If you're going to make noise in the real estate industry, you're going to attract positive media attention. So how do you make the most of it when it's time to chat with a reporter?
We talked with Brent Feigenbaum, managing director of marketing and communications at Hunt Mortgage Group, who gave us some insight on how to maximize time in front of the mic.
Prepare
"Prep is key," Brent tells Bisnow. "It may sound obvious, but a healthy dose of thorough preparation increases the likelihood that the exact message you wish to convey comes across during the interview."
This doesn't mean just reviewing facts about your company or a recent deal that you just closed (although that is important). Think about the key messages you want to get across and prepare accordingly. Additionally, let the reporter show his or her hand before the interview.
Brent says to start with basic questions, such as "What is the story's angle?" or "Who else is being interviewed for this piece?" Being equipped with this info before going on the record let's you co-pilot the piece's direction as opposed to letting a relative stranger decide how your company is perceived by the outside world.
Set The Tone
Once you know their plan, you can tailor yours. Map out your marquee points ahead of time and make them early in the interview. By waiting until later in the session for a big reveal, you run the risk of the reporter wrapping things up suddenly or tuning you out after they've hit the marks they set out to target.
Phony Without The Bologna
"Never speak negatively about competitors or harp on missteps made by others," Brent says. "Take the high road, even if deep down you don't agree with their practices."
Regardless of whether you're unfavorable assessment is 100% accurate, readers will remember if you took the low road, which is rarely a good look.
"Feel free to decline to comment or nicely state that your stance differs from theirs, but putting anyone down brings you southward as well," Brent says.
"Furthermore, you'll likely be burning a bridge that could come in handy later."
Know Your Role
If you are unsure of a question, feel free to admit that.
"It's important to remember that even the most seasoned pros can be caught off guard when put on the spot," Brent tells us.
He recommends going with the tried-but-true: "That is an interesting question, but it falls outside of my expertise." Offer to get back to them shortly after the interview with the information they require.
Slow And Steady
Be brief and to the point. Don't bury your message so deep in a monologue that the reporter has to struggle to find it.
If it was up to you, you'd be able to write the piece yourself. If you can't do that, opt for the next best thing.
"The portion of the article that is 100% in your control is the quotes. Anything you say is on the record and can be used by the writer. ... Leave no room for confusion or misinterpretation."
For more media-maven tips from Brent and the Hunt Team, click here. To learn more about this Bisnow content partner, click here.
