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There
is an ancient saying that relates to the
critical importance of media interviews:
Four things come not back
The spoken word
The sped arrow
Time past
The neglected opportunity
(The Saying of Omar Ibn Al Halif)
Especially
today, when even the broadcast press sometimes
sinks to depths rivaling the tabloids, a
key element of the public relations process
is selecting and preparing spokesperson(s)
to effectively handle critical interactions
with the media.
To help your organization select and prepare
your spokesperson(s), this issue of PR
Matters gives you "Choosing and
Briefing the Right Spokesperson for Your
Organization."
Enjoy!
Choosing
and Briefing the Right Spokesperson for
Your Organization
1.) Isn't it always the CEO?—Some people think so, but the
frequent choice—the CEO—isn't
always the best, as CEOs generally deal
in strategic issues and are rarely deep
enough in the trenches to communicate the
specifics of any given project (with the
exception of crisis situations). CEOs are
best utilized for big picture or crisis
communications scenarios.
2.) Then what about
the Senior Manager?—So, if the
CEO isn't the right person, you likely turn
to the head of the department. This may
or may not be the best choice. Remember,
this person has probably been promoted on
the basis of performance, not necessarily
communications skills. If a manager is selected,
make sure the person can speak in layperson's
languate and perspective of the ultimate
audience.
3.) Top
Management Support—
Sometimes it is best to select someone lower
in the ranks if this person has better communication
skills (just be sure the person's superiors
know about and endorse the selection). Whoever
your spokesperson is, make sure the person
a.) has the support of top management; b.)
wants to do the interview; c.) has deep
knowledge of the issue; and d.) has a solid
understanding of the organization's strategic
goals.
4.) Address
Executive Concerns—Executives
have a variety of concerns when it comes
to speaking to the media. From wondering
if the overall story will come out correctly
to the specific fear of being misquoted,
concerns are often a legitimate part of
the media relations process. Proper and
ongoing media training often alleviates
common fears and helps the spokesperson
put specific issues into perspective.
5.) Provide a Bridge—The
organization's public relations staff is
a key bridge between the spokesperson and
the media. The staff should provide a.)
logistical support: making
sure the interview happens when and where
it is supposed to; b.) background
information: what type of story
is the reporter working on, what have the
reporter written in the past, are there
any preconceived notions, what materials
have already been provided; and c.) message
development: review of overall
corporate key messages plus specific issues
to address in the interview.
6.) Coordinate Preparation—Before
the interview, review key messages, anticipate
questions (especially the ones you hope
don't get asked) and prepare possible answers.
If the issue is sensitive, work with legal
counsel.
7.) Develop an Exit
Strategy—Plan
your exit strategy in advance. Utilize it
whether the interview gets repetitive or
just runs over the alloted time. If photos
are being taken, it will likely be at the
end of the interview. Remember, the interview
is still taking place whenever you are in
the presence of the reporter.
Click
here for a list of training programs
from Hart & Partners, or just let us
know if we can help you or your clients
prepare for your next media interview!
Helpful
Sites of the Quarter
NPR
Story on Edward Bernays
Whether you're studying for your APR exam,
or passed it long ago, you'll enjoy this
story from NPR, entitled "Freud's Nephew
and the Origins of Public Relations."
This
story is part of a series commemorating
the scientific breakthroughs of 1905.
Having
trouble getting your hands on a publication
before pitching an article? Check out Mag
Sampler, which offers single copies
of magazines for only $2.59, postage included
(minimum order of three). It's a good resource
for investigating new, often highly-niched,
publications.
Hart
& Partners News
Rebecca
was one of the speakers at PRSA Sunshine
District's first ever QuickStart rally for
future leaders in the state of Florida (see
photo above).
PR
Tactics (a national newspaper published
by PRSA), recently ran an article by Rebecca:
Go team: Five steps to building a peak communications
team
Rebecca
will be presenting at the PRSA North Florida
luncheon meeting in October and PRSA's
International Conference in Miami. The
topic is "Effective Research, Even
on a Limited Budget." We'll be focusing
on five key areas: secondary research, testing
ideas, choosing the right method, gathering
actionable information and taking advantage
of advanced techniques.
Hope to see you at one of the presentations!
Let's
Stay in Touch!
To make sure you continue
receiving our newsletters (and that they
don't go to your bulk or junk folders),
please add rebecca@hartandpartners.com
to your email address book.
Quote
"Always dream and shoot higher
than you know you can do.
Don't bother just to be better than your
contemporaries or predecessors. Try to be
better than yourself."
William
Faulkner (1897-1962)
American novelist and short-story writer
Nobel Prize laureate
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