HOW TO GET CLIENT QUOTED IN PRESS

August 2, 2006

Richard Levick, CEO of Levick Strategic Communications in Washington, D.C., says between 50% and 75% of all media interviews don't result in the person who is being interviewed getting directly quoted.

"If the 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 feel as though you've wasted your time," he said.

Here are some of Levick's points to remember when trying to get quoted in the press:

Be brief. Whether you're creating 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 fumbles with your words rarely appear in print, so if you make a mistake, don't hesitate to back up and start over again. Your corrected comment is the one that will be quoted.

Know the rules. In some circumstances, providing off-the-record and not-for-attribution background information 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 the basic ones first and then you can begin to prepare for post-graduate lessons on how to make the media bear dance to your tune.