Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

Some of my clients repeatedly ask me to pitch announcements that I don't think qualify as "news." I know if I do pitch the information, journalists will be annoyed and I could damage my media relationships. How do I explain this to my clients?

Peeved Pitcher

********

Dear Peeved Pitcher,

13 ProfNet experts share their experience:

Why Non-News Is Bad News

"One of your most important roles as a public relations professional is to advise your client," says John Goodman, president of John Goodman PR. "If a client wants you to pitch a non-news story, you have to tell them 'no.'"

What complicates this is, too often, PR people try to appease a client and tell them they'll pitch a story hoping it might work or knowing it won't work, says Goodman. This damages a PR agent's reputation with reporters and reflects poorly on the client.

"Determining what is not news is relatively easy; telling the client can be a hitch," agrees B. Andrew Plant, owner of Plant Communications.

This might partially be due to the fact that it is often easier for PR professionals from outside firms to say "no" to reporters compared to in-house staff, says Susan Tellem, partner at Tellem Grody Public Relations. Outside PR consultants have the luxury of being more objective, since PR staffers might fear losing their jobs if they object to a non-news release.

That's why it's extremely important to manage client expectations from the beginning, says Giselle Caamano, senior account executive at Deveney Communication. Regardless of whether or not an announcement is newsworthy, always provide clients with any feedback you receive from media contacts. This helps both parties re-evaluate strategies for next time, and for PR pros specifically, helps manage client expectations.

It's important to have established trust with your client already, before you need it, says Plant. "That way, you can say to the client 'Look, this is not a news item and distributing it will not serve you well.'" Use this as a teachable moment to help clients understand what is and is not news, and how releasing non-news might aggravate reporters and hurt future chances, he says.

Journalists are annoyed by non-news releases because it requires them to waste time reading, deciphering and sometimes deleting the inquiries, explains Nancy A. Shenker, founder and CEO of theONswitch.

If we bombard reporters with things that have little merit, they will block our emails in the future, or worse, call us on the carpet, says Tellem. "Then we have the delicate dance of playing both sides against each other," by telling reporters "the client made me do it." It is not an acceptable outcome for anyone involved, she says.

"As PR and marketing professionals, we need to be viewed as resources for the media," says Jason Ouellette, vice president of PAN Communications. "If we're issuing non-news and expecting people to pick up on it, our news becomes noise within the industry and then we have a bigger hill to climb."

"The consequences of distributing non-news are alienated and exasperated media reps who may not notice future items from this or other clients," echoes Plant. "You also may be creating a monster: a client who tells you what is and is not news, and determines what to distribute without your counsel."

What Qualifies as "News"?

When having the "cold-water talk" with your client, be frank about what is and is not news, says Alison Cohen, senior manager of media relations at Education Development Center (EDC). Tell your clients to ask themselves the following:

• What makes my issue, project, results or information newsworthy?
• Is it original or new?
• Is it especially timely?
• Is it of interest to a large, diverse audience?
• Are there two sides to the story?
• Can I explain it in one or two jargon-free sentences?

Determine if the news story is truly different, and if it sets your client apart from other competitors, agrees Caroline Sherman, vice president of Alpaytac Marketing Communications/Public Relations. See if there is a connection to some timely trend that directly affects the client's industry, or if there is some kind of benefit for the target audience.

Anything highly self-serving or promotional would be considered non-news, says Sherman. Announcements about product features that have been long been integrated by competitors is considered a "me too" broadcast and therefore non-news too.

For example, information about new products or services, events, strategic partnerships, holiday specials, startup funding or website launches should be weighed critically before being distributed as news, particularly for small businesses, says Bill Corbett, Jr., president of Corbett Public Relations.

"For smaller companies, I've found it relatively easy to explain why non-news is not worth a release, since they tend to be more cost conscious," says Aline Schimmel, principal of Scienta Communications. "Reminding them that a two-page release can cost over $1,000 usually does the trick."

At some point though, if clients continue to insist, you may have to have a 'stand your ground' moment, says Plant.

PR firms have the option of creating policies to ensure that only newsworthy information can be issued, even if a client insists otherwise, says Corbett. With other available avenues for distribution, the information can still be disseminated without ruining any reputations.

If the client insists on distributing the announcement, also consider positioning it as an "FYI" to lessen the risk, suggests Sherman.

"There are plenty of opportunities to promote your client and their news, but in today's PR world, the challenge is to figure out which medium you want to distribute it through and what the goals of each are," says Ouellette.

Finding Alternative Forms of Publicity

"As an outside representative, you need to have a good handle on not only what the media tabs as 'news,' but also what will be of interest to your client's prospects, customers and partners," explains Ouellette.

While agents should never distribute non-news to journalists directly, they could consider sending less-than-newsy information out via a paid wire service, says Henry Stimpson, principal of Stimpson Communications. It assures publication on the Web.

"There are now times when a news release you'd never send to a major news organization is still worthy of posting around the Web, simply to get the attention of anyone searching online for specific words or phrases," agrees Donn Pearlman, president of Donn Pearlman & Associates and former Chicago journalist. The criteria for quality "news" has changed recently due to search engine optimization.

Also, try getting information into the public eye by using blog posts, video posts, website posts or LinkedIn group posts, says Ouellette.

For example, North Park University's website offers ways to elevate events or topics to a wider audience when writing a news release is unnecessary, says John Brooks, director of media relations and news at the university. "I'm not looking to make every campus event into a news story," he says. Instead, the university website has tabs on its homepage like "Coming Up" and "Worth Knowing," which promote local happenings.

Sharing information via social networks and YouTube can still generate buzz and have an impact, says Corbett.

"I have found that insistent clients really appreciate our linking their 'news' to Twitter and Facebook users," notes Brooks.

Also, consider disseminating information in company newsletters or through member mailing lists, adds Cohen.

"Using our website creatively and using social media for non-news is a much better option than doing nothing at all, especially with insistent clients," says Brooks.

"Depending on the type of announcement and who it is applicable to, these can be just as, if not more, effective methods," says Sherman.

Making Lemonade Out of Lemons

PR agents might ultimately need to create and find news for clients, says Shenker. "Many clients focus exclusively on the activity of writing and deploying releases, rather than looking within their businesses for opportunities for innovation."

Only by launching new products, hiring new talent, winning awards, hosting events and making changes can a company create a stream of truly newsworthy happenings, continues Shenker. "PR without innovation and change is simply a bunch of 'blah blah blah.'"

"Sometimes non-news becomes news when you wrap it into a larger future story," says Schimmel. "For example, reporters may not be swayed by a drug company's formulation or technology achievement, but if a future announcement of clinical data or regulatory successes was to come about as a result of that earlier formation or technology achievement, then it can all be packaged together."

"You may be able to work with the client to finesse the piece so that it is news, maybe by adding other sources, or pivoting a bit so the information is part of a larger trend or current event," says Plant.

For example, at North Park University, revised or new academic programs, or campus events, do not qualify as news, "especially when we're the ones saying how important it is," explains Brooks.

So for a new or revised academic program, Brooks asks faculty members to connect him to other people, not necessarily from the university, who can testify to the value of or need for the academic program change. And for events, Brooks reaches out to attendees and finds out what they learned from it or what motivated them to attend.

"I'm looking for quality testimony that enhances the story and makes it much more interesting to read than the boring, non-news release I could write!"  he says.

Gracie

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

Image via Flickr user 85mm.ch

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I'm curious to hear social media experts take on this ROI issue. How can we prove the value of social media without quantifiable proof? What can I say to clients who want to see evidence of their influence on social media? 

Socially Stunted

************

Dear Socially Stunted,

Four ProfNet experts weigh in on this much debated topic:

Why Social Media ROI Cannot Be Clearly Defined

Traditionally, return on investment (ROI) is the ratio of money gained or lost, whether that's in terms of profit, interest or something else.

"Normally, ROI is a simple numbers game," says Ari Zoldan, CEO of Quantum Networks. If the investment has negative ROI, or if there are other opportunities to producer higher ROI, then the business stops investing. If the investment has positive ROI, then the business continues investing.

"So why doesn't social media ROI follow that same formula?" ponders Zoldan.

"The reason is that social media ROI cannot be determined by a simple equation, because it is not measured in monetary profit, but rather in enhanced or broadened relationships with consumers." And those types of "returns" can take months, or even years, to build and sustain, says Zoldan.

Furthermore, there is no clear endpoint in social media ROI, Zoldan continues. For example, if you own a company and are deciding whether or not to undertake an advertising campaign, you invest a certain amount, and once the money is used up, you decide whether or not the ROI makes the investment worth continuing. This strategy simply does not apply to social media ROI, because it's not about creating profit in a literal sense, he says.

On the other hand, creating compelling social media content is similar in some ways to creating a billboard or having a placement in The Wall Street Journal, says Gina Bericchia, public affairs and media relations coordinator at The Ohio State University Wexner Medical Center. "It's hard to draw the exact relationship between placing an ad and an increase of interactions with consumers, but we make the leap that one thing caused the other."

Social media ROI is confusing because each type of professional is trying to apply it to a metric that they understand, explains Alex Nicholson, director of new media at Cone Communications, a PR and marketing agency in Boston. For example, for a PR person, ROI is based on engagement, but for an advertiser, ROI is based on clicks; and for a brand manager, ROI is based on sales. In other words, the "returns" are conflicting, says Nicholson.

The cherry on top of the social media ROI conundrum is that each social media platform offers different data on users, continues Nicholson. "Engagement and clicks look totally different from one platform to another." For example, a tweet does not equal a 'like.'

But there should be some way to measure whether or not a company is meeting its business goals, says Berrichia. "Brands that devote time to providing good customer service and using social media to meet their business goals will be the companies who are successful using these tools and successful in ROI," she says. "In other words, you can't just create a Facebook page because everyone else is doing it. You have to have a clear objective."

Nicholson concurs that it's essential to understand what success and failure looks ahead of time, even before determining the social media strategy. Establish what you need from the beginning, even if its just media coverage, and make sure the vehicles to track those goals are in place.

How to Measure the Impact of Social Media

"The 'profit' in social media ROI is enhanced relationships with users and consumers, and succeeding in branding yourself, your product or your company in an attractive way that will inspire users to figuratively -- and hopefully literally at some point -- 'invest' themselves in your site, wares, etc." explains Zoldan.

Social media ROI is not a one-step, limited-time-only operation; it requires a great amount of effort and energy to get consumers to like -- and "like" -- you, says Zoldan. "There may be eventual, indirect profit down the road."

To gauge success, consider how many followers you have acquired and how invested those followers are in your company's online space, says Zoldan. Think about quality vs. quantity: having five followers who comment on every piece that's posted is as equally bad as having 5,000 followers who only check in once every three months for five minutes. "The goal is to gain a large but also consistent following," he says.

"Both numbers and anecdotal evidence are valid ways to establish a case for social business," says Bericchia. If your client asks for hard-and-fast ROI numbers, talk about recent increases in engagement. Even if there hasn't been a huge boost in number of followers, consider how many followers are talking about the brand.

Goals can be set in terms of audience growth, engagement levels, shares, clicks, Web traffic, coupon redemption, sales and more, suggests Nicholson. But ultimately, goals and measurement will be dictated by the nature of the business.

On Facebook specifically, "virality" helps measure the people who have created a story from your page's post based on the number of people who have viewed it, adds Bericchia.

"Sentiment is important," she continues. Monitor profiles to see if people are responding to their experience with the brand in a positive or negative way.

"Companies who experience the most success with social media will approach the market from a unique perspective," says Zoldan. That is, they will "flavor" their brand in a way that is different from everything else in the virtual world.

There is no single "right way" to measure social media success, says Bericchia. Whether you're measuring engagement or the number or products sold, it's important to think about what the brand does well and use social media to maximize that.

For example, Bericchia continues, when someone says Zappos has a great social media presence, it's really because they have exceptional customer service. "They maximize their opportunities by using social media to achieve their goal of providing outstanding customer service using innovative tools," she explains.

"Companies that 'get' social media are doing it seamlessly as part of their marketing mix," says Nicholson. "They know their consumer and they are activating in ways that feel natural and authentic to the brand across digital and traditional channels."

Alternative POV: Why the Social Media ROI Conversation Is Pointless

Rob Frankel -- branding expert, author and speaker, and founder of i-legions and PeerMailing.com -- says in his blog post "The Business of Social Media" that social networks should be used for "socially oriented issues," but not "business purposes."

"Have we drifted so far from the purpose of business -- making money -- that entire campaigns can revolve around efforts which have no direct relationship to revenue generation?" he muses.

"For my money, social media is nice, but no big thing, really," Frankel explains. "It's just doing what people have always done, except now they can do it faster because of technology." That is, before social media, people still found out about news and gossip.

"If raising awareness for your cause is your thing, social media might be the right tool for you," says Frankel. Yes, social media links connects people, "but it's a major mistake to assume linkage of people translates into actions of people," he continues.

Spending a lot of time and resources on social media just to get a million "likes" on your brand's Facebook page doesn't add anything to the bottom line, and can therefore be a huge waste of money and effort, he says.

"It's flattering to get 15 million views on YouTube, but until and unless you can convert those hits to sales, what's the point?" he wonders. Concentrate on socially oriented issues on social media -- not business issues.

What's your take?

Gracie

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

image via Flickr user thethreesisters

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I have several clients who always put up a fight when asked to be interviewed by a reporter. Why? What can I say to convince them that press interviews and publicity are worthwhile?

Agitated Agent

*********

Dear Agitated Agent,

Six ProfNet experts talk about why some researchers are hesitant or unwilling to talk to reporters: 

Why Experts Might Resist Media Interviews

Michael Bruckner, vice president of public relations at Muhlenberg College in Pennsylvania, says that experts might resist press interviews because 1) they may not be used to deadlines, or providing immediate responses; and 2) they may not have significant research or experience on the given topic, and don't feel comfortable being interviewed as an authority.

It could be fear of the unknown, the possibility of a misquote that could put the expert's job in jeopardy, or fear of public speaking, adds Ron Whittington, senior account executive at Mulberry Marketing Communications.

"It was hard to find an expert that felt comfortable talking to the media," says Michelle Mekky, vice president of the PR firm Alpaytac. "I constantly dealt with researchers that felt insecure, as they thought that they were not interesting enough."

Dr. Vondie Lozano -- former psychology professor at Azusa Pacific University and a former instructor at University of La Verne, who currently owns and runs Vondie's Counseling -- says that when she was a full-time faculty expert, there were many demands on her time, including teaching, interacting with students, researching, working on committees and more.

"I wasn't even aware of the potential for PR. It wasn't even on my radar," Lozano explains. "And even if I had been aware, I would not have had the time to follow up."

Furthermore, Lozano says she could see how the university would benefit from her being interviewed by a reporter, but not how it would benefit her individually. "Faculty are evaluated and advanced based on very specific criteria, such as publishing in peer-reviewed journals," she says. "PR was not part of that criteria, so there would have been little incentive."

She notes, however, that as a faculty member, she would have responded to queries from within the university system. She also says that she would have considered any media training offered by the university, as well as any incentives for participating in media interviews.

Reasons for Experts to Accept Media Interviews

1. Media is the way to reach your target audience, says Tim O'Brien, owner of O'Brien Communications. If you want to target important stakeholders like investors, local community members, industry leaders, regulators, analysts or trade associations; media is one of the best ways to do that.

"Visibility is important," agrees Bruckner. "Whether we like it or not, this is a media-driven -- or at least image-driven -- society."

2. Interviews are an important aspect of being seen as a leader in your field, explains O'Brien.

"Every media opportunity translates into gaining more recognition for their research and achievements," says Mekky.

3. "The media will cover you, your industry or your competitors without your help," says O'Brien. "If you don't involve yourself in the story, you have no say in the final outcome. By being involved, you help shape the story more to your liking."

4. Most of the time, reporters are calling an expert for a positive story and are not looking for negative information, says Bruckner.

Expert Still Resisting?

Scott Lorenz, president of Westwind Communications, believes that there are very few occasions when an expert should be coaxed or coerced into media interviews. "If there is apprehension on the part of the expert, there's a good reason," he says.

Some experts might have faulty research or some other anxiety issue, Lorenz continues. For example, he was once asked to speak at a press conference after being awake for 36 hours straight. "How about that for a reason to beg off?" he says.

So the first step in this process of convincing experts to talk to the press should be identifying the reason for anxiety, says Whittington.

Make sure the expert completely understands what's in it for them too, suggests Mekky.

If the expert is afraid of being misquoted, join the conference call with the expert and reporter, or escort them to an on-camera interview, continues Whittington. Sit down with the expert and help them develop their main points, or try mock interviewing them to get them warmed up.

"Some anxiety issues can be resolved with media training, but that requires some forethought on the part of the PR department by offering company experts media training in advance," Lorenz explains. "Never throw your expert out there without some media training."

Lorenz also suggests giving reporters written statements by the experts that clearly say what the expert wants to convey.

Extra Tips

If an expert gets a phone call from a reporter looking for an immediate interview, they have the option of saying, "I can't talk right now, but I will call you back in just a few moments." Then they can take a couple of minutes to think about what they want to say and write down a few keywords or phrases, says Bruckner. But remember that journalists are on deadline, so don't call back too late.

If a reporter asks for compromising information, do not say "no comment," says Bruckner. That just sounds suspicious. Instead, say something like "I don't have enough information to talk about that issue" or "Now I'm getting outside of my expertise." Perhaps even suggest another expert to discuss that point.

If the expert has no comments to offer, they should call the reporter back anyway and let them know, continues Bruckner. A polite "I'm sorry, but I can't help you" is better than no response.

As for media training for experts, Mekky says that each of the following skills should be covered:

• Sticking to the company message and conveying it in a strong, meaningful way
• Speaking conversationally
• Showing personality and energy
• Steering the interview in a certain direction
• Controlling tough questions
• Answering questions the expert doesn't know the answer to
• Overcoming nerves
• Knowing what to wear, including hair, makeup and wardrobe advice
• Handling all types of interviewers
• Preparing for any format (in studio, taped, live satellite or phone)
• Using body language to exude confidence and make an impact

Gracie

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

Image via Flickr user the Italian voice

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I was asked to be a guest on a local radio station, and although I've done TV interviews before, I've never been interviewed on the radio. What's different about radio interviews? Any special tips?

Radio Rookie

**********

Dear Radio Rookie,

A dozen ProfNet experts with extensive experience in radio tune in:

1. Preparation: Background on Radio Station

"Take a little time to go to the radio program's website and read about your interviewer," says John Angelo, director of radio relations at PremiereTV, a Santa Monica, Calif.-based broadcast publicity services company. The host will appreciate it if you are familiar with the show and audience, especially if you can tailor specifics, like stats, for example, to the audience.

"Listen to the program a few times before appearing," suggests Susan Tellem, partner at Tellem Grody Public Relations. Find out if the host has any "hot buttons" that you can anticipate.

For example, does the host like to "go off-topic, joke around or get right to business"? says Pam Abrahamsson, vice president of account management at Stephenson Group.

Check the radio station's blog or Facebook page, or the website's comments section, to get a sense of what listeners say and feel about the show, suggests Abrahamsson.

Additionally, find out if the interview is live or taped, says Donn Pearlman, president of Donn Pearlman & Associates, who was also a radio and TV journalist for 25 years with WBBM-CBS Chicago, and author of "Breaking Into Broadcasting."

If the interview is taped, realize that parts of the conversation may be rearranged afterwards, says Alyssa Nightingale, president of Nightingale Public Relations. What a guest says at the end may be put at the beginning, or certain parts might end up being left out entirely. Your words could also gain extra gravitas from the inclusion of music or other effects.

Write your name, title and organization on an index card in print for the host, and hand it to them before the interview starts, suggests Tellem. "If your name is difficult to pronounce, spell it phonetically as well."

2. Preparation: What to Say

Just because you have the information in your head doesn't mean you'll remember all of the important facts on air, says Angelo. "Have some notes laid out in front of you with the most pertinent facts."

Clients should answer the questions the host asks them, but they shouldn't feel bound by them either, says Thomas Madden, chairman and CEO of TransMedia Group.

For example, pay attention to current news and trending topics that you might be able to tie in to your interview to make it more relevant and interesting, says Irene Majuk, publicity director of AMACOM Books.

The host wants you to add insight and color, agrees Angelo. Use phrases like "and if I can expand on that," "on that note" or "you may also be interested to know," to transition to another point.

If you want to gently disagree with the host, say something like "I can see your point, but you should know…" says Scott Sobel, president of Media & Communications Strategies.

Similarly, if you're asked an awkward question, try to answer it briefly and then bridge to a better conversation point, says Shel Horowitz, marketing consultant and author of eight books, including "Guerilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet." Try a response like "that question really takes 20 minutes to answer, but let me talk about this one aspect…" or "you'd think that would be true, but actually…"

"Chances are good that the interviewer will not have read your book, seen your movie or know much about anything you want to talk about," says Pearlman. "Be prepared to get your points across and steer the interview in that direction."

But do not make it sound like you're reading, stresses Angelo. "The interview is meant to sound like a natural dialogue."

3. Promotional Info

Remember to mention the product or service you are promoting, says David Johnson, CEO of Strategic Vision, a PR and political consulting agency. Don't refer to your product as "it" or "my book," for example; listeners can't guess what you're talking about. Work more detailed descriptions into your responses.

Don't be reluctant to share too much information, continues Johnson. Some guests mistakenly believe that if they provide listeners with lots of details, then listeners won't be interested in buying their product. For example, Johnson knows a radio host who once had to stop an interview with an author because every response was "come to my book signing if you want to find out more."

"Nothing guarantees cutting a radio interview short then failing to give insightful and informative answers," explains Johnson.

But it is OK however to answer a question briefly and then say "I cover that in more detail in chapter 15 of my latest book," says Horowitz. There's a balance.

4. Concise, Simple Words

A common beginner mistake is using big words to prove how smart you are, says Dan Collins, senior director of media relations at Mercy Medical Center in Baltimore. If you're a guest on the radio, it's already established that you're an expert of some sort, or you wouldn't be on the air.

"Use concise, to-the-point language, and make sure your answers are relatively brief," he continues. If you drone on for a minute, you will lose listeners.

"Speak in plain, simple language that makes it easy for everyone to understand," adds Angelo.

But never give a yes/no answer, notes Nightingale.

"Have no more than three major messages you want to get across," says Collins. Tell your story in the first person -- people love anecdotes, he says.

You want to leave time for questions, so your responses shouldn't be more than 15 or 30 seconds at a time, reiterates Madden.

Pearlman suggests keeping responses to two or three sentences at a time, if possible.

5. Descriptive Language

Paint pictures with words, says Collins. "Research indicates that sight accounts for 83 percent of what we learn."

So instead of saying "About 50,000 people in Maryland have been diagnosed with irritable bowel syndrome," say "Imagine Oriole Park on opening day, a packed stadium -- that's how many people will be diagnosed with irritable bowel syndrome in Maryland this year."

Additionally, try to include the name of interviewer in at least one of your answers, says Nightingale.

6. Voice Control

Try speaking the information you'd like to get across out loud before the interview, suggests Angelo. "You may find that certain combinations of words are easier read than spoken."

During the interview, speak loudly and with a deep voice to convey authority, says Johnson.

"Beginners tend to either scream or swallow their words into the mic or telephone," says Sobel. "Speak in a slightly louder than normal voice and project a bit."

Supercharge your breathing, voice and how you feel by simply standing up, says Abrahamsson. "Your diaphragm -- the key to better breathing and voice control -- performs much better when not constricted by sitting down. You will also feel more psychologically 'on' when you are standing up."

"Be sure not to give a monotone, one-note interview," says Angelo. "Fluctuate your voice."

People will listen more closely if the guest has an engaging vocal pattern, agrees Jennefer Witter, president of The Boreland Group. Put a "smile" in your voice, she suggests.

"Slow it down," adds Angelo. "You may need to speak a little slower than you do in your natural conversations."

Ask for a glass of water to have on hand in case your voice gets dry, adds Tellem.

If you're on the phone, make sure you are in a secure and quiet place so there isn't any background noise, suggests Johnson.

Never use a cellphone for an interview, stresses Majuk. Always use a landline.

7. Pauses and Stumbles

Don't be afraid to pause sometimes, says Angelo. People feel the need to fill space with words like "um," "uh" or "you know," but if you speak slowly, you will avoid these.

Rehearsing beforehand also greatly reduces the number of "ums" in an interview, says Witter. Try to get the host's questions beforehand.

And if you lose your train of thought, that's OK, says Collins. It shows you're accessible, humble and human, and gives you and the audience some common ground. Just say something like "I seem to have derailed my train of thought!"

Sobel also suggest saying, "Let me restate that so I can be clear," and then repeating your three main points.

Don't let any stumbles throw you off, says Witter. Everyone stumbles -- even the president! Just act quickly and recover. Make a joke, if appropriate, and then go back to what you were saying.

8. Enthusiasm

"The most important thing to communicate in a radio interview is enthusiasm," says Madden. "Radio is a personal, intimate medium, and listeners are not only paying attention to what you say, but how you say it."

Unless it's a very serious subject, making the message fun can help it stick, says Madden.

Know your host, adds Johnson. "If they joke with you, joke back."

Remain calm at all times, says Tellem. Sometimes callers, hidden behind anonymity, will say outrageous things. Stick to your message!

Most importantly, enjoy the interview, says Nightingale. The host has chosen you to interview, and has provided a wonderful opportunity to get your message out to the world. "Be courteous, thankful and professional."

9. Wrapping Up

As the interview is winding down, give out your website and say the title of your product or service, says Horowitz. Ideally, offer something cool on the website so listeners have an incentive to visit. "Your website, of course, should have a domain that's easy to remember while people are driving."

If you share a website, make sure the link works, adds Nightingale. And if you are selling a product, be sure to tell listeners where they can buy it too.

"Email the host and producer after the interview, thanking them for the opportunity to be on their show," says Majuk. "Mention that you hope they will keep you in mind for future interviews."

"Promote the interview on your website and blog, as well as across your social media platforms," she adds.

Over and out,

Gracie

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Dear Gracie,

Do you have any useful tips on how I can convince my clients to tone down their use of jargon and industry terminology, like in a press release, for example? Sometimes they're hesitant to take my advice and explain their work in simpler terms. What can I say to persuade them?

Slang Stopper

******

Dear Slang Stopper,

Three ProfNet experts provide some insight on how to combat client jargon:

Why the Mumbo Jumbo Needs to Go

Specialized terms are used by all manner of companies, in nearly every profession, because it makes communication faster and easier among colleagues, says Alison Cohen, senior manager of media relations at Education Development Center (EDC).

Problems arise when experts believe they can use the same language -- like insider shorthand, acronyms and overly long descriptions -- with everyone else, says Cohen. They do not always realize that reporters, donors, lawmakers and the general public lose interest when they hear "proposal speak," explains Cohen.

"Proposal speak" happens when "help" become "technical assistance," "use" becomes "utilize" or "assistance" becomes "capacity building for a range of stakeholders," for example.

These words only serve to cloud the message and keep potential allies at bay, Cohen continues. Reporters in particular just want to get to the heart of the matter.

Clarity and simplicity are particularly important on social networks, says Anthony J. DeFazio, president of DeFazio Communications. "Clients need to be concerned with the fact that social networks require ease of use and clear understanding of information to be shared." Without that, their message will not be retweeted or posted on industry blogs and forums.

Industry slang isn't always just generated by the experts themselves either -- sometimes buzzwords appear after they've gone through the marketing department or C-level management too, adds Paula Gould, owner of PEG PR.

Jargon-busting is possible, though, so it's important for media consultants to work with experts to help them remove excessive industry terms from their speech, says Cohen. Experts need to discover another way to talk about their work and why it matters.

Why Experts Resist Sometimes

"Long-held habits are heard to break, and many are resistant to change," says Cohen. It can be a challenge to separate experts from their industry language since it has served them well on a daily basis and can be difficult to translate for other audiences, says Cohen.

Furthermore, experts might think that using plain, jargon-free language is condescending and "dumbed down," she says. But it's just the opposite -- plain language does not alienate anyone.

Experts might also think that using complicated words makes them seem more serious and important, Cohen continues. For example, using "text-based resource" instead of "book" is not the way to go.

How to Let Go of the Lingo

1. Edit and Explain: Edit out the buzzwords for your client and explain why the information has to be clear and simple and in laymen's terms, says Gould.

"The key is to give the client honest feedback as soon as you recognize it as inappropriate and ineffective," adds DeFazio.

If the client's goal is publicity and coverage, then why force a reporter to translate for their audience? explains Gould. The expert should be considering how the audience will read and absorb the information, and tailoring their quotes accordingly.

Provide an alternative to persuade them, suggests DeFazio.

2. Consider the Competition: By eliminating the fluff, clients will give themselves a significant advantage over their competitors, says Gould.

Journalists and bloggers tend to know their beats and the industry landscape anyway, so it's not the client or PR person's job to wow reporters with marketing tactics. "Rather, it's our job to wow them with knowledge of the space and how the client is different and important," she says.

3. Use Examples: Ask your client to provide examples and place the work in context, says Cohen. One example can do more to explain "how" and "why" than a thousand words.

4. Try "Banana Words": A "banana word" is an idea coined by Professor Carl Sessions Stepp at the University of Maryland, which refers to the idea that some words can only have one meaning and are therefore crystal clear to every audience, says Cohen.

Words like "banana," "sidewalk" or "dolphin" can only be interpreted in one way, as opposed to words like "capacity," "sustainability" or "intervention." Why use the word "assessment" if you can just say "test"? she says.

5. Tell "Uncle Bob": If the expert can explain their work to a family member without their eyes glazing over, says Cohen, then your choice of words is probably fine. However, if they start tuning you out or ask "What does that mean?" it's time to go back to the drawing board.

Clarity of message and mission is essential to appealing to the general public and media, stresses Cohen. With some effort and practice, experts can incorporate generic components of efficacious interventions -- that is, learn!

Gracie

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

image via Angus Proust