Tuesday, January 29, 2019

Live TV Broadcast Tips - Dealing with Comments on Articles

Hey folks,

Thanks for stopping by today.

About a year ago or so, I had a great introductory chat with Elizabeth Koraca, Executive Coach and Career Consultant. During the call, Elizabeth gave me some great career advice and recommendations. We've kept in touch ever since then and also connected on LinkedIn. Today she posted some very helpful tips on preparing for a live TV interview segment. You can see them here.

I'll add two more.

1. Remember that if you're going on as a company spokesperson, use "we" or the name of your company ("At XYZ, we believe...") rather than "I." It will reinforce that you're speaking on behalf of your company and not sharing personal thoughts.

2. Whatever method/medium you use to catch up on the latest news, be sure to check it out thoroughly prior to the segment - specifically look for any breaking news that could be considered related to your business. Chances are good you will be asked to comment on it. Be prepared to give an informed response that not only showcases your expertise, but also can "bridge" to your company's business.

How about you? Any tips to share? Leave a Comment and I'll respond ASAP.

Speaking of Comments...

I also had a situation today with a client (one that I collaborate on with a business partner) that might be helpful for you, too. The client received terrific coverage in a highly prestigious business news media outlet. In the article, the company's CEO was quoted among other industry leaders. A big win for their business. Once posted, the article inspired Comments including one that connected my client's quote with a rather unsavory business ("unsavory" in the public eye). I thought my business partner provided great advice when asked how to handle the negative Comment.

But before I share that counsel, I'll stop and remind my PR counterparts of the importance of monitoring your clients' media coverage for Comments - both positives and others like the one mentioned above. Why?

Positive Comments can be an opportunity to engage with a "raving fan" and build on that relationship.

Negative Comments need to be fully assessed and considered before you decide on a course of action - respond or not respond. Questions need to be asked, too:

Who is the "Commenter?" Are they credible? Can you find out through some amateur detective work? (Google is your friend, my friends).

How "bad" is their Comment?

Is it worth responding to or best left alone?

In the specific case today, my business partner's counsel was to "leave it alone" and I agreed with him 100 percent. It isn't necessary to engage with every negative "Commenter" - especially if they're just some random person. Doing so only gives them an opening to share more of their "expert" commentary and potentially gain a greater audience for their negativity.

Don't feed the troll.

Long story short, today's situation wasn't an opportunity for a constructive online dialogue in the Comments section.

Agree? Disagree? Share a Comment below (see what I did there?). I love hearing from you.



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