Archive for November, 2009
Winning Media Interviews, Part IV: The Fine Art of “Bridging”
Posted by: | CommentsReporters are more experienced than you are in an interview. They should be. They do it for a living. They know the questions that are likely to make you squirm.
For example, a reporter will often lead you into areas that you would rather not talk about for any number of reasons. For example, a reporter asks for confidential company information you are not permitted to discuss. Or, you are asked for details about your work for a client, which is off limits. Or, you simply are not an expert on the topic.
“Bridging” is the process of returning to your key messages and away from the topics you do not want to discuss. Or, the reporter may wander into subject areas that weren’t proposed as topics for the interview. This isn’t necessarily something bad – s/he may have a particular interest in that subject. It’s just that you don’t. So how do you get the interview back on track? You do it by “bridging.”
Example of Bridging
Question: “Tell me about the new online service you’re developing for Best Client.”
Answer: “Our client Jack O’Brien is the person to talk to about that and I can put you in touch with him. But I’ve read with interest your stories about online services offered by money center banks. Let me tell you about how we’ve come up with a solution for companies with a thorny problem they’re facing in cross-selling their customers on the Internet.”
You have responded to the question by pointing him to the appropriate spokesperson, and demonstrated that you know the topics the writer is covering. Now you can return to a key message without alienating the reporter.
Why is Coke, the #1 Brand in Economic Value, Only #12 in Mentions Online?
Posted by: | CommentsYou’d think that Coca-Cola, long #1 on Interbrand’s “Best Global Brands List,” would achieve the same prominence on the Internet. But, no, Coke only ranks 12th based on number of mentions online in 2009, according to an analysis by Sysmos, a company that provides business intelligence on social media.
There could be many reasons for the variation, including a lack of social media communications programs. The variation is also seen among other top ranked Interbrand brands. For example #2 IBM slides to #15 in online mentions. Conversely, and perhaps not surprisingly, Google is #1 in online mentions while #7 on Interbrand’s list, which is based on financial data, international scope, and value added. Only Microsoft achieves equality, at #3 in both the “Best Global Brands List” and with mentions online.
So, why does it matter that a company is tops in economic value but below par online? I believe that it will begin to matter much, much more in coming years, as the Internet increasingly becomes the principal source of information about companies and everything else. If your company is not commanding the Internet among consumers, you may no longer be dominating the marketplace. But leading brands have it in their power to improve their online rankings.
One way is by enlisting their employees as brand advocates in corporate communications. Employees are already surfing the web and participating in social networks like Facebook, Twitter and LinkedIn. Large companies have a golden opportunity to dominate the Internet “air waves” with their employees as their most important cheerleaders, commenting on corporate and employee blogs, and engaging in online conversations with consumers.
Getting back to Coke, the company has 3.7 million fans on Facebook, and 92,4000 employees spread across the globe. Just think of their cumulative power to communicate key messages about Coke that zoom around the world on social networks. I wonder if Coke has an organized program for their employees to reach out to Coke’s followers on social networks? I read through last year’s Annual Review and didn’t see anything. I don’t mean to pick on Coke. I’m just using the company as an example of a missed opportunity.
Employees in all companies will welcome the opportunity to be empowered to represent their company in the blogosphere. All it takes is trust: trust your employees to promote your brand well in online communications.
