Our company needs to develop its messaging
It’s good you understand just how important this is. While the overall message may be the same, you tell it to different audiences in different ways. The Media Trainers® offers a comprehensive, proven program that helps companies focus their messaging. Here are some of the top priorities for telling your company’s story in a way the media will use.
- Start with the 30,000–foot view.
You should begin by determining all the potential audiences you would ever need or want to target in any type of media interview. Remember, audiences are groups or individuals who can help you achieve your business goals. Once you know which media outlet you’ll be talking with (TV, radio, print, trade press, Internet, etc.), you can go to your list of audience targets and isolate the ones who probably will be on the other end when the story comes out. List them and determine the key message that will resonate with them. You will likely profit by having an outside facilitator help – someone who is outside the forest.
- List the positive and negative points you need to address.
This is part of the 30,000–foot view. What are the positive angles you want to talk about? And, what are the possible negative issues you might be asked about that you can respond to in a positive way?
- If the news is bad, get in front of it
Confront it. People are willing to forgive those who admit their mistakes. Bad news keeps chasing you the more you run from it. And, remember one of the most critical audience targets you need to consider is your employees. Make sure they’re being informed internally before they hear news first from an outside source.
The Media Trainers® has a robust set of exclusive tools its clients have embraced, including TMT’s Exposure Grid™ and TMT’s 30 Minute News Interview Planner™. Many of our clients have adopted these tools as part of their communications policy.
