Tips for Getting Quoted in the Press
by: Richard S. Levick, Esq.
Depending on the reporter, its generally true that between 50% and 75% of all media interviews don't result in the person who is being interviewed getting directly quoted.
Getting quoted in the press provides an opportunity to help establish credibility in much the same way that authoring a book and a series of articles may. If your goal is to convey your personal credibility or expertise in your field or topic to a key audience and you haven't been quoted, you may have wasted your time.
Many reporters are simply looking for a good quote to print, and if you give them one they’ll probably opt to use it. Interesting quotes give reporters a hook - something to draw the attention and interest of their readers. Some key points that you may want to remember when you are looking to get quoted in the press are:
* Be brief. Whether broadcast sound bites or printed statements, most quotes take only 5-10 seconds to say.
* Introduce conflict. A news story with an adversarial component will always trump one without any conflict. Think about how you can give the reporter enough conflict to get yourself quoted without gratuitously picking a fight.
* Start a relationship. Every interview with a reporter is an opportunity to become a trusted source for future stories, which means that if you don’t get quoted this time, there will most likely be a next time.
* Correct yourself. Reporters have a vested interest in your looking smart. Stumbles and fumbling across your words rarely appear in print, so if you make a mistake don’t be hesitant to back up and start over again. Your corrected comment is the one that will be quoted.
* Know the rules. In some circumstances, off-the-record and not-for-attribution background can serve your interests in the press. But be sure to carefully distinguish between what the reporter can and cannot attribute to you.
There are basic, intermediate, and advanced best practices. Learn these basic ones first (listed above) and then you can begin to prepare for post-graduate lessons on how to make the media bear dance to your tune.
About The Author:
Richard S. Levick, Esq. is the President of Levick Strategic Communications, a pioneer in global legal media. His firm assists clients in media relations, strategic marketing and PR, and reputation management. More information about the firm and their service offerings is available at http://www.levick.com.
August 2006
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