During the PR Summit in San Francisco Charlie Rose let his good friend and PR legend Howard Rubenstein turn the tables and interview him about his 17 years of interview experience.
When asked about why Charlie's interviews are so revealing Charlie answered by saying that an interview is like a tennis match. It's not a QA QA, its about reading the person's response and responding appropriately. "You hit a line drive, they respond with a back hand", said Charlie. It's about engaging with them, making then feel comfortable enough to want to open up and share their story. You've got to convince them that you care and are interested.
While Charlie Rose is known for interviewing everyone from Bill Gates to Sophia Loren, he also interviews unknowns. He is looking to interview people who can tell a story and who can bring a different experience to the table. What Charlie Rose does best is capturing the moment and that experience.
While it can be challenging at times, I think helping our clients reveal what's unique about them and their products and helping them get their story told is one of the most satisfying parts of the job.
Howard Rubenstein asked Charlie to list two or three of his most interesting interviews and Charlie went on to list 8-10 including:
Sophia Loren (his favorite)
Iraqi Journalists
Here is some excellent advice that Charlie left us with for placing personalities on his show, The Charlie Rose Show. I believe that this advice can and should be applied to all pitching for all clients:
- Show them that you understand what they do and what they need
- Give them whatever it is they think will be useful
- Don't try to sell a product - try to sell authenticity
- Help them know going in why this is a good story
- Remember what the person on the other end needs and wants
Charlie Rose's last piece of advice, "Don't insult our intelligence". Just like you do with your clients, be an advisor and a consultant and offer strategic advice.
I wish there would have been more time at the end of this session for Charlie Rose to interview Howard Rubenstein. He spent the last 50 years building an amazing PR business and I could tell that Charlie, among many other top dogs in the industry, have a huge amount of respect for him. I'd love to hear his story.
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1 comment:
There are only a few people I actualy enjoy watching interview people, and Charlie Rose is one of them. The only other is James Lipton.
Sounds like the discussion was helpful. And thanks for the tips on how to pitch his show (as well as others).
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