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Digg it UP - Media Tips: A Media Training Primer For Today's Executives
If you are looking for a new job, you should prepare a great resume, read up on hiring and firing in the corporate world . . . and take in a movie.In the feature film The Pursuit of Happiness, Will Smith plays Chris Gardner, a struggling single parent. Set in 1981, Chris is a salesman of a high-tech medical gizmo that most medical facilities can do without. Chris has no future selling these gizmos and he knows it. He can't pay his rent. He can't pay for childcare. He can't even pay his parking ticket
Accessibility counts (a lot): If you’re going to work with the media, you’re going to have to accept that reporters live by the deadline. That means the interview they absolutely must have is the one they need now. If you’re going to accept the interview, accept it immediately so the reporter won't move on to the next, more accessible source. You can set the interview for an
Step 1 - IntroductionWhen the time comes and you are ready to market your idea, most likely you will turn your attention to large companies for help. After all, you are telling yourself, these huge, large corporations are experienced in invention marketing and will take care of my idea; they have unique domain knowledge and the expertise necessary for me to succeed. Without much ado, you take your idea and knock on the door of big conglomerate. You are asked to explain your idea and provide business plan. B
You do it by understanding what reporters need. Introducing your capabilities to the media to lift your profile is a combination of persistence and preparation.
Begin by making a list of those media outlets and reporters covering your industry; locally, regionally, nationally and internationally. Look for opportunities to contact reporters when you read, hear or see a story they’ve authored that’s in your field. If they’ve done a good job, tell them. Also be prepared to tell them what you might have added to the story.
Identify areas of legitimate news that reporters covering your industry can hear from you first. If you’re a source of information, even if it isn’t directly about your company, you become valuable to the reporter. Be ready to add valuable perspective to the story—educating the reporter in effect and by doing so, becoming a source for future stories. Every reporter, but particularly beat and industry reporters, thrive on such relationships.
Once you’ve introduced yourself to reporters, make sure you understand how to stay valuable in order to serve both your needs. There is much to gain for the executive who speaks to the public through reporters, and of course, there’s more to lose as well. For those executives who understand their role in shaping image, direction and mission, and who can communicate larger ideas effectively to a reporter, the rewards are substantial. .
Once you’re ready to become a source for reporters, there are some basics to keep in mind. Here are some tips to help you once you’ve earned that media spotlight:
Accessibility counts (a lot): If you’re going to work with the media, you’re going to have to accept that reporters live by the deadline. That means the interview they absolutely must have is the one they need now. If you’re going to accept the interview, accept it immediately so the reporter won't move on to the next, more accessible source. You can set the interview for an
Sure, you could measure the rather narrow results achieved by tactical subsets of your public relations program like special events, brochures, broadcast plugs or press releases. On the other hand, you as a business, non-profit or association manager might better measure the results of your strategic efforts to alter individual perception among your key outside audiences leading to changed behaviors, which then help you achieve your managerial objectives.I mean, can we agree that managers MU
Begin by making a list of those media outlets and reporters covering your industry; locally, regionally, nationally and internationally. Look for opportunities to contact reporters when you read, hear or see a story they’ve authored that’s in your field. If they’ve done a good job, tell them. Also be prepared to tell them what you might have added to the story.
Identify areas of legitimate news that reporters covering your industry can hear from you first. If you’re a source of information, even if it isn’t directly about your company, you become valuable to the reporter. Be ready to add valuable perspective to the story—educating the reporter in effect and by doing so, becoming a source for future stories. Every reporter, but particularly beat and industry reporters, thrive on such relationships.
Once you’ve introduced yourself to reporters, make sure you understand how to stay valuable in order to serve both your needs. There is much to gain for the executive who speaks to the public through reporters, and of course, there’s more to lose as well. For those executives who understand their role in shaping image, direction and mission, and who can communicate larger ideas effectively to a reporter, the rewards are substantial. .
Once you’re ready to become a source for reporters, there are some basics to keep in mind. Here are some tips to help you once you’ve earned that media spotlight:
Accessibility counts (a lot): If you’re going to work with the media, you’re going to have to accept that reporters live by the deadline. That means the interview they absolutely must have is the one they need now. If you’re going to accept the interview, accept it immediately so the reporter won't move on to the next, more accessible source. You can set the interview for an
When I first entered the insurance industry I had the good fortune to join a small insurance brokerage as a partner. There were only two of us in the business, and my partner wrote mainly general insurance. On the day I joined him I asked him this question “ what kind of insurance pays best?” He said “life insurance” I then said, what part of the life business pays best? and he said, “pensions is top of the tree”I then said .” In that case, I’m in the pension business, what is a pension scheme?" It was
Once you’ve introduced yourself to reporters, make sure you understand how to stay valuable in order to serve both your needs. There is much to gain for the executive who speaks to the public through reporters, and of course, there’s more to lose as well. For those executives who understand their role in shaping image, direction and mission, and who can communicate larger ideas effectively to a reporter, the rewards are substantial. .
Once you’re ready to become a source for reporters, there are some basics to keep in mind. Here are some tips to help you once you’ve earned that media spotlight:
Accessibility counts (a lot): If you’re going to work with the media, you’re going to have to accept that reporters live by the deadline. That means the interview they absolutely must have is the one they need now. If you’re going to accept the interview, accept it immediately so the reporter won't move on to the next, more accessible source. You can set the interview for an
Everywhere we go, we are bombarded by a myriad of pesky ads. You name it, they are all over the place. Television, radio, billboards, magazines, news bulletins, the internet, buses, ATM screens, flyers, street signs, mailboxes and even people wearing ads. Advertising is all about attention. Grabbing people’s attention these days is no piece of cake. Given a chance, most people are eager to banish these countless and irksome “in-your-face” product promos. Proof of this is the overwhelming success of PVRs (Personal
Once you’re ready to become a source for reporters, there are some basics to keep in mind. Here are some tips to help you once you’ve earned that media spotlight:
Accessibility counts (a lot): If you’re going to work with the media, you’re going to have to accept that reporters live by the deadline. That means the interview they absolutely must have is the one they need now. If you’re going to accept the interview, accept it immediately so the reporter won't move on to the next, more accessible source. You can set the interview for an
Sometimes you can raise enough money for your non-profit organization simply by holding a carwash. You find a busy place with room for parking and access to water and drains. You have people yelling at cars as they drive by while waving homemade signs that say “Carwash – Donation.” People have a dirty car, they stop, get their car cleaned up, and then drive away leaving you with a donation. It doesn’t get much easier than that . . . or does it?More often than not a carwash is not going to raise enough money
Accessibility counts (a lot): If you’re going to work with the media, you’re going to have to accept that reporters live by the deadline. That means the interview they absolutely must have is the one they need now. If you’re going to accept the interview, accept it immediately so the reporter won't move on to the next, more accessible source. You can set the interview for any time before that deadline, once they know you will talk.
Interview the interviewer: Any legitimate reporter will be amenable to answering a few questions prior to the interview—especially questions designed to put you at ease about their credibility or their purpose. At minimum, ask the reporter what he or she wants you to contribute, who else has been or will be interviewed, and when the reporter’s deadline is. Don’t ask specifically what questions will be asked.
Know what you want to say: This is called messaging and it’s a vital part of the process of speaking to any reporter. You are not speaking with a reporter just to answer their questions. This is your opportunity to deliver a message of your own. Take it!
Less is more: Speaking to reporters requires getting to the bottom line as quickly, and as quotably, as you can. Deliver the supportive data, facts and backup information after you’re sure you’ve delivered your bottom-line message. Try to make your message as accessible as you can to the greatest number of people (no jargon!)
Practice, practice, and practice: It takes a while to get comfortable with developing messages, reducing them to a few well-spoken statements, and staying on message through questions. Start with local and trade reporters. The more you do it, the better you will get. No matter which reporters you speak to, trade, local, regional or national, print or broadcast, follow the same process.
You don’t need legions of public relations staff working for you to begin your media outreach. You can build your own relationships with reporters and begin your own outreach. Give reporters what they need—access, good quotes and reliable information—and you’ll be rewarded with access to their audience. Seize those opportunities for yourself, your department and you
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