of the book "The 5 Paths to Persuasion" believe that no
sales pitch will succeed unless it resonates with a
buyer’s mindset. This is true not only for sales, but
for messaging. An interview with a reporter can be worth
millions of dollars – or it can ruin your reputation.
This book provides operating rules that can help you
prepare for your next media communication.
delineates five categories of decision makers: skeptics,
charismatics, thinkers, followers and controllers.
Providing a detailed account of the best ways to
persuade each type, the authors' message is clear and
consistent: decode the individual and go in with the
proper tools. Readers receive a complete analysis on how
to pinpoint each category, and are then shown how to
develop the perfect presentation for each.
to a PR perspective, the message is: Know your audience.
If you have an interview scheduled with a particular
reporter, review some of his or her previous articles.
Try to find out what type of person they are, what their
tactics seem to be and how they react to statements and
pitching a story idea to a reporter or editor, try to
know what makes their bells chime. Get to know them and
try to classify their category as outlined by this
excerpt of the book and more information,