Making the Most of Your Media Debut

This morning I was saddened at the missed opportunity by a local animal shelter to properly get their message across in a television appearance. As you know animal charities are my passion and so it was even more upsetting to see the appearance fall short.

The quick run down: The title of the segment was asking for foster families for pets during the holidays. The shelter employee featured in the segment was the volunteer coordinator, not the foster coordinator. She looked good and sounded good but didn't say the right things at the right time. She didn't speak to the audience the way she should have. She answered questions from the host about the types of animals available and spoke mostly about the cute dog they brought on the show (no doubt he'll be adopted by days end).

What should have happened: The foster coordinator should have been on the show. It's his/her expertise and area of management. Who better to serve. Also, a clear message should have been stated, over and over. A call out to the audience, highlighting the importance of fostering, the reasons it's needed and how to do it should have been the main stage. Specifically, I would have coached them to say things like, "We desperately need good foster families to take in our shelter pets for 1-2 weeks starting now through the holidays. The shelter can be a stressful place for dogs and cats, of all ages, and it allows them a wonderful break. Not to mention it gives them much needed one-on-one attention that they don't always get here at our shelter. You are likely to see the reward of having one of our pets in your home immediately. The companionship they offer is unmeasurable. We need about 100 families who can step up and help us during the holiday season. You don't need to be an expert dog or cat handler but someone who is willing to open their heart and home to a needy pet. We'll help you with food and other things you need along the way. We simply need good homes for a temporary respite for these wonderful pets. Please help us. Call today."

Now, in general, here are some guidelines to your media debut.

• Know your host. Research past segments and get to know their style.
• Send the right representative. If s/he doesn't do well in the practice sessions cut them and find someone else. You may only have once chance to nail this. Don't allow the inability to select the right person negate your opportunity.
• Know your audience. Who are you speaking to? Who do you want to hear you?
• What do you want them to hear? Have a short, clear message ready to go and say it several different ways.
• Practice at least 10 times with people around you and video tape it. Also practice in front of a mirror so you can see your reactions and how you look.
• Dress and look the part. People will judge you within seconds. They will not give you the opportunity to hear your message if you are not appealing to them. This is a sticky part of media relations but it is one you must not neglect. It doesn't mean everyone should be in a suit but dress to impress your audience.
• Be clever, personable, genuine and enjoyable to interview and watch.
• Get a media coach if you are at all concerned about your debut.
• Post-appearance, critique your interview and learn from any mistakes.