| I see your lips moving, but all I hear is "Blah, blah, | | | | of your seat can be challenging for some, but it must |
| blah, blah, blah." I know it's not what you want to | | | | be done. In working with the news media, we are |
| hear, but quite simply, if you are a speaker, author, | | | | playing in their sandbox and we must play by their |
| consultant or other "expert" I see being interviewed | | | | rules, or we won't be asked to play again. |
| by the news media, your expertise just isn't very | | | | For any kind of high-profile sustainability, you've got |
| interesting. Information is a dime-a-dozen and yours is | | | | to provide what television journalists call "Good TV." |
| no different. | | | | New, innovative, or provocative solutions to |
| So in this age of round-the-clock, on-demand, blue | | | | long-standing problems can be good TV. Either |
| tooth, on line, high def., Wi-Fi, via satellite, news | | | | healthy exchanges or outright conflict among guests |
| junky, at your fingertips world of information, what | | | | can both be good TV. Good TV means nothing more |
| separates those messages that break through the | | | | than being interesting and not blending in. |
| clutter and the vast majority of expertise that goes | | | | Unfortunately, experts tend to be so immersed in |
| un-tapped? The answer is very simple: It's the | | | | their content that they believe it is the information |
| delivery! | | | | that is interesting. In reality, it is the passion that |
| Information, delivered by experts in a straightforward | | | | brings about "Good TV." |
| fashion, is too often reminiscent of a classroom | | | | The biggest misperception in working with the press |
| lecture - Boring! However that same content, deliver | | | | is the false notion that when a reporter asks a |
| with passion, purpose, urgency, spirit and conviction | | | | question, it's because they want to know the |
| can move people to action and move you to the top | | | | answer. Unless it's some sort of news investigation, |
| of the news media's first call list. | | | | the purpose of their questions is in most cases, |
| The information stored in your brain is merely the | | | | simply to give you a launch pad for your ideas, your |
| entry fee. Your credentials to deliver that content is | | | | input and perspective. I'm not suggesting that you |
| only the prerequisite. But your crusade is what truly | | | | don't answer the question, just use the answer as |
| makes you interesting. Your passion for the message | | | | the springboard for your crusade. |
| is what makes you believable and its timely | | | | Most reporters don't know the subject nearly as well |
| connection to some current or personal challenge is | | | | as the guest and you can easily move past the often |
| what makes it relevant. | | | | irrelevant, or less important question by simply |
| Watch any national morning show, or cable news talk | | | | employing transitional phrases such as: "While I |
| show and note who has the lion's share of camera | | | | certainly agree, it's also important to remember |
| time. In television news, the one who most deftly | | | | that...," "That may be true, but the issue that really |
| steers the conversation, wins. But all too often, | | | | concerns me is...," "While that issue is making |
| experts who are invited to sit on the television set | | | | headlines, we can't forget that...," "people sometimes |
| to comment on a story of national interest, merely | | | | fail to recognize that...," "I find it fascinating that..." |
| answer the questions posed to them and provide | | | | Then say what you came there to say, and do it |
| informed analysis. They are graciously thanked for | | | | with passion - regardless of the questions asked. |
| their time, but rarely asked back. Why? Because | | | | Despite conventional wisdom, the reporter or |
| most media opportunities are a test in disguise. And | | | | interviewer will be very appreciative of your media |
| most experts unknowingly fail the test. | | | | savvy. |
| But think for a moment about the experts that have | | | | As most on-air interviews last no more than 90 |
| been featured time and time again in the national | | | | seconds, I advised my clients to be crystal clear in |
| news - some even being rewarded with their own | | | | their mind what they want to say, what they HAVE |
| show. What is the common denominator? Above all | | | | to say, what is crucial for them to impart to their |
| else, it is that they are fiercely opinionated. They | | | | audience for them to be successful in their business. |
| know what they want to say and aren't afraid to | | | | Then they must make a solemn pledge to |
| say it. I'm not suggesting that you have to be a jerk | | | | themselves (and to me) that they will not get out of |
| to be newsworthy, only that you have to have the | | | | that chair until they say it! |
| conviction that personifies a true thought leader. | | | | It's the quid pro quo of working with the press: We |
| Good radio talk show hosts, for example, don't bring | | | | help them fill up their newspapers and newscasts |
| up a topic and ask for your opinions. Instead they tell | | | | with content, and in return, we get a platform to |
| you what they think and invite you to agree or | | | | relay our ideas. Use it. Don't waste it. Don't be boring. |
| disagree. Who among us is inspired to follow, or be | | | | Be opinionated. Be passionate, relevant, provocative, |
| moved to action by a credible, yet straightforward, | | | | believable, timely, different, memorable and |
| or "dry" expert offering his or her expertise on a | | | | news-worthy. |
| story of national or industry-specific interest? | | | | This article is more than just my opinion and my |
| To build your business, to attract clients or customer, | | | | expertise - it is my crusade. If I had begun this article |
| to inspire others to hire you or buy your books or | | | | with a simple admonition to be more animated in your |
| products, to engender loyalty and inspire true change, | | | | interviews, do you think you'd still be reading? Or |
| you must move beyond the realm of simply being | | | | would you have turned the page long ago? |
| smart and good at what you do. You must truly | | | | Remember, there are hundreds of millions of TV |
| inspire. | | | | remote controls and page-turning fingers out there. |
| And while we are all made up of the same composite | | | | Don't be boring and they'll likely stick with you, turn |
| materials, we are all wired a little differently. Being | | | | to you and hopefully come back to you. |
| overly expressive and delivering content on the edge | | | | |