P u t Y o u r B e s t F o o t F o r w a r d
Put your best foot forward
You’ve secureda media interview –
get prepared!
The Do’s & Don’ts of Interviewing
Media interviews aren’t easy to get. Leverage the moment:
Position yourself as a thought leader • Email the interview to clients &
prospects• Post the interview on your website• Use as a handout at industry
conferences
DON’T: Engage in hyperbole
DO: Be truthful and honest
Don’t: Use promissory language
DON’T: Use promissory language
DO: Use words like “we believe” or “may”
DON’T: Predict the future
DO: Say “I/we feel” or “in our opinion”
DON’T: Say anything is certain
DO: Say “has the potential to,” or “we see potential opportunities for”
DON’T: Discuss non-fund performance (i.e.: SMAs, predecessor accounts)
DO: Remember to say “historically” when discussing beating benchmarks or peers
DON’T: Say we’re #1, top, best
DO: If you can provide the backup to prove it
DON’T: Quote any yields. It can be very complex to add appropriate disclosures to reprints.
DO: Save that information for one-on-one meetings
Don’t: Use promissory language
DON’T: Discuss stocks you’re about to trade
DO: Discuss your top 10 holdings
DON’T: Call yourself an expert
DO: Tell about the tenure of your team or experience over varied market cycles
DON’T: Say “unique” or “first” in your process or strategy
DO: Say “one of the few” or “among the first”
Why choose SunStar Strategic?
Adhering to permissible compliance language is a delicate dance.
We’ve been helping our clients hone their interview skills for over 25 years. Give us a call and we’ll help ensure you put your best foot forward.
Strategy | Message development | Proactive media outreach | Coaching | Marketing
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