Podcast #71

“The Soundbite Coach”

Featuring Lorri Allen

Intro: Welcome to Profiles In Prosperity, the leading podcast for residential service contractors sponsored by Service Roundtable and hosted by David Heimer.

David Heimer: Hi, this is David Heimer, welcome to Profiles In Prosperity. As you grow your business, eventually you are going to have an opportunity to interact with the news media. How you handle that interaction can make a huge difference for your business. My guest today, Lorri Allen is an expert on the news media. She has been a journalist for more than 30 years. She has a master’s from Arizona State’s Walter Cronkite School of Journalism and Mass Communication. She teaches communications at the University of Texas at Tyler. She was a great speaker at one of our international round tables. She is also known as the soundbite coach and her company works with business owners and organizations to communicate clearly and quickly. I love her tagline, “May all your news be good”. So Lorri Allen, welcome to Profiles In Prosperity.

Lorri Allen: Thank you, David, so much, and thanks for the kind words. I love helping people know the rules of the game for working with the news media.

David Heimer: So you and I worked together years ago at Prime Media Workplace Learning, and I always remember the seminar you put on for us about how to be successful working with the press and so, that’s what I’d like to start off with. How can you be successful working with the press?

Lorri Allen: The first thing is, remember that reporters are not your enemy. Now, I can tell you who your enemy is if you want me to. But if you think as a reporter, as someone who can help you get the word out when it’s needed, maybe even help you with a little bit of publicity, which is known as free advertising or just let people be aware of some of the services or good activities that you participate in, you just need to know what they need. Reporters are always on a deadline, no matter what time of day or night it is.