An old PR pro had a standard stump speech
to convey the importance of media relations. He’d hold up the front section
of the daily newspaper and begin clipping out stories placed
through PR. By the end of his speech, the paper would
be in tatters.
Telling your story through the media
via news or feature stories is one of the most effective
ways of building your organization’s
reputation and attracting customers and new business. But,
about the worst thing you can do in a media interview is just
sit there and answer questions. You have to have a game
plan, and that plan must include carefully crafted media messages
that convey the points you want to talk about and
that are most important to your key audiences. The
point is to take control and make the story what you want it
to be, rather than where the reporter may wish to take it.
Lentini Creative Communications will “sell” your
company’s stories to television, print, radio and Web-based
media. We’ll help you develop and refine the media
messages that are most important to furthering your business
objectives. We’ll help you narrow and prioritize
the list of messages, develop examples to illustrate and reinforce
your story, coach your spokesperson beforehand and even manage
the interview as it takes place. Then, we’ll handle
Developing a trusting relationship with
the news media can pay off handsomely as your company becomes
the go-to organization for expert commentary on your industry
or business in general. That
kind of trust is most valuable during crisis situations, where
credibility and a good reputation can make all the difference
in how your company is perceived.
Lentini Creative Communications will put your company
on the map.