest questions and squeeze in the most important details.  Now that you’re prepared, I’m following up with some TV interview tips to make sure that your body language, position and your mindset don’t trump your thorough preparation.

TV Interview Tips for Success:

• What appears to be a comfortable living room on TV is a distracting set in real life.  Arrive early to take in the scene and familiarize yourself with the distractions such as lighting, cameras and a busy crew.

• Have a cup of water or tea to soothe your throat before the interview.  Avoid carbonation or dairy.

• Expect last minute changes and be prepared to handle them on the spot.  Live TV almost never goes as planned.

• Always look at the reporter, not the camera.  Shifty eyes can make you look suspicious.  Envision that you are having a conversation just with that reporter.

• Turn your cell phone off or leave it with your PR “handler.”  What an embarrassing distraction that would be.

• If you MUST have a note card as a security blanket, don’t hold it.  Tuck it under your leg or next to you in the seat.  If it’s in your hand you will inevitably you’ll find yourself waving it around when you talk.

• If seated, position yourself about three-quarters of the way back and lean forward.  Don’t sit back and slouch, it looks uncomfortable and let’s face it, tacky.

• Have your hands free for gesturing and your feet on the ground or ankles crossed. This is most comfortable, flattering and the least distracting.

• Avoid crossing your arms.

• Use your head, your eyes and your facial expressions to make your words come alive.  So much of communication comes from our body language.

• Enjoy!  Remember that the reporters are humans too and it is their job to make TV interviews run smoothly.  If you stumble, freeze or falter, a good reporter will take care of you.

Lastly, if all these interview tips have your head spinning, remember that being under those hot lights doesn’t come naturally to everyone.  For that reason, it’s very common to put a spokesperson through media training.  Your PR guru should be able to coordinate an in-depth training session with practice interviews and the works to get you feeling comfortable in front of the camera.

Here’s a quick video i took last week in preparation for the Seaport Village Spring Busker Festival last weekend.  I enjoy the 10 second warning followed by a frantic moment from the buskers!  Our lovely client, Megan Capizzi, does a great job in this one!

*This post is part of Bailey Gardiner’s Public Relations Tactics series, which highlights tools and best practices to ensure a successful public relations campaign. The series will run weekly.

So your trusty PR pro just set you up with a great opportunity to share your message with the public in a TV interview. While you know your company better than anyone else, it is important to note that a TV interview is much different from your day-to-day conversations and has its own set of rules and etiquette.

At Bailey Gardiner we work closely with our client Tiffany & Co.’s New York based corporate PR team.  They recently passed us a document reminding us of best practices for interviews and I found many of their points to be worth sharing.  Below I have compiled many of theirs, along with a few of my own, to help you work with your PR pro to make sure you have all your bases covered in preparation for a TV interview.

Proper Preparation for a TV Interview:
• Identify why the reporter wants this interview, not why you want it. This will help you determine what type of questions will be asked.

• Prep for the time you’ve been given and build your points around that, don’t try to squeeze too many points into too short a time frame.

• Learn about the reporter.  Will he or she ask you hard questions, are they high energy and likely to throw you off guard or will they be having a polite conversation?

• Learn about the station or show.  Do they take a political stance that may affect your interview?  Who is their audience? Cater your messages to that audience to maximize the outcome of your interview.

• Take advantage of the pre-interview. This may come in the form of a call the day before or a quick chat 20 seconds before you go on air.  If you communicate your message either in that interview or first thing in your interview, you are likely to steer the conversation in that direction.

• Always put your preparation before the media’s needs. If you feel ill-prepared to make a statement, buy yourself as much time as possible until you can do it right.  Contact your PR pro and be sure that you aren’t leaving the media with a “no comment” unless you absolutely, positively must.

• Less is more.  Simplify your message and be clear and direct.  Know the core points you want to get across and stick strictly to those.

• Support your points with facts, numbers or personal experiences that show the reporter and viewer that you were needed for this interview.  Be cautious not to overwhelm with facts and keep in mind that often while people are watching morning news, they’re only half watching while they get ready for their day.  Too many facts and figures will go right over their heads.

• “Off the record” doesn’t exist.  Whenever in the presence of media, speak carefully. This starts from the moment you reach the studio to your pre-interview and after (cameras may still be rolling).  The media aren’t bad guys but their job is to get all the info they can.

• Use your company name whenever possible. Avoid using “we” and “they” when you can replace it with your company name.  Some interviews are taped and if they are edited, your company name may get cut if not stated enough.

• Anticipate hard questions.  Practice not only your responses but your bridges to the points you want to be making.