When you're dealing with a difficult subject and getting peppered with questions from the media, one very effective strategy in media relations is what we call broadening the issue.

YOU'RE NOT ALONE

After all, what you're experiencing is likely not unique to you or your organization. The problem may affect many others or the issue may have surfaced in other ways at other companies.

TAKE THE SPOTLIGHT OFF OF YOURSELF

So, you want to help reporters understand that this is not simply your problem. In this way, you help to take the spotlight off of yourself and focus it on a much larger playing field.

When it comes to deciding whether to hold a press conference or other kind of media event, there are definitely two mistakes to avoid. The first is overestimating the importance of your event. The second is underestimating the importance of your event.

Overestimating

Let's face it. Everybody thinks their story is newsworthy and that the media will just naturally beat a path to your door. We see it all the time.

The concern, however, is that this very well may not be the case. Your story may hold little interest among the media, no matter how exciting you try to make it.

What kind of events fall into this category?

Interviews often start with a bang, but end with a whimper. That is, the questions are typically the most hard-hitting at the beginning or soon after an interview starts.

Very often, however, the reporter or host runs out of steam - and questions -  and coasts to a conclusion. It's not uncommon for them to ask something like, "Well, is there anything else you'd like to add?"

This is a golden opportunity. The response should never be, "No, I think we covered everything." 

Even if you did cover everything, you always want to take the opportunity to restate your key points and remind listeners and viewers of your central message. This is absolutely critical if it's a live interview and you have what amounts to free air time to promote your company, product and brand.

So, your response might go something like, "Well, I just want to thank your for the opportunity to talk about our expansion plans. And, I think it's important to again say how excited we are at (Company name) to be able to add jobs and help boost the local economy."

And, much more could be said, based on what you're trying to communicate through the interview. The point is to never pass up the wrap-up question at the end. Have your message so well thought out that restating it in various forms becomes second nature to you.  

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If you're preparing to face the media or engage in a one-on-one interview, you may be wondering what to expect. What are reporters like? What are they after? What are they thinking?

The answers vary, depending on experience and subject, but overall they're all after pretty much the same thing: a story. As such, the more you can help them tell their story, the more important you become to the reporter. As a result, the better your chances of getting your own story across.

Here's a checklist to determine if you or someone else at your firm should take our Mack Media Training.

You don't understand the media
You've never spoken with a reporter and don't know what to expect
You have spoken to a reporter, but it didn't go well.
You need help crafting your message
You need to boost your presentation skills

We can help you with all of these concerns plus many, many more.

Video must be a major component of any public relations campaign. This article sheds light on what's expected to be an explosion in mobile video viewing in 2013.

What's that mean for companies trying to generate earned media coverage in the coming year? Everything. Here are just a few suggestions:

When you have the opportunity to speak to the Media, it's easy to get caught up in the moment. Questions such as, "How do I look?" become more important than, "What should I say?"

To help bring you back to your main objective, which is to get your story told in the best possible light, it's helpful to think of what sound bite you want to appear on radio or television or what quote you want to read in print. So, before you begin the interview, have one or more "bites" in mind that you'll sprinkle throughout the interview.

Sound bites are the key informational or influential nuggets you want readers, listeners or viewers to take away from the news story. You want them to see and hear your point of view. Here's one technique.

Press kits are not always necessary. In many cases, a simple press release will suffice. But when the issue is a bit more complicated than usual, when you want to brand your event or when you're involed in an extended media campaign, a press kit becomes invaluable.

Press kits can be distributed at press conferences or one-on-one interviews. They can be mailed to a reporter ahead of an event to bring him or her up to speed on the issue. They can also be adapted for editorial board sessions, giving the editors the materials they need to understand and, ultimately, support your position or issue. But don't stop there. Go digital.