What is the best way to deal with the media?

Dealing with the media can be a very daunting task. Say the right thing and your PR campaign will be hailed a massive success; say the wrong thing, like Gerald Ratner[1] and you can watch your stocks and shares plummet, your customers run to the hills and have a major PR and business disaster on your hands.

But exactly what can you do to ensure that you get the best press coverage and make you and your brand look outstanding.

Here is our list of dos and don’ts will assist when dealing with the media

Do:

1. Have a well-organised media/press plan – To do this create an outline for whatever coverage you are planning, whether it’s a press conference, a product launch, or a corporate event.
2. Aim, Shoot, Fire – It is important to know what your aim is. Are you looking for a feature story on a programme, an opinion or thought leadership piece or even a guest slot on a show.
3. Have a designated media person within your organisation – This person is your go to girl or boy. They will be responsible for all media communications, they will work out who you need to connect with in the various media outlets and will make it easier for the media and press to connect with your organisation if there is just one point of call.
4. Clear and concise messaging – It may sound clichéd, but it is important that every area of your business is singing from the same hymn sheet. The perfect way to communicate this to your wider organisation is to create an internal memo for employees to read. Make it as simple, clear and easy to understand as possible.
5. Remain united – If you are having to deal with something unpleasant then it is always best to ensure that there is united front. Contrasting opinions can confuse and damage a company brand even more as your customers, potential customers and employees will not know who to believe.

Don’t

1. Talk, unless you are comfortable – If you don’t know how to respond to a media question and you are not the main media contact then it is always better to politely decline their question and point them in the direction of your organisations media contact.
2. Be surprised by misquotes – There are no guarantees in dealing with the media that what you say will be misinterpreted, so you may not get the results you were looking for.

Summary:

In order to move your business forward you will from time to time need to embrace the media and it can be a love/hate relationship sometimes, but ultimately you need to ensure a good working relationship with them in order to improve your brand exposure and trustworthiness.

[1] https://en.wikipedia.org/wiki/Gerald_Ratner