By Graham Clifford

On paper the local initiative sounded superb. Well-thought out and brimming with potential. So, when I arrived to interview those behind this particular community plan recently, I was excited.

Sadly, those behind the initiative were not —or if they were they were hiding it very well.

And so, I spent an hour dragging some decent quotes out of people. I decided upon arrival to just concentrate on print as I knew those in front of me lacked the raw energy and enthusiasm to produce a strong radio report.

Their voices were low, their answers short and dull. I felt for them of course, press interviews aren’t for everyone, but if you’re trying to push an initiative, a business idea or a new product you must turn on the charm and even act if needs be.

The greatest ideas flounder if delivered in a dull and uninspiring way.

It kills me to say it, but the success of televised shopping channels is all down to the persuasiveness of the hosts. The guy who seems so happy he’s about to burst because he’s discovered a brand-new juicer may irritate some, but he’ll bring in the orders at the same time.

When working on a piece for radio, you can meet someone who is articulate, witty and on script. But take the dictaphone or microphone out of your bag and suddenly they find it hard to string two words together.

Put simply, if you fail to prepare for press interviews or for public discussion of your offering then you must prepare to fail.

We live in such a competitive business environment that those who deliver their message half-heartedly, expecting customers to use their services or buy their products on their own merit, will fall to the bottom of the pile.

He or she who can tell a memorable story will shine the more bashful.

Take Francis Brennan for example. He is a walking, talking billboard for his hotel and his broadcasting and writing career.

He bounces with energy, is confident in everything he says, can combine the innuendo with the yarn and knows full well that every single second of air time he gets helps fill rooms in his hotel in Kenmare.

His success is built on energy – as well as an acute business sense and knowledge of the hospitality sector. He shares the same gene as Eamon Cunningham in EJ Menswear in Sligo – the exuberant retailer who knows how to attract attention and gain some traction.

Rather than wait for customers to amble on into their respective hotel or clothes store, both men have used their energy and all-action style to woo customers. Stick a microphone in front of them and they won’t clam up. Neither should you.

Feel the energy and grab the opportunity.

And if you want the help of a PR and content agency to help you prepare for your next big media interview, get in touch.

*Image from Gill Books of Francis Brennan.