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Media Coaching: Practice your worst fears
Copyright © 2002 - 2010 by Susan Harrow. All rights reserved.
During media coaching I leer, I snipe, I antagonize, I attack. The first
time played the aggressive interviewer to a volunteer in a seminar, she
shrank back in her chair in fear. She grabbed her gut. She said, "I'm
afraid of you now."
I asked her to hang in there while I let loose my aggressive questions
over and over again. Her job was just to remain calm, she didn't need to
say anything. After the fifth time she said, "That wasn't so bad."
Often times people hire me to media coach them after a similar
experience with the media - except it's a real interview and they do
need to respond. Of course most of the time no one will be shrieking at
you. But it's often not about the words, but the tone, the energy the
force that scary.
 I just heard an interview with New York Times reporter Bruce Weber
discussing "The little-known world of foul balls and face masks" on the
NPR radio show Fresh Air
with Terry Gross. For three years, Weber trained to be a baseball
umpire at umpire school. He said he was terrified that he'd be hit in
the face with a high speed ball, even though he was wearing a face mask.
To help him get over his fear his instructor threw the ball at his head.
After five times the fear started to lessen, by the fifteenth time it
had dissipated and he had gotten over his fear. It's the same with
media
coaching. Going through the visceral
experience will help dispel any fears. Often my clients want to start
with what they fear most - because either they've experienced their
worst fear, or because it's looming.
Everyone fears something. Even the most experienced interviewer. So
practice the questions you DON'T want to be asked to get them off the
table to you can focus on your true purpose....
1. Set your intention.
Ask yourself two key questions: What do I want my audience to know? And
how can I help them? No one cares about your product service or
cause...until they see how it relates to something they need.
 2. Tell a good story.
I had one client who spoke like a professor teaching a class based
entirely on theory with no practical tips, stories, or anything that
might engage a person at an emotional or visceral level. We worked on
finding personal anecdotes that her audiences could relate to.
When I asked a recent client who sought me out to prep him for a job
interview at an exclusive restaurant to tell me how he handled a
disastrous or potentially disastrous situation he said to me, "Have you
ever broken a cork on a $3000 bottle of wine? I have." Then he told me
how he calmly dealt with the situation without anyone at the table being
any wiser. Every story starts out with a headline that makes you snap to
attention. What follows should be equally riveting.
3. Don't be overly promotional.
While one of the essential things I teach is how to seamlessly integrate
the information you want your audience to know about your product,
service or cause into the conversation, don't overdo it. I was recently
on a radio show with a panel of people who were all famous in their own
right. One person was obviously a very experienced media guest, but
every single time she shared information she interjected something about
herself, her credentials, her business and her services. Enough already.
Although the what she had to say was valuable I found myself recoiling
from what felt like being drilled without respite.
The most important thing in an interview is to be natural while you're
interesting. Letting go of your fears is a process that allows you to
relax while you're giving good information that people can use and
enjoy.
More info:
To learn more about how to develop sound bites that sing you can
download for free "How to Be a Sound bite Genius".
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Susan Harrow, CEO of
http://prsecrets.com, is
a top media coach, marketing strategist and author of
Sell Yourself Without Selling Your Soul® (HarperCollins),
The
Ultimate Guide to Getting Booked on Oprah, and
Get a 6-
Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on
Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade,
People, O, NY Times, WSJ, and Inc. |
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