My teasing father always called it charm school. I didn’t
find that amusing. But my employer deemed it necessary to my role as a corporate
media spokesperson. What was it? My
enrollment in an intensive crisis media training course.
The format was simple. A trainer corralled a dozen
executives into a cube-shaped room. One by one, he planted us in the hot seat
and subjected us to simulated TV interviews. He videotaped us being asked
combative questions that would make the most seasoned interviewee squirm. Then
he critiqued our reactions—with the aim of making us sparkling corporate
representatives. We endured the process again, again—and again. Each time the
class enlisted new recruits, I’m sure it single-handedly kept the makers of
Tums™ in business for a solid year.
I ran across my notes the other day (I burned those
videos ages ago!) and realized techniques I gleaned have become crucial to
engaging media interest in my books. For example several months ago, in
preparation for a TV appearance on my newest book The GOD Interviews, the makeup artist gave my lips a little added sparkle
and buffed the shine off my nose. But as soon as the producer counted down to
the live segment being broadcast around the globe, no makeup could manufacture
sparkle. I was on my own.
Hold
Their Gaze
How did I succeed? I started by holding the interviewers’ gazes
comfortably, but firmly. Shifting eyes, I remembered, make viewers suspicious
of anything you’ll tell them.
Listen
Closely
Next, I listened intently to the interviewers’
questions—showing I valued them and appreciated being on their program.
Answer
Directly
What they asked, I answered: directly and
succinctly—in good thirty-second sound bites packed with memorable points and
engaging anecdotes. We all knew I was there to promote my book. But I didn’t need
to make the interview seem like the elevator speech I’d give to an editor. I
wanted them to be satisfied with my truthful, practical answers to the
questions they chose to ask.
In this case my
goal was to whet listeners’ appetites on the subject of my book’s challenge to
bombard God with our tough life questions.
Make
It Valuable
What I learned in “charm school” was that in
addition to answering interview questions, I could integrate this message about
the book into my answers. For
example, while answering their question about how a book that’s more than 2000
years old could have anything relevant to say to this sophisticated world, I
wove in an apt story from the pages of The
GOD Interviews. I nailed my communication objective: whetting appetites for
my book, while I also nailed their objective: creating engaging conversation
and entertaining TV.
Ignore
Distractions
The eleven- minute segment went so quickly that I
forgot all about producer signals, camera lights, or the fact that I was
freezing in the studio. It was all about being such a sparkling guest for my
interviewers that I’d be worth inviting back when my next book releases.
Julie-Allyson Ieron, was a corporate communications specialist before moving full-time into a multi-decade career in Christian publishing. A mentor with the Christian Writers Guild since 2002, Julie is the author of more than 35 books, including The GOD Interviews and her newest devotional, Comforting Words for Caregivers … And Those They Love. She blogs at http://womencareforagingparents.blogspot.com and is a frequent conference speaker.
