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May 2005
Welcome to the Brigham Scully Newsletter 
When You Prepare for an Interview, the Writer Can't "Screw it Up."
"He missed my important points."

"I didn't get a chance to talk to him and we're not mentioned."

"Yadda…yadda."

Here are some guidelines to assure your next interview ends up the way you would like.

- Be available. If the reporter can't get to you or you don't return their call in a timely manner, too bad. They've got a deadline and it's not the same as your availability.

- Prepare. Educate the journalist…why assume they understand the story? NFL coaches use cheat sheets of plays during games; so should you in a game you don't constantly practice or play.

- Ask what the reporter is trying to find out. Now, you know what to discuss that will get in the piece.

- Be open and honest. State the facts and don't embellish. Be proactive in getting your important point across. There is no "off the record," only in movies.

- Integrity counts. Don't trash the competition. Know what you don't want to discuss and be prepared with a response. "No comment" is a bad response.

- Enthusiasm. We've seen so many clients get "cool" in an interview…boring. Passion sells.

- Focus. Be short, concise and stay on your message. Don't get distracted or pulled into other topics. That's what the journalist might report.

- Follow up. Thank them and ask if any additional questions have arisen.

Busting into New Markets

Breaking into a new vertical market isn't really that hard. We've done that many times.

Breaking into a new realm of technology or application is, and that is what we are doing with one of our major clients. Here's what we're doing to help them -

* Setting up interviews with leading publications in those new markets.

* Creating and distributing press releases to publications/sites in the new markets.

* Getting the press in traditional markets see the importance of such new capabilities.

* Establishing speaking opportunities at conventions and conferences in the new markets.

* Creating articles, including case histories, for new market media.

If you would like to discuss getting into new markets, give us a call.


We hope you have found this newsletter to be informative.  If there are others you know that would like to receive this email, please feel free to forward us that information or call us at (818) 716-9021.
Copyright (c) 2005 Brigham Scully