Welcome to Media Point, the quarterly newsletter from RCI Media Training.  Each issue features tips and techniques for creating effective media messages, handling media interviews, and building relationships with reporters.  We also offer tips for giving presentations.

Check out this issue's "Sound Bite Quiz" at the bottom of this
newsletter. The first person to email us the correct answer
receives a $20 Barnes & Noble gift card.

Reporters aren't much interested in press releases, even if they announce big news.  They want the stories behind them -- because the news and the story aren't necessarily the same thing. 

Incorporating an interesting and relevant story in your media message is a smart way of holding the media's interest and getting fuller coverage as a result.  Compelling stories also help potential buyers remember your brand.

Say you're a bicycle manufacturer, Pedal Madness, Inc., launching a revolutionary new bike.  The news is that the bike has this-and-this new feature and will be available in stores on September 1.  The story is that the guy who created it designed Lance Armstrong's bike the year he won his seventh and final Tour de France.

When you set up interviews for your top executive, Will Wheels, to talk about the new bike, make sure you -- and he -- prepare by researching, honing and practicing the story of the designer along with the key facts. 

• Have a clear beginning, middle and end -- Think of all the rambling, disorganized stories you've heard people tell at parties.  Can't remember them?  My point exactly.  Organizing the story makes it easy to tell and easy to understand.  For example, start by telling how Pedal Madness found the bike designer (beginning), the fun or unusual way he works (middle), and the key element of his ground-breaking new design (end).  Throw in a few Armstrong references and you have a great story.

• Include a few colorful details -- does the designer always wear red biking shorts when brainstorming his new designs?  Do the research and find out.  Reporters love this kind of stuff.

• Make sure it's all true -- Yeah, I know, I don't need to tell you -- but double check anyway.  Resist the temptation to embellish.  It never pays.

• Keep it short -- don't test the reporter's patience by including a lot of extraneous detail.  If Will is on live TV or radio, he won't have the time.  If he drones on during print or online interviews, the reporter will cut anything she doesn't find relevant or interesting.  Which means she is in control, not Will.  Never a good thing.

• Put the story in context -- using stories doesn't mean going "interview lite."  For business media, include hard numbers such as advance sales figures.  For social media and the morning TV shows, provide compelling video of test rides -- preferably with Robin Williams on the bike!  Now, that will get picked up!     

Who said it?  Where and why?

"I do feel kinda bad taking it all out on Wolf Blitzer.  It's not like he's the official representative of the mainstream media. I mean he's from Buffalo, for crying out loud!"

The first person to e-mail us the correct answer will receive a $20 Barnes & Noble gift card.

Email your answer to info@mediatraining.com . Don't forget to include your mailing address so we can send you the gift card.