1.
Pauses Are Your Friend —
The one rule I remember from high school speech class is if you think you’re
talking too fast, you definitely are. Better yet, if you think you’re talking
too slow, things are probably just about right. This applies to spokespeople
too—even over the phone. Keep in mind that unless the reporter or analyst you
are speaking with is recording the conversation, they are most likely madly
trying to type (or even hand write) their notes as you talk. This can get
challenging since they also need to mentally process what you are telling them,
as well as ask questions. We’re not talking huge silences here—you’ll know if
it’s getting uncomfortable. But short pauses are okay; you’re offering them a
moment to finish jotting down their notes before moving on to the next topic.
So, slow down, take a breath, and even pause. Your listeners will thank you.
2.
Don’t Be Afraid Of Questions —
By definition a conversation requires at least two participants. This means the
reporter or analyst needs a chance to talk too. If you’re nervous about the
type of questions the journalist or analyst may ask, practice prior to the
briefing. A good PR firm will give you anticipated questions in advance with
your briefing notes. They can also run through a practice conversation if
that’s helpful. Of course, it always varies depending on whom you’re speaking
with—some prefer a natural two-way dialogue throughout the entire discussion,
others prefer to have the spokesperson give their spiel and then ask questions
at the end. You’ll need to feel this out for yourself. Regardless of which
situation you’re in, you should always give the other person the opportunity to
talk if they desire.
3.
Answer the Questions They Ask —
Nothing will frustrate a journalist more than a spokesperson who refuses to
answer their questions. Okay, maybe “tactfully dodging” is a better word, but
the result is the same. And sometimes this can do more damage than good. We all
understand if a company cannot divulge certain information, or even if the
spokesperson doesn’t know the answer. And sometimes the reality of the answer
is not as positive as the company would like. But, by repeatedly refusing to
answer a question, what else is a reporter to think beides the worst? So, own
up to it. If you can’t divulge certain information, be forthright and tell
them. They’ll understand. If you don’t know the answer, say you’ll be glad to
get back to them with the correct information. And if the answer doesn’t
exactly put your company in the most positive light, well, what isn’t said can
sometimes be just as powerful—and not in the way you want. By framing it
through your lens, you ensure the best possible outcome, even if the situation
isn’t the best.
4.
Don’t Get Sidetracked —
Let’s be realistic, a little sidetracked is okay. After all, we’re here to
build relationships too. So if you discover you are both Bon Jovi fans, great!
Feel free to banter a minute or so, but don’t forget the purpose of this
meeting. Before the meeting begins, jot down the three to five messages that
you want to hit, and make sure you touch on all of them. If you find the
journalist steering you away from your key messages, acknowledge what they said
and/or answer their question, and then bridge back to what you were originally
talking about and continue.
5.
Speak Clearly and Concisely — We
all get nervous when giving a presentation, even those who have done it
countless times. But, I can’t stress enough how important it is that your
audience can understand what you’re saying. Meetings become frustrating for all
participants when the journalist has to ask for a repeat after every sentence
or two. It’s natural to talk very quickly when you’re nervous, which brings me
back to my first point—slow down. Take a breath, collect your thoughts, and
give your brain a chance to catch up with what your mouth is saying.
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