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Sometimes I feel bad for on-air TV personalities, because if you're on television regularly for any length of time, you're going to screw up. It's inevitable. It's the law of averages, and when you do, YouTube will be sure to archive it for future generations.
The Internet is stockpiled with videos of show hosts forgetting the camera was on, dropping four-letter words and losing it when heckled by onlookers off camera. The same is true with public relations, because we're not immune to gaffs, and neither are our clients. One of my staff likes to tell the story of a New York politician who was caught not paying taxes in the middle of a re-election campaign, and so his PR rep wanted to shield him from too many questions. To combat that, he scheduled an outdoor press conference in the dead of the afternoon on the hottest day of the year, hoping the heat would shorten the length of the press conference and thin the crowd of reporters because they didn't want to be outside. The press conference went off as planned in the sweltering afternoon sun, and 10 minutes into it, his candidate passed out from heat stroke.
So, when you're thinking of doing TV interviews, here are some basic, and not so basic, dos and don'ts to help you through the rough patches:
- Don't look at the monitor - If you've never done TV before, the first thing you'll notice in a guest segment is that when you sit down at the set, there are tons of distractions - monitors showing all the camera angles, cameramen rolling the cameras to different positions, and producers who like to move around the set. Forget them. Look at the person interviewing you, as if you were just having a cup of coffee with them at the local Starbucks.
- Don't Let a Stumble Stop the Interview - Most interviews are either live, or what they call "live to tape," meaning they are taped segments, but they are not edited. That means whatever happens during the segment, mistakes and all, is what they run. So, if you stumble over your words or cough or accidentally spit out the gum in your mouth (that you should have spit out before the interview), you just have to keep going. No matter what, in most cases you'll have one take, and whatever happens, well, happens. Don't stop and say "Cut, can we do this again please?" because that is what will air.
- Don't Do Your "Elevator Pitch" - When being interviewed, you should answer the host's questions directly, and not go into your stock company pitch right off the bat. That will only annoy the host, and make them ask the question again (which will make you look foolish). If you are concerned, try to talk to the producer in advance about what questions you'll be asked. If the producer is vague, or doesn't give you the exact questions, then simply be ready for whatever they throw at you.
- Don't Move in a Distracting Way - A news segment is not "Dancing with the Stars," so don't move too much when you're being interviewed. If you naturally gesture when you talk, then gesture, but don't go overboard. Sweeping hand gestures are distracting. If you're standing during the interview, try to stand still. Place your feet at shoulder-width so maintain balance, and don't bounce around. Bobbing, weaving, pacing or any other kind of nervous movement will be distracting. Moreover, if you are sitting, don't do the nervous knee bounce that many people are used to doing under the table in the board room. There is no table, and the camera will pick it up. Remember, being stationary and relaxed will help you exude confidence on camera.
The main "don't," however, is don't try to perform. Just be yourself, represent your company professionally and allow the expert in you to rise to the surface. That's the reason they booked you, and that's who they want to put on TV.
If you've gotten yourself booked on a TV interview, congratulations, you've secured a few precious minutes on a platform which can be incredibly valuable to the promotion of your company and products. How else can you reach a captive audience who will see your product, hear you tell them about its benefits, and watch their favorite TV personality give it a "thumbs up"?
A TV appearance is one of the most valuable marketing opportunities around, so it's important to make it a success. And if you ace your TV interview, you are much more likely to be invited back!
For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMSI, a national public relations firm. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. Some of the more prominent names on her client roster are Teamster's President Jimmy Hoffa Jr., Sergeant's Pet Care Products, Former National Security Advisor Robert McFarlane and the famous Motown Group, the Temptations.
She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.
Go to www.emsincorporated.com to signup for Marsha Friedman's free weekly PR Tips today! More resources for authors can also be found at www.publicitythatworks.com.
Or call 727-443-7115, ext. 202, or email her at info@marshafriedman.com.
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HP SmartBuy DAT160 USB Ext Tape Drive $1225.32 DDS is historically the most reliable and durable technology ever introduced within the tape market. DDS is ideal for entrylevel and small networks looking for higher capacities with lower cost of ownership. DDS is an affordable solution for unattended back ups. HP coinvented DDS technology and was the first company to expand its DDS offering into the 5th generation known as DAT72. In addition to coinventing the DDS technology HP also coinvented DAT72 and the new generation of DAT160. HP s DDS media portfolio is now the most robust within the industry. HP has extended an already popular and trusted format by doubling the transfer rate to 12 MB/sec and more than doubling the capacity to 160 GB to create the new DAT 160. Protecting the needs of small or medium business the HP StorageWorks DAT 160 USB Tape Drive is the highest capacity and performance DAT drive with up to 160GB compressed data per cartridge and speeds of around 50GB/hr (assuming 2:1 data compression). The USB 2.0 interface provides plugandplay connectivity enabling backup to be initiated from straight outofthebox in less than 60 seconds. Primary InformationStorage Device Typenbsp;:nbsp;nbsp;DAT; Tape drivenbsp;Storage / Interface Typenbsp;:nbsp;nbsp;USB 2.0nbsp;Storage / Form Factornbsp;:nbsp;nbsp;Externalnbsp;Storage Removable Capacity (Native)nbsp;:nbsp;nbsp;80 GBnbsp;Storage Removable Capacity (Compressed)nbsp;:nbsp;nbsp;160 GBnbsp;Removable Storage / Data Transfer Ratenbsp;:nbsp;nbsp;6.9 MBpsnbsp;Data Transfer Rate (Compressed)nbsp;:nbsp;nbsp;13.8 MBpsnbsp;Access Timenbsp;:nbsp;nbsp;50 Snbsp;Buffer Sizenbsp;:nbsp;nbsp;16 MBnbsp;Media Typenbsp;:nbsp;nbsp;DATnbsp;Recording Standardnbsp;:nbsp;nbsp;DAT160nbsp;DimensionsMiscellaneousWidthnbsp;:nbsp;nbsp;7.1 Inchnbsp;Depthnbsp;:nbsp;nbsp;9.3 Inchnbsp;Heightnbsp;:nbsp;nbsp;2.6 Inchnbsp;UNSPSC CodeUNSPSC Codenbsp;:nbsp;nbsp;43201807nbsp;Product IDUPC:nbsp;nbsp;883585291885Manufactu |
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