Be The Expert, Get The Press
Many people are intimidated by the media and working with them to gain your company or non-profit exposure. But the reality is that you know more about your business and industry than a reporter does. You are the expert.
This is a message I’ve been presenting to business owners, CEO’s, and non-profit leaders for years. Here are some of the tips I tell them:
You are an expert: You know more about your business and your industry than any reporter.
Your knowledge is valuable: You can help the media as much as the media can help you, so look for opportunities to share your knowledge.
Have a message: Think about what you want the media and the general public to know about your business and industry.
Find out whom to talk to: Pay attention to which reporters are covering your industry’s topics, then contact them and offer to be an information source for their next story. Even suggest story ideas for future articles.
Be ready when they call: Find out why they are calling, what their deadline is and then offer to call them back. Before you call, decide if you want to comment (sometimes you don’t!) and what you want to say. Write down the three main points you want to convey before calling back.
Key things to remember: Be honest, avoid jargon, speak in shorter “sound bites” and most important of all hit the “softball” final question. That final question is usually “Is there anything you want to add?” Always go back and repeat your three main points!
You’re the expert so use your knowledge to promote your company!
Kevin Curry
Tags: Media Relations, public relations