Talking to the media about your business can be a powerful way to promote your brand and share your story with a wider audience. And if your PR efforts are successful you could soon find yourself answering calls from journalists or being invited to talk on radio or TV.
To make the most of these opportunities a little bit of foresight and preparation will go a long way. Here are four key tips to help you effectively engage with the media.
Prepare your message
Define your key messages: Determine the core messages you want to convey about your business. What sets your business apart? What value do you offer to customers? What's new or exciting about your products or services? Having a clear and concise message will help you stay on track during interviews.
Anticipate questions: Think about the questions journalists are likely to ask and prepare thoughtful, concise answers. This will help you maintain control of the narrative and ensure your key points are communicated effectively.
Build relationships with journalists
Establish and maintain relationships with reporters who cover your industry or area of expertise: This can be done through social media, email, or by attending industry events. Cultivating relationships with journalists can lead to more positive and accurate coverage of your business.
Be accessible and responsive: Make it easy for journalists to reach you. Respond promptly to their inquiries and provide them with the information they need. This will increase your chances of being featured in their stories.
Be consistent
Stay consistent with your key messages: Avoid going off-topic during interviews, as this can dilute your message and lead to misinterpretation.
Bridge to your key points: If a journalist asks a question that doesn't align with your key messages, gently steer the conversation back to your core message. For example, you can say, "That's an interesting question, but what's most important for people to know is..."
Practice
Practice with mock interviews: This is probably the last thing you would think of doing with your precious spare time but conducting mock interviews with colleagues or friends to practice your responses to potential questions really does work. This will help you refine your communication skills and boost your confidence.
Media training: If you are likely to be featured regularly in media you may also like to consider media training to help you become more comfortable with interviews and learn techniques for delivering your messages effectively. Media trainers can simulate interview scenarios and provide constructive feedback.
Speaking to the media is a skill that can be developed over time. By following these tips and being well-prepared, you can increase your chances of effectively communicating your business's message and gaining positive media coverage.
Jennifer Liew is the cofounder and media lead at FoundrPR.