"How To Give A Great Interview."

Posted by Emmy Award journalist - and director of Public Relations for cPR - Matthew Schwartz.

My previous blog discussed some of the things that make a bad interview. If you’re a company spokesperson, how you handle an interview can directly affect your firm’s bottom line. You might be on the news once a year, or even less frequently. Your eight second sound bite could actually affect your company for years to come. Don’t blow it! Here are some tips I’ve come up with after 30-plus years as a television news reporter.

When the station calls requesting an interview, find out the reporter’s name. Do a little homework on that person. Better yet, try to watch one of the reporter’s pieces on the station’s Web site or elsewhere on the Internet. Then, when you meet you can tell them you saw the piece and compliment them. Who doesn’t like a compliment? And the reporter just might be a little nicer to you when it comes to writing the story.

During the interview, say the reporter’s name a few times during the course of your answers, such as “Yes, Matthew, that was a big day for us.” Many reporters like using sound bites with their names in them, as though the interviewee is on a first-name basis with them.

If appropriate and you have any video that helps explain the story, make sure it’s available and ready when the reporter arrives. If it’s pertinent and exciting “b roll,” as it’s still often called, reporters will be grateful to you.

You will turn-off the reporter if you try to make your interview sound like an obvious plug for your company...don’t make it sound like a commercial.

When answering questions, look at the reporter, not the camera. Staring into the lens looks hokey and like a commercial. Also, it’s ok to periodically glance at any notes you might have written. But if you look down too long, you will appear not to be well-versed on your subject.

Be open and honest. We live in a forgiving society. Reporters might cut you some slack if you say, “We made a mistake here.”

If the topic involves any late-breaking news, the reporter will love getting that from you…say something like, “We have just found out…”

Make sure you TIVO the interview when it airs. That accomplishes a few things. You can critique yourself, and also make sure the reporter didn’t take what you said out of context. If you are being interviewed as an expert, make sure the station has your contact info on hand so you can always be called for future stories. In fact, you should make sure all the news organizations have your contact information.

“How Not To Do An Interview”

Posted by Matthew Schwartz, a Four time Emmy Award winner and now director of Public Relations for cPR.

I’ve spent more than 30 years as a television journalist, mostly as an investigative reporter in New York City. I’ve conducted thousands of interviews. Some were memorable: One was in an upstate New York prison with the “Son of Sam” serial killer David Berkowitz. He preferred to discuss religion over why he did what he did while I preferred to focus on the murders.

Then there were interesting chats with mob boss John Gotti, Dwight “Doc” Gooden, the parents of missing baby Sabrina Aisenberg, presidents and former presidents (Jimmy Carter while he and Roslyn were building a house) and then New York State Attorney General (and now former disgraced Governor) Elliott Spitzer, who was once known as being tough on law and order.

I have no problems remembering those interviews. But I do have trouble recalling the really bad, boring ones. Maybe I’ve intentionally forgotten them. But there are some common elements to why they were so bad that anyone can learn from.

The worst interviewees are those who have no focus and tend to run all over the place. They go off on tangents rather than sticking to a single point. They might have pre-determined notions of what they want to say, but answer one question only to ramble on with things unrelated to the question. And sometimes they answer the question with something totally unrelated.

When interviewees mindlessly answer questions with long responses, they are leaving it up to the reporter to edit the comments to get their desired key points on the air. If the interviewee is a spokesperson for a company, trying to improve the business, they just blew a golden opportunity. Why leave it up the reporter to ascertain what is your key message and what is not?

And if the reporter is there because of a company crisis or any negative issue, the worst thing the rep can say is, “No comment.” In those two words, you’ve just convinced almost all of the audience that you’re guilty. Might not be fair, just true.

Lesson learned: be prepared, be short and sweet in your response, be clear in your answer and be open and honest with your response.

Media training can do a lot with most spokespeople. Some need a lot, others a little. But a high percentage of company reps who I’ve interviewed could use a host of pointers. I believed this long before I moved into public relations.

Remember, one bad interview can cost your company a lot of business. And one good interview can change its fortunes.

Emmy Award Winning Journalist - Matthew Schwartz - Joins cPR.

One of the most trusted media professionals in Tampa is coming to our agency to benefit your business. We are pleased to announce the appointment of Matthew Schwartz as the company's new Director of Public Relations.

Schwartz joins cPR from his post as an investigative journalist for ABC Action News in Tampa. Previously, he worked in New York City for WWOR. There, he reported from Ground Zero on 9/11, David Berkowitz (The Son of Sam serial killer) granted him the only interview he did in a 10 year span and he covered the trials of John Gotti.

As his four Emmy Awards and 200 other journalism awards attest, Schwartz is an expert in media relations strategy, writing, pitching, media training and placements. He will lead the cPR media relations team on all accounts and work with others on marketing public relations strategies to build awareness, credibility and name recognition.

"When you need something to break, Matthew not only knows the right message to interest any reporter, but he personally knows reporters around the country to get the placements our clients expect. He's a name that people know and trust and we look forward to his work with all of our accounts."

During his career, Schwartz has also been a lead reporter in Cleveland, Richmond, Va., and Utica, NY. A native of Brooklyn, he graduated with honors in journalism from Ohio University.

Lessons To Learn From: Rebranding Campaigns That Failed

Sometimes brands feel that they have to change their look or feel to win over new customers or to keep their brand "fresh" for existing ones. However, many times, their one campaign to do so undermines the years of credibility and trust they built.

In the article "Lessons To Be Learned," some of the country's largest brands tried - and failed - with their rebranding. As one of the sources in the article says, "A successful rebranding involves overhauling a company's goals, message, and culture -- not just changing a name or a logo."

We agree but would add to it by saying that unless you really know what your value proposition is, then any rebranding campaign is sure to fail. The brand lives with the customer, not the company. It's important to know what is important to them and then harness that info into a brand platform that demonstrates your value to them.

Only then can a brand build a relationship of trust, credibility and preference with the customer.

Read Business Insider's top 10 rebranding failures here: http://www.businessinsider.com/rebranding-failures-2010-3#ixzz0kbm1XE6A