Home-Based Travel Agent - July 2008 - (Page 14)

YOUR Lifeline Odyssey Travel’s Michelle Duncan FOR THE AGENT Continued from page 13 travel suppliers. Be factual, professional and upbeat. Leave anger out of an interview. If you don’t know the answer to a question, just say so. Or simply say,“I’m probably not the best person to answer that question.” Thoughtful Responses Don’t embellish the story or throw in half-truths. Do more than answer the questions—provide perspective. Even after the cameras have stopped rolling, you may have an opportunity to shape the story. If they’ve come to ask you about the safety of cruise ships, chat with the reporter about the hundreds of thousands of people who have sailed safely. If they ask about security delays, explain how customers can check on flight delays by visiting the TSA website. Avoid self-promotion.This isn’t the time to explain how your agency gives better deals than a competitor does. Those comments will be cut from any interview.Worse yet, the reporter may never call you back. Your goal is to showcase your abilities as a travel expert with generic advice for viewers or readers. Don’t answer negative questions by repeating the negative in your answer. If asked, “Isn’t Europe an awful choice for a vacation right now price-wise?” avoid saying,“Yes, Europe is an awful way to vacation right now” or “No, Europe isn’t an awful choice, but…” Alternatively, you might say: “Right now the currency exchange rate between the dollar and euro is poor. To avoid sticker shock, consumers might consider booking a European cruise, which includes food and entertainment. Best of all, the fare is booked in U.S. dollars.” Be kind, be courteous but take control of your answers. Never joke or assume anything is off the record. Assume everything and anything you say is quotable— even casual conversation—from the time the reporter walks in your door until he or she leaves. The same goes for a phone interview. 14 your hair is clean and out of your face. Avoid white shirts; plain pastels are good. If possible, avoid clothes with huge patterns including flowers, stripes or polka dots. Remove jewelry that clangs or dangles. Relax, smile and seem open and friendly. Then you’ll look like a professional that viewers might want to consult about their travel plans. It gets easier each time you appear. Let the interviewer know if you’re nervous. Usually reporters will help you through the process. Also go online and search for “tips for television interviews.” Professional business groups, at times, offer media training to their members. When answering questions in a television interview, don’t talk to the camera. “Look at the reporter and remember to relax and that you’re just having a conversation with this person,” notes Duncan, who adds, “if you do that, you are talking from the heart and it comes off better. Maintain eye contact throughout the interview. ” Avoid glancing down or looking away, as it gives an impression of shiftiness. If standing, let your hands relax naturally at your side. Make gestures only for emphasis. Don’t play with your hair or fidget with your clothes or jewelry. If seated, keep your hands rested in your lap. In the Limelight Turn any cell phones off. And if the journalist is interviewing you in your office, “the office should be a neat, uncluttered work space area,” notes Duncan. After all, potential clients are assessing you on the tube. If the office is messy, they won’t want to bring their business in the door. If seated, your worst enemy may be the swivel chair. I was horrified early in my career to watch an interview in which I swiveled back and forth. Plant both feet firmly. Appearance-wise, “be properly dressed with a nice suit or dress, with not too much makeup,” advises Duncan. “Certain camera angles or lighting can make too much makeup look splotchy.” Make sure After the Interview Never ask to see the story before airing (you’ll be dropped as a source) but offer help with any follow-up questions. Most reporters strive for accuracy. If the piece that runs is accurate, you’ve done a great job in giving the reporter perspective. If something minor is incorrect, don’t make a fuss. It’s the look and feel of a news story that viewers remember, not every little detail.Viewers don’t care if there are 10 airlines flying from your airport and the reporter mentioned only nine. That doesn’t change the public’s overall perception. But if something major is inaccurate, it’s fine to point that out to the reporter. The emphasis, though, is on the word “major.” Make sure any discussion is friendly, helpful and nonjudgmental. Say, “I just thought you’d like to know for next time,” not “you didn’t do a good job.” It’s a good idea to wait one day before you call. The thing to keep in mind as a potential source is that your ultimate goal is to help educate local reporters about travel issues, to help shape a story through your expertise and to cultivate a positive longterm relationship with local broadcast outlets.The dangling carrot for your agency is tremendous marketing exposure.That may deliver many new clients—and for free. — Susan J.Young Home-BasedTravelAgent JULY /AUG US T 2008

Table of Contents Feed for the Digital Edition of Home-Based Travel Agent - July 2008

Home Based Travel Agent - July 2008 Contents Editor's Note Publisher's Note Your Lifeline Agent Spotlight New Technology Industry News Hot Deals Tips for a Smooth Trip Agent Symposium Hotels For the Traveler - Destinations - Mexico For the Agent - Destinations - Mexico For the Traveler - Destinations - Dubai For the Agent - Destinations - Dubai Thailand For the Traveler - Cruise For the Agent - Cruise For the Traveler - Tours For the Agent - Tours New Products

Home-Based Travel Agent - July 2008

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