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Whether you are a seasoned spokesperson or the changing of the calendar came with a promotion that will now require you to speak to the press, you have this in common: The New Year is a great time to revisit (or acquaint yourself with) the interview basics to ensure you are ready for the first press request of 2018.
One of the most frustrating feelings for any professional who knows their company is doing great work is that of hearing only crickets after trying to share their story with journalists. Sincere as you may be in your belief that you, your business or your product are newsworthy, there are several common mistakes likely hiding in your blind spots from being too close to your own story.
Whether your company is just starting up or looking to get back out in the spotlight leveraging public relations and marketing, a “trigger event” could be the strategic move you need. Trigger events give media, analysts, financial audiences and buyers a reason to take a closer look at your company and your communications differently with the ultimate goals of media coverage, increase in brand awareness, lead generation and more.
Media relations is a critical component of any successful public relations and communications program. It’s important that you first understand the media landscape for your specific industry in order to build solid relationships with press contacts that result in positive coverage. But don’t put the cart before the horse and start reaching out to your favorite journalists or bloggers right away. You need to evaluate the landscape as a whole; otherwise, you run the risk of leaving someone out and/or annoying someone. That’s where your media list comes in. Before you begin outreach, you must identify, develop and maintain a list of relevant media contacts.
Here’s how you can create the perfect media list:
Media relations represents an opportunity for your company to gain broad or focused exposure to key audiences you are trying to influence. In turn, this can have tremendous value for your company, whether stories result directly in sales that affect the bottom line; better positioning against competition; increased awareness of your company’s activities in front of current or potential investors; or, in extreme cases, the opportunity to tell “your side” of a negative story.
Everyone has those days when you are just not at your best. Perhaps you’re tired, over extended, or maybe even getting sick. Whatever the reason, you definitely can’t let that be seen during a media interview – especially one on camera. When on camera, more than just the tone of voice comes through. Body language and facial expressions are also a factor and can be telling clues that the interviewee would rather be elsewhere. A good example of this is the cringe worthy interview between “Good Day Sacramento” and “Paper Towns” star Cara Delevingne. In case you haven’t seen it you can watch all the awkwardness here.