Take Control of Your Interview

 

By Terry Whalin @terrywhalin

Whenever you are interviewed, the questions and shape of the conversation is mostly outside of your control. You can only control your answers and the stories you will tell during that conversation. In the business, this interview control is called media training.

I enjoy watching an author get interviewed on The Today Show or Good Morning America or some other program. As I watch it, I’m listening carefully to see if the author answers the questions. I notice that sometimes they do and sometimes they do not. Also I want to see how they weave the name of their book into their answer. Some authors do it too much and it becomes annoying while other authors don’t even include the name of their book. How you answer the question, what stories you tell and how you include your information is something you can control (if you think about it and take action).

Some media experts will charge large amounts of money to train an author for a six to eight minute interview on a national program. During this training, they will role play with the author, ask questions and coach them on how to talk aboutd their book and weave that information into the stories they tell. The information should look like a natural part of the answer and not something contrived. To do this process successfully takes forethought and planning for the author.

Also I’ve watched this interview process go in the wrong direction for the author and her book. Years ago on a short deadline, I wrote Vonetta Flowers’ book, Running on Ice. She and her partner, Jill Bakken, won the gold medal in the bobsled during the 2002 Winter Olympics in Utah. 

Four years later, Vonetta and Jill defended their title in Turin, Italy during the 2006 Winter Games. Katie Couric interviewed Vonetta on The Today Show. While the interview was interesting and well-done, I was yelling at my television because Vonetta made no mention of her book, Running On Ice. It was a missed opportunity when she appeared before millions of potential readers. 

To be honest, it was a failure that the publisher didn’t invest in any media training for Vonetta to help her. The author can’t weave the name of her book and availability of it into the conversation without media training. 

As I’ve mentioned in these articles, someone has to hear about the benefits of your book and the name at least a dozen times before they will decide to purchase the book. 

As authors, we need to seize each of these opportunities and take control of which stories you tell and how you answer the various questions.

Here’s some additional action steps:

1. Before you are interviewed, take a few moments to review your talking points or the specific stories and information you want to give during the interview. This review will put the action firmly in your mind and action plans.

2. Take the time to review whatever you can find about the person who is going to be interviewing you.What is the purpose of their program? Take a guess at some of their agenda in interviewing you. Then use this information to merge it with your talking points and the information you want to convey during the conversation.

3. During the interview, you take control of your answers and no matter what is asked, make sure you include your key points. 

As I’ve written in these articles, during the last six months, I’ve been using PodMatch to book conversations with different podcasters. In fact, I’ve recorded or booked over 50 interviews. In this process, I provide a list of quesions and an introduction (what I can control). The focus of each podcast host is different and nothing that I can control. 

During the podcast recording (some are live and some are recorded), I make sure my agenda is achieved. I want to tell people about my social offer where they can go to Publishing Offer and get a printed copy 10 Publishing Myths including the shipping along with over $20 of valuable bonuses. Besides this special offer, I also mention the missing 11th Myth which a listener can get for free at terrylinks.com/11thmyth. This second offer is a free way the listener can get on my email list and I can continue to build a relationship with that person. 

I want to finish this article with several resources:

1. Be aware of your control and responsibility during the interview.

2. Get Brad Phillips book, The Media Training Bible: 101 Things You Absolutely, Positively Need To Know Before Your Next Interview. Read this book and apply the information to your interviews. 

3. Several years ago, I interviewed media expert Gayl Murphy. Listen to this free webinar and get her free ebook, Interview Tactics Special Report.

When you are interviewed, are you taking control? Do you know of some other resources in this media training area? I look forward to reading your comments.

Tweetable:

As an author, when you are interviewed, do you take control of your interview and make sure you include your talking points? Get some action steps and resources from this prolific author and editor.  (ClickToTweet)

New Podcasts:

In these articles, I’ve encouraged you to use PodMatch or some similar tool to book and record podcasts. Last week two more podcast recordings launched.

Linda Goldfarb (@Lindagoldfarb) and I spoke about Publishing Myths That Ruin the Success of Writers on the Your Best Writing Life Podcast. Listen at: https://bit.ly/3EETRXi 

Nathan Bollman (@nathan_bollman) and I debunked publishing myths on the Just A Dude Podcast. Listen at: https://bit.ly/4cNghCC

Ana del Valle and I spoke about Hybrid Publishing Exposed: What No One Tells Writers… on The Novelist Studio Podcast. Listen at: https://bit.ly/3RsAaFa 

Dr. Doug Gulbrandsen (@DougGulbrandsen) and I spoke about busting publishing myths on the Inspire Vision Podcast. Listen at: https://bit.ly/44ytNaY 

Currently I’m working with my third publisher as an acquisitions editor. During these years, I’ve spoken with many authors about their expectations, dreams and desires for their books. I find many unrealistic expectations. Many aspects of the publishing process are outside of anything an author can control. I wrote 10 PUBLISHING MYTHS to give authors practical help. You can get decades of insights in 10 PUBLISHING MYTHS for only $10, free shipping and over $200 of bonuses. 

Get these articles on your email: 

Since 2004, I have blogged about The Writing Life over 1,700 entries and one of the top 27 content writers. With this simple form, each week you can get my new articles, encouragement and insights at: https://t.co/W6uU64u6aA

Why I'm Podcasting (and You Can Too)

 

By Terry Whalin @terrywhalin

During a recent visit from my youngest son and his wife, we were talking about podcasts. They listen to these broadcasts all the time and they admitted even listening while at work. Both of them are in the tech industry with intense positions and listening to podcasts is a part of their routine.  

There are an estimated 3.5 million podcasts. As you can imagine, many different types and possibilities. Early on I decided to guest on other people's podcast instead of starting my own podcast. The path of guesting on the podcasts of others looked easier for me than figuring out how to host and produce my own podcast. 

Through the years, I’ve been a guest on podcasts and I used a simple tripod and my iPhone to connect to these events. Then over two months ago, I joined PodMatch, set up my profile and began to pitch then book various podcasts. I’m continuing to pitch new podcasts and book new recordings. While I’ve been with PodMatch, I’ve booked or recorded over 30 podcasts. According to the behind-the-scenes information on PodMatch, I’ve had 3,700 downloades and 1.5M on social media. 

As I look back at my own journey into podcasting, I recalled that a year ago I didn’t even have a webcam on my desktop computer. I purchased a webcam and set it up on a tripod and began using it for my podcast recordings. 

This webcam has a built in microphone. One of the podcast hosts used earphones and listened to the quality of my webcam microphone. He encouraged me to use an external microphone. Several years ago I purchased this external microphone but I had not hooked it up so I could use it each time. I learned to use this external microphone as another step in my podcasting journey. 

Some podcasts will only use the audio recording while others use the video and the audio recording. When the video is used, there are other elements to consider. For example, is your lighting right? What is the background and is it distracting to the viewer? For example, I have a closet door right behind my desk next to my bookcase. This door looks better on camera if the door is closed. Also I make sure the other visuals look tidy and organized whenever I am on camera.

For the lighting issue, I purchased a light which I use each time to help my appearance and I also make a point of turning off any distracting light in my background. Finally I purchased some inexpensive headphones and wear them each time which cuts down on any distractions and extra noise. 

I’m writing about these details because to the viewer, these details matter. You want the viewer to be focused on the conversation you are having with the podcast host and not distracted by some annoying detail in your background.

Connecting with the Right Podcast

How you set up your PodMatch profile is important because you tell about who you are and give some sample questions for the podcast host. I’ve created a list of sample questions related to my book and specifically what I want to talk about and promote during the podcast. I wrote about how I’ve set up my PodMatch profile in this article. I encourage you to follow the link and use the information for your own profile and gameplan.

Create Your Stories and Talking Points

As you are on a podcast or a radio broadcast or have someone interviewing you for a print article, have you thought through the stories you will tell and your talking points? It's an important part of your preparation to be interviewed. Within publishing, we call this media training. For example, if you are going to be on Good Morning America or The Today Show, your segment will only be a few minutes. If you are taking media training, an expert can run through your talking points and that process can take all day to prepare for those few minutes of interview.

During the conversation with the host, if you have your talking points in mind, you can steer the conversation and tell the stories that you planned to tell during the interview. The podcast host is guiding the conversation and keeping an eye on the clock. They will ask you a final question or two then end the broadcast. When it is over, you want to make sure you have included the main points that you wanted to include in the conversation.

Prepare Before the Podcast

Who is interviewing you? What is their focus? How can you take your talking points and make it relevant to this particular podcast? This preparation only takes a few minutes but will help you connect with that podcast host.

Why Do This Preparation?

At the end of the interview, you want the podcast host to love the conversation you had on the broadcast. You want the listeners to take action (for example buy your book) but you also want to have more opportunities in the future for additional podcasts. Part of being a professional is taking the time to prepare and then execute with excellence.

In this article, I’ve included a lot of detail about what I’ve learned through my podcasting. I have more to learn in this area. For you to successfully use podcasting or any other aspect of the publishing business, it takes thoughtful work, planning and execution. The details matter and how you use and apply those details will affect your results. How can you apply this information to your book and your podcasting or interviews? What am I missing from this article? Let me know in the comments below.

Some of My Writing In Other Places:

I continue recording new podcasts but in recent weeks, I’ve had a couple of guest blog post articles.

The Almost an Author website got hacked and was down for a month or so but is now back. Here’s my article about maintain a submission record and follow up: https://bit.ly/3Qn0b82 

For Writers on the Move. I wrote about How to Hire the “Right” Publicist at: https://bit.ly/3EDUdx8  This process is not simple and you must ask the right questions in this process and I explained some of this process in this article.

Finally I published another article published on the Blue Ridge Mountains Christian Writers Conference blog about the Hidden Costs of Publishing at:  https://bit.ly/4hSyjVO

Tweetable:

This prolific author and editor explains why he’s been podcasting (and you can do it too). Learn the details in this article. (ClickToTweet)

Let’s be honest. Publishing is a complex business and much of the process is outside of anything an author can control—no matter how they publish. I I wrote 10 PUBLISHING MYTHS to give authors realistic expectations  and practical help. You can get decades of insights in 10 PUBLISHING MYTHS for only $10, free shipping and over $200 of bonuses. 

Get these articles on your email: 

Since 2004, I have blogged about The Writing Life over 1,700 entries and one of the top 27 content writers. With this simple form, each week you can get my new articles, encouragement and insights at: https://t.co/W6uU64u6aA

Prepare Now to Avoid Missed Opportunities

This week a couple of my Morgan James authors appeared on The Dr. Oz Show. This particular segment was filmed in October but aired this week. I was excited for these authors and set my DVR to record the show (since I rarely watch it).  I found their segment and watched it. Their story was highlighted and interesting—yet something was missing. There was nothing in the story to indicate their full story appears in their book. The book or the book title was not mentioned. The result was another missed opportunity to tell a national audience about their story.

I've never appeared on this type of national television show. It must be full of tension and excitement for the author to make sure you answer the questions and make a great appearance on the show. The challenge for the author is to make sure no matter what message the television show wants to give—that you meet your own agenda (sell books).

This recent story is not the only time I've seen missed opportunities. Years ago I wrote a book called Running on Ice for Olympian Vonetta Flowers. She was the first African American to win a gold medal in the winter Olympics. In fact, Vonetta was on the 2006 U.S. team for the next Olympics in Turin, Italy. Katie Couric interviewed Vonetta on The Today Show. It was a great interview yet nothing in the interview mentioned that a book told Vonetta's story. While I'm pleased to have written this book, I wanted it to succeed in the marketplace (sell) yet the opportunity was missed.

No matter where you are in the writing and publishing world, now is the time to prepare yourself for these opportunities so you do not miss them.  In the publishing world, we call it media training—and it's something every author needs to learn.

Here's three valuable yet inexpensive resources to prepare yourself for the media:

1. The Media Training Bible by Brad Phillips. I reviewed this book several years ago (follow the link). The seasoned advice and tips in this book are invaluable. Phillips is a well-known and excellent media trainer. Every writer will profit from a careful reading of The Media Training Bible.

2. Be the Media compiled by David Mathison. This older book is excellent to help you know how to create your own message and different ways to get it out into the marketplace.

3. Gayle Murphy has been a journalist for many years. I interviewed Gayl in this free teleseminar and you can get her seasoned advice for every author about how to tell it to sell it.

For the last couple of years, I've been doing radio interviews to promote my Billy Graham biography. In the next two weeks.I'm scheduled to be on two LIVE radio shows telling stories from the book. It's fun and I'm grateful for these opportunities. Each time before the interview, I remind myself why I'm on these programs: first to be energetic and tell interesting stories about Billy Graham.

Yet integral to this agenda is my second key point: to make sure I tell people where they can get the book. I've created a website with multiple options to purchase the book. During several of these interviews, even if I am not asked about it, I take the initiative to weave into the conversation the specific name of my website and where people can get the book.

When you receive these types of opportunities for your writing, seize them—yet use wisdom to make sure you cover your own interests.

Tweetable:

Every author needs to prepare now for future opportunities with the media. Get resources here. (ClickToTweet)
 

Essential Information for Dealing with the Media

When you see a television interview, watch it carefully and you will see that some people have short, easy-to-digest answers while others tend to ramble. Also you will observe some people always manage to slip into their conversation about their key point or their new product without being offensive.

You may wonder how they pull off such successful interviews. It is not by accident. They are showing their own savvy skills with the media. You need the insights in THE MEDIA TRAINING BIBLE.

When I want to learn a specialized skill like media training, I turn to an experienced expert like author Brad Phillips. For years, he has been a broadcast journalist and worked with well-known broadcasters like Ted Koppel and Wolf Blitzer. His ABC and CNN experience combined with his years of working with top executives on the topic of media, make Phillips someone who knows the inside information about working with journalists and reporters.

Whether you need to know the basic ground rules to working with the media or insights on answering tough questions or just understanding the different types of media formats, you will find important information inside THE MEDIA TRAINING BIBLE. Whether you are a small business owner, a book author, a CEO or working at a nonprofit, I recommend this book.

Social Media: An Introduction

Editor's note: Today and tomorrow, I'm honored to introduce you to Brad Phillips, the president of Phillips Media Relations, a media and presentation training firm with offices in New York City and Washington, D.C. I was fascinated with the insights in these two excerpts from his new book, The Media Training Bible.

By Brad Phillips

Many of the executives we work with are terrified of social media. They’ve either experienced the dark side of it personally or heard horror stories from their industry peers: tales of vicious comments on an influential blogger’s website; incorrect and badly damaging rumors on Twitter; or an embarrassing, secretly filmed video uploaded onto YouTube. 

Those potential hazards are real. But executives tend to focus disproportionately on the downsides of social media and not nearly enough on the potential upsides. Their focus on the risks leads them to adopt a “head in sand” strategy of neglecting social media, which rarely works, at least in the long-term.

Social media—which include blogs, social networks, and video-sharing sites—offer today’s communicators a tremendous advantage over their predecessors.

Think back for a moment to the turn of the 21^st century, when journalists still dominated as the primary gatekeepers of information. If a company wanted media attention, it would send a press release to a few reporters and wait passively as the reporters decided whether or not to cover the story. Even if the company’s work was covered, there was no guarantee of the story being favorable. Companies were at the mercy of the press.

To be sure, those reporters remain critical allies today. Positive stories by the media still bestow valuable third-party credibility onto you, while negative stories can diminish your reputation.

But the traditional media’s influence is waning. Social media have flattened the playing field, allowing companies to disseminate the information they want, to whomever they want, whenever and however they want. There’s no longer a need to wait for a journalist to file a story—if companies want their audiences to know something, they can just post it to their blog, Facebook page, or Twitter feed.

If you’re still deciding whether or not to maintain a social media presence, the answer should almost surely be yes. Your audiences aren’t waiting for you to interact—they’re already talking about you. Companies that engage their audiences can build positive relationships, create a reservoir of goodwill to tap into when a crisis strikes, and help prevent false rumors from spreading before they take deep root.

If you work for a company, your social networks offer you free market research that used to cost many thousands of dollars. If you work for an advocacy group, your networks tell you which appeals are most likely to spur donations before you invest in a major campaign. If you work for a government agency, your social networks will let you know what public misperceptions you need to clear up.

Journalists are also turning to social media in droves to learn more about you. If you’re not managing your reputation where your audiences are, you’re nowhere—or worse. 

 

Social Media by the Numbers

• In September 2012, Twitter users in the United States visited the site more than 51 million times per week.
• In June 2012, Facebook averaged more than 550 million users every day.
• As of May 2012, 800 million unique users worldwide visited YouTube each month.
• LinkedIn members conducted an estimated 5.3 billion searches on the platform in 2012.

Sources: Burson-Marstellar, Experian, LinkedIn

Brad Phillips is the author of the new book TheMedia Training Bible: 101 Things You Absolutely, Positively Need to Know BeforeYour Next Interview. He blogs at www.MrMediaTraining.com.