By Steve Bratman, SVP, Client Relations
If you’re investing time and money into a Satellite Media Tour (SMT), you want to make sure you’re getting the most out of it. If you’ve already got a good hook and a compelling topic, great start. But there’s one crucial ingredient that sometimes gets overlooked: your spokesperson, AKA the talent who will be delivering your message.
Think of it this way: you could have the most amazing story to tell, but if the person sharing it doesn’t connect with the audience, the tour may underperform. On the flip side, even if your news isn’t groundbreaking, the right talent can bring it to life and make it resonate. With that in mind, here are some tips to help you (and your talent) deliver the best results.
Pick Someone Who’s Media-Savvy and Comfortable on Camera
First, your talent should know their stuff. They must have a solid grasp of the material, for sure, but should also feel at ease in front of the camera. Someone who’s done TV interviews before is a definite plus. An effective talent can speak confidently, think on their feet and engage viewers in an authentic and conversational way. Reciting canned messages won’t get it done. Need a little help? No worries. Media training can work wonders.
Consider a Third-Party Expert When It Makes Sense
Using a “third-party” talent can work to your advantage because it creates separation from the brand (or the appearance of one). That adds a layer of credibility and, quite possibly, can lead to a better schedule of bookings. But that’s not always a must-have. In many instances, tapping a company spokesperson is perfectly fine. For example, if your brand provides tax preparation services, it would be more than reasonable to use a subject matter expert from your organization to talk about tax tips.
Share Anecdotes and Think Local
Stories can be powerful, and people want to hear them. Encourage your spokesperson to share personal anecdotes that relate to the topic at hand. Whether it’s something from their own experience or garnered from other people, these little narratives can make a difference. And don’t forget to localize the message when you can. Tying a stat or a factoid back to the city or town where your audience lives will make the content more relevant and interesting. Also, the local station that’s conducting the interview will be grateful that you took the extra step to engage its viewership and may be more inclined to have you back on the air at a later date.
Vary the Length of Responses
It’s easy for an interview to start sounding robotic if every answer is the same length and spoken in the same tone or cadence. Mix it up. It’s OK for your talent to have a few shorter responses and some longer ones when needed to dive deeper into the subject (this is especially true for radio interviews, which typically run for an extended time). There’s a particular way in which we normally converse with one another, and that’s what you should be going for. Natural and relaxed, but when needed, with a measure of authority and enthusiasm.
It’s All About “News You Can Use”
Your messaging should place a premium on what is of greatest interest to your audience. This is paramount. Of course, you’ll likely want to get a brand or product mention in, but it should be done sparingly and within the context of the interview – in an organic way. You need to ask yourself at every turn, “What’s in it for the viewer?” If you were tuning into this segment, what would you want to hear about? And what might turn you off (e.g. too many brand mentions, being overly promotional or self-serving, providing answers that sound scripted or lacking spontaneity, etc.). It’s pretty simple. In most situations, if you can help solve a problem or make someone’s life easier – mission accomplished.
By following these recommendations, you’ll be well on your way to a successful SMT. As my mother always said, it’s not just about what you say, but how you say it. And in this case, who is saying it.