Leeann Froese
You can be faced by the press or captured on social media at any time, so if it happens, take it as an opportunity. However, sometimes dealing with the media can seem tricky, and some people are more successful than others.
I recently had the pleasure of providing virtual media training to the BC wine industry on behalf of Wine Growers British Columbia, and am happy to provide a recap of the tips here.
What Kind of Media Do You Want Your Message In?
- “Paid media” consists of articles you pay for. Nothing appears unless it’s paid for by you. Ads anywhere, or paid brand ambassadors. You are in control of the message.
- “Owned media” includes your website, blog, your videos, newsletters, and social media channels. You are in control of the message.
- “Earned media” is when people who can help tell others what you are doing, such as PR people; print, online, or broadcast reporters; radio/podcasts or TV; and mentions online. You are NOT in control of the message.
- Why Would the Media Contact You? (Here is the potential for earned media)
News media will often contact experts for information or to confirm facts such as:
- Prices, SKU numbers, availability
- Photos
- Comments or quotes
- For “expert” opinion
- For reaction, clarification, or an update on facts
Make sure you have the tools at hand to be responsive. These include:
- Product shots
- Current product, information sheets
- Info kit (background on your business and its people and products)
- Good photos - here are a few tips: No sunglasses or logos on clothing (unless they are your brand). In focus and in high resolution. This is key – at the bare minimum, at least 2 or 3 MB in size. The bigger the better.
- Bonus points if you have “B Roll” (video without sound or logos that show an overview of your property).
If you have a limited budget, the most important spend you could make is to make sure that you have your information and images on your website in a way that they can be easily accessed, like a downloadable image gallery. Then press can DIY if they need to.
5. Before they call – be prepared!
- Know your ‘elevator pitch’, which is your story and your key messages.
- Know your stance and how to deliver it concisely.
- You should be able to deliver your main media message in 30 seconds. Drill down to the core so you can say it over and over.
- If you are not sure of how to do this, get coached. It is money well spent.
6. When media does reach out – what is the checklist?
First, get the following essential information from the reporter:
- Name of reporter, phone number and media outlet
- Reporter’s deadline
- Focus of requested interview
- Other interview subjects for the story
- Amount of time required, location etc
THEN, if this is a phone call, tell them you need 15 minutes and then you will call them right back. This will give you time to get organized and your messaging straight. If it is an email, reply and ask them the above questions, and then get organized.
7. Make sure the media know to go to YOU
Perhaps the most important thing of all: Responsiveness and reliability.
- Be responsive – answer that email or phone call.
- Have your contacts readily available on your website, and also your information without a password.
- Follow through – do what you say you were going to do when you said you would.
- When the media know that they can rely on you, they will come to you again when there is an opportunity.
Note that all of this is the way to respond to media queries.
Proactive outreach is a different PR tactic altogether, but regardless of if you are reacting or reaching out, the key takeaway in either case is that you need to have your messaging nailed down, and the same tools on hand.
Leeann Froese owns Town Hall Brands – a marketing and graphic design agency that specializes in branding and promoting in the areas of agriculture, beverage alcohol, food, and hospitality. See more at townhallbrands.com or on social @townhallbrands
