It's easy to convince yourself of either of two realities: that everyone wants to cover your story or that no one wants to cover it. Both are probably wrong. In the first case, no matter how compelling you think your press release or event may be, chances are not every member of the media is convinced. News is like that. In the second case, no matter how many doubts you may have about the news value of your story, chances are at least one media outlet will be willing to report it. News is like that, too. So, stop talking yourself out of sending out a press release or advisory. You never know who will show up or call for a quote. What should you do?
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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. You'll usually find it's better to speak with a reporter than keep silent, particulary when others who are speaking could cast you or your organization in a negative light. Saying, "No comment," can make you look guilty or as if you have something to hide. But, there are times when refusing an interview request may be the best approach. Media interviews can be difficult experiences, even for those who've done them hundreds of times. So, expect the butterflies in your stomach and sweaty palms. That's natural. Preparation is always the best way to calm some of your fears and help you look and sound your best. Here are three key points to consider when preparing for an interview. 1. Determine your most important message and how you will say it. Don't simply respond to questions. Always take advantage of an interview to tell your story. That message should flow out of the context of the interview. More and more of us are getting our news through so-called "incidental exposure." That's the term E-contentmag.com uses to describe how people come across news serendipitously, while they are surfing the web or clicking on links suggested by someone they know. Consider your own experience when you see a link to a story from a friend or in a Tweet from someone you follow. You weren’t looking for it. You weren’t even on a news site, but you click on the link and, presto, you're now reading or watching the story. The impact from a media relations and public relations perspective is to understand that it's not enough simply to get a story placed with a newspaper or broadcast outlet. That story then needs to be shared with friends and followers who would otherwise never see it. The process might go something like this: You've arranged the ribbon-cutting ceremony, sent out the advisory, crafted the press release, put together a press kit for reporters. It's all set to go. The event begins and you realize something is wrong. The CEO is talking, but his remarks are all over the place. He's so busy thanking people and caught up in the moment, that he fails to articulate the key message of the press release. Then, it hits you. If you're looking to ensure media coverage of your story, look no further than the images reporters and photographers will use when they cover your event. As we at Mack Communications have often said, a picture is worth not a thousand words; it's worth 10,000. To understand why, consider your own viewing and reading habits. We are all drawn to compelling images. They can help us understand issues. They help capture the emotions of a moment. They simplify what may otherwise be complex. They often get us to click on the accompanying story. The end of year is a great time for reflection and re-evaluation, especially when it comes to media relations and crisis communications. It's good to ask yourself whether your media plan is still valid heading into the new year. Here are some things to consider: 1. Conduct media training for key staff, new hires or people who've been promoted into positions where the media suddenly becomes part of their job description. Utilize the services of a firm like ours to determine who needs to be trained and what they need to know. Variety is the spice of life, and yet how many companies, organizations and individuals forget that important pearl of wisdom when it comes to media relations and public relations. It's tempting to think that if you schedule a press conference or send out a press release and nobody covers your story, that you have to forget it and move on. In reality, there may be numerous reasons you got little or no coverage and few could have to do with the actual story. Before giving up hope, consider recasting your story with a slightly different angle or hook and try again in a few weeks. |
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