Make sure your team knows what to do when the
press calls
You just sent out a news release about your
company's latest product launch. Or, some news just
leaked about your company that wasn't necessarily
positive. Are you and your staff prepared to respond to
a reporter on deadline who might call for more facts?
Just as you take the time to send out news and
information about your company, it's equally important
to have a media relations strategy in place for when
the press calls.
Following is a guideline on what to consider when
developing an effective media relations program.
Be accessible
Make sure the press can reach you. Reporters don't
have the time to track people down when they're on a
deadline. Many times they won't take the time to call
more than once, so a potentially big opportunity could
be lost if you're not accessible.
Reporters work 24/7, so keep in mind when you leave
the office there's always a chance you could be
contacted later that evening. On your news release or
pitch letter, make sure you include a number for after
hours, including weekends.
When you can't be available, designate one or two
people from your company who could speak to the
press on your behalf. Or, you can check your own
phone messages every hour -- especially if you've just
gotten news out and a reporter may call to follow up.
The rule of thumb is to let no more than a couple of
hours go by without returning a reporter's phone
call.
Educate your staff on what to say
Anyone answering the phone at your company should
know how to field a phone call from the press. You
can help simplify the process by creating a form that
asks for the reporter's contact information, the news
organization, deadline, nature of story, and best time
to return the phone call. The more information you
have up front, the more prepared you'll be to return the
phone call.
Ask your staff not to offer their own commentary or
answer any questions posed by a reporter to them
without your knowledge. Instead, have them refer all
inquiries to you or another designated company
spokesperson. If it is decided that a specific staff
member is the most appropriate party to be
interviewed, it is advisable for the PR contact to brief
the interviewee beforehand and also sit in on the
interview in case the need for intervention becomes
necessary. Remember, any information or opinions
expressed to a reporter can and often will be used as
quotes in a story.
If the company is in the midst of a crisis or is dealing
with any negative news, it is especially important to
control the message. Direct your staff not to say, "No
comment," but to say that the reporter needs to speak
with you or the company spokesperson. You may
want to proactively create a plan for dealing with
negative stories about your company, and share this
with employees so they will be prepared should the
occasion arise. (see 'When Bad News Happens to
Good Companies at
http://shockpr.com/newsletters/july06.html.)
Know what you want to say
Even though you know every detail about the product
or service you're promoting, take it a step further and
rehearse what you would say. Think about positioning
your product in a way that not only highlights your
company's accomplishment but also benefits the
user/audience. If pertinent, tie in your product to a
regional or national industry trend. Give interesting
examples of how your product will make life easier for
the targeted audience. If possible, prepare to discuss
trends/numbers that may relate to your product. (For
more information on interviewing tips, refer to
http://shockpr.com/newsletters/may2007-2.html.)
Have your background information ready
The media will appreciate any background material
you can provide them -- especially in a pinch. In
addition to your website address on your news
release, you can provide a press kit either online or
have it delivered to the news organization. This will
give the reporter all the background information
necessary for the story -- while helping to minimize
any inaccuracies. (For more information on press kits,
refer to
http://shockpr.com/newsletters/may07.html.)
Consider hiring a media relations
consultant
Hiring an expert to train you and your staff on how to
speak to the media will be worth its weight in gold
when you have an opportunity to showcase your
business and/or your expertise. A media specialist
will cover everything, including how to speak so the
audience understands you, how to answer a tricky or
controversial question, what to wear and what not to
wear, and how to be entertaining and engaging.
Anyone in your company who speaks to the press,
even if it's only once in a while, would benefit from
media training.
Refine your plan with each new
experience
To improve upon your media relations plan, schedule
a de-briefing after an interview to discuss what went
well and/or what could work better for the next
time.
Remember, you've worked hard to build your
company and tell the world about you. Revisit your
media relations strategy on a regular basis. This will
help foster the key media relationships that will help
get you the visibility you want.
