Interview Crib Sheet

Try This test. Next time you plan to talk with a reporter, review these pointers first.

1. What’s the story? Tell the reporter you want to know the gist of the story first to gather facts.

2. Don’t rush it. Unless a reporter is up against a tight deadline, you don’t have to be interviewed on the spot. Set a time; even an hour later can help.

3. Ask questions of the reporter
a)How did the reporter happen upon the story?
b) Who else is being interviewed?

4. Review the latest material beforehand, create quotes you would like to see.

5. Tell the truth. Never lie…it’s not worth it.

6. Never go off the record unless you know the source very well and he/she values the relationship.

7. Always participate. “No comment” carries the stigma of assumed
guilt. Unless there is absolutely no good to come from the interview, participate. You will have a say in the outcome.

8. Never get mad! It only makes you look bad.

9. Feel free to call after a story runs if you have something constructive to say. Reporters appreciate this.

10. Update the reporter if something happens after the story that you may want them to know.

A Bridge to Somewhere

Screen Shot 2014-05-12 at 12.03.09 PM

Spearheaded by Caltrans and MCM Construction as part of a unique design-build project, the construction of a maximum 58-foot high, single-lane connector bridge over the I-10/I-605 interchange in the San Gabriel Valley is speeding ahead.  The connector will improve motorists’ transition from the southbound San Gabriel River I-605 Freeway to the eastbound San Bernardino I-10 Freeway. This resulting gain for motorists will be improved traffic flow, reduced commuter delays due to merging traffic, and the improved movement of goods throughout the region.

Progress to Date: Construction started in earnest in the fall of 2013, with building of retaining walls and ground clearing for the connector. By late fall 2013, a westbound I-10 new connector ramp was completed and 8 columns, each 7 feet in diameter, were erected in preparation for bridge construction. This past winter and spring saw the installation of steel and wood false-work and formwork in preparation for the construction of the cast-in-place concrete bridge.

Next Steps: Bridge building will continue through the summer and fall of 2014.

Currently, new columns and bridge foundations are being constructed at the Frazier off-ramp area along Eastbound I-10; this foundation construction will continue through summer 2014. The relocation of critical utility lines will begin soon just south of I-10 in the City of Baldwin Park to make room for the extension of this south-east connector structure.

Interesting Facts:

• The Connector is approximately 4,000 feet long, or the length of 5 bridges which are each typically 800 feet long

• During peak hours, up to 4,000 vehicles ph use the interchange’s connecting lanes

• Electrical transmission towers which had crossed over the I-10 provide Southland Communities with critical power had to be raised; poles to suspend electrical conductors are now nearly 200 feet high in order to clear the bridge

The Connector construction’s high visibility in the region has resulted in some very positive feedback from the area’s constituents, including a feature article in 3 daily newspapers praising the project.  Additionally, a dedicated Facebook page, (, with 2,500 followers, provides up-to-date with photos of construction, advance closure alerts, and responses to individual questions.

The good news for area motorists is that all lane closures for the project have taken place overnight to allow drivers safe and easy passage during peak traffic hours.

When finished in fall 2015, the Direct Connector will boast a 30-foot-wide single lane connector with a 5-foot left shoulder and a 10-foot right shoulder.

The Design-Build concept allows for improved coordination between the Designer / Contractor and the State Department of Transportation, setting up better constructability, higher efficiency, and earlier completion.

We ask those driving in the area to please be patient

and to slow for the cone zone!

Exorcising Demons

Screen Shot 2014-05-12 at 11.39.36 AMThe “Fagots Stay Out!” sign was long gone, but the bad taste lingered. West Hollywood’s legendary rock hangout, Barney’s Beanery, had great buzz, but a lot of negative press based on their homophobic past. People said: “I would never step foot in that homophobic place!” and “You need to deal with your problem!”  So we did. The solution: Exorcise the demons.  We arranged for the new owner David Houston to sit down, in an event attended by the press, with the Reverend Troy Perry, a well-known gay rights leader who had led public protests at Barney’s during the 70s.

At these protests in the 1970s, Perry and many other gay activists picketed outside of the restaurant and halted business, demanding that the “Fagots Stay Out!” sign be taken down. Perry vowed he would never step foot in Barney’s again, unless it was to hear an apology.

When Perry entered Barney’s Beanery for the first time in 34 years, Houston, who had purchased the bar in 1999, had an apology prepared. “I’m sorry that it ever happened,” Houston told Perry. “I’m sorry if this name is associated with any sort of pain in the community. I hope everyone will be as open-minded as the reverend to understand that times can change and business can change hands and a young person can come in and strike a new tone and can be forgiven.”

Perry explained the amount of hurt that had lingered since Anthony Barney made anti-gay sentiments in Life magazine. Houston responded by saying that everyone is welcome now and there is a new sheriff in town with a different attitude.

“I thank you for being open-minded enough and be willing to come and hear from me that the past is the past and it’s a new era. I’m a new owner and that kind of prejudice and intolerance has no place in any American business and certainly not in Barney’s. We hope to exclude no one and cater to anyone who has an appreciation for fattening food, good chili, beer and loud rock and roll music,” said Houston.

Barney’s outreach campaign continues to make amends with the LGBT community with events like hosting homeless youth from the Gay & Lesbian Center for monthly lunches. This past decade has seen the successful opening of 5 replicas of the famous rowdy roadhouse at  5 high-end Southern California locations.

*Quotes from IN LA Magazine

ObamaCare – The KISS Effect (keep it simple, stupid)

Screen Shot 2014-05-12 at 11.36.13 AMWith big changes in healthcare and the new federal   requirement to get insurance or get fined, software client PointCare created a portable, tech-savvy 5- question eligibility quiz as the first step for Californians to get signed up for coverage.

Working with Pasadena-based ChapCare, a nonprofit health care provider in the San Gabriel Valley, a team of enrollment specialists, armed with PointCare loaded laptops and portable printers, signed up hundreds of local residents in coverage programs during the months leading up to the April 15 deadline.

To get the message out, Haese & Wood arranged for the PointCare tablet to appear in ABC Eyewitness News, CBS Evening News, the Los Angeles Times, the Washington Post and many other regional and national media outlets. The 90-second quiz, which allows people to quickly see what coverage options they are eligible for, has been taken by more than a half-million people to date.


Why Media Training is Important

At Haese & Wood, we think it is of utmost importance to provide media training for key product spokespersons who, in addition to selling their product, must also “tell their story” to the media.  The main purpose of media training is to raise each executive’s comfort level when working with the press.  The program includes understanding how journalists work, what makes them tick and where questions come from.

Regardless of how many interviews one has done, no one has ever left our media training sessions without feeling that he or she has gained tremendous experience and knowledge as a result of the session.

A full or half-day training can help you to:

  • Recognize and understand interview formats and interviewer styles
  • Take the lead in interview and direct it to a particular point of view
  • Answer questions both quickly and succinctly, and get specific points across as a     goal of the interview
  • Handle crisis communications situations
  • Avoid information overload in interviews
  • Effectively communicate the organization’s messages in interviews with print and broadcast media
  • Demonstrate and practice various interview techniques and formats, with attention to such details as body language, use of buzz words and specific mannerisms
  • Develop an awareness of and sensitivity to consumer and constituency issues related to the company, particularly as viewed by the media.

Getting Out Among ‘Em

Getting a big punch in your sales numbers sometimes requires more than blogging daily; it means getting out in front of your customers and what better way to do this than by scheduling your products front and center at community events.  For 17 years I have walked the parade route of the Pacific Palisades 4th of July Parade and event marked with celebrities and community stalwarts as 20,000 attendees watch a one-hour-long 12 block celebration complete with By Scout troops, area  high school bands, horses and an occasional elephant. Never have I seen a sidewalk sales effort selling classy beautiful hats much needed for the parade and usable beyond that day,. But this fashion Debbie Lawrence popped up a both in from the Closed YMCA and put her online wares on the display on the street.

Anyone can watch local community calendars and be sure to make a plan for scheduling one’s booth at each and everyone of them great for face to face buyer experiences focus group feedback and sales! Zero marketing costs except spending 4th of July at a great parade!


Hats lady

Slinging Mud by David Evan


Having just spent 7 days with this group, I can say throwing clay is a wonderful way to find your inner strength!   — M. Haese, director of Haese & Wood

 “Nobody throws up the same way.” With this kind of humor from our instructors offered early on, I knew I was going to enjoy this week-long class for beginning potters taught by Ken and Melody Shipley. As I’ve done for over a decade, I made my way in late June to Brasstown, North Carolina, in the far western reaches of the state and the home of the John C. Campbell Folk School.

Potter and teacher Ken Shipley started the evening by defining clay as an earthy material that is plastic when moist but hard when fired and is composed mainly of fine particles of silicates and other minerals. With that little bit of background, we were taught that learning to “throw” a piece of clay into a recognizable shape can be done in a number of ways but is more than just slinging some mud into a shape that will eventually hold flowers or candy.

Ken and his wife Melody wanted us to think of clay in its historical setting and how it has been worked into both utilitarian as well as artistic shapes and forms. Pottery has spanned time and cultures and has thus served as part of the continuing chain of civilization that is linked by man’s ingenuity and creativity.

Since forming clay is an intensely physical activity, we were seated on stools with adjustable legs that could tilt you into your wheel and thus reduce back strain. Our check list reminded us to keep our hands resting on something solid, to keep a finger from one hand in touch with the other hand, and to press our elbows in toward our bodies to keep control. The key to success comes through a fluid motion that is slowly developed after years of practice. It’s almost magical to watch as we use fingers from both hands working inside and outside the squat clump to lift the clay up to a higher form. Mr Right Hand and Mr Left Hand had to work in tandem as we tried to follow the demonstration techniques and pull the sides out while compressing the bottom.

If the lyrics of Tennessee Ernie Ford’s old song “Sixteen Tons” are even remotely correct that we poor mortals are simply made “outta mud and muscle and blood” and come from little more than a clump of clay and some water fired by life and glazed by experience, then as potters our passage on this Earth will be well founded and transformed into beauty and elegant form.

 (excerpted from co-thrower David Evan’s Atlanta, Georgia based online newsletter, “In the Dew”.)


One of our clients is PointCare, based on a new-wave technological system that can be used in hospitals, clinics, and doctor’s office to find insurance for patients. Working to diminish the uninsured population in the U.S., the program, which can be accessed by computer, iPad, or smart phone, finds select insurance options for people based on a 5 question survey to pinpoint data. For more information, here’s their site:

10 / 605 Direct Connector

We have been working with Caltrans District 7 and MCM Construction on the 10 / 605 Direct Connector project, based on building a new connector bridge to ease traffic and ensure safety on the 10/605 corridor in Los Angeles. Check out our Facebook page: for news, closures, and information on our project. We will keep updating here too!