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Five Tips for Talking with Media

by Lis Grant, PR Manager

For better or for worse, dealing with media is like dating. Have you ever had your sights set on someone but felt like you needed a friend to make the introduction? When it comes to meeting media, that friend is your PR professional. His/her job is to build relationships with writers and editors and leverage those relationships on your behalf.

Writers and editors are justifiably picky about with whom they’ll speak when writing a story and they’re always on a deadline. So, when your PR pro snags an interview, here are five tips to leverage the time:

  1. Make a good first impression—You wouldn’t agree to go on a blind date without some basic information first, and the same goes for meeting media. Take some time to work with your PR pro to learn something about the writer before your interview. Reading past articles by the interviewer will convey that you have done your homework and it makes a very good first impression.

  2. Don’t play “Hard to Get”—When a writer asks for your time, do everything you can to accommodate his or her deadline. If you take too long to respond—or worse, never get back to him or her—s/he probably won’t call for a second “date.”

  3. Keep it short and sweet—Unless it’s an introductory briefing, writers are working on a specific story and are focused on getting what they need to complete it. They appreciate succinct answers that don’t ramble or segue.

  4. Hold his/her interest—What’s worse than a date with someone who is all about “me, me, me”? Answer: An interview with someone who bangs the “company” drum over and over. Your PR pro will work with you to create talking points—a few key messages to remember to discuss. Once you’ve covered these points, relax and share some interesting anecdotes to support your position. A human-interest angle or customer story is always compelling.

  5. Stay connected—It’s the proverbial “I’ll call you” moment. While writers and editors are probably not sitting around waiting to hear from you, they’ll appreciate a brief follow up. Have your PR pro make a quick call or email to thank the writer for his/her time and see if s/he has further questions. This small gesture goes a long way in reinforcing the connection you’ve just made.

Remember: Building relationships with media is an ongoing dance that’s best when it’s choreographed by professionals. Seasoned PR pros have spent years building trust with media and have established their reputations based on providing the right sources for the right articles. Just like you need a sales pro out there selling to prospects, you need a PR pro out there selling your company and products to media.

The bottom line: Be willing and able to do interviews with media—and always let a pro make the introductions.