The Branded Interview

Posted by Lisa Hochgraf

As a long-time magazine editor, I thought I knew most of the tricks for handling media interviews. (I even discussed some of them recently in this CU Broadcast interview.)

But last week at CUES Symposium: A CEO/Chairman Exchange, I learned something new: When you're answering a reporter's questions on behalf of your organization, don't say "I" or "We." Rather, brand your organization by using its full name whenever possible.

For example, say "ABC Federal Credit Union believes deeply in the importance of information security and protecting member privacy" rather than "We believe deeply in the importance of information security and protecting member privacy." Especially when the interview positions you as a subject matter expert, this is a great way to bring your brand into the interview.

This great tip came out of the session presented by Mark Bernheimer, founder and principal of MediaWorks Resource Group, Los Angeles. Watch for more coverage of his session in an upcoming issue of Credit Union Management magazine.

Read more posts from CUES Symposium.

Comments

[mike lawson]

Just another way to leverage the media to enhance your credit union's exposure. So simple, yet so powerful. Great tip, Lisa!
--Mike

[freelance writer jobs]

I suggest that if ever you engage in interview, you need to fix and settled your speech.