As a television news reporter for nearly twenty years, I never really heard anyone's heart beating, but I saw a lot of sweating, stammering and rambling. Contrary to the popular belief that most reporters are out to get you, interviews are opportunities for you. An Ounce Of Prevention Reporters don't sit around planning how to get you. You may never meet John Stossel, but facing the media without preparation is like letting your accountant perform a medical procedure on a family member. How you communicate during an interview shapes your company's image and your own success.
Press releases are no different.
In fact, most releases are tossed in the trash. I am a journalist who has packed many a trashcan. It didn't matter what they said because the audience never head them. Learning how to connect with your audience is key. It is very easy to blame the media for negative reporting.