Part of a publicity campaign includes someone to be appointed as the company spokesperson. Most pr clients do not take this seriously. By that I mean, pr clients think the media, or reporters should only call them when they are available. This is the first rule in What NOT to do! Make sure your pr marketing strategy includes this in the plan.
Ok, let’s go through a few tips as what a pr client should do to become a great spokesperson.
1- Make yourself available. You, the client should be easily reached, and always be prepared to speak with the media. It might be a good idea to have an “elevator speech” ready so when the media calls, you can quickly tell your story.
2- Know that your main objective to get media exposure is to gain more visibility for your company. Don’t try to “sell” reporters. Instead, make your story relate to something of current interest. If you know the publication, or the media that is calling, make your story (or angle) relate to that industry.
3- Elevator speech. As mentioned earlier, have at least two of these prepared. One will be a short intro about your company. The other is a summary of what you want to tell the media. It could be about a new product/service, expansion, new contract, etc. Just keep it short and interesting. The reporter will ask questions if your story is of interest.
4- Support facts. This is important. Having tangible facts to back up your claims will show reporters you are knowledgeable of how your products improve customer’s daily lives, or how it helps businesses become more efficient.
5- Have your publicity professional outline a few of what are called “difficult questions”. By practicing the answers to these questions, you will feel more comfortable when asked.
6- Reference cards. You never know when a reporter will contact you. So in order to be prepared, have all the information I discussed on reference cards. This will keep you from trying to remember what to say, or how to handle those challenging questions.
These are just a few tips on how to become a great spokesperson with the media. If you need further coaching, give George Carson a call at Carson Marketing, Inc. 949-477-9400.