Becoming Media Friendly

During this pandemic or any disaster, there are lessons that PR professionals can take away for that matter. An example of this is how the same people have been continually providing comments on the coronavirus. However, this is not a new strategy and is, in fact, a well-kept media secret.

The public likely believes that the most knowledgeable and intelligent individuals are providing comments and input in the news. However, this is a false perception; frequently, the only specialness about these commentators is that they know how the media works. They can keep up with and play the media game.

In other words, they are often easy to contact and respond promptly. They’re usually reliable and jump on opportunities from journalists. Also, some of them are particularly good at interviews and provide quality comments and quotes. However, being readily available to the media can be very time-consuming. The good news is that there are also other ways to build the reputation of being media-friendly.

Before media interviews, PR representatives should remind the executives they represent to do the following:

 Answer questions in short sentences instead of with a “yes” or a “no.

 Use statistics in your response; reporters love this

Mention think tanks that support your views and opinions. Reporters often mention prominent think tanks, so be ready for this with your own.

Do not talk around questions, provide direct answers to them. Reporters particularly appreciate this.

Never hedge answers. Instead, say you will check on the topic and get back to them about it or provide the reporter with the contact information of someone qualified to answer the question at hand.

Bring up important information at the end of the interview that was not discussed during the Q&A portion.

It is okay to announce something is coming from a company, but do not break an embargo. This gives the reporter the choice of writing the interview immediately or combining the conversation with the announcement that is coming soon.

Sending the outlook for your company and industry in the New Year to reporters can help build a media-friendly reputation. Send this information at the end of the year, and make sure it does not violate security laws.

Writing a thank-you note to a journalist, preferably handwritten, is always a good idea.

In addition to the tips listed above, be sure the executive you represent provides reporters with the material they deem newsworthy. This will prevent your executive from resenting you for their interview, not getting media coverage.