The Panelists:

Patranya Bhoolsuwan, TV Host, Speaker, Media Trainer, & Strategist

Ruth Furman, CEO & Founder ImageWords Communications

Maria Ngo, Award-winning TV Host/Producer & On-Camera Media Coach

Megan Fazio, CEO & Founder, NEON Public Relations

Question: What is the secret for during that first meeting?

Answer: Get that interview by having rapport. Find something similar between the two of you that you can connect on. If you know who you are going to be interviewing with, do research. By making this connection, it will make you more comfortable during the interview. (Patraynya Bhoolsuwan)

Question: As tech is changing, why is it important to have a video bio?

Answer: This is your opportunity to tell your business story, who you are, any tips that you might have. A short video will give the business personality.  (Maria Ngo)

Question: What tips do you have for someone’s first camera interview?

Answer: Anytime I give media training, I encourage the person to OVERSMILE. Most often, an interview may last a few minutes and the clip that airs will be but a few seconds long, you want to ensure that you are smiling during it. Say the business name more times than you think is necessary. Again, no matter what the media chooses to air, your business name is in the clip. PRO TIP: Answer every question by repeating the question back to the interviewer so you are presenting a complete thought. (Megan Fazio)

Question: Who should undergo media training?

Answer: Media training benefits everyone. Different individuals will have different needs in media training, depending on what will be expected of them. Everyone can benefit from a coach, and what has been found more often than not – the more educated and passionate an individual is on a topic, the more important it is to practice. (Ruth Furman)

Question: What are the biggest mistakes that you see in terms of media training?

Answer: Expectati0ns. Having any expectations in an unpaid interview is ill advised. The journalist is under a lot of pressure, and it is important for you as the business representative to be flexible and kind. Most times the first time a business is interviewed, it will be a short interview until that rapport is built. Once a journalist knows that the business representative is consistent, it will lead to more interviews. (Ruth Furman)

Question: As for Yelp and Google reviews, what advice do you have for Business owners?

Answer: If your business receives a negative review, there are a sequence of steps to take. First, ensure that this is a real guest and not a disgruntled employee. Next, always respond. There should be scripts written out and delegated to an entity to respond to reviews.

Negative reviews should receive the following messaging:

1. Thank you for your concern.

2. We have shared this with management.

3. What is your best email for us to follow up with you.

By responding directly and publicly, you tell the individual that their concerns are valid and that you are being diligent about following up. This tells the community as a whole that you are a business that cares about its customers. (Megan Fazio)

Question: What are the key elements to have in a video bio?

Answer: You have five seconds to capture someone’s attention and make an impression. Ask yourself WHY – what is the purpose of this video? There should be a sequence, and you are setting up the next conversation. If this is a video resume, you are going to be listing off your accomplishments and experiences. If this is for your business, you will give your business’s background, the services your business offers, and include a “non-salesy” testimonial.  (Maria Ngo)

Question: What makes a story “good” versus one that doesn’t get picked up by media?

Answer: One big thing to remember when pitching a story, is that media receives pitches all day everyday. Your story must be timely and newsworthy. That means, do not send the Press Release too early and it’s recommended to follow up with the newsdesk in the morning  to remind their editorial team of the story. Most media will have their meeting in the am, and you will want to catch them before they go into that meeting with your story fresh in their mind.

Newsworthy means to give the newsperson a reason to cover it. Identify how your event or initiative is helping the community. The viewers of these media outlets want to see how this current event is effecting the community and to spark an emotion within them.

The best most recent example of this has been the critical levels of Baby Formula available. The viewers of media want to understand a personal story behind the spot. Including new Mom’s, soon-to-be-Mom’s, etc is going to be a priority for the journalist, and if you are presenting a story, be prepared to have examples of how this has affected your customers or have customers who are willing to participate on site for additional interview.   (Patraynya Bhoolsuwan)