Having an understanding of the media is essential if you engage with the media intentionally, in a media campaign or unintentionally in a crisis.
Media strategies
You can elect to run a media campaign consisting of advertising, editorial in magazines and newspapers, etc. Ideally you should attend media training if you plan to promote your practice and yourself as spokesperson.
Being media savvy involves having more than a passing awareness of the media. Professional media advice and training should be educational as well as practical. You will need to learn how to develop key messages, prepare for interviews, answer questions and behave appropriately.
If you find yourself in a situation where you are called upon to offer comment or your professional opinion on burning media issues, consider whether you want to or not.
When dealing with the media, you need to know what to expect and what expectations to meet. You will feel more confident when dealing with the media and acting as a spokesperson if you have the tools of preparation you need to make a clear presentation and get your message across.
Media policy
The challenge for businesses is to make the most of opportunities for positive media coverage while meeting the need to be clear, consistent and coordinated in your communication. A media policy gains its importance by outlining the procedures to be followed when journalists call.
You decide what messages you will convey to the media. Always prepare your key messages and then offer comment.
If you do answer an unsolicited call from the media, it's important that you research your facts before you offer comment to the journalist. Take their number and call them after you have had the opportunity to consider your response and evaluate the situation.
Additionally, you could nominate certain "experts" within your company to comment on specific issues. For instance if you are an accounting firm, your Tax Director could comment on all tax issues. Your CEO or Managing Partner might comment on succession planning, etc.
It is important that all managers and staff are aware of those authorised to speak to the media on behalf of your company.
The fundamental requirement for the success of any media policy, is that one message is delivered. It can be delivered by different voices - what matters is that everyone is delivering the same key messages.
Managing the media
The key to understanding journalists is to know and understand what motivates them. To develop successful relationships with journalists and other media representatives you need to understand them.
The role of the journalist is to produce an accurate record of news and current affairs which are uninfluenced by corporate or personal bias.
Below are some practical tips for managing the media:
- Manage the media and the situation - don't let them manage you
- Never say anything you are uncomfortable with or uncertain about
- Get your facts right
- Prepare for the interview
- Deliver your key messages and stop talking
- Answer questions only if you choose to
- Ask for a break if you want one
- Go into another room if you feel yourself losing control or becoming intimidated/ agitated/ upset/ angry
- Have your wits about you and never say anything you might later regret
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