Have you ever given an interview and then wondered why your quotes didn't show up in the press? Here are five reasons this can happen:
1. Your comments sound like an ad. While reporters may express interest in your product or service, their job is to inform readers, not help you make money. Give them some news to write about, not the bullet points off your marketing brochure.
2. Your quotes are too general. The press likes to drill down from generalities and hit relevant points that help them write stories. Statements like "We're overregulated as an industry" don’t help them. Being more specific, like "The new loan officer compensation rules stifle competition" or "The new disclosures leave borrowers more confused than before," produces better results.
3. Your comments aren't topical. Reporters write about today's news, not what happened several years ago. Most journalists are very familiar with the mortgage meltdown's causes and effects, for example. Talk about the issues happening now, such as whether private capital will fully replace the government-sponsored enterprises, or if the regulatory climate will get better or worse over time and why.
4. Your words are overly rehearsed and cliché-ridden. Avoid using clichés and industry jargon, particularly involving technology. Present your thoughts in straightforward language that doesn't sound recycled and you’ll find you are better understood and more accurately quoted.
5. You're talking too quickly. It's hard enough for reporters to ask questions, listen to your answers, and type or write quickly enough to quote you accurately. Slow down and keep your answers fairly short, so reporters can catch up. A pausing comment, such as "Does that answer your question?" is a good habit to get into during interviews. It may also lead to additional points you can make.
Now the challenge is lining up those interviews, and doing so on a consistent basis.
Rosalie Berg is the president of Strategic Vantage, a public relations and marketing agency serving lenders, servicers, vendors and technology providers in the real estate finance industries. The agency provides a full spectrum of services, including writing, publicity, branding, direct marketing and collateral development services. Rosalie can be reached at Info@StrategicVantage.com or (305) 971-5352.