Professional Development Tidbit: The PR of 'Gift Questions'

Posted by Lisa Hochgraf

Today I'm prepping the July "PR Insight" column for publication on Thursday on cues.org. I so agree with one of the points made by author Scott Mills, president of William Mills Agency, Atlanta, that I thought I'd bring it to you as sort of the "professional development tidbit of the day."

Pretend you're in an interview with a reporter. Wisely, Mills advises:

• Take full advantage of the “gift question.” Most interviews will end with a question like: “I think I have all the information I need. Is there anything that you would like to add?” Do not let this slip by. This is your opportunity to paraphrase what you feel was the most important information from the interview.

I'm a reporter. I always end an interview with this kind of open question. The opportunity Mills describes is ripe.

 

In the column, Mills offers a host of other fine ideas for responding to a media inquiry. If you want me to e-mail you a preview copy, please let me know in the comments. Find the column here.

 

 

Comments

[Morriss Partee]

Hey Lisa! I'd love to see a preview copy.

When that "gift question" comes at the end of an interview, and you feel like all the important points have already been touched upon, wouldn't you be doing yourself and the reporter a favor by saying "I think we've covered everything that's important"? As a reporter, wouldn't you rather have that response, if true, then a recap or random musings? Or do you really appreciate a quick recap of the most important points?

[jane]

I will appreciate having the full article to read. I read the book by Barbara Walters, How to Talk with Practically Anybody About Practically Anything way back in the early 80s. Even back then before I was in the job market, the book was insightfully beneficial.

I still seek wisdom from the masters.

[Lisa Hochgraf]

@ Morris, A lot of times when someone answers the 'gift' question, they restate their idea(s) more succintly, in a more quotable way. I'd say nine times out of 10 I'm able to use what they say at that point in the interview in what I'm writing. At the same time, if someone answers by saying "I think we've covered everything," I'm OK with that, too.

@ jane, Thanks for mentioning Barbara Walters' book. I'll have to check that out!

Preview copies on their way to you two! Thanks for commenting.

[Joyce Feller]

I'd like to see a preview copy!

[Nan Morrow]

I'd like a preview copy as well. Thanks!

[Lisa Hochgraf]

Some super PR-savvy people have have answered the "gift question" by saying, "Well, I wondered if you might also be interested in learning more about X that we're also doing." I welcome this response as well!

[Mary Arnold]

Lisa, as a reporter, I would consider that a "gift answer"!

[Lisa Hochgraf]

I agree, Mary!