It's easy to get tied up in your Key Message Point or the complexity of a question when trying to respond to the Media. Unfortunately, you can often miss the opportunity to keep your company or organization's brand front and center.
When we conduct media training, either to groups or one-on-one, we encourage our clients to "brand the bite." It's really pretty simple.
Include your brand (company name, slogan, etc.) in your sound bite or response.
For instance, instead of responding with, "Well, we feel this is very important..." you can simply add, "Well, here at (Company XYZ), we feel this is very important." Instead of saying, "This is our top priority," say, "This is (Company XYZ's) top priority."
It does more than give the name of the firm more attention. It also serves to create more authority for the response. It's no longer just you making the remark, it's really about the company.
Branding the bite is also important in your press release, even if that release is printed on company letterhead. You never know when a news outlet will run the release with very little editing. The more mentions of your brand, the more likely those mentions will wind up on someone else's website or in print.