Message delivery matters
Obama-mania is dominating the political news this week. It has been remarkable to watch Barack Obama, with only two years experience in the U.S. Senate and two terms of service in the Illinois State Senate (representing a district from Chicago's South Side), become such a presence on the national scene. And, what's his claim to fame? One thing - he gives a heck of a speech. That's not meant as a dig. I admire his communication skills. In fact, Obama's ability to deliver a compelling message should serve as a lesson for business executives everywhere.
Effective communication with reporters is taken for granted by far too many business people. Most execs, whether they admit it or not, take a minimalist approach to press interviews. It's just a speed bump in their busy day. They go into interviews with little or no preparation, answer the questions they're asked and then fail to do a post-interview critique. If the article doesn't come out the way they'd like, the blame is usually placed on the PR rep or the reporter who "just didn't get it." Here are six things you should be doing for every interview:
* Insist that your PR team arm you with detailed preparation materials - and then read the stuff thoroughly. If you have questions, ask. If you need more material, send out the order.
* Get away from all distractions when you're doing the interview - no looking at laptops, Blackberry's, paper work etc. Focus!
* Once you know exactly what the reporter is writing about and who the audience is make sure you have an appropriate message.
* Exude energy and confidence - it's infectious. Conversely, no one wants to listen to someone drone on in a distracted/disinterested fashion.
* Be on your toes during the interview. If the reporter is interested/not interested in something you're saying, adjust accordingly. If the reporter is missing something, inject the topic into the conversation.
* When the interview is over, you and your PR counsel should do an honest assessment. Note the things you did well, correct the areas where you made mistakes.
Bottom line - once the interview is on, only you can grab the reporter's attention and move them to write a story. It's a skill that needs to be honed.
In politics, Kennedy had Sorenson and Sallinger. Reagan had Deaver, Baker and Meese. Clinton had Carville and Begala. Those aides, while talented people, did not make their bosses great communicators. Each of those leaders worked long and hard on their communication skills. Who knows what the future holds for Obama. He'll undoubtedly have capable handlers at his side. But, in the end, it will be his ability to get people to listen and move them to action that will determine his success or failure. And so it is with each of you.
Posted by John Moran on January 18, 2007 at 12:55 PM
