Best Practices for Maximizing Media Coverage
Posted on Nov. 4, 2014 / Subscribe 0
By Sarah Kettenburg
Training media executives for a successful interview can sometimes seem like a daunting task, but by starting with the basics and remembering the Ten Commandments of PR, you can successfully maximize media coverage for your company.
Amanda Lee of Tech Data presented to more than 30 PRSA members and guests about her best practices and tips for media training and maximizing media coverage. At Tech Data, she is responsible for the strategic development and management of trade, local and national media relations, including external communications and corporate communications functions.
Lee began with the importance of explaining the basics of PR to executives. They are the expert in their subject matter just as we are in public relations and the media. Establishing if something is newsworthy and has a compelling, unique angle is the first step in securing a media interview. It is important to get in front a story and use proactive media as opposed to reactive.
She also stressed the importance of building relationships and to consider the reporter’s perspective. Always prepare briefing materials and messaging documents for the executives to read before the interview. It is also helpful to include a brief bio on the reporter.
Lee finished out the presentation with the Ten Commandments of PR:
- Thou shalt not lie to a reporter
- Thou shalt not disclose margins
- Thou shalt not share trade secrets
- Thou shalt not come to a media interview unprepared
- Thou shalt not delay when contacted for a media interview
- Thou shalt speak with authority and confidence during a media interview
- Thou shalt develop and stick to 2-3 key messages during a media interview
- Thou shalt not volunteer information unprompted
- Thou shalt not sell to a reporter
- Thou shalt control the conversation
And the unofficial 11th commandment: “Off the Record” does not exist when speaking with a reporter.
If you attended the event, we invite you to complete an event survey here so we can continue to enhance our program: http://prsatampabay.org/survey.php?id=30.
If you would like information on the materials from the program, contact [email protected].
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