7 crucial steps for preparing your spokespeople
Media relations is a special skill among PR pros. For organizations looking to train executives or in-house experts to deal with information-hungry journalists, follow this guide.
An untrained spokesperson is a ticking time bomb for your brand.
These people are the voice and personification of your brand, and it’s important that they are informed, prepared and knowledgeable. Your organization’s point people should understand their role and be ready for what the responsibility brings.
When it comes to best practices for media relations, consider these seven tips:
1. Prepare in advance.
If you are listed as the contact on a news release, begin by knowing that the news release has gone out and by coming up with answers to any possible questions journalists might have.
This role is often in place to field inquiries for experts within your organization, so it’s important to have a list of names to give reporters. If you are routing inquiries, equip yourself with your spokesperson’s calendar and a means for tracking incoming calls.
Also, provide a “media brief”—a short but detailed document that includes the date, time, location, call information, reporter’s name, photo and social media handles, links to past articles on similar issues, potential angles to pursue and key messages to share.
2. Be professional.
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