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Sound Bite Slip Ups
Copyright © 2002 - 2011 by Susan Harrow. All rights reserved.
We're living in an age where there is a 24/7 news cycle. We're
bombarded with online video, everyone is snapping pics with
their camera and the next American Idol is waiting to be
discovered. Privacy is a thing of the past. Transparency is king
- whether you like it or not.
The good news is that speaking the truth has more power than
ever. The bad news is that it's easy to say something you wish
you hadn't - and have it catalogued forever so anyone can access
it at any time.
The silver lining is that every media interview is a chance to
build your brand. The ugly truth is that it's also an
opportunity to ruin your reputation over night.
Packaging your message while maintaining control over your every
media interaction is a necessary and vital art. Here are three
tips to keep control of your reputation.
Don't Be a Slob.
I remember one of my first clients was a high tech expert. We
debated whether he needed to be in a suit or could he wear what
he was most comfortable in - a sweater. At the time the sweater
won out. Today, I'm not so sure we would make that same
decision. People sum you up in less than three seconds. Do
experts wear sweaters? Maybe. But a suit speaks seriousness.
It's grown up. It's what men have worn to work since the
industrial revolution. It may be a stereotype, but it's
engrained in our national consciousness.
You've heard the expression: "Dress makes the man." While a
well-tailored suit isn't going to make up for an empty brain it
goes a long way in gaining instant credibility. Have you ever
noticed how well expensive designer clothes fit? Rather than
having a closet full of clothes they don't wear Europeans select
a few exclusive clothes that they mix and match in creative
ways. When I lived in Paris I was struck by how well-dressed
even the students were. The French even have an expression for
it: Bien Foutu, which means well-put together. That's what you
want. Clothes that suit the occasion, your body, personality,
and profession.
Don't Chatter Aimlessly.
"Bush and I were published on the same day. And my book was
called, I remember Nothing and his could be too," said
screenwriter, playwright and author Nora Ephron recently on the
Bill Maher show. Ephron said that she had been warned ahead of
time by the producers that she had better get a joke in fast
otherwise she would be overshadowed by the quick repartee of
Maher with the other guests. Even though she is an experienced
media guest, she said she was terrified and planned her joke out
word for word. Plan, prepare and practice your sound bites word
for word so when you're under pressure you can perform. Consider
yourself warned.
Don't Sell Shamelessly.
I remember visiting comedian George Carlin's website while he
was still alive and getting a good laugh when I clicked on his
store. He said something like...
"Please buy my crap." I wasn't offended. That's Carlin's style.
And I liked that he wasn't hiding that he had something to sell.
You might need to be more subtle. The art of selling is
two-fold. You have to feel comfortable doing it in your own way.
And you have to integrate it into your patter so it doesn't
stand up and shout "I'm selling you stuff!" in the middle of a
conversation. You want the selling to be seamless, worked into a
point that your audience is hanging on your every word to hear.
That's the art of creating sound bites that don't sound like
they are selling, but work through intrigue and tease so you
naturally and organically want more.
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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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