Odney Advantage Newsletter

Better Interviews in 4 Easy Steps, Wednesday, January 16, 2019

The Odney Advantage Newsletter
Giving a Great Media Interview
Giving a great media interview, whether on TV, radio or in print, can be an art form. It takes a lot of behind-the-scenes preparation to get a command of your material and to perfect the right delivery. It can also take several interviews to really get comfortable with the process.

Yet many people don’t give interviews very often and others may be thrust into a pressing timeline, making preparation difficult. With that in mind, giving a great media interview can be boiled down into a few steps:

Create 3 key messages.
No matter what you are communicating, simplicity and consistency is always the best approach. By boiling down all the things you could say about your topic into the three most important points, all your comments can be focused on your top priorities. This will help ensure your audience gets the right information. It also helps you stick to the facts and keep your answers succinct, so they can be easily quoted or reused as soundbites.

Be honest.
It may be obvious to respond truthfully to questions from the media, but you can get caught off guard when asked a question you don’t know. Instead of trying to answer off the cuff or from what you think you know, it’s perfectly fine to say you don’t know, as long as you follow it with “but I will find out and get back to you.” And then follow through on that promise as soon as possible. Never guess, estimate or speculate. And never say “no comment.” It sounds suspicious, even when the situation isn’t suspicious at all. Rather, say “I don’t know, but I’ll find out and get back to you.”

Take a breath.
There’s nothing worse for a reporter or a listener/viewer than trying to decipher what someone is saying. Facts will get missed, people will tune out. Remind yourself throughout your interview to speak slowly, pausing occasionally for emphasis. When responding to questions, take a breath before each answer. It’s okay to use that time to collect your thoughts and formulate your answer.

Know your mood.
Your audience and the media will not only respond to the words you use, but to the tone with which you say them. Be sure your mood matches the information you are sharing (e.g., a crisis will require a different tone than a celebratory event). Yet, no matter what your message is, the best plan is to be thoughtful and to speak slowly. The calmer you sound, the more authoritative, knowledgeable and in control you will appear. 

Industry News
How Brands Win With Big Personalization
Contributed to Branding Strategy Insider by: Steven Van Belleghem, excerpted from his book, When Digital Becomes Human with permission from Kogan Page publishing.
May 23, 2016

A shop with 24 varieties of jam will, as a general rule, sell less jam in total than a shop with only six varieties. The use of big data can overcome this problem, because big data makes possible big personalization. A better focusing on the known preferences of consumers in terms of products, services and communication helps consumers to make their choices. The more personal and relevant the content communicated to a customer, the more likely that the customer will generate positive feedback and eventually make a purchase. Instead of showing your customers all the options in your product range, the trick is to show them just the three options you think will interest them the most. At Amazon, 35 per cent of all sales result from personalized recommendations; at Netflix the percentage is as high as 75 per cent.Personalization is therefore a key step in your data strategy. It is the ultimate way to raise your digital customer relationship to a higher level.

Read more

Learn more about how Odney can help you with data management and audience targeting. 

Congratulations to Hess Corporation on earning a Nasdaq and EverFi STEM Education Leadership Award for its Succeed 2020 program. We are proud to work with Succeed 2020 to promote the great work done in North Dakota's public schools as a result of Hess's $25 million grant. 

Pro Tip
Hey Twitter users, have you ever been confused when you see a period before an @mention at the very beginning of a Tweet? It's not just a fat-finger mistake.

If you Tweet someone by putting their @handle in your Tweet, that message will only show up for users who follow both you AND the person you Tweeted. Twitter views it as a direct conversation, not a public shout out. But, if you put a period before you @mention at the very beginning of your Tweet, your Tweet will show up for all followers. 

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