The Media’s Hot Buttons
June 2, 2011 Leave a comment
When it comes to touching the media’s hot buttons, Gayl Murphy is an insider with trade secrets to die for. After spending 17 years working as a network correspondent for ABC, she said she was shocked by the unpreparedness of her interview subjects. “The most common mistake most people make in media interviews, is that they think the interview is about them. It’s not. It’s about the story,” she said.
Her book Interview Tactics! How To Survive The Media Without Being Clobbered concentrates on building concise messages that audiences will easily internalize, and will make any interview, a winner.
Murphy believes that to dispel the fear that accompanies media interviews, it’s important to create the mindset that an interview is a collaboration. “It’s like playing tennis. You have to be on the same team,” she said.
She recommends authors and entrepreneurs give the media what they hunger for- newsworthy angles. Murphy
is a great believer in seasonal story angles. “There is a designation for every day of the calendar year
year. Tie your book or product to that,” she said.
As far as Murphy is concerned, the so-called “Elevator Pitch” is outmoded and much too long-winded for today’s
fast-paced world. Instead, she suggests building “A killer pitch.” Murphy’s killer pitch can be tailored
to many different scenarios and is a more concise way of delivering a message about products or services.
Murphy notes, “an Elevator Pitch is about who you are and what you’re selling.
And, an “Interview Tactics! Killer Pitch” is whatever you need it to be in whatever
environment you happen to be in at anytime. Making it the right tool for the right time.”
Murphy said it’s vital to be flexible with a pitch if are targeting a diversified market. “Think about all
the different markets your business serves and start expanding who you pitch to. Can you have a separate
pitch for stay at home moms, seniors, astronauts, students, families, solopreneurs, reinvented entrepreneurs, scientists,
insurance salesmen? You get the picture,” she wrote.
The formula to creating the killer pitch is outlined in detail in her book. What I love about Murphy’s
book are the workbook pages provided at the end, so the reader can apply what they learned right away.
Murphy asserts that the killer pitch is full of drama, color, and visual detail so that the audience gets
riveted, and the subject becomes memorable. Messages, Murphy explained, should be compelling and use of
spot-on metaphors helps a great deal.
Another point Murphy brings to light, is the importance of pitching the right media person. It’s part and
parcel of giving the media what they want. It also demonstrates familiarity with their work whether it’s
print or broadcast. Since reporters are always on deadline, it’s rewarding to them when someone remembers
their last feature story, or TV segment.
Want more media tactics now? Download a free interview tactics report by visiting http://www.interviewtactics.com
Also visit Gayl online: http://GaylMurphy.com