Media Relations

Are you prepared to speak to the media?

By Rachel Shaver

What if you answered your phone this afternoon and found yourself speaking with a journalist? How would you react? What would you say?

The way you interact with the media has a significant impact on external perceptions of your company, product or service. The media is an excellent vehicle for communicating with your customers, potential customers, strategic partners and employees, so it is important to make sure they understand your message and feel comfortable returning to you as a trusted information source. Any interaction with the media should be viewed as an opportunity to build your relationship; if you help them, they're more likely to help you down the road.

To ensure conversations with the media are as effective as possible, there are a few tips to keep in mind:

  • Remember that reporters are storytellers. Help them understand how you fit into the bigger picture by providing context for your news.
  • Pick 2-3 key points to emphasize. You don't want your message to get lost in too much information.
  • Avoid jargon or lengthy explanations. Be concise.
  • Highlight real-world applications whenever possible.
  • If you don't know an answer or prefer not to comment, don't use "off the record" or "no comment." These kinds of responses typically lead to speculation and unfavorable stories.
  • Don't get defensive. When answering hard-hitting questions, bridge back to your key messages.

Following these basic tips can make speaking with the media a positive and valuable experience. To help build your strategy, Nereus offers a number of services to prepare clients to engage with the media. Contact us today to see how we can help.