North Coast Media, LLC

5 crucial tips for being interviewed

By Allison Barwacz, Digital Media Content Producer

This is part one of a two-part series on interviews. The first part of this series covers preparing to be interviewed, and the second part focuses on conducting a thorough interview.

1. Create a portfolio

Be sure to assemble all of your best work — including your resume, writing samples, references or whatever other materials apply to the position — in a portfolio case. Keeping your best work organized in a portfolio case or binder not only shows your preparedness, but also shows a level of professionalism that’ll impress the employer.

If a journalist is interviewing you for a news article or feature, bring extra relevant materials to the interview, such as photos or important documents. It could save you time in the future and strike up interesting conversation.

2. Research your subject

Whether you’re being interviewed for a job position or an article, it’s imperative you research the company and people interviewing you.

When interviewing for a job position make sure you research the company as much as you can. It’s important to know exactly what the company does, its brand, clients and employees. Gain an understanding of the industries the company represents and of its core values. Employers may ask you specific questions about the company, and knowing those answers shows your commitment to the job and foreshadows a strong work ethic.

When you’re being interviewed for a news article or feature, understanding the subject helps you draw inspiration for what types of answers you might give. For example, if you’re being interviewed for an article in an outdoor magazine, and you’re asked what your favorite hobbies are, you’ll want to focus more on activities like running or biking, rather than watching movies. Although, of course, it’s important to answer the question as thoroughly as possible, even if your answers don’t relate to the question asked. It will help you prepare for the questions you’ll be asked, and it’ll even help ignite natural, comfortable conversation.

3. Prepare questions to ask

In both interview cases be sure to prepare questions to ask the employer or reporter. In the case of interviewing for a job interview, focus on the position you’re offered and your future in the company. Some important questions can include:

What kind of experience will I gain in this position?
Is there room to move up in the company?
How much has the company grown in the past five years?

In the case you’re interviewed for an article, these are some imperative questions to ask:

Where will this article be featured?
What kind of audience typically reads these articles?
How can I help the readers further build an understanding of the article subject?

It also doesn’t hurt to take notes during an interview. Write down the employer or reporter’s answers to these questions to keep for future reference. It’ll force you to listen, rather than let your mind drift off.

4. Stay composed

A lot of people tend to get nervous during interviews. Make sure to take a deep breath to avoid stuttering and nervous ticks, such as shaking your leg or picking at your nails. Maintain eye contact with the subject — it shows professionalism and your ability to take control of the conversation.

Avoid using words like “um” and “actually.” According to an article by Time Inc., “For the experienced listener, ‘actually’ is a dead giveaway of an area that at the least needs to be further investigated, and may point at a deception.”

5. Say thank you

Saying “thank you” for these two types of interviews is a bit different.

When you’re interviewing for a job be sure to either write a handwritten “thank you” note or email to those who interviewed you. (Note: Don’t forget to exchange business cards, or at ask for theirs if you don’t have one!) Be sure to do this either the day of your interview or the day after. The immediacy of the “thank you” helps express your true interest in the position.

When you’re being interviewed for an article, the reporter will typically send you a “thank you” note or email first, in which you can respond politely. If you don’t hear anything from the reporter within the first few days, you can follow up with a “thank you” email.

Allison Barwacz joined North Coast Media in 2014. She completed her undergraduate degree at Ohio University where she received a Bachelor of Science in magazine journalism from the E.W. Scripps School of Journalism. She works across a number of digital platforms, which include creating eNewsletters, writing articles and posting across social media sites.

Photo: iStock

‘Controversial’ NFL press conference question stirs debate about reporter roles

By Kevin Yanik, Managing Editor

NFL legend Peyton Manning retired the other day. His retirement press conference in Denver was largely a joyous occasion, as Manning reflected on his 18-year career in the league.

The occasion wasn’t all joyous, though, as USA Today reporter Lindsay Jones asked the “squeaky-clean” Manning about a sexual assault allegation stemming from his days as a quarterback at the University of Tennessee.

Manning answered the question with a few deflecting remarks, and the presser steered back to football from there. But Jones’ question immediately drew ire on Twitter, where the consensus seemed to be how dare Jones taint Manning’s walk-away celebration.

Jones deserves credit for asking the question, though. In a room full of reporters, many of whom have fawned over Manning for years, Jones did her job. She asked the tough question.

But why did Jones have to ask Manning about the allegation there, you might ask? The event was, after all, supposed to be a shining moment for one of the greatest players in NFL history, you might argue.

Jones asked about the allegation because that’s what real reporters do. They ask questions. Real questions. Relevant questions. Tough questions. Questions that publicly warrant answers, even if the answer is like the canned response Manning delivered.

Who knows when reporters would again have access to Manning to even ask the question Jones posed. The guy could decide to move into a cabin in the woods for the rest of his life, denying the media another opportunity.

Reporters should ask tough questions because that’s their job. Unfortunately, too many sports reporters avoid asking the tough questions because they want to stay in the good graces of players and teams. Teams want to protect their own. If reporters “go rogue” and ask tough questions, there’s a chance reporters may be penalized and have their media credentials revoked.

The reporters at the Manning presser were tasked with asking Manning about his career and the sexual assault allegation. Unfortunately, all but Jones took on the role of puppet in a mostly celebratory event that required at least one tough question.

Photo credit: the past tends to disappear via Foter.com / CC BY-NC-SA

Kevin Yanik joined North Coast Media in 2012 and has worked in B2B media for more than seven years in various editorial positions. Kevin is a Cleveland native and a 2006 graduate of John Carroll University, where he earned a bachelor’s degree in communications.

How to network like a pro

By Joelle Harms | Senior Digital Media Content Producer

Networking is a common approach to expanding a career, or finding one, but walking into a room of people you don’t know in a professional setting can be daunting.

Yeah, they can be awkward, but I highly suggest taking advantage of networking events. You never know when you could be in a situation where you need a new job, need help with your job or need to help someone else with a job, so it’s important to stay in touch and meet others in the industry.

Networking, or “professional socializing,” as I like to call it, is something I used to struggle with. Did I share too much? Did I get too personal? Did I talk too much business?

All of your time at networking events will be spent… networking. There usually aren’t activities at these types of events, so be prepared to talk (a lot) about yourself and your career.

One key takeaway to remember: Be confident in whichever approach fits you. Chances are, you’re overanalyzing a situation that someone else may have seen as so minute.

I’ve compiled some tips from my past experiences and research to help you network like a pro:

Dress to impress. Wear business or business casual clothing — a collared shirt or a blouse and no jeans.
Be genuine. You could end up working with someone you met or got to know at a networking event. It’s important to let your personality show.
Bring a business card. This may seem obvious, but you would be surprised. Make sure it’s an updated card with the correct information. If you’re currently unemployed and looking for a job, make your own business card! It’s pretty cheap; just find a website that has preset templates for your to drop your contact information on and print.
Don’t get trapped. Don’t spend all of your time talking to only a few people. Take advantage of the event and talk to as many people as possible. Tell yourself before you walk in that you have to talk to X-amount of people. You never know what opportunity awaits you.
Help out other networkers. You’re not the only one looking for an opportunity, so be alert and aware that you have the possibility to help out someone else with their career.
Smile! If you’re like me and have a “mean mug” look even when you’re doing just fine, it’s not a bad idea to be conscious of this during networking events. Unfortunately, people make judgments on looks. From my experience, it’s better to put on a smile than give the wrong impression.

Still dreading networking? Reward yourself with some pizza on your way home. More likely than not the food was terrible anyway.

“Reports of my death have been greatly exaggerated.” – Print

By Scott Gebler, Marketing Manager

As a publishing company, we’ve heard it for a number of years, and still do even today: traditional print is dying or dead.

With the rise of the Internet and digital media, people treated it as if there were two sides to a scale: If more people are getting their news and information online, then fewer must be using print. So the myth grew.

But we knew otherwise. We see it in the year-over-year results of our magazines, and we constantly come across great statistics, research and science that prove print is alive and well.

Further research supporting that fact was released recently by MPA—The Association of Magazine Media. The white paper, What Can Neuroscience Tell Us About Why Print Magazine Advertising Works?, was written by Scott McDonald, Ph.D., a Harvard-trained media consultant and professor at Columbia Business School.

The notion that younger generations, in particular, are moving away from print is countered right off the bat, with statistics showing greater demand for many print categories now than in past decades. For example, a greater percentage of Americans 18-24 read print magazines than they did 10 or 20 years ago – and 95 percent of Americans under 25 read print magazines, which is the highest of any age group in the study.

The white paper is an in-depth read that goes on to outline findings from dozens of studies and reports. Cumulatively, they all point to screen reading being a faster “scan,” more prone to distraction and associated with reduced cognition and memory, while print is a deeper, more focused and more easily comprehended read.

Furthermore, McDonald’s research shows print ads activate neural activity that is more closely associated with desirability and reward.

It was actually Mark Twain who said “Reports of my death have been greatly exaggerated.” But to anyone who says print is dead, I’ll leave you with another of his quotes: “Get your facts first, and then you can distort them as you please.”

As the company’s marketing manager, Gebler is responsible for advancing all of North Coast Media’s brands and their related products to both advertisers and end audiences. He has more than 10 years of experience in Cleveland-area corporate marketing departments and advertising agencies and is a 2004 graduate of Ohio University.

5 ideas to create a more engaging media event

By Kelly Limpert, Digital Media Content Producer

Whether you’re planning an event for a small crowd or you’re gearing up to create the party of the century, the guest experience must be considered at every step along the way.

It may seem obvious, but it’s easy to get wrapped up in your own message, goals and branding when you start to plan an event. Event success isn’t only measured in attendance, but in overall engagement.

Recently I attended an educational event hosted in the lovely San Antonio, Texas area, and I was surprised by some of the event’s little quirks. Organizers gave away selfie sticks for a social media contest, they set aside time for networking and socializing in the evenings (hooray for a free happy hour!) and they even brought in a mariachi band.

That got me thinking: What would engage me? Taking your event—especially if you’re catering specifically to the media—to the next level isn’t an easy task, but here are a few ideas you could use to add a bit of spice to your next function.

1. Let the best person win.

What better way to bring a little fun to your event than catering to your guests’ competitive side?

Some potential ideas you could implement are:

Photo contest. Either a best selfie or best photo of the event wins.
Scavenger hunt
Trivia hour
Twitter contest. Ask a question via Twitter that rewards the most creative answers and let the wacky answers roll in. Then organizers judge answers to decide the winner.

These selfies of the author and managing editor Diane Sofranec didn’t win the event contest, but they certainly could have.

2. Create a hashtag.

Creating a contained public forum for your event will give your attendees the opportunity to voice their opinions (which offers you feedback for future events), and expand the reach of your event and company on social media. It really is a win-win.

3. Develop an online presence specifically for your event.

Piggybacking off the previous idea, it would be worthwhile to create a group on Facebook, LinkedIn or Google+ as a place to build up the event. This will be a place where attendees can start their own discussions about the event, and you can post previous footage, pictures or teasers to generate some excitement.

4. Bring your content A-game.

As I mentioned before, it’s easy to get caught up in your own messaging and forget to ask what your guests would like to be learning or doing.

Consider these suggestions for making the guest feel appreciated:

Don’t wait until post-event surveys to learn what your attendees’ expectations are. Add in a few questions during registration and try to plan a few last-minute activities and sessions around that.
Send relevant, personalized emails about what attendees may like to get out of your event based on their responses.

5. Network.

Don’t take this for granted. If you’re hosting an event, you’re also attending. Particularly with media events, this face-time is essential to a positive experience for your guests. Mingling, socializing, networking, whatever you want to call it is a necessary part of any event. By facilitating those relationships you will improve the overall experience and provide a time for guests to unwind and relax while also getting to know you and other attendees.

Kelly Limpert joined North Coast Media in 2015 and has covered events for Pest Management Professional.

Tips for your call to action (CTA)

By Scott Gebler, Marketing Manager

The call to action (or “CTA”) might be the most important element of any marketing communication piece – and it doesn’t always get the attention and consideration it deserves.

Here are some tips to make sure your marketing pieces are getting the most out of their calls to action:

Determine what you’re really asking for.

This might sound simple, but there can often be a lot more to it than just asking your audience to buy, buy, buy.

The unique sales cycle of your product or service (along with the position of your audience within that sales cycle) is key in this regard. Lower costs and shorter sales cycles can be more direct in their calls to action – whereas big-ticket items with drawn-out sales cycles can’t.

In other words, if you’re trying to sell a $10,000 piece of equipment, it’s a pretty safe to say that it won’t happen with a “Buy Now!” button on an email. Your ultimate goal is still (obviously) to get them to buy – But the real question you need to ask yourself is what’s the goal of this communication if its not directly asking for the purchase?

Do you want them to visit your website for more info? Do you need them to get in touch with a sales rep? Is the marketing more about brand/authority building?

It can actually be counterproductive to hit your audience with extensive content and a drawn-out pitch up front (losing their interest in the process) when your real goal might be getting them to a landing page to capture their contact info, etc.

Benefits, not features.

It’s marketing 101 – “Sell the sizzle, not the steak!” – but try to work it into your call to action if possible. This might mean something as simple as turning a “Buy now” button into “Get results.” Anything that can make the message more about your audience’s benefits and less about your company/product/service’s features is helpful.

Make the call.

Once you’ve determined what you want your audience to do how to ask for it, don’t over-think it: Ask them in clear, concise language: Learn more. Improve (X). Act now! Download whitepaper. Call us. Get started. 1-Click registration. 30-Day free trial.

In print, make your call-to-action high-contrast, or use one of your secondary colors to make it pop. The same applies to web and email marketing – but especially so on buttons. Modern digital audiences are trained to recognize and respond to buttons directly adjacent to the primary content.

Call again.

There’s a line that you don’t want to cross and become too overt, but having multiple, varied calls-to-action is always good. In an email, for example, this could mean combining button ads, text links and linked images. Some of your audience might respond better to link in a well-written line of text, while others are drawn to the brightly-colored button.

Photo credit: Joe The Goat Farmer: joethegoatfarmer.com/

As the company’s marketing manager, Scott Gebler is responsible for advancing all of North Coast Media’s brands and their related products to both advertisers and end audiences. He has more than 10 years of experience in Cleveland-area corporate marketing departments and advertising agencies and is a 2004 graduate of Ohio University.