Media Interviews - Delivering Your Company’s Message Instead of Just Answering the Questions

What are the best strategies for getting your company’s key messages across in a media interview, while still answering the journalist’s questions?

Media interviews are a great tool for gaining exposure and building your credentials as an expert. When you participate in a media interview, it is important to prepare ahead of time, and part of that preparation should include focusing on your company’s key messages when answering a journalist’s questions.

At Thorp & Company, we offer our clients media training before conducting interviews. Our media training includes preparation for the news interview; an explanation of how reporters work; a media interview checklist; training on maintaining control during an interview; and support on structuring answers and handling intimidating questions.

Preparing for an interview

Part of your preparation should include developing messages and dynamic sound bites that you can use to maximize your interview time. Before an interview takes place, work with your public relations team to develop at least three difficult questions the reporter may ask accompanied by a platform of prepared answers that will accomplish your agenda for the news interview and answer the reporter’s question. It’s also a good idea to have additional material on hand for examples including case studies, surveys, statistics, etc. This will increase your chances of being quoted and add human interest.

Media interview checklist

It is important to develop at least three “must air” points to cover during an interview. These points should reflect the key messages of your company relative to the interview topic. Remember a few strategies: avoid information overload, satisfy and steer the conversation, don’t repeat negatives and if you can’t answer a question then say so, but offer to find the answer if you can and get back to the reporter.

Maintaining control during the interview

A key strategy to gaining and maintaining control during an interview is by building immediate rapport with the reporter. If you can establish a relationship with a reporter, it is likely he or she will be more open to engaging in conversation with you instead of just getting through the interview. Also, remember to stay focused on your own agenda throughout the interview. If you stay focused on the information you want to get across, it will be easier for you to lead the direction of the interview.

Structure your answers and handle intimidating questions

We provide clients with a basic formula for structuring their answers to get the company’s message across: state your message in 30 seconds or less, support it with additional information and illustrate with examples. This concept, used along with strategies for steering the conversation and conveying key points, prepare the spokesperson to get the most benefits out of every interview.

By using these techniques and strategies, you can maintain control of the interview and will have a stronger grip on handling intimidating questions the reporter may ask. If you gain control early, you should be able to recognize an intimidating question and utilize deflectors to steer away from potentially negative conversation.

Boosting Company Morale Can Have a Positive Effect on the Bottom Line

The recession can impact your business in various ways, including a decrease in clients or customers, slowing of new business development, numerous budget cuts and for many companies a heavy focus on the bottom line. Yet, perhaps there is nothing more damaging to a business than poor morale.

Chances are, you've seen it take many forms - burn out, negative attitudes, internal fighting, and the list goes on. But the result is always the same. Poor morale has a negative impact on productivity which will hurt your business' bottom line.

In today's increasingly competitive environment, here are a few things to keep in mind to help you succeed in boosting your business' morale and keeping productivity to a maximum:

It starts at the top

Remember that your attitude has a big impact on your team. Set the example with a positive attitude and role model behaviors and expectations you want to be emulated.

Avoid burn out

It’s a good idea to introduce fresh ideas, encourage innovation and encourage your employees and teammates to get involved in projects in which they show interest.

Appreciation

Your employees and coworkers want to feel appreciated. Often, a little “thank you” makes a big difference. When offering praise, make sure it is timely and genuine.

Make it fun

Ultimately, employees thrive and find real enjoyment when their emotional and intellectual needs are met. This includes feeling challenged, being able to put skills to good use, being recognized and appreciated and being trusted with responsibilities.


What strategies and techniques have you found to boost internal morale? With the economy in turmoil and headlines constantly voicing layoffs and a recession, is there anything executives can do to lighten the mood in the office without seeming inconsiderate?

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This post was written by Heidi Armstrong, an account director at Thorp & Company, specializing in issues management. Heidi has had a fast-track career with many opportunities to influence public opinion on a national basis. She has experience working with campaign-style public relations efforts that successfully target key opinion leaders and the general public through political response, the media and community outreach. She has helped organizations, businesses and high-profile individuals deal positively with very complex, volatile issues.

Tips for Using Social Networks in a Job Hunt

Are social networks the best place to find a job?

Ultimately the best way to find a job is through networking, and in the current recession where the number of job-hunters is increasing every day, people who are looking for a job need to be resourceful and creative. Looking through the employment section of the newspaper or searching job postings online are no longer the most efficient and productive methods for finding a job.

Social networking is at the top of mind for people of all ages in all professions. Everyone is talking about it, and taking your networking skills online and using social networking sites such as LinkedIn, Facebook, Twitter and Jobster can only increase the results of your job search.
Social networking sites provide numerous benefits and tools to increase your personal brand recognition. LinkedIn is a network of 40 million professionals, 200 million active users are on Facebook and Twitter has more than 11 million accounts.

People on a job search can use each of these sites in a different way to reach the same goal. By establishing accounts and relationships on various social networking sites, you can reach a larger and more diverse audience.

LinkedIn is the most popular site for professional networking. This site provides members access to everyone in their personal network and everyone your connections know as well. When building your profile you can include an online resume that lists your experience, skills, a title and even tags that relate to your industry of expertise. The tags you list become useful when recruiters conduct a general search using keywords specific to your industry. Another tool LinkedIn offers is the Box.net tool that allows you to post documents for online portfolio. Joining industry groups is another way to develop your credentials and display your expertise in the industry. Some of the other benefits LinkedIn provides include:

• search through available jobs posted by employers which are high quality and professional
• request recommendations from previous colleagues and employers that can boost your resume
• request to be contacted about job opportunities

Facebook is similar to LinkedIn, but tends to be more popular among younger generations as a tool for job-hunters. The site originated as a social networking site for friends and family, and it more informal than LinkedIn. One suggestion for utilizing Facebook for a job search is to join groups where you can network and build relationships with other people in your field of interest. You can use your participation in these groups to build your credibility by offering useful information and opinions about trends or timely news issues. It is important to note that even if you are not using Facebook for your job search, you should ensure that your profile is employer-friendly.

Twitter is different because it gives you an opportunity to connect with people you do not know but who are interested in similar topics, industries, are located in your area, etc. by using the search tool. There are several recruiters, companies and industry organizations that use Twitter to post available jobs, including TweetMyJobs which sends automatic updates about job openings. By following these people and building a relationship through Twitter, you may have the opportunity to inquire about new positions and hiring. Twitter relationships are built on trust and conversations. If you are constantly updating your Twitter feed with information about your job search, your followers will be made aware and can offer suggestions, referrals and tips on where to look next.

Jobster is a networking site that allows you to connect directly with employers who are offering jobs. As a member of this network, you can upload a resume, embed a video resume, showcase links to other Web sites, upload a picture and tag industry specific skills. The site also offers a search tool that allows you to search for open positions and connect to the person who posted the position for more information.

While there are great sites that are solely dedicated to posting and searching for jobs, for examples Monster, Career Builder, Simply Hired and more, many of those sites have a fee attached. More companies are moving in a different direction and are posting job positions to their own Web sites and free online social networks before utilizing job search sites. If you are serious about your jobhunt then there is no reason you should not already be online using these social networks.

Networking Etiquette Dos and Don’ts

Thousands of people are on the job-hunt and one of the first things people tell you to do when looking for a job is to go out and network. This is also true for companies who are looking to attract new business and meet referral sources. Yet, how do you know where to go, what to do when you get there and basic networking etiquette to ensure you’re doing it right?

When making the decision to network, it is important to establish why you are doing it. Is it to meet potential employers, meet potential clients, meet referral sources and develop new business?

The first step is finding networking events hosted by organizations within your field or a field that you are interested in working with potential clients. A lot of these organizations will host networking events that are free or have a small cost to attend. One new trend that has become popular with the growth of Twitter is attending a Tweetup event. A Tweetup is a networking event hosted by a local organization as a means for local Twitters to meet and build in-person relationships.

Another outlet for establishing a new network is through volunteering. Not all networking must be done at an event designated for that purpose. Networking is simply going out and meeting new people to build relationships and new contacts.

After choosing where to start in building your network, make sure you are prepared. Never get caught in a networking situation without business cards. You should also be prepared to tell people why you decided to attend the event, what you’re there for, what you are interested in and so forth. It is a good idea to think about these questions before you go, instead of winging it when you are asked at the event. “What do you do?” is one of the most common questions you will be asked, and you should have a no-hesitation, succinct 30-second response ready.

In order for networking to work you need to believe it will work. When you go to an event, try talking to everyone you meet for a few minutes, taking the time to get to know them. Make sure you listen to what others have to say, and do not interrupt or brag about yourself and your accomplishments. When the conversation turns to you and what your industry, interests and skills are, it is important to be honest and fair in your representation of yourself. First impressions are key, and it is important to make a strong first impression by showing interest in the people and event you are attending.

One thing to remember is that you should not act desperate or too pushy. People don’t want to just hear a sales pitch from you, they want to get to know you. Show others at the event that you can bring value to the organization and group, but remember not to promise what you can’t deliver, whether that is resources, time or skills. Again, transparency is key when you are trying to build bonds.

Most importantly, do not get discouraged. If your phone is not ringing or your inbox is not full of offers after your first networking event, it does not mean the event and connections you made are not beneficial. Relationship building takes time. One strategy to stay top of mind of the people you meet to is follow up and keep your new contacts informed about what is going on with your life and business. Social networking sites have made this very easy.

Client UCB to Host Fundraiser to Support Fight Against Cancer

Union Credit Bank will host a fundraiser organized by Teens Team-up Against Cancer (TTAC) benefitting The Children’s Cancer Caring Center, Inc. (CCCC). The TTAC was originally founded in March 2005 as a community service project by seven teenagers: Sofia Escasena, Luis Martinez, Kristin McAlpin, Hillary Miller, Nino Rishmague, Sabrina Rishmague and Bryce Zimmer. Their mission is to bring awareness to the community of the various needs relating to cancer issues.

The event will be held at 7 p.m. on Friday, June 12, 2009 at UCB's main branch office located at 1150 South Miami Ave., Miami, Fla. 33130.

This is the 5th annual art exhibition and fundraiser. The event will include a cocktail reception and fine jewelry sale. Last year’s event raised an excess of $112,500. This year’s event will showcase the works of Santiago Medina, Tania Mercadal, Unique Jewelry Creations by Ana Maria Capablanca and Melli Rionda and Mayi Jewelry Collection. All proceeds will benefit the CCCC, which is the only free treatment center for children with cancer in the southeastern United States. Over the past 42 years, thousands of young victims been saved and had their lives extended through the support and treatment of this center.

Union Credit Bank (UCB) is a full-service commercial bank with locations in Miami and Doral. UCB offers a full range of financial products and services, including home and business loans, commercial real estate and commercial non-real estate loans, small business loans, trade financing products, financial planning and financial advisory services. For more information, call (305) 398-9000 or visit the bank’s Web site at www.ucbmiami.com.

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Union Credit Bank is a client of Thorp & Company.

AMA Seminar: It’s Not Web 2.0. It’s Not Web 3.0. It’s Simply LIFE!

A few employees from Thorp & Company recently attended a seminar about social media titled: It’s Not Web 2.0. It’s Not Web 3.0. It’s Simply LIFE! The seminar was hosted by the American Marketing Association South Florida, Gold Coast PR, Social Media Club of South Florida and Women in Communications. Peter Shankman, CEO/Founder of The Geek Factory and founder of Help a Reporter Out (HARO) was the guest speaker.

Yaneisy Blanco, an employee who attended the event, thought the seminar was helpful in deciphering the basics of what social media is and how people and businesses can start using it.

Shankman discussed several topics concerning social media as a tool, including social networking, viral marketing and ways to use Facebook, Twitter, LinkedIn, etc. for your business and goals.

He emphasized four points that can help professionals ride the wave of social media:

1. Transparency – Basically, companies need to be truthful.

• “If the CEO is on Facebook or Twitter – it better be the CEO or president of the company,” he said.
• Also, if the firm or company is on Twitter or Facebook, it should be clear that the messages are coming from the firm’s voice.

2. Relevance – Ask customers, clients and employees how they like to get their information and news, whether it be through e-mail, browsing Web sites, online newsletters, webcasts, TV, radio or traditional print news.

• The best way to do this is by picking up the phone and having a conversation – not through a survey online or in an e-mail.
• Customers want personalized interaction, and if you give them information and news the way they want it, they will appreciate it and remember you.

3. Brevity – How long do you have to get a client/customer/reporter’s attention?

• You used to have 3 minutes because the audience you were trying to reach was from the MTV era when short video clips that grabbed our attention were 3 minutes long, said Shankman.
• The current generation, on the other hand, that will be writing our news and running our companies, has the attention span of 140 characters (the Twitter era), and you typically have 2.7 seconds to get someone’s attention if you don’t already have a relationship with him/her; this includes reporters reading a pitch.
• The idea is to be relevant and brief.

4. Top of Mind – Create a top of mind presence to be the first person or company that comes to a person’s mind when they need a service or product.

• The simple way of getting to this point is to treat the customer 1% above well, said Shankman. We live in a society where everyone expects to be treated average with slow or delayed service, but if you treat someone just one step above average and give them a little more attention, then they’ll remember you and you’ll be at top of mind.
• We are moving toward a one-network society, meaning everyone is in everyone else’s network someway or another, which will have a serious impact on the both personal and professional lives.

The overall point of Shankman’s discussion was that social media is just another set of communications tools. If you don’t understand them or have a plan to use the tools, then they are useless. First, listen and understand how your audience is using these tools before engaging. Don’t just jump in and waste your time and money. In order to get full exposure and to use the tools to their full power – learn the basics first.

President Patricia Thorp Discusses Use of Social Media with HR Executive

Crisis Communications

Although HR leaders may have been using -- or at least begun thinking of using -- social media for recruiting, project management and knowledge transfer, they may not yet have considered the benefits of using such tools in the case of emergencies. The sooner, the better, experts say.

By Lin Grensing-Pophal

In late March, Fargo, N.D., was faced with the most serious flood threat in its history. The Red River crested at just over 40 feet -- a historic event.

Innovis Health, a 21-location healthcare provider with sites in Minnesota and North Dakota, found itself in the midst of the crisis. While the other major area hospital was forced to close, Innovis remained open, but was challenged to communicate with the public -- and employees, many engaged in community sandbagging efforts.

Read the entire article at Human Resource Executive Online.

Donna E. Shalala Inducted into International Hall of Fame

The International Women’s Forum (IWF), a global organization of preeminent women from government, academia, arts, business and science, announced today that it will induct the Hon. Donna E. Shalala, president of the University of Miami, into its International Hall of Fame.

The induction will take place on October 9, 2009, before a global audience in Miami. Shalala will join the ranks of 60 other women leaders who have received the IWF Hall of Fame Award, including Margaret Thatcher, Rosa Parks, Mary Robinson, Sandra Day O’Connor, Ruth Bader Ginsburg, Maya Angelou, Gloria Estefan and more. The presentation event will recognize the accomplishments and enduring hard work of three influential women toward the advancement of women’s leadership across careers, cultures and continents. The three women include Donna Shalala, Sylvia Earle and Tzipi Livni.

Shalala has more than 25 years of experience as an accomplished scholar, teacher and administrator. She has held tenured professorships at Columbia University, the City University of New York (CUNY) and the University of Wisconsin-Madison. She has served as president of Hunter College of the CUNY and as chancellor of the University of Wisconsin-Madison. From 1977-80, she served in the Carter administration as Assistant Secretary for Public Development and Research at the U.S. Department of Housing and Urban Development and has been recognized as the longest serving U.S. Secretary of Health and Human Services under the Clinton administration. In June 2008, President George W. Bush presented her with the Presidential Medal of Freedom, the nation’s highest civilian award. Shalala holds a doctorate from The Maxwell School of Citizenship and Public Affairs at Syracuse University and a bachelor’s degree from Western College for Women.

The Hall of Fame Awards presentation is the conclusion of the IWF World Leadership Conference that will be held in Miami on October 7-9, 2009. More than 600 international leaders are expected to attend.

Founded in 1982 in the United States, IWF has grown across five continents into 21 nations and 62 affiliated forum locations. Now, 25 years later, there are more than 4,300 women leaders participating in Africa, Asia, the Caribbean, Europe, Latin America, the Middle East, North America and the Pacific Basin. IWF facilitates networking among women of achievement and promotes opportunities for women in leadership to come together to exchange ideas and share insights to better our world.

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Thorp & Company is working with IWF for the World Leadership Conference as a pro bono project.

Client Susan G. Komen Fights Cancer On the Water and Behind the Wheel

In April and May breast cancer survivors and the Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate participated in the fight against cancer by getting out on the water in the local dragon boat race and getting behind the wheel of a Ford.

On April 25 and 26, the second Breast Cancer Survivors World Cup Championship Dragon Boat Race was held in Miami. Save Our Sisters (SOS), founded in 2007, is a dragon boating team comprised of 25 to 30 breast cancer survivors. Dragon boating, which originated in China, signifies unity to the team of survivors. SOS won a silver medal against teams from Australia, Canada and the U.S., but the true victory was the camaraderie within the teams.

SOS’ mission is to show other breast cancer survivors that a great quality of life is possible after treatment by living a positive and proactive lifestyle. Dragon boating is the fastest growing water sport in the world, with more than 200 breast cancer survivor teams worldwide. SOS is the first breast cancer survivor dragon boat racing team in South Florida.

On May 29, about 20 breast cancer survivors, the local Susan G. Komen affiliate’s staff, grantees and board members gathered at Gus Machado Ford of Kendall to test drive a Ford, Lincoln or Mercury vehicle as part of the Ford Advantage Plan. This partnership between Ford and Susan G. Komen is based on Ford donating $20 to Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate for each supporter that test drives a Ford, Lincoln or Mercury vehicle through June 13. The local dealership will also match Ford's individual $20 contributions.

Ford is a founding partner of Miami/Ft. Lauderdale’s Race for the Cure® and an official sponsor of the foundation for more than 25 years. Through “Warriors in Pink”, Ford has captured the true essence of survivorship, while celebrating more than 2.5 million breast cancer survivors, the largest group of all cancer survivors living in the U.S. today.

Costumers interested in test driving a Ford, Lincoln or Mercury vehicle during the Ford Advantage Plan to support Komen, can log on to http://www.fordcares.com/ for more information.