Celebrity publicist and CEO of Tribe Builder Media, an award-winning hybrid digital PR agency based in Los Angeles and NYC.
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If you want to go fishing, it’s essential to know how to hook a fish. But that’s not enough. You also need to know how to reel it in, clean it and cook it once you get it on the line. The same is true for public relations. Many companies are so focused on capturing reporters’ interest that they don’t pay nearly enough attention to what they’re going to do once they have it.
Preparing both your message and your messengers before you reach out to reporters will help you make the most of any media attention you earn. It can also mean the difference between an embarrassing misstep and a glowing story. This is why I always recommend that any business thinking about putting itself out there first complete these five essential steps to become media-ready.
1. Craft Your Founder’s Story
Humans are social animals, so generally, what interests us most are other humans. That means that no matter how impressive your company’s metrics are or how groundbreaking your technology is, reporters are probably also going to be interested in the humans behind the business. Be prepared to tell them an interesting story about how your particular founder or founders came to start the business.
When crafting your founder’s story, always try to lead with the why. Drama is built on people chasing their desires and overcoming obstacles both internal and external to get there. Your founder’s story might not be Macbeth or Star Wars, but if you can explain why this person was willing to put so much into starting the business, you’re more likely to grab people’s attention, be featured in top-tier publications and even land speaking gigs.
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2. Make Sure Your Spokesperson Has Media Training
Great, now you’ve caught a reporter’s interest — what’s next? Almost always, the answer is an interview. Are your founders, executives or other spokespeople ready to deliver clear, concise and on-topic answers?
For many business leaders who are used to being behind-the-scenes operators, the answer is no. However knowledgeable they may be, if they’re not used to speaking to the press, their nerves can get in the way of delivering their message. And not every reporter is friendly. Interviewees should be prepared to redirect the conversation away from dangerous or irrelevant topics and back to your message.
There are many great professionals out there who offer media training, but even improvisation classes or mock interviews could help. Whichever method you choose to prepare, make sure whomever you send out to speak for your company can contain their nerves, stay on topic and deliver your message in a compelling way.
3. Develop Sound Bites
A big part of media training and being media-ready in general is developing a handful of sound bites. These are short phrases that highlight your strengths or convey your main points in a clear and succinct way. Memorizing them helps you deliver your key messages when the pressure is on and control the direction of the interview. They can also easily be repurposed to supply reporters with quotes or share on social media.
Don’t try to come up with sound bites in a rush. Crafting the best possible sound bites takes careful consideration, rounds of editing and often the input of a skilled copywriter. It’s best to have them ready to go well before you have an interview scheduled.
4. Create A Press Kit
Most reporters who want to write about your company will want more than just an interview. They are also likely to want details on your people, products and history, as well as visuals like logos, photos and videos. And thanks to their tight deadlines, they’ll want them quickly, which won’t give you much, if any, time to round up these materials. It’s better to gather them ahead of time in a beautifully presented press kit containing essential facts like the year of your founding, how you secured funding, your target market, number of employees, social media links, etc.
5. Create A Media FAQ Document
Much like a press kit, creating an FAQ document that answers five to 10 of the most commonly asked questions about your business can simply save you time when reporters come looking for key information. But it serves another purpose too. Taking the time to agree on answers and write them up helps ensure that no matter who is speaking for the company, their answers are consistent and on-brand.
For example, some companies might want to talk about their product as a platform, and others might want it to be referred to as a marketplace. This might sound trivial, but keeping these details consistent helps establish your identity both to reporters and in the market. That will ultimately support other initiatives such as sales and SEO.
Media FAQs, like sound bites, are also a way to get ahead of potentially tough questions. If your company recently conducted layoffs or if you’re working to differentiate yourself from a competitor, developing preplanned answers can help you respond to questions about these issues effectively.
Now that you know how to be prepared and make the most of your media attention, it’s time to share your company’s story with the world. Remember, first impressions are everything, so take the time to get media-ready and you will have the confidence to land your first piece of press. Good luck!
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Author: Danielle Sabrina, Forbes Councils Member
