Don't Be Your Own Bad News: Top 10 tips for Talking to Reporters

Don't Be Your Own Bad News: Top 10 tips for Talking to Reporters

If you're impacted by negative numbers in the real estate market, you're a prime target for reporters looking for salacious stories. So what can you do to save your reputation, before thousands of people see you floundering on the news?

A quick course in media training for real estate professionals can help you sound smart and stay out of trouble. Here's how top executives at companies from start-up to Fortune 100 have worked to keep the press on their side.

1. Read your local newspaper. Note which reporters tend to write the nasty stuff. Make sure you know who they are - and what their angle is - before they show up with their cameras and recorders.

2. If your real estate business is struggling, the most important thing to remember about crisis communications is to never, ever lie to a reporter. They'll never forget it, and neither will their audiences, who will be presented with a slew of "follow-up" investigative reporter stories that never let it go.

3. Spend time in developing your messages, with three key points you want to make about your business. Be sure to work them into all your communications with the press. These should be simple, to-the-point, relevant and compelling - so the reporter sees there's another side to the story.

4. Understand the core secrets for effective public relations. Keep a positive spin on things. If the reporter asks a negative question, answer with the most positive aspect possible. If your results are better than industry averages, tout that. If you see Raleigh, NC or Atlanta, GA as a rising market, let them know it.

5. Be aware of the latest industry trends. Being knowledgeable about the market tells a reporter you're an expert - and you know what you're talking about when it comes to the tough stuff.

6. Remember the most important communications coaching tool: Never, ever, say anything bad about anybody - even if it's your competitor.

7. Be aware that no matter how long you talk, the reporter will only quote one or two sentences. Make sure every word counts.

8. Engage your entire office in smart media tactics, through team building exercises that help them say the same thing you're saying - giving consistency and further emphasis to your overall communications.

9. The interview is never over. Don't relax and chat about something you wouldn't want to see in print while walking the reporter to his/her car.

10. Leverage the same success factor talking to a reporter you use in selling a home - be yourself. Get them to like you and trust you. And live up to your brand stewardship.

With 15 years of media experience, both as a reporter and a corporate communications expert, I can help you get your message across to the press, your clients and your markets.

Lara Travars at The Travars Group 

Helping you sound smart and stay out of trouble in the Raleigh, NC area - and across the country.