Mt. Hermon Conference: Day 4

Have I mentioned how big the redwoods are out here? Radio towers with branches.

A few of us broke away yesterday to go redwooding at the state park near Mt. Hermon. The towers graciously posed with us as I filled my digitial camera with pictures (which don't do the trees justice).

Very cool stuff. If you're in California and can breakaway to see these thousand-year old trees, you'd be smart to do so.

Today is day four of the Mt. Hermon writers conference and we're having a blast. This morning was the moment of truth for my publicity track attendees. We practiced television interviews--each author brought a list of ten sample media questions and we ran through as many as we could before the three minute buzzer went off. For many of these authors it was their first interview and I was impressed with the quality of their answers.

We worked on several tips for TV interviews, including:

- Use narratives and examples to illustrate points. Show not tell is a virtue as a writer and the same principle applies to TV interviews.

- Credential yourself early in the interview. Lead into your first answer with a statement like "In my twenty years of experience as a counselor, I've learned..."

- Have tips and resources available for viewers on your website to save you time during an answer and add viewers to your site. Use a statement like this "I list the top ten tips for avoiding spring break travel stress on my website."

- Lead into answers with a list--it not only keeps you on topic, but it also lets the host know when you're done answering. For example, "My research has shown that these three things are the biggest threats to married couples, first..."

All of the authors did well and I'm excited to watch as they build their platforms beyond the conference.

Twitter is a hot topic at Mt. Hermon this year. The younger authors are busy trying to explain to the older authors why it makes sense for them to dive into another social networking platform. After all, many of them recently gave in and made the jump to Facebook.

Last night my new buddy Andy Merrick gave a late night presentation to a room packed with authors on why Twitter matters to them. He had an uphill battle from the start because many of the authors in the room were against another drain on their time and if you've ever tried to explain Twitter to someone who has never seen it, you know that it's not an easy thing to do.

After some discussion and a few good examples from Andy, many of those in the crowd began to be swayed. As I sit in the coffee lounge right now there are authors fanned out around the room trying to figure out how to begin their new Twlifes.

Although many of them are still skeptical, in a few days they will be writing blog posts telling their friends how useful it has become for them. Remarkable thing--this Twitter.

If you are interested in following some of the Mt. Hermon early adopters, Thomas Umstattd has posted a helpful link here. Those of you interested in searching for Mt. Hermon 'tweets' can search the hash tag #mthermon

Mt. Hermon Quick Hits

• I've been communicating back and forth with the office and we've got a tremendous amount of buzz building for the launch of The Noticer Project tomorrow. Who will you notice? Learn more about the grassroots movement here.


• One of the authors in my morning track, BJ Hamrick, has a great blog for teens here.


• I know I mentioned this but it's really remarkable to hear the chatter around this coffee shop--60-70 year old authors saying things like "follow me" and "did you just 'tweet me'?" Good stuff.


• Have I mentioned that Bill Butterworth is funny? Another great performance from him last night.


• I'm ready to see my family--my man Luke (18 months old) is going to be twice as tall when I get home. Can't wait to see him.

Media Training Tips--Things to Avoid During a Media Campaign

At the start of every publicity campaign we run we bring our clients down to our office in Austin, TX for a full day of media training (we have four authors in the office today for just that reason). Media training is important because it prepares authors to be entertaining and informative on the air--to give a good interview while also promoting their book effectively.

During media training we have workshops on each type of media before we conduct mock interviews. During the mock interviews we play a variety of hosts--from combative to unprepared--to teach authors how to handle those situations.

While media training is a vital step for authors, it is equally important to their publicist because the way authors conduct themselves during the publicity campaign reflects not only on them, but also on the publicist that is representing their work (and recommending them to great contacts). If an author bombs on the air because they are unprepared, the publicist is sure to suffer--either by getting a nasty note from the producer or worse, not hearing anything from that contact as a result. That is why preparation is so important.
In addition to preparing for interviews and giving our authors plenty of "do's," such as DO mention your book title, DO credential yourself early and often, etc. we also go over a list of "don'ts" to remember throughout the publicity campaign. These don'ts are in place to protect both the author and the publicist, ensuring that your media campaign is a solid one.

Here are a few to make sure you remember during your publicity campaign:

1. Don't respond to a bad review. For all the good things that the internet has done for book publicity, one of the negatives is this: the comments section of blogs tempt some authors to leave a nasty reply following a poor review. Bad reviews are part of being an author and if you flame a reviewer online, it is not only going to eliminate opportunities for future reviews, but it makes you, the author, look bad. It is also going to piss off your publicist and publisher, who have developed a relationship over time with that reviewer that just got trashed--who may now think twice about the next review copy that comes their way from your publicist. It is never OK to bash a reviewer online.

2. Don't contact the media directly. You're charming, no one knows your message better than you and you found that phone number online--why not just give that editor a quick call? Your publicist has been working with them on a story idea for weeks, so why not just knock this baby out with one phone call?

Very bad idea. If you happen to get that editor on the phone, you have gone around your publicist (who has given them everything they need to consider the story) and waived the inexperienced author flag. The story may get canned as a result--media members don't like to deal with multiple contacts on a story.

Let your publicist do their job (they've been doing this for years) and spend your time focusing on other marketing efforts.

Exception: thank you notes following coverage. Not only is this a classy way to show your appreciation for a feature story, interview, or book mention, but it sets you apart from the journalist's other sources - and ups your chances that they'll contact you again in the future.

3. Don't ask to see a story before it runs. Few requests are met with as much disdain from journalists as this one. We understand that you want to make sure the story is accurate--that they spelled your title correctly or mentioned the consulting work you've started to do on the side--but this request is never OK, as it violates journalistic ethics.

Journalists never show sources stories for "approval," before the general public got to see it. What you can do, however, is ask to see your direct quotes to make sure you are comfortable with those. Ask the journalist to have the publication's fact-checker call you to review quotes, and they will normally be happy to do so.

4. Don't disparage competitive titles. Your publicity campaign is about building bridges and opening doors for your career--but not at the expense of other authors. When I say never diss other books, that extends beyond live interviews to blogs, conversations at publishing events and other forums. Word gets around quickly in this industry and many authors have hurt their reputations by taking cheap shots at other authors. Take the high road. The cool thing about working with books, whether you're an author, a publisher, or publicist, is that we're all this together: the public is reading books, and that's a good thing.

This list just scratches the surface on dos and don'ts that most publicists will cover at the start of a campaign. Remember that your publicist's main goal is to prevent mistakes that could jeopardize the success of the publicity campaign. There is so much competition out there for authors and their books, so help the media out by respecting the work that they do - and don't give them reasons not to cover you.

What the “It Girl” Knows: The Power of Charm

There’s a reason Britney Spears is still the name on everybody’s lips.

No, she’s not the model of parenting. Yes, she has a well-documented substance abuse problem. But for her fans – of which there are still legions – this is a time of mourning for the Southern success story Britney Spears once was. Say what you will about her music, but girl knew how to give an interview. Don’t believe me? Observe:

http://www.youtube.com/watch?v=QWjXCq40Ds0&feature=related

Engaging. Self-deprecating. Plenty of laughter, smiles, and polite thank-you’s for her companion, Rosie O’Donnell (and enough charm to make up for that outfit, no?). Ultimately, Britney knew this truth of artists: in an interview, it is not your product you are selling. You are selling yourself.

PR professionals know this all too well. Here at Phenix & Phenix, we train our authors to give interviews that are compelling, to-the-point, and memorable. But of all the pointers we offer – mention your book title this many times, always use a landline telephone for phoner interviews – I think the most important tip for any author is simply this: charm your reporter.

Easier said than done, I know. But the reason I believe rapport-building is so crucial is that I used to be a reporter myself, and the sources I enjoyed speaking to most – indeed, returned to time and time again for stories – were the ones who made me laugh, were polite, interesting, asked me about my day, etc.

The advice is somewhat self-evident. However, I want to share two stories with you from a reporter’s point of view that will hopefully illustrate my meaning.

In college, I interviewed a very esteemed author for my school newspaper. Now, this is an author who has published 35 novels and 30 short story collections, is the recipient of a Pulitzer and a National Book Award, and has a hallowed place in Oprah’s Book Club: in other words, a freak of intellectual nature. So she doesn’t exactly need the media anymore (and certainly not the Southwestern Megaphone) to increase her fame. And it’s a good thing for her. Because as an interview subject, she is beyond terrifying.

Me: So! Tell me about your new book.
Very Esteemed Author: I thought you had read it.
Me: Oh, yes, I have – um, almost finished! – but for our readers…
VEA: I did very little research.
Me: On the book’s subject, Marilyn Monroe, you mean?
VEA: (Withering tone) Yes.
Me: Huh! Isn’t that something. So what inspired you to write about Marilyn Monroe?
VEA: Are you a runner?
Me: Pardon?
VEA: RUN. DO YOU RUN.
Me: Oh, uh, yes…from time to time I like a good run. Um, how about you?

…And it only got more awkward. That is because this author’s genius is so large that she is not a mere mortal who speaks like mere mortals do. Anyway, I was happy to finish the interview early, write my story, and never get back in touch with her again for a follow-up interview. Yikes.

My second story does not involve an author, but a tattoo artist named Bob. Bob runs a small tattoo studio here in Austin that’s been around since the 70s, and is world-famous among industry types. When I walked into his shop, he immediately invited me to take a seat. Asked me how I was doing, offered me tea. Before I knew it, an hour had passed, and what was supposed to be an “interview” turned into an intimate conversation in which Bob told me funny stories from his life, listened to my questions as if they were the most fascinating queries ever posed, laughed often and heartily. He was authentic, he was kind, he was utterly charming. I loved talking to him.

By the end of our interview, I felt so comfortable with this man that I did the unthinkable (for me, anyway): I asked Bob to give me a tattoo. My first.

As an author, it’s obviously not tattoos you’re selling, but your book. Likewise, when the “It Girl” of the month makes her rounds to Conan, Regis & Kelly - all the hot exposure stops – you’ll notice she spends just a fraction of the time talking about her latest movie/CD/signature fragrance, and more time just being generally pleasant while answering the interviewer’s questions. This is tough to do when you are Paris Hilton, you’re launching a new perfume, and all David Letterman wants to discuss with you is…jail food. And jail outfits. And like a champ, she indulged him.

Here at P&P we emphasize the importance of using supporting statistics during your interview, as well as frequent mentions of your credentials, along with other tips that are absolutely helpful. But for the example at the tattoo parlor, I was actually there to interview someone else – a different artist at the same studio – and I ended up writing the story using mostly quotes from Bob because he was more fun to talk to.

So my #1 Interview Tip is this, authors: get thee to Charm School. To get on a reporter’s good side, it’s not just your book you’re selling. It’s you.

Media can breed more media

You might often hear PR professionals say, "Media breeds more media," which is a phrase used to describe how interviews, reviews, feature stories and other types of coverage for a client typically can lead to more media opportunities. I know from personal experience that the phrase rings true. Recently, a number of our clients have witnessed this media-breeding-media magic at work. Here are a few examples:

- Amy Currie, publicist for Michael Gilbert (The Disposable Male) got a call from MSNBC just days after Gilbert’s op-ed piece ran in the Christian Science Monitor.
- Vicki Courtney (Logged On and Tuned Out) was on FOX News shortly after her appearance aired on CNN Live.
- Philip Carlo (The Ice Man) was on The Montel Williams Show a few short weeks after his appearance on Larry King Live.

When our publicists begin pitching national media outlets for our clients we know the producers are going to ask for footage of previous interviews. Not only do they want to see the author's stage presence, but also whether they are entertaining and informative on the air. Previous interviews often serve as "pre-interviews" for additional opportunities.

In each of the examples mentioned above, authors were able to generate additional interest because of how well they did in their initial booking.

So, what can authors do to prepare to go on the air? How can you make the most out of each opportunity you get to interview about your book?

I always recommend that authors attend a media training workshop before their first interview. If you are working with a publicist, some firms even include media training as a required activity before they will begin pitching a client to top media contacts.

Why?

How an author does on the air reflects on the publicist as much as it reflects on the author. If a publicist recommends an unprepared author for a national television spot and they bomb on-air, who do you think that producer will blame? The publicist. Relationships between publicists and members of the media can be damaged if the publicist offers an unprepared guest or interview opportunity.

Most media training sessions involve sample interviews, sound byte development, tips for what to wear, how to prepare for an interview and variety other things. As an example of some of the nuances we cover in our media training, here are a few tips we go over:

- Bring two copies of your book with you to the interview. One to use on set as a visual during the interview, one to give to the producer. It's always a good idea to leave a signed copy of your book with the host when you leave the interview as a thank you. It's a small gesture, but shows your appreciation.

- If you have an upcoming signing or even you are promoting, bring a note card that lists the event details (who, what, when, where.) Hand it over to the producer before the interview and they might post the information on the station's website, or have the info appear on the bottom of the screen during the interview.

- To avoid slouching during the interview and to portray the best body language, try sitting in the middle of your chair verses against the back of the chair. This will help you maintain good posture and makes you look more engaged in your conversation with the host.

- Don’t wear a solid black, solid white or bright red outfit to a television interview because it will make you look either washed out or too dark, depending on your complexion.

Homework assignment: Watch at least five interviews this weekend and think about what you notice about the interviewee. What are they doing well? Where are they making mistakes?

The flipside: what to do when the host isn't prepared

Picture this: your publicist has secured an interview opportunity for you on a nationally syndicated talk show. Thanks to media training, you’ve fine-tuned your message and feel confident to go on the air. This is the media opportunity you’ve always dreamed of!

Next thing you know, you’re sitting across from the host while the producer counts down until the show is live and on air. Then the unthinkable happens—the host stares ahead like a deer caught in the headlights. She stumbles over words, forgets what questions to ask and doesn’t have a clue what you or your book is all about. You feel as if your dream has been shattered.

Unfortunately, interviewers can be off their game from time-to-time, but it’s your job as the guest to remain calm, cool and collected. Even under the worst of circumstances, an author can boost their likeability by being prepared and professional.

Recently, an ABC News Now entertainment reporter crashed and burned in an interview with Hollywood actress Holly Hunter. While ABC has been extremely supportive of the News Now host – who later explained that her ear piece failed while she was interviewing Hunter – it’s apparent from watching the clip that she was not ready for this interview.



As publicists, what really stands out for us was how Holly Hunter kept her composure during the interview-gone-awry. Not once did she seem thrown off by the host’s flubs. Hunter maintained her professionalism and still managed to plug her latest project.

While Media Training is a great way to prepare authors to perform under the pressure of a TV interview, there is no way to plan for problems such as bad interviewers or technical malfunctions. If you do get caught up in an interview that isn’t going as planned, here are some things you can do to make the most out of the situation:

•Don’t panic. The camera is on you, and if it’s a live interview, there is no time to edit out disapproving facial expressions or nervous laughter. Keep your composure as the actress in the interview did. Smile, nod and maintain eye contact. If your eyes start dodging around the room for answers, you’ll be the one who looks unprepared.

•Take the lead. While this isn’t always an appropriate thing to do, it might be your saving grace if the interviewer seems stumped for questions. Try using bridging statements such as “On the other hand,” or “But the most important thing is…” as a way to bring the host back to your message and develop some new questions.

•Don’t interrupt or correct the host. Sometimes, an interviewer might introduce you incorrectly. To avoid looking arrogant or rude, try to cover up their mistakes throughout the interview. You’ll have the opportunity to offer accurate information and reference your professional by using statements such as, “In my work with…” or “In my 30 years of experience in...” or “My book, which comes out next week, is about…”

•Mention your book. If the host uses the title of your book, another way to bring the interview back around is to use your title as a reference tool. In our Media Training, we urge authors to mention the name of their book at least three times. The repetition should help your title stick in an audience member’s memory. You can say, “One of the things I talk about in “Insert Title Here,” is…”

•Don’t go on the defensive. Remember, odds are that the host has not read the book and is not extremely familiar with your message. Most hosts receive a press kit from their producer (who got it from your publicist) about five minutes before they start interviewing you. If they make a mistake, push through it and explain your message as if you're pitching your book to a complete stranger for the first time.

An unprepared author can’t fake a good on-air interview

The host will be able to see through the façade in a matter of seconds. The audience can't help but catch on after a few minutes. The truth of the matter is this: if you’re fumbling, mumbling and stumbling through your interviews, you will limit your credibility as an author and may throw out your future chances to land larger (possibly national) interview opportunities.

While some lucky authors get a chance to “warm up” with smaller market interviews before stepping up to the national programs, there’s no excuse for being unprepared for any type of interview. Media often breeds more media, assuming that your interviews have gone well. The flipside is true when interviews don't go well. Producers and program directors often do research on a guest before booking them on the show, and they might dig up the dirt on past interviews. Word travels fast among members of the media. Moreover, most television producers will request that an author’s publicist send them footage from a previous interview just to get a feel for how an author “performs” on the air.

In addition, you never know when, where or with who your first interview might be. For instance, if you wrote a book on bridge safety you might have conducted your first interview with Kyra Phillips after the terrible bridge collapse in Minnesota last week.

Trust us; we don’t want to hear after-interview feedback from our media contacts about guests that stand out more for their incompetence than for their media savvy. But sometimes an unprepared author slips through the cracks. The horror stories we have heard from media contacts range from inappropriate attire (Who would show up to a TV interview wearing jeans and a T-shirt?) to language barriers (It’s always a good idea to speak the same language as your interviewer.) to a fairly common complaint about authors – their answers were simply long-winded book summaries. Remember, chances are that you didn’t land that on-air opportunity to spend 15 minutes summing up your book and telling the audience where they can buy it.

When we pitch a guest or interview opportunity with an author to one of our media contacts, we are going to be judged as a firm by how well that author does on the air. For that reason, we encourage every author we work with (that doesn’t have prominent media experience) to go through our in-house media training program before we put them on air. During media training, we prepare each author to perform their very best in an interview – whether with small market or national media. With special workshops covering print, radio, online and television opportunities, our media training program helps authors develop their message, cater to diverse demographics, speak in sound bytes, lead an interview and, perhaps most importantly, promote their book without sounding like a sales pitch.

For a great example of a prepared author, check out Constitution Translated for Kids author Cathy Travis in an excellent on-air interview with Fox & Friends.


For those who want to go through an abbreviated version of media training, mark your calendars for P&P’s Writers’ League of Texas workshop on November 10, 2007 from 1:00 pm to 4:00 pm. During the workshop, we will lend our media expertise to help authors prepare to go on-air! For more information, visit the Writers’ League of Texas events page here. See more details below:

Media Training: The scoop on getting quoted, going on the air and effectively promoting your book

Workshop Summary: Getting on the air is hard enough, but what do you do once you have landed a radio, television or print interview? How do you make the most out of each opportunity? Can you plug your book without sounding like a salesperson? Join guest literary PR pros from Austin's own Phenix & Phenix Literary Publicists as they teach the ins and outs of promoting your book in the media. During their information-packed workshop, they will share everything you need to know about working with media across every format. The workshop will include breakout sessions for print, radio and television opportunities and will feature interview practice and sound byte development.