Performance Coaching – Episode 5: PR Mastery

Performers often find themselves in the spotlight and forced to speak to the media. Sure, sometimes the questions that get asked are softballs, but more often than not, reporters are looking to ask a gotcha question or about something that will make them feel uncomfortable. When it comes to your business performance, you should absolutely be prepared for the CEO or that buying committee to do the same thing. To give your best performances, you'll want to have put yourself through the ringer and have asked yourself the most difficult and important of questions. You need to think like a member of that paparazzi and consider those things that you could be asked that could trip you up or put you on your heels. You'll be glad you've done the hard work upfront. In fact, this is the time to take a page or four from some good public relations training. Here's a quick PR one hundred and one to help you get started. First, outline things you are very comfortable talking about and things that make you special. The fact is, you're going to be asked to speak about things you won't feel as confident about or even want to talk about. But like a trained PR specialist, touch on the topic you've been asked about and skillfully pivot to talking about those things you are more comfortable talking with. What should you do if you're stopped and you don't know the answer? It's okay to say so. Tell the asking party that they've asked a great question and you want to give them a complete and well formulated answer. To do that, you'll have to get back to them. Third, expect the hard questions. That means you need to think up the hard questions and prepare answers for those hard questions. Maybe you're not sure what those hard questions should be. Get a group together and specifically charge them with coming up with the hard questions. Then do the prep now. Be uncomfortable now. Last, you'll want to prepare and practice your answers with people who will call you out on a weak response or press you for more complete answers. This is not the time to surround yourself with yes men and yes women. If you've ever been in a peer advisory group, this is the kind of thing you should absolutely share with them and solicit their candid feedback and ideas. Having made a presentation or processed an issue, you know these are the kinds of helpful leaders who know how to poke holes and press your thinking. You'll be grateful to have done the heavy lifting Oscar Wilde said, there's only one thing in the world worse than being talked about, not being talked about. When it comes to promoting yourself or selling your services, you want to be talked about. Here's hoping you'll be better prepared for anything that might come your way.