Press Room

Briefing: How are you working the press?

As a consumer, you read a newpaper or magazine for information on war, the economy or the "Jen and Ben" saga. As a business leader you read about how corporate governance can directly affect your bank.

But whatever your news reading habits, the news media also represents an outlet to talk about what is important about your bank. Maybe your CEO is a third generation banker with huge role in the community. How can you convey that? Without the right hook, a journalist will chuck it out in a hot N.Y.-minute, leaving you questioning, "Why don't they print this?"

Last September, at the ABA Marketing Conference, Suzanne Bates, CEO and President of Bates Communications, Inc., Wellesley, Mass., and a former journalist, conducted a workshop called "Media 101: Using the media to your strategic advantage." One question she asked was, "How are you conveying your message?"

One obvious answer is "in a press release." Bates says a reporter knows if a release is newsworthy by the first three lines. Are you discussing a new angle in banking? How is it beneficial? Why should it be discussed? These are things that catch the reporter's eye. That also goes for calls you make when you pitch a story. The more powerful and compelling your pitch is, the more interesting the reporter will find it.

You also have to remember that reporters often learn as they go along. Putting things in layman's terms is very helpful, especially to reporters who are new to covering banking. Assuming that a reporter knows all about the industry is a no-no. After all, you are trying to establish your credibility as a resource for both the reporter and the public. Your CEO may never grace the cover of Business Week, but you are building the foundation that he or she is a valuable and accessible source of information Ð able to discuss facts about your bank and the industry at length. Being a resource and being accessible is not enough, however. You also have to evaluate whether or not you're working with the right publications.

Much like a reporter would research your institution, you can learn things about the publication, such as circulation data, reporters on staff, and the tone of the publication. If you are looking at the press as part of your marketing arsenal, then you need to know this weapon very well. Which reporters and publications are credible in your eyes?

Before you write a press release or hit 'send' on a Microsoft Outlook message, consider some other pointers.

Bates says make a practice of enjoying the interview, and offering story ideas. If you're being cooperative and are helping the story along, you'll likely be called back. And to make sure you stay on that reporter's mind, a thank-you card wouldn't hurt after the story appears.

Once an interview is landed you should try to anticipate what the reporter is going to ask. This is the fun part, says Bates. You get to act like a shaman and predict the reporter's questions. Forget about the sticking to the subjects covered in your press release. You have to remember in this day and age, the press can look up anything on Lexis-Nexis or Google.

"You need to predict five to ten questions of posssible targets. Once you do that you can be comfortable on talking on that subject, " states Bates. When it comes to bad situations, she added, address them first before they can be asked. "That says that you are not afraid of the subject and willing to talk about it."

Bankers should realize that "no comment" and "taking the fifth" aren't answers. As one banker mentioned in the session, she had said "no comment" during an interview, and the publication printed it, making her and the bank look guilty.

If difficult questions arise take your time and be thoughtful in your answer, states Bates. Be open and honest with your answers, as well. This will only help the reporter understand your stance on the subject. Provide real answers to the questions, beating around the bush will only make things difficult. If you can't answer, state a reason why, e.g., "Due to legal circumstances I am not able to talk about this at this time."

Also while in the interview, advise your CEO not to become a comic. This can work for or against you, but it's too risky. Instead plant flags and build bridges on important facts about your bank and service. As a bridging phrase Bates suggested, "While many people are focused on that, it's important to remember..." A "planting flag" phrase could be, "This is important because..."

Bates suggests practicing these skills, until they become second nature. - BJ

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Bates' Six C's of Interviews:

  • Be CAUTIOUS – remember nothing is ever off the record during an interview
  • Never say, "no COMMENT"
  • If it's unfair, stay CALM – don't engage in hostility – stay focused on the message you want to convey
  • Speak CLEARLY using good diction and grammer
  • CLARIFY any question you don't understand – if you don't know, say so
  • Be CAREFUL of sarcasm, humor, innuendo and jargon.