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San Jose State University Professional Development Electronic Commerce Management (ECM) Certificate Program

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How to Successfully Pitch and Conduct Media Interviews (CTGE 442Q, CEUs: 0.6)

NOTE: Fall 2003 was the last semester of the
Enterprise and E-commerce Management Program


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How to Successfully Pitch and Conduct Media Interviews (CTGE 442Q, CEUs: 0.6)

One difference between advertising and news coverage is that that you must pay for advertising, but have to pray for news coverage. The good news is that news coverage can help provide your company the kind of awareness, credibility, stature, and respect and that advertising can’t buy.  The bad news is that, according to PR Week, journalists throw away as much as 99 percent of the thousands of news releases they receive every year because the announcements don’t fit their needs, don’t have any news, or are poorly written.

Like most entrepreneurs, you can’t afford to make those mistakes¾nor can you risk wasting the thousands of dollars in staff time, fees for PR agencies, and other costs it may take to prepare and distribute information about your company to the media.

This course provides the information and understanding you need to get news organizations interested in doing stories about your company, and helps arm you with the skills you’ll need to conduct successful interviews with editors and reporters. Topics include:

  • Understanding and working with news organizations

  • Preparing effective press materials

  • Learning from the successes and failures of others who have been interviewed by the media

Developing and delivering effective messages

Activities include Activities include interactive exercises to prepare and deliver key messages and soundbites, and conducting and reviewing mock media interviews.

Required reading: none.

Prerequisites: none.

 


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