Quick Tip - Mention the Company Name in Interviews
It’s tempting to use shortcuts when talking to a reporter. Since the reporter knows the name of your organization, the natural way to respond to a question is "We are …".
That’s not how sound bites work. Every paragraph should be able to stand on its own. Unless you’re trying to distance your company from a story, work the company name or product into your response where possible.
TopRank Online Marketing account manager Jolina Pettice suggests you practise working the name into responses:
For example, “Our company, Company X, specializes in……” or “At Company Z, we believe that….”. This is especially helpful when trying to get media coverage in a written article. The mention of the company name reinforces your brand with the journalist and in turn with the readership. This tip isn’t just for print media interviews, the same applies to TV and Radio. No matter what the media, just don’t over do it.
Tags: interviews, media, journalists, sound bites, pr, public relations, branding, business
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POSTED IN: Media Relations, Promotions, Quick Tips
4 opinions for Quick Tip - Mention the Company Name in Interviews
Ike
Jan 9, 2007 at 10:30 am
Although, in your second example, the parenthetic expression “At Company Z” would get snipped for time — and the soundbite would start with “we believe that…”
It takes some practice, but you can sneak your company name in the middle.
“Flexible schedules have worked out well here at OccamMedia, because our employees respond well to less commuting and more communing with family.”
Now, if you are making some sort of apology, I don’t know that you would go overboard in cramming it in there.
“Here at OccamMedia, we are deeply sorry for the problems our razors caused. The OccamSlash 5000, when used properly, only trims away the unnecessary, but OccamMedia agrees that better instructions would lead to fewer facial gashes.”
Eric Eggertson
Jan 9, 2007 at 11:05 am
Good examples, Ike. I notice you followed your own advice, and managed to slip in a veiled reference to your new blog, Occam’s Razr!
http://ike.pigott.name/occam/
Looks good. I’m subscribed.
Robert French
Jan 10, 2007 at 4:10 pm
Eric, love the post. Good advice.
For the absolute best (over the top) example of doing this, no one need look farther than any NASCAR Winner’s Circle interview. Those drivers have this rule drilled into their heads at an early age. They seem to be able to get more product mentions in per 100 words than any other humans.
The Media Interview » Blog Archive » Branding vs. sounding like you’re branding
Jan 15, 2007 at 11:25 pm
[…] Eric Eggertson at CommonSensePR picked up on Pettice’s point: Every paragraph should be able to stand on its own. Unless you’re trying to distance your company from a story, work the company name or product into your response where possible [my emphasis]. […]
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