Dealing with the media is stressful and challenging even for seasoned veterans. Some simple interview rules (led by preparation) can serve as a checklist to prepare you for stepping in front of the lens. While most of these rules seem intuitive, I witness people on a daily basis falter.

Know what you want to say and how you want to say it – Ask yourself what am I trying to accomplish and who is my audience

Practice, prepare and have a message – Sounds simple enough, but without practice and preparation, the results usually speak for themselves (not in a positive way)

Body language- a roll of the eyes, a harsh look, or a awkward physical stance speaks louder than words

Be honest and consistent – hypocrisy is a killer

Don’t keep talking – Many stories have grown legs overnight by interview subjects who continued to talk

The bottom line is, you don’t learn to drive a car without practice, you don’t master your craft without learning, and it is very difficult to master media interviews without proper training.

At this PR firm, we always advise media training – it’s a necessity.

Ronn Torossian

5WPR

It was amusing to watch AMC’s cult hit “Mad Men” – a show about the 1960s advertising world – give a nod to public relations in this week’s episode.  In it, Don Draper lectures a much-derided real estate developer behind former architectural landmark and future home of Madison Square Garden, Penn Station.

In Don’s words: “Your concern over public opinion shows a guilty conscience…PR people understand this but can never execute it: If you don’t like what is being said, change the conversation.”

I obviously beg to differ on the issue of execution, but the sentiment, otherwise, holds true. What is public relations if not a voice ? If you’re getting vocal criticism, offer your point of view. Loudly directing the media to support facts that contradict myths and inaccuracies can go a long way to reverse the tide of criticism.

We are very good at managing brands and ideas through sensitive issues and it was interesting to see a similar quasi real life situation played out on TV.

Ronn Torossian

5WPR

Forbes Magazine recently released its annual list of the richest people in the world, and we are proud to represent two of the remaining billionaires.  The individuals who we represent (like many successful people) are very particular about how they appear in the media, and have unique concerns about their uber-successful, relatively private personal brands.  Both of them, within a few minutes, called about their placement on the list.

These clients are individuals we must strategically position and manage carefully.  Many people at this level of wealth and notoriety have apprehensions that affect their public decisions – where and with whom they are seen, TV appearances (name in the paper is different for security and privacy than face on TV), and a healthy paranoia of the media.  Every client has unique challenges and opportunities.  Especially with clients at this level of prestige, we must always be at the very top of our game.  And every second, we need to be aware how precious time is.
Ronn Torossian

5WPR

As much as I disagree with government bailout money, how is it that brands are being attacked for spending on sponsorships, conferences, and the like, yet they’re expected to survive? During times like these, brands need to show strength and engage their core consumers, and they shouldn’t shy away from spending. Spending is key to re-building the economy. Despite what some say, sponsorship and marketing aren’t bad words right now, and it’s simply unfair to blast companies who spend on brand-building. (Although I will say that not all sponsorships are good.) Yes, of course brands need to spend differently right now, but the viciousness of attack against marketing and sponsorships and PR is simply awe-inspiring…and ridiculous.

MSNBC talking head Rachel Maddow’s recent diatribe against AIG’s PR firms was absurd. Yes, firms need to hire PR firms when they are under attack. As one hires a law firm for the court of law, they hire a PR firm for the court of public opinion. And, yes, firms are needed even for those companies that receive government bailout money if they have any hope of continuing to keep thousands of people employed. Writing the check is part of the fight; how does the public know their key messages about staying in business? Does an accounting firm monitor AIG’s books today? Then why wouldn’t a PR agency work on managing media and getting out messages?

Although I am generally not in the business of defending other PR agencies, to quote a letter from the CEO of one of the agencies, I agreed with him wholeheartedly when he said, “It is ironic to me that someone in the media is complaining about attempts by AIG to make sure they have the resources to respond and interact with the media (and other key audiences). It is the very fact that AIG realizes it has a responsibility, as a recipient of government money, to be as accessible and open as possible in its dealing with external audiences that led them to utilize our media relations services along with that of several other public relations and communications agencies.” And, separately, “Just like lawyers and management consultants, PR firms are often called in to help when companies face difficult problems.”

Public image and trust is damaged, and I for one am against government bailouts. But once they are given, of course these companies need to communicate trust strategically to the many shareholders, the employees, the clients, and the public. And that’s the role of a PR firm. Sorry, Ms. Maddow.

Ronn Torossian
5WPR

Every single time a reality show ends, or a contestant is kicked off the show, my phone rings with the next want to be superstar on the other end of the line with the idea that millions are awaiting them.  They often have no PR budget in mind at all, nor any idea how to pay the bills.  How many times I have heard about the one time Donald Trump called them a genius, or Tyra Banks called them hot… so surely millions are awaiting them… if only it could be so easy.  (Not to say that some of them cant and don’t make it… they can, but it takes money time and effort.)

This week, I appeared on Anderson Cooper CNN 360 discussing the mother of the California octuplets who thinks a reality show, diaper endorsement and hefty paycheck are waiting for her, so she hired a publicist.  As I said then and will say now, she won’t make millions from this, and I think her claims of millions being offered are false (to be kind and speak mildly).  The reality is if this PR agency is paid even $5K to manage this project, it’s a lot… I doubt they are being paid much.  They will spend hundreds of hours chasing deals… and end up making minimum wage working this project.

I am sure it’s accurate that she is “the most sought after mom in the world right now,” and “everyone wants to talk to her.”  However, the reports that she’s “carefully reviewing offers which have reached $2 million” are nothing short of complete unadulterated hogwash.  While I have no doubt that the media is courting her for (unpaid) interviews, she won’t be getting any offers for endorsements.  A few weeks from now, no one will remember or call, and certainly, no one will give her a diaper endorsement deal.

What many often learn is that just because the media is interested, doesn’t mean wealth is around the corner.  No one will buy a product just because she had a bunch of kids.  She’s not a sudden child-care expert simply because she became a mom of eight.  Media’s a business – will anyone care that much?

Whether Joe the Plumber or the latest reality show star, attaining quasi-celebrity status may mean the necessity for basic lifestyle changes, like a car with mirrored windows or a driver (which you pay for yourself) rather than a subway (and it’s a lot more expensive… but wealth isn’t coming).  But fame doesn’t necessarily mean wealth.

Now, if I am wrong (and I am not), and this woman does indeed get even $500K, allow me to predict a slew of women having octuplets all over the world, especially during times like these…. But I am not wrong…

Ronn Torossian
5WPR

This weekend while running in the gym, I caught CNN’s Reliable Sources and absolutely loved it.  I’m recommending it to all PR people.  Until this weekend, I had only watched it sparingly, but now I’ve TIVO’ed it and don’t plan on missing it again.  At Public Relations agencies, we spend our days figuring out how to penetrate the media with stories and angles that will interest them.   This show, which CNN describes as “television’s only regular program to examine how journalists do their jobs and how the media affect the stories they cover,” provides insight into the psyche of the media.  An absolute necessity for PR pros.

If more publicists watched this program, we might not have such a tough time hiring senior people.  At most competing PR firms, senior people never pick up the phones to call the media.  Instead, they spend their days “counseling” clients.  One can’t properly counsel clients on securing media if the counselors themselves don’t ever pitch media.

I highly recommend Reliable Sources moving forth.  (The same goes for Mad Men, which everyone in the PR, marketing and advertising industry seems to be talking about, but which I have only seen a few times.  I now have it Tivo’ed as well.)

Ronn Torossian

5W PR

In reading PR Week this week, I came across the following article:
http://www.prweekus.com/State-of-the-news-media-gloomy/article/108192/
which essentially states that the media “business” is in bad shape.

The number of resumes from media folks seeking to transition to PR in recent months has been nothing short of shocking to me. Simply a tremendous amount of resumes floating around this way (particularly among TV folks).

As Web 2.0 and so called “new media” continues to flourish, expect this trend to continue to grow. Media needs to continue to adjust and grow, and for some that will mean changing fields.

Ronn Torossian
5W PR