The Press is calling now! What do I do?
There’s a major development in our industry and the local media want your comments on it. You weren’t prepared for this. You had no idea about this story before it broke. Your want to respond, but you don’t have a comment because you really haven’t given this sort of situation much thought before.
Is it too late to get on top of this? No, absolutely not. In fact, The Media Trainers® says, you can have your messages ready in 30 minutes or less. Here is what you need to do:.
- Who are your target audiences?
First, what medium (media) will you be talking to? What audiences do they reach? Who in that audience pool do you need to send persuadable messages to? Target the groups and/or individuals who can help you reach your business goals. Decide who will speak.
- What’s your overall objective, the main impression you need to make?
Your target audiences may forget exactly what you said, or even what you did. But they hold onto how you make them feel…about you and your business.
- What messages will you use to drive, validate and reinforce your objective?
Decide on 3 to 5 messages. Each should be a single thought or point. Avoid complexity and too much detail.
- "No comment" says a lot more than "no comment", and none of it is good.
If you can’t comment on something, tell them why. It may be proprietary, in litigation, a personnel matter…whatever. But just saying "no comment" is a red flag. The reporter hears "we’re hiding something."
- What if you don’t know why a reporter is calling?
You have a right to pre–interview the reporter. Find out what they’re trying to accomplish, how much do they know already and who have they already spoken to? You’re trying to get a feel for how you can educate them. And, once you’ve gotten that information, you have a right to some time to prepare. Simply say you have to round up some information, first.
- Is there such thing as "off the record?"
Yes, but only if you have developed a comfortable and tested relationship with the reporter ahead of time. Otherwise, if it’s off the record, don’t bring it up. How deep you go providing a reporter with sensitive background is based on the level of trust you have established.
