What to expect when you’re expecting media attention

Business leaders’ reactions to anticipated media attention vary as widely as their reasons for seeking it: Some are so confident they’ll ace their interviews that they don’t put as much thought into preparing as they should. Others are so concerned about the story getting away from them that they hesitate to offer reporters substantive comments.
The key to getting consistent, brand-building coverage is finding a way to the sweet spot in the middle. To unlock the secrets to an effective media relations strategy, I interviewed my colleague Sarah Grolnic-McClurg, who has a long history of success at guiding clients through the ups and downs of expecting media attention. Use her tips and best practices below to guide you as the journey unfolds, from prepping your spokespeople and managing internal expectations to responding in a crisis.
First things first. Are you prepared?
“Select a spokesperson with care,” Sarah cautions. “Then select a backup—someone who can step up in a pinch.” If you choose people who are not your CEO, they should be credible subject matter experts. They should also be reliable, conversational and able to tell compelling stories.
Expect scrutiny. Have verified facts and figures at hand and try to anticipate tough questions. Train your spokespeople by running practice interviews. A talking points document can help them think ahead about answers to likely questions, but they should be able to deliver your organization’s key messages without reading them off a page during the interview. Practice will also help them think on their feet without going off-message.
Follow your PR team’s advice on interview best practices, handling incoming inquiries and post-interview follow-ups. Debriefing immediately after interviews will enable more effective follow-ups and give your PR team insight into what piqued the reporter’s interest and what isn’t landing.
Finally, if your PR efforts succeed and you gain wide coverage, expect scrutiny from others. Are you ready for the big time if you get lucky and hit the jackpot?
After the news breaks
Once your news is out and you’ve completed interviews, it’s time to manage expectations. The editorial process is fickle, so even if you nail everything you won’t necessarily get the coverage you want.
The stories and mentions that stem from your efforts will rarely be perfect. Reporters are human; sometimes they make mistakes. (In the case of errors, alert your PR team and follow their counsel on how to handle corrections.) And sometimes they have a different take on the story than the one you prefer. In other cases stories die after the interview, or you get only a brief mention in a story when you were expecting your organization to feature prominently.
If at first you gain placements only in niche or local media and not in top-tier outlets, you still have reason to celebrate. There’s a good chance that a small story will get picked up by a bigger outlet or a potential customer or partner will think more highly of your work based on something they heard or read. Media relations success is a slow build and coverage begets coverage. If you build relationships with journalists and deliver credible, timely information, you’re more likely to become a reporter’s go-to source over time.
“Steady the ship by being prepared and working with PR pros who have experience so they can guide you. Media outreach can be a wild ride, filled with hurry-up-and-wait episodes and dashed expectations,” Sarah says. “Trust your advisers and the process. As you work together over time, efficiency and results will grow. One of my longest client relationships lasted 17 years due to the bonds we formed and the trust created by working so closely together on media.”
The complicated media situation
If you’re expecting negative media attention, create a “war room.” Designate an internal point person who is responsible for gathering all the facts and creating a chronology of events. This stage can be time consuming and difficult, and organizations often overlook it in the scramble and panic of a crisis, but it’s essential to an effective response.
Once your point person has gathered the necessary information, plan your response. Your principals—including your PR team—should make sense of the information gathered and craft your narrative in writing. Your plan should always center on honesty. It’s usually a cover-up that destroys reputations, so avoid that, whatever you do.
With the foundation in place, it’s time to run mock interviews and walk through possible scenarios. Draft your prepared statements and work with stakeholders to execute your communications plan. This is where your PR team will really add value.
Media relations is a marathon that requires hard work and tight relationships based on credibility and helpfulness. The rewards come when you have the right strategy in place to yield results that energize your team, expand your visibility and build your brand reputation.
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