On a recent Response to Corporate Crises Panel, I had the opportunity to share one of my favorite topics with a group of mostly attorneys. The topic: Building Rapport with the Media. Even though this particular audience is often skeptical about the media’s role in how any client’s situation may get portrayed, it is paramount to understand this key relationship in a crisis of any kind. Build relationships and rapport with members of the media before things heat up–predictable scenarios as well as all the unpredictable ones that 2020 has delivered. You want to ensure your own brand is poised for a successful outcome when crisis hits. Try to get media attention when things are not in crisis mode and when you proactively want this attention. Instead of thinking about the media as an enemy, here are some other lenses through which you can focus.
Brand Ambassador
You may not think about interplays with media as a marketing strategy, but it is. Or at least it’s an important leg of a robust overall marketing strategy for your organization and for your own areas of expertise. When you are seen on TV, heard on the radio, or read online or in print, you get lifted above “regular” folks and into the realm of thought leader. And even better as an expert the media sought out, interviewed, and then featured in their work. If you can’t name at least three reasons any media outlet would want to interview you at this moment, you are missing out on a lot of opportunities. Worse, you’re not acting as the best brand ambassador for your organization.
What do you have to offer?
The first question to ask yourself is what differentiates you from others with your title or areas of expertise. Then phrase what you just said in laypeople’s terms. Media won’t find you or respond to your e-mails if they can’t understand what you do and how you can help their audiences. If your organization has a public relations function, seek out people there to assist you with getting media attention. PR folks are generally always looking for ways to place your organization in the spotlight through positive media attention. For some, it can be like pulling teeth to get legal, healthcare, and other professionals to speak with the media. When you present yourselves to them, the PR folks will likely see this as a gift and work with you to get some preferred attention.
Which outlets do you consume?
Some initial media outlets to approach and pitch are ones you and your colleagues already consume. If there’s a radio station you listen to, then you likely know some host names and formats. If there is a periodical you respect, let that be a starting place to contact with your media pitches. Plus, if you are newer to doing media interviews, going with an outlet that’s known to you will make for a more authentic experience.
Speak their language
Once you do reach out to media, make sure to communicate using what I call $1 and $5 words versus $10 and $20 ones. This will help make your pitches clearer and engage your target media person. If they are interested, you’ll hear from them sooner. If they’re not, you may hear from them with a no or a next time, but at least you know and can move on to the next pitch. Don’t take rejection as a no forever. Most members of the media are constantly looking for good story and segment ideas. If you are concise and polite about how you pitch, and you have a newsworthy pitch, you will eventually land an interview or many interviews.
Keep records
Just as your organization keeps records on employees and customers, keep notes about the various outlets you have contacted as well as ones you’d like to contact. There can be turnover with some media outlets, but that shouldn’t mean you start from scratch each time.
Bonus Tip
Keep on top of current events and match your expertise to a hot topic. Using colorful language and really showing the media target how what you have to share will bring them terrific results is sure to land some winners.
Roshini Rajkumar is a C-suite strategist and crisis coach. A media insider, she hosts Real Talk with Roshini Rajkumar on WCCO Radio, Real Leaders with Roshini podcast, and is a commentator for media outlets around the United States.
