The Media Interaction Conundrum
As a 20-year veteran of the business technology media, I
have personally performed thousands of interviews, and
managed reporters who have conducted thousands more.
While some of these interviews are great...most are not.
For the past five years, I have coached high-tech
executives -- working at such companies as Microsoft,
Symantec, IBM, and a slew of start-ups -- to climb into the
top quadrant of great interview experiences. This is no small
feat.
A recent BizTechReports survey of 120 business and
technology journalists suggests that only between 25-30
percent of media interviews for “feature articles” are
considered “highly effective.” The top reasons cited by
journalists for poor interview experiences fall into four
categories.
At $500 per coaching session, I have developed an
affordable live online media coaching program for high-tech
executives that addresses all of these issues for the
business technology press and analyst community. The
approach lays the foundation for better interviews and for
developing ongoing relationships with these gatekeepers to
influential audiences.
I would love to walk you through my media coaching program
and show you how I can prepare your team members for
their next media or analyst interview.
To learn more now, you can check out our Thought
Leadership-based Message Management and Media
Coaching Program. Conversely, you can contact me by
calling 415.646.6592, or via e-mail at:
Lane.Cooper@CooperResearchAssociates.com
As a 20-year veteran of the business technology media, I
have personally performed thousands of interviews, and
managed reporters who have conducted thousands more.
While some of these interviews are great...most are not.
For the past five years, I have coached high-tech
executives -- working at such companies as Microsoft,
Symantec, IBM, and a slew of start-ups -- to climb into the
top quadrant of great interview experiences. This is no small
feat.
A recent BizTechReports survey of 120 business and
technology journalists suggests that only between 25-30
percent of media interviews for “feature articles” are
considered “highly effective.” The top reasons cited by
journalists for poor interview experiences fall into four
categories.
- 43% of journalists indicated that poor interviews were
the result of interviewees being unprepared to discuss
issues and trends in the industry;
- 32% of journalists indicated that poor interviews were
the result of subjects showing up to present canned
messages or sales pitches that were unresponsive
to the purpose of the article in progress.
- 26% of journalists indicated that poor interviews
resulted from reporters' lack of confidence in the
credibility of their interviewees.
- 22% of journalists indicated that poor interviews
resulted from lack of clarity in the interview. In other
words, responses to questions simply did not make
sense to the reporter.
At $500 per coaching session, I have developed an
affordable live online media coaching program for high-tech
executives that addresses all of these issues for the
business technology press and analyst community. The
approach lays the foundation for better interviews and for
developing ongoing relationships with these gatekeepers to
influential audiences.
I would love to walk you through my media coaching program
and show you how I can prepare your team members for
their next media or analyst interview.
To learn more now, you can check out our Thought
Leadership-based Message Management and Media
Coaching Program. Conversely, you can contact me by
calling 415.646.6592, or via e-mail at:
Lane.Cooper@CooperResearchAssociates.com
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Cooper Research Associates
Lane F. Cooper
Principal Director
SF: 415.646.6592
DC: 202.747.7562
Principal Director
SF: 415.646.6592
DC: 202.747.7562
| Two-Hour Coaching Sessions Cost only $500.00 By the end of our time together, executives will be ready to: * Prepare for interviews * Engage with reporters * Stay on message * Be acknowledged as Thought Leaders Optional follow-up sessions are only $200.00 Learn more, click here! |